American Tourists' Perception of Retail Stores in 12 Selected Countries

Over 1,800 retail stores in 12 countries were assessed by a group of 60 American tourists using seven measures. Tourists had a good overall impression of, and were pleased with the low prices in, retail outlets in South Africa, England, and Taiwan. Stores in the Philippines, the PRC, and India gave a poor overall impression in spite of low prices. Venezuelan stores created a poor impression and had perceived high prices. The study suggests the importance of appropriate retail strategies by foreign retailers to capture shopping dollars spent by American tourists.