Research area and keywords of research:
Tourism geography
(Keywords: shopping tourism, tourist shopping, cross-border shopping)
Name of the researcher(s) and research group:
Tourism research group
Dr. Mihály Tömöri
Name of the Institute:
University of Nyíregyháza, Institute of Tourism and Geography
Research objectives:
- To contribute to the development of the theoretical framework of shopping tourism.
- To investigate the different forms of shopping tourism (tourist shopping, business shopping, leisure shopping, spontaneous shopping, cross-border shopping etc.).
- To explore the motivations behind shopping tourism.
- To examine the infra- and superstructure of shopping tourism.
- To understand Hungary’s in- and outbound shopping tourism (with special regard to the number of in- and outbound shopping trips, the related expenditures, and destinations).
- To examine the impact of the COVID-19 pandemic on shopping tourism.
- To explore the role of safety and security in shopping tourism.
Description and results of research:
- We have examined the impact of the COVID-19 pandemic on shopping tourism through the case of Hungary. Results show that the pandemic not only sustained, but sometimes even created new economic or legal differences across borders. As a result, the basic patterns and motivations of shopping tourism hardly changed during the pandemic, but the number of shopping trips and the related expenditures dropped drastically.
- Through the example of Hungary, we have examined the impact of the financial crisis of 2007-2008 on shopping tourism. The research results have shown that the economic crisis made customers more price-sensitive: those who had the chance seized the opportunity of making ‘savings’ through shopping tourism and redirected their shopping activities to Hungary.
- We have examined the trade- and commerce-oriented elements of the economy of border regions. We have identified various forms of border-induced business travel, such as temporary labour flows in the agricultural and tourism/hospitality sectors, exporting merchandise for resale, the trade of second-hand goods, using postal services abroad, seeking medical treatment in a neighbouring country, and election-related transfrontier journeys by dual citizens.
- Research results on Hungary’s international invisible tourism show that this segment is dominated by transit visitors and shopping tourists who primarily come from Slovakia, Romania, Austria, Serbia and Ukraine. Although day trips make up for the majority of trips by foreigners to Hungary, still their economic significance is far less prominent.
Research partners from other institutions:
- Dr. Gábor Michalkó, Professor of Tourism, Corvinus University of Budapest; Scientific adviser, Geographical Institute
- Dr. Krisztina Keller, Associate professor, Corvinus University of Budapest
- Dr. Szabolcs Mátyás, Associate professor, National University of Public Service
- Noémi Ilyés, Tourism Analyst & Expert, Hungarian Tourism Association
Other information:-
Publications (max. 5):
- Michalkó, G; Tömöri, M; Ilyés, N (2022): Merchants, smugglers, and wanglers: non-conventional tourism and trade across political borders. In: Timothy, D J; Gelbman, A (eds.) Routledge handbook of borders and tourism. London: Routledge. pp. 324-338.
- Tömöri, M (2021): Magyarország láthatatlan nemzetközi turizmusának alakulása 2010 és 2019 között [Hungary’s invisible international tourism between 2010 and 2019]. Területi Statisztika [Regional Statistics] 61. 2. pp. 170-188.
- Tömöri, M; Michalkó, G (2019): A bevásárlóturizmus. [Shopping tourism] In: Irimiás, A; Jászberényi, M; Michalkó, G (eds.) A turisztikai termékek innovatív fejlesztése. [Innovative development of tourism products] Budapest: Akadémiai Kiadó. pp. 31-49.
- Michalkó, G; Rátz, T; Hinek, M; Tömöri, M (2014): Shopping tourism in Hungary during the period of the economic crisis. Tourism Economics 20. 6. pp. 1319-1336.
- Tömöri, M (2010): Investigating Shopping Tourism along the Borders of Hungary – a Theoretical Perspective. Geojournal of Tourism and Geosites 6. 2. pp. 202-210.