SHOPPING AND TOURISM. DYNAMICS BETWEEN ITALY AND RUSSIA

Shopping is becoming an increasingly relevant component of the tourism value chain. More and more, shopping has become one of the major categories of tourist expenditure, representing a significant source of income for national economies, both directly also through the many linkages to other sectors in the economy. This paper offers an overview of the importance of shopping tourism as a source of employment and income, particularly regarding Russian tourists in Italy. The findings prove that the attitude of Russian tourists in choosing Italy, is influenced not only by the seaside location and cultural products, but also by alternative features, such as shopping and gastronomic traditions, which represent the differentiating and value‐creating elements.