Luxury shopping tourism: views from Chinese post-90s female tourists

Purpose: The study explores how the concept of the extended self influences luxury shopping tourism consumption among Chinese tourists. It explores why luxury shopping is important for Chinese tourists. Specifically, this study focuses on a strategically important emerging market segment: post-90s female Chinese tourists.

Design: To explore the link between the extended self and luxury shopping tourism consumption among post-90s Chinese female tourists, this study adopted a qualitative and interpretive approach. 22 Semi-structured in-depth interviews were carried out to collect the data.

Findings: This qualitative inquiry found that luxury shopping during overseas holidays has some subtle differences from luxury shopping in China, as the conceptualisation of luxury is highly context-based. Through a focus on gender and generational differences, the current study reveals that the idea of individuality has started to influence their luxury purchases.

Practical implication: The study shows how different selves are associated with luxury shopping. It thus provides empirical evidence regarding the reasons behind their motivation, especially for shopping overseas in order to get a good price, and an exclusive and enjoyable luxury shopping experience abroad. Also, it was found that curiosity about buying luxury products is viewed as less favoured and logical shopping will be a future trend. Individuality is becoming a trend for younger consumers.

Originality: Theoretically, by linking the “extended self” with luxury shopping tourism, this study aims to understand the social-psychological aspects of luxury shopping tourism. Instead of focusing on particular destinations, the study provides compressed but also focused inquiries to explore how the concept of the self influences post-90s female Chinese tourists’ shopping consumption while on holiday and how this luxury shopping experience influences their concept of the self.