The Travel Association, along with businesses, conducted a survey at Aeon Mall Hue to develop shopping tourism products.

Opportunities for shopping tourism

At Aeon Mall Hue, we encountered quite a few tourists from other provinces and foreigners, especially during lunchtime and in the evening. Ms. Duong Nguyen Xuan Thanh, from Ha Tinh, shared: “While waiting to check into my hotel, I came to Aeon Mall to buy some things. It’s great to have a large shopping mall; during the day I visit tourist attractions, and in the evening I come back to have fun and shop.”

For a long time, shopping has been considered a complementary element that enhances the travel experience for tourists. In particular, one of the favorite habits of tourists is buying local specialties as souvenirs. As living standards improve, the demand for shopping increases and has truly become a more influential factor in tourists' travel decisions. Consequently, in recent years, the concept of "shopping tourism" has been frequently discussed.

Ms. Duong Thi Cong Ly, Vice President of the Provincial Tourism Association, said that in overseas tours, travel agencies often incorporate visits to shopping malls, as this is an experience that tourists have high demand for. This is also a great opportunity to generate revenue for the destination. In fact, the opening of Aeon Mall is a great opportunity for Hue tourism, as the demand from domestic and Asian tourists for shopping and entertainment is very high, which can extend their length of stay. “Aeon Mall Hue is the largest shopping mall in Central Vietnam. Given the high demand from tourists, it can attract visitors from many provinces and cities in Central Vietnam to experience it,” Ms. Ly analyzed.

In Hue, tourism combined with shopping has begun to take shape. Tourists are interested in visiting and shopping at traditional markets, especially Dong Ba Market. However, generally speaking, these local markets still struggle to create a truly attractive experience for tourists, making it difficult for tour operators to develop well-organized and professional tours. Meanwhile, in the past, Hue lacked high-end shopping malls that could attract tourists.

According to tourism experts, shopping tourism is a segment of tourism focused on providing shopping products and services to tourists. Besides the need to buy local specialties, souvenirs, clothing, jewelry, cosmetics, etc., tourists also have a need to purchase other items through models such as duty-free shops, discount shopping centers, and special offers for tourist groups.

According to the Director of the Department of Tourism, Nguyen Van Phuc, tourist spending patterns are a significant contributor to tourism revenue at destinations. For shopping tourism, tourist spending is crucial, as it's a primary motivation for their trip. Along with traditional markets, the emergence of large shopping malls like Aeon Mall Hue will diversify shopping experiences, encouraging tourists to spend while traveling and contributing to revenue growth for the destination.

Research on incorporating it into tour routes.

According to Ms. Duong Thi Cong Ly, Vice President of the Provincial Tourism Association, shopping malls in many countries, including South Korea, Japan, and others, have policies to support tourism, especially tourists and travel businesses. This encourages tourists to shop, spend on tourism activities, and encourages businesses to bring tourists to shopping malls, with the ultimate goal of creating the best possible experiences for visitors.

Referring to models from other countries, there are many ways to connect and cooperate between tourism and trade businesses, including collaborating with shopping malls to incorporate food and beverage services into tours. Ms. Ly suggested: “In tours, we could sell meal vouchers to tourists at shopping malls instead of restaurants. For example, each voucher could cost 200,000 VND. Customers can pay extra if they exceed the amount, or receive a refund if they eat less than that amount. The advantage of this model is that customers can choose their food according to their needs; they can eat, shop, and travel in the same area, allowing them to manage their schedule and save time.”

According to a representative of the Provincial Tourism Association, tourism combined with shopping will help businesses and tourists proactively plan their itineraries. Typically, guests check out at 12 PM but may not board their flights until 3-4 PM. Taking guests to shopping malls can minimize the worry of waiting at the airport; it also offers flexibility in case of flight delays and allows for scheduling changes in heavy rain.

According to travel agencies, shopping at Aeon Mall Hue will definitely be included in tours in the near future. However, to maintain and develop it effectively in the long term, close cooperation is needed. The Travel Association and businesses will exchange ideas, provide feedback, and discuss cooperation strategies with the shopping mall. Many forms of collaboration exist, including encouraging brands to offer discount vouchers to group tours, offering promotional deals for large purchases, or implementing policies to stimulate tourism businesses to bring visitors.

Through this collaboration, travel agencies, shopping centers, brands, and shopping destinations can exchange information and resolve difficulties together. The long-term goal is to create mutually beneficial cooperation and help the tourism industry develop.

Huu Phuc