Purpose: The purpose of the study is to investigate what marketing measures stores carry out to attract and simplify the purchase for the Chinese customer.  Completion: A qualitative study has been conducted focusing on how Chinese tourism has affected the Swedish retail trade. The study is based on a total of twelve different respondents who are localized in the Stockholm area. A total of 9 semi-structured interviews were conducted and 2 email correspondence. Nine of these consist of retail stores, the rest of which consists of a marketing company that focuses on the Chinese market, a Chinese newspaper independent of China and a communications company for the Swedish tourism industry.  Results: The findings of the study show that there are indications and a rising interest in introducing Chinese social media and payment methods in the future. This is mainly due to the fact of the observed increase of Chinese customers as well as this group accounting for 45% of Sweden’s total tax-free trade. Among the respondents, only three shops have adopted the payment methods today and one has been present on WeChat. / Syfte: Syftet med studien är att undersöka vilka marknadsföringsåtgärder butiker genomför för att attrahera och förenkla kinesernas köp Genomförande: En kvalitativ studie har genomförts med fokus på hur den kinesiska turismen har påverkat den svenska detaljhandeln. Studien baseras på totalt tolv olika respondenter som befinner sig i Stockholmsområdet. Nio av dessa består av butiker inom retail branschen, resterande består av ett marknadsföringsföretag som fokuserar på denna marknad, en kinesisk tidning oberoende av Kina samt ett kommunikationsföretag för svensk turistnäring. Det utfördes en systematisk tematisering av det insamlande materialet. Slutsats: Denna studie fann att bland de intervjuade butikerna var det endast 3 butiker idag som har antagit de kinesiskabetalningsmetoderna och att en använder sig av Kinas sociala medieapp, WeChat. Resterande respondenter meddelade att det finns funderingar på att införa dessa i framtiden då det observerat en stor ökning av kinesiska kunder under de senaste åren samt att denna grupp enligt Global Blue står för 45% av Sveriges totala tax free handel.

Syftet med denna uppsats är att undersöka fenomenet shoppingturism. Skribenterna valde att utifrån sex stycken kvalitativa intervjuer kartlägga de faktorer som bidrar till att resenärer åker på en shoppingresa. Därutöver undersökte skribenterna även om shoppingturism kan kopplas samman med upplevelseturism samt om respondenterna anser att shoppingresandet kan ha någon påverkan på en destination. Metoden som skribenterna har använt sig av är en kvalitativ intervjustudie där intervjumanualen var halvstrukturerad. För att tolka de resultat som framkommit under samtliga intervjuer har skribenterna använt sig av tidigare forskning samt diverse teoretiska analysverktyg. Under empiriavsnittet har skribenterna redovisat de resultat som framkom under samtliga intervjuer. Empiriavsnittet är uppdelat i fem rubriker. Under den första rubriken presenteras intervjudeltagarna. Under den andra rubriken presenteras de faktorer som intervjudeltagarna anser vara bidragande till att de åker på en shoppingresa. Under den tredje rubriken presenteras infrastrukturens samt resekostnaders betydelse för en destination. Under den fjärde rubriken presenteras huruvida shoppingturismen kan kopplas till upplevelseturismen och slutligen presenteras under den femte rubriken huruvida shoppingresandet kan påverka en destination enligt respondenterna. / The purpose of this paper is to investigate the phenomenon of shopping tourism. The writers chose to identify the factors that contribute to the travelers to go on a shopping trip from six qualitative interviews. In addition, the writers also investigated if shopping tourism can be connected with adventure tourism and if the respondents think that shopping travel can have an impact on a destination. The method which the writers have used is a qualitative interview study in which the interview guide was semi-structured. To interpret the results that emerged from all interviews, the writers made use of previous research and various theoretical analyses. In the empirical section which is divided into five headings, the authors reported the results that emerged from all interviews. The first section contains a presentation of the interview participants. The second section presents the factors that the interview participants feel contributes them to go on a shopping trip. The third section presents the importance of the infrastructure and travel expenses for a destination. The fourth section presents whether shopping tourism can be linked to experience tourism and in conclusion the fifth section presents whether shopping travel can affect a destination according to the respondents.

Des magasins d’usine accolés aux sites de fabrication apparus au début du XXe siècle jusqu’aux « villages » de marques actuels, le concept commercial a suivi différentes formes et l’évolution de leurs localisations rend compte d’un détachement des sites industriels au profit d’une logique territoriale « hors sol ». Ces facteurs mettent en lumière le passage d’un concept à l’origine industriel, devenu un produit commercialo-touristique. La naissance du concept puis sa « mise en tourisme » trouvent toutes deux leurs origines aux Etats-Unis. Leurs importations en Europe n’ont pas reproduit à l’identique la formule américaine mais ont suivi des modèles s’en inspirant de plus en plus fortement, notamment par le biais de la montée en puissance des opérateurs anglo-saxons qui figurent parmi les leaders incontestés du marché européen. L’annonce de projets de villages de marques suscite quasi-systématiquement de vives tensions entre leurs opposants et leurs défenseurs, révélant que les enjeux territoriaux liés à ces équipements sont nombreux. La multiplication des projets est notamment favorisée par une demande croissante des élus dans un contexte de mise en compétition des territoires. Cette situation, qui constitue une réelle opportunité pour les opérateurs, aboutit depuis peu à la création de partenariats public-privé destinés à tirer profit de la présence des centres de marques en favorisant les synergies avec leur territoire d’implantation, notamment en couplant le tourisme commercial avec d’autres types de tourisme. Cette thèse vise à mettre en lumière le développement et l’évolution du concept commercial en Europe ainsi que leurs implications en matière de nouveaux enjeux territoriaux. / From Factory Outlet shops located on manufacturing sites which appeared at the beginning of the 20th century to the current outlet “villages” today, this distinct retail concept has followed various forms in its evolution. There has been a detachment from locations on industrial sites for a strategic improvement creating, a new territorial logic which is targeted on an agglomeration of brands in modern purpose built buildings with good access and facilities. These factors show the evolution of a concept originally adjacent to a manufacturing base, it has become a distinct retail and tourist product. The birth of the retail concept and its “touristification” finds its origins in the United States. The import of which into Europe drew reference from the American formula but followed new models inspired by Anglo-Saxon developers who created a different style and they now appear among the uncontested leaders of the European market. However, the announcement of new outlet projects, even after 20 years still arouse quasi-systematically deep tensions between the opponents and the defenders of the concept, revealing that the territorial stakes of these centres are multiple. The increase of the number of projects is favoured in particular by an increasing demand of the elected representatives in a context of competition between territories. The current situation constitutes a real opportunity for developers, and it has recently involved the creation of public-private partnerships. Their intended goal is to benefit from the setting-up of outlet centres by favouring the positive elements within their territory, in particular by coupling retail tourism with other forms of leisure tourism. This research aims to study the development and the evolution of the outlet concept in Europe as well as their implications regarding new territorial stakes.