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Previous research has indicated that shopping could make up for a significant part of the tourist experience and could provide significant benefits to destinations by contributing to local retail revenue and by generating many jobs. In order to design better marketing strategies, destination managers must understand what attracts tourists to a destination and makes them shop while there. However, tourists represent a heterogeneous group and subgroups of individuals are motivated to visit a destination for a variety of reasons. The primary purpose of this study is to segment tourist shoppers visiting Istanbul according to their motivation to shop. Five distinctive groups of 'product-focused shoppers', 'shoppers for cultural experience', 'reluctant shoppers', 'difference seekers' and 'total shoppers' were found and compared by the geographical origin of the tourists, their socio-demographic characteristics, travel characteristics and behaviour, primary motivation for the trip, activity participation and shopping preferences and attitudes. The findings indicate that destination marketers must develop their strategies and marketing products to address the heterogeneity of motivations underlying tourist shopping.

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Shopping is rarely the primary reason for traveling; however, once at the destination, shopping is an important activity without which, for many, the tourist experience cannot be considered complete. For tourists, shopping is a good way for experiencing the local culture and for tourism-based local economies shopping is an important earner of hard currency. Moreover, previous studies have shown that the experience tourists have while shopping will be reflected in their evaluation of the place and of the country as a tourist destination. In spite of its significance, tourists' shopping experience has seldom been researched by academics. Using content analysis of customer reviews posted on Trip Advisor this study will examine shopping satisfaction of tourists visiting Istanbul' largest traditional market, the Grand Bazaar.

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