Second Hand Shops as New Luxury - an Alternative Way to Attract Toursim from the Customer Point of View
Sohlman, Anna-Mari (2019)
Sohlman, Anna-Mari
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112422096
https://urn.fi/URN:NBN:fi:amk-2019112422096
Tiivistelmä
How can second hand shopping experiences add value to the attractiveness of a destination? Can second hand shopping be considered as a new luxury experience? And if so, why? Which elements are relevant, if second hand shopping would be designed as a new luxury experience for visitors in a destination? These are the research questions in this study.
Theoretical part presents the development of new luxury within tourism industry. Second hand shopping as a market is described and the consistency of things and phenomena between tourism and second hand shopping are highlighted. Sustainability thinking and the increasing awareness of re-use consumption and recycling are emphasized in both tourism and in second hand shopping.
This thesis is a qualitative research. Answers to questions are searched through literature, participatory observations on site and theme interviews. Service design method emphasizes the end-user perspective in the interactive service process.
Twenty participatory observations were made to nineteen different second hand shopping sites in Finland and in Sweden between June and October 2019. The focus was on the holistic experience from end-user´s perspective. Five individuals were selected for theme interviews from different age groups, different life situations and different fields of professionalism. Those selected had previously experienced second hand shopping either in Finland or abroad. Interviews were held in October 2019. The results of theme interviews and participatory observations were combined and analyzed.
Interviews and observations confirm that the awareness of sustainability thinking has an effect on how second hand market is perceived. The idea of combining social, economical and environmental aspects is considered as a smart way of consuming. The role of social group with similar values and the family and its socio-cultural heritage are the sophisticated drivers. Globally minded, environmentally conscious consumers want to have alternative types of experiences, which include the elements of sustainability thinking and the freedom to build the experience individually.
Based on the interviews and observations accessibility is a relevant element for second hand shopping development in the Helsinki Metropolitan area. Combining the present shopping mall culture in Finland and the perception of new luxury can create and offer alternative ways of new luxury experiences for visitors in the context of second hand shopping. This requires co-creative and innovative actions from all stakeholders.
Bringing new luxury elements to second hand shopping requires creativity and new ways of thinking combined with a holistic end-user perspective. This may benefit not only second hand shops and tourism industry, but could integrate other societal challenges and offer more sustainable and responsible ways to consume our natural resources.
Theoretical part presents the development of new luxury within tourism industry. Second hand shopping as a market is described and the consistency of things and phenomena between tourism and second hand shopping are highlighted. Sustainability thinking and the increasing awareness of re-use consumption and recycling are emphasized in both tourism and in second hand shopping.
This thesis is a qualitative research. Answers to questions are searched through literature, participatory observations on site and theme interviews. Service design method emphasizes the end-user perspective in the interactive service process.
Twenty participatory observations were made to nineteen different second hand shopping sites in Finland and in Sweden between June and October 2019. The focus was on the holistic experience from end-user´s perspective. Five individuals were selected for theme interviews from different age groups, different life situations and different fields of professionalism. Those selected had previously experienced second hand shopping either in Finland or abroad. Interviews were held in October 2019. The results of theme interviews and participatory observations were combined and analyzed.
Interviews and observations confirm that the awareness of sustainability thinking has an effect on how second hand market is perceived. The idea of combining social, economical and environmental aspects is considered as a smart way of consuming. The role of social group with similar values and the family and its socio-cultural heritage are the sophisticated drivers. Globally minded, environmentally conscious consumers want to have alternative types of experiences, which include the elements of sustainability thinking and the freedom to build the experience individually.
Based on the interviews and observations accessibility is a relevant element for second hand shopping development in the Helsinki Metropolitan area. Combining the present shopping mall culture in Finland and the perception of new luxury can create and offer alternative ways of new luxury experiences for visitors in the context of second hand shopping. This requires co-creative and innovative actions from all stakeholders.
Bringing new luxury elements to second hand shopping requires creativity and new ways of thinking combined with a holistic end-user perspective. This may benefit not only second hand shops and tourism industry, but could integrate other societal challenges and offer more sustainable and responsible ways to consume our natural resources.