What is Shopping

In recent years new technologies have increased access to information and, as a result, many channels can be used in an integrated and combined way. Omnichannel strategies have emerged in shopping which allow consumers to have integrative and holistic experiences. This trend, in addition to its influence on the general consumer, has implications for tourists who can take advantage of different channels in their costumer journeys through adopting omnichannel behaviors. Due to the importance of omnichanneling and tourist shopping, and the fact that no studies examine them in conjunction, this theoretical chapter aims to launch this research line; future research lines are presented to improve the retail sector and tourists' shopping experiences.