As an important part of tourist shopping, the study of duty-free shopping experiences is of great value for enhancing economic growth in the travel retail market and improving the image of tourist destinations. However, current research on duty-free shopping has failed to meet these practical requirements. To effectively identify tourists’ shopping needs and develop effective shopping strategies, we conducted a study from the perspective of destination marketing organizations. For comments on duty-free shopping, we used thematic modeling and sentiment analysis. The thematic analysis showed five themes based on the duty-free shopping experience: perceived variety and function, perceived online process, perceived service, perceived environment, and perceived cost. Our study begins with a duty-free shopping tourism experience and expands on relevant research findings to enrich the tourist shopping knowledge system. Through this study, we hope to provide appropriate and targeted recommendations for marketing shopping tourist destinations.
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