The relationship between tourism and shopping is relatively well understood.
Conversely, the relationship between tourism and retailing is not. The
difference between ‘retailing’ and
‘shopping’ is not just a semantic one, but one with major
conceptual implications. Through the case of Porsche’s latest model,
this paper offers a reading of the connections between tourism, shopping and
retailing. A supply-side, retailer-focused perspective contributes a deeper
understanding of tourist shopping, revealing as it does the social relations of
exchange in tourism shopping episodes, different types of tourist shopper and
how cars and other commodities may be usefully deployed to develop enduring,
longterm destination marketing themes.
See also Timothy, D. J.
(2004) ‘Shopping, Tourism, Retailing and
Leisure’,
Channel View Books, Clevedon
(in press).
2.
Moreno, J.
and
Littrell, M. A.
(2001)
‘Negotiating tradition — Tourism retailers in Guatemala’
, Annals of Tourism Research, Vol. 28, No.
3, pp.
658-685
.
3.
Telfer, D. J.
(2001)
‘Strategic alliances along the Niagara Wine Route’
, Tourism Management, Vol. 22, No. 1, pp.
21-30
.
4.
Coles, T. E.
(2003)
‘The car’s the star: Exploring the conceptual links
between tourism and retailing through the case of an international car business’
, in
ANZIBA
(ed.) ‘Proceedings of the Australia and New Zealand
International Business Academy Conference’, Otago
UP, Dunedin.
5.
Note 1.
6.
Park, M. K.
(2000)
‘Social and cultural factors influencing tourists’
souvenir-purchasing behaviour: A comparative study on Japanese
“omiyage” and Korean “sunmul” ’
, Journal of Travel and Tourism Marketing, Vol. 9,
Nos 1/2, pp.
81-91
.
7.
See also
Jansen-Verbeke, M.
(1990) ‘Leisure + shopping 1/4 tourism product
mix’, in
Ashworth, G.
and
Goodall, B.
(eds) ‘Marketing Tourism Places’,
Routledge, London
, pp. 128-135.
8.
Timothy and Butler, ref. 6 above, p. 17.
9.
Warnaby, G.
(1998)
‘Marketing UK cities as shopping destinations: Problems and prospects’
, Journal of Retailing and Consumer Services, Vol.
5, No. 1, pp.
55-58
.
10.
For early discussions of this position see
Shaw, G.
and
Benson, J.
(eds) (1992) ‘The Evolution of Retail Systems
c.1800-1914’,
Leicester University Press, Leicester
.
11.
Wrigley, N.
and
Lowe, M.
(2002) ‘Reading Retail. A Geographical Perspective
on Retailing and Consumption Spaces’,
Arnold, London
.
12.
See
Godau, M.
and
Polster, B.
(2000) ‘Design Lexikon
Deutschland’,
DuMont Buchverlag, Cologne
.
Dr. Ing. h.c. F. Porsche AG (2002) ‘Die Modelle’,
Selbstverlag, Stuttgart, p. 2.
15.
Ibid., p. 12.
16.
Ibid.
17.
For a summary of Porsche’s performance see Porsche (2003)
‘A further rise in sales, turnover and profit in the 2002/03 fiscal year.
Vigorous growth for Porsche’, press release, 9th September, available from
www2.uk.porsche.com/english/gbr/news/pressreleases/pag/2003-09-09.htm.
The company’s most recent annual report is also available online. This
includes a helpful Porsche Group highlights summary spreadsheet with performance
back to 1991-1992 — see Porsche (2003) ‘Group. Porsche creates
added value’, available from www2.uk.porsche.com/english/gbr/company/annualreport/group/members/default.htm.
18.
Porsche (2002) ‘Sport utility vehicle launched in Germany, Austria
and Switzerland. Arrival of Porsche Cayenne’, online press release, 6th
December, available from
www2.uk.porsche.com/english/gbr/news/pressreleases/pag/021209.htm;
Porsche (2000) ‘The first secret about the new off-road sports utility
vehicle is revealed: The third model range will be named “Porsche
Cayenne” ’, online press release, 6th August, available from www2.uk.porsche.com/english/gbr/news/pressreleases/pag/000607.htm.
19.
