| Title |
The Relationship between the Spatial Structure of Sales Space and the Sales Revenue of Duty-Free Shop ? Cases of Duty-Free Shops at the Departure Concourse(Level 5) of Incheon International Airport ? |
| Authors |
Moon Jung-Eun ; Kim Bong-Ae |
| Keywords |
Incheon International Airport ; Duty-Free Shop ; Sales Revenue ; Spatial Structure ; Depthmap ; Visual Graphic Analysis |
| Abstract |
This study examines the spatial structure of the duty-free shops at the departures concourse of Incheon International Airport and investigates the relations between the spatial structure and sales revenue in order to suggest an efficient layout for each shop and provide design guidelines for airport duty-free shops in general. Visual Graphic Analysis (VGA) was chosen as the analysis method and it was conducted by using the Depthmap program to quantitatively determine the visual characteristics of the spatial structure of the duty-free shops. The VGA result set the distance to each shop from the center of the departures concourse and the area of each shop as analysis indexes. Furthermore, the revenue for individual products, which was used for the analysis, was obtained from the 2010 sales records collected by the Korea Customs Service and from each business. Based on the field study conducted on January 12, 2011 to determine the locations and take photographs of each shop according to product item, 53 duty-free shops were categorized into 6 groups for detailed analysis: cosmetics/perfume, liquor/tobacco, boutique, fashion/accessory, packed food, and others. Correlation analysis and simple regression analysis were conducted using the quantitative data of spatial structure and sales revenue using SPSS 12.0 for Windows. The results of this study are as follows: First, the visual sales space structure was deduced for the whole area of Incheon International Airport’s departures concourse. Second, the characteristics of the shop layouts were determined for each product group. Third, the correlation analysis to review the relations between the spatial structure and sales revenue confirmed the discrepancy and influence of the analysis index, which is highly regarded for each product group. Lastly, simple regression analysis evinced that each product group has its own variables for the regression equation with statistical significance, and for the same space, the factors to be considered in the design must vary depending on product group. |