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Peoples associations with airports are mainly dominated by the transport function. In recent years, many airports have developed large shopping experience areas. The research project presented in this book examines passengers' shopping behaviour and motivation in order to better cater to customers' needs. In a first step the author reviews latest literature in the field of shopping motivation in general and airport shopping typologies in particular. In the second part of the analysis, the empirical study is introduced: A survey of airport shoppers was carried out at several international...