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Retailing in airports is a considerable growth area. The personal, situational and environmental influences on shoppers in an airport setting are very different from those in the ‘high street’. This paper examines and discusses the shopping behaviour of international passengers in a UK regional airport. An on-site passenger survey reveals that, while there is evidence of impulse purchasing brought about by affective responses to the airport context, much of the browsing and purchasing behaviour is planned in advance of the airport visit and is seen as a component of the trip/holiday. A model of passenger shopping behaviour in airports is proposed, with suggestions as to how management can facilitate the planned activities of potential airport shoppers
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Baron et al. (1996) studied this question.
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