For decades tourism has experienced a transformation and increasing development, inducing diversification, competence and new destinations. Thus, the countries deploy different strategic guidelines to influence the increase of tourism in their nations, within their policies of attracting visitors innovative ideas in all areas of reception of people can be found.
For this reason, it deserves the attention that is provided to the value of shopping in the stay of tourists, it is common to observe visitors acquiring products in shops, added to the search for quality, according to the perception and satisfaction required by each individual. Therefore, an ample concept of quality that allows the city to locate itself within the leading cities of the Tourism industry needs to be taken into account. Because of this, it’s worth mentioning the opinion about quality which Espino and González (2015) make reference to in their document “Tourism, Leadership & Motivation”:
“The quality well understood and in consequence well applied is economical and profitable, though it requires continuous time, investment and effort. The concept of quality has been evolving over the years, amplifying goals and varying the orientation. It can be said that its role has acquired a growing importance while evolving from a mere control or inspection to become one of the pillars of the global strategy of the company. In its origins, quality was expensive because it consisted in rejecting all defect products, which represented a first cost, and later recover said products in some form if possible, which represented another additional cost. Quality was the exclusive responsibility of the department of inspection or quality. Later statistical sampling techniques started to be applied to verify and control the product output. The concept of quality experiences an important evolution, passing from the simple idea of making a verification of quality to trying to generate quality from the origins.”
The demands of the consuming tourists make the companies apply these quality strategies which allow to view all the components from the creation of the product, adaption of the offer to the variety of services, in an integral way with the purpose of satisfying the needs of the tourists, contributing to the success and leadership of the companies.
For this reason, there are many cities with leadership living through constant updates, restructuration and invention in the Tourism field to keep the visitors motivated and ready to relive experiences that marked their passage. On this topic the Spanish online newspaper “Okdiario” (2018) mentions France, the USA, Spain, China and Italy as the world leaders of Tourism. The National Center of Strategic Planning (2016) states that “China maintains its leadership as the first issuing Tourism market” in its document “The Future of Tourism”.
For such an effect the best way of positioning the destination in the minds of the tourists is to carry out strategies of two types, as mentioned by Parra and Beltran (2017) in their article MARKETING STRATEGIES FOR TOURIST DESTINATIONS, in the first they make reference to the tourist destination, for example adding value to the products and tourist resources of the destination, and in the second element referring to the image of the destination.
Both tactics need to integrate new trends and diversified products to face the enormous competition, the offer of so many services, similar goods and the demand based on the maximum management for the positioning as leading cities in Shopping Tourism and Tourism of Quality, always responding to the increasingly demanding consumers.