Servicescape and shopping value: the role of negotiation intention, social orientation, and recreational identity at the Istanbul Grand Bazaar, Turkey

Ozge Yalinay, Ian W. F. Baxter, Elaine Collinson, Ross Curran, Martin Joseph Gannon, Sean Lochrie, Babak Taheri, Jamie Thompson

Research output: Contribution to journalArticle


This paper examines the influence of negotiation intention, recreational shopper identity, and social shopping orientation on both servicescape and visitors’ overall shopping value in the Istanbul Grand Bazaar, Turkey. We developed and tested a conceptual model using a sample of 300 international visitors to the Bazaar. The results demonstrate that bargaining intention, recreational functions, and social interactions influence servicescape. This implies that, when tourists are motivated by bargain hunting, recreation, and socialisation, their attitude towards the shopping environment is more positive, which subsequently results in increased overall shopping value. Implications for managerial practice are also presented alongside suggestions for future research.

Original languageEnglish
Pages (from-to)1132-1144
Number of pages13
JournalJournal of Travel and Tourism Marketing
Issue number9
Early online date28 May 2018
Publication statusPublished - 22 Nov 2018



  • Negotiation intention
  • recreational shopper identity
  • servicescape
  • social shopping orientation

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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