Porsche (2003) ‘Cayenne contributes to record sales. Porsche: Best
month ever in North America’, online press release, 3rd June, available
from www2.uk.porsche.com/english/gbr/news/pressreleases/pag/030603.htm;
Porsche (2003) ‘Best October ever in its most important market for the
sports car manufacturer. Porsche sales up 85 per cent in North America’,
online press release, 3rd November, available from www2.uk.porsche.com/english/gbr/news/pressreleases/pag/2003-11-04-1.htm.
20.
For the company’s summary of the Cayenne, see Porsche (2002)
‘Equipment and prices for the Porsche’s third model series.
Cayenne S and Cayenne Turbo celebrate their world premiere in Paris’,
online press release, 5th August, available from
www2.uk.porsche.com/english/gbr/news/pressreleases/pag/020805.htm. See
also motoring press reviews such as Neil, D. (2003) ‘Porsche Cayenne
Turbo. We weigh the Porsche against other SUVs and give ourselves a
hernia’, Car and Driver Magazine, August, available from www.caranddriver.com/article.asp?section_id=3&article_id=6847.
Op. cit. note 19. The 200ha site has already been enlarged by the purchase of
a further 73ha plot. See Porsche (2003) ‘73 hektare expansion of estate.
Porsche acquires more land in Leipzig’, online press release, 25th
September, available from www2.uk.porsche.com/english/gbr/news/pressreleases/pag/2003-09-25.htm.
23.
See Porsche Leipzig’s website at
www2.uk.porsche.com/english/gbr/company/leipzig/default.htm for a visual
representation of the site.
24.
Porsche Leipzig GmbH, ref. 13 above.
25.
Porsche (2002) ‘Cayenne. Der 3. Porsche’, Porsche,
Stuttgart, pp. 156-158. See also Porsche Leipzig GmbH, ref. 13 above.
26.
Porsche (2002), ibid., p. 157.
27.
These data are confirmed in Daninger, F. (2004) personal communication, 1st June.
28.
See the offers of the Porsche Travel Club at www2.uk.porsche.com/isapi/english/gbr/news/travelclub-2004/overview/default.asp.
29.
For a more detailed discussion of the spatial aspects of contemporary
tourism development in Leipzig, see
Coles, T. E.
(2003)
‘Urban tourism, place promotion and economic restructuring: The
case of post-socialist Leipzig’
, Tourism Geographies, Vol. 5, No. 2, pp.
190-219
.
30.
Daninger, ref. 27 above.
31.
Ibid.
32.
See also
Leipzig Tourist Service
(2004) ‘Culture and History’,
available at www.porscheleipzig.com/en/porsche_leipzig/tourist.htm.
33.
Tourismus Marketing Gesellschaft Sachsen
(2004) ‘100 Jahre Autoland
Sachsen’,
TMGS, Dresden
.
34.
Leipzig Tourist Service e.V.
(2003) ‘VRC [People’s Republic of China]
Sales Guide 2003/04’Selbstverlag, Leipzig
, especially p. 6.
35.
Coles, ref. 29 above.
36.
See the website of Volkswagen’s so-called ‘Transparent
Factory’ at www.glaesernemanufaktur.de/.
37.
For the latest on BMW Welt [World], due to open in 2006, see
www.bmw-welt.com/en/html/index.html. On the Audi Forum and
Audi’s Erlbeniswelt [Experience world], see
www.audi.com/de/de/erlebniswelt/erlebniswelt.jsp. Volkswagen’s
Autostadt is described at
www.autostadt.de/info/cda/main/0,3606,21,00.html, in VW’s own
publication Autostadt (2003) ‘Insight. A Guided Tour through
Auto-stadt’, Autostadt GmbH, Wolfsburg, and and in the travel magazine
Merian (2002) ‘Merian Extra — Autostadt in Wolfsburg’,
Jahreszeiten Verlag, Hamburg. See also Coles, ref. 4 above.
38.
Mercedes-Benz (undated, c.2003) ‘Personal Collection for C-Class
Saloon & Estate, SLK-Class, CLK-Class Coupé and
Cabriolet’, DaimlerChrysler UK Ltd, Milton Keynes.
39.
Audi (c.2003) ‘Audi TT Erlenistage Roadster on Tour’,
available at www.audi.com/de/de/erlebniswelt/reisen/tt_weekend/tt_weekend.jsp.
