Shopping as a selling strategy for tourism: combination of marketing mix tools

Abstract

The use of time for entertainment has increased participation both at home and outside and, in our days, we look at the proliferation of a wide range of activities that are included in the leisure economy: tourism, catering, shopping, sports, entertainment... In this sense, a lot of studies agree that the activities related to leisure time of individuals with strong potential for growth as amusement parks, restaurants, tour operators... and, above all, new retail formats that are configured as great business opportunities. Consequently, the main objective of this text is to relate some of the main activities that are encompassed in the new economy of leisure. And as a specific example to analyze the complementarity between trade and tourism in a particular case: Shopping in Seville. Firstly, there exists a theoretical review of the phenomenon of leisure within the needs of individuals and further expenditure is oriented towards this set of activities. Then a classification of the activities offered for the entertainment of individuals paying particular attention to the main Spanish companies involved in some of these sectors and, secondly, the role of shopping as one of the leading suppliers of trade and leisure. Finally, exercise has articulated a dual approach to complementarity between the commercial and tourist activities, first of all, we performed a quantification of non resident consumption by commercial areas, and afterwards, it has developed a classification of regions in terms of its commercial and tourism potential through a cluster analysis.