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The Pink Store: A unique tourism enterprise at the
US-Mexico border

 

Tomás Cuevas1 , Dani Blasco2 and Dallen J. Timothy3*

 

Received: 23/11/2015 Accepted: 05/12/2015

 

1ICSA, Universidad Autónoma de Ciudad Juarez, Av. Heroico Colegio Militar s/n, Zona Chamizal, 32310 Ciudad Juárez, CHIH, Mexico; phone: +52 (656) 688 38 00 Ext. 3683 – 3745; email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
2Faculty of Tourism, Business Management Department, University of Girona, Plaça Josep Ferrater i Móra, 1, 17004 Girona, Spain; phone: +34 972 419 512; email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
3School of Community Resources and Development, Arizona State University, 411 N. Central Avenue, Suite 550, Phoenix, AZ 85004, USA; phone: +1 602 496 1566; email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
*Corresponding author

 

Abstract
 

This case study examines the unique situation of the Pink Store in Palomas, Chihuahua, Mexico, a small town and crossing point on the US-Mexico frontier. This case is unique and interesting because of how managers have recognised the value of the international border and capitalised on it as a positive experience for day-trippers from the United States. Consequently, they developed certain practices that have positioned the store as a well-recognised icon in the larger region, allowing them to take advantage of the border and the commercial opportunities it creates. The management actions are both product- and service-led, and marketing-oriented. As a result, the Pink Store represents a distinctive border attraction that is characterised as an all-inclusive attraction, exotic and foreign, yet secure and oriented to its major market: residents of the USA.

 

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Keywords: international borders, border crossing, tourism enterprise, shopping, novelty, repeat customers, anchor attraction
Citation: Cuevas, T., D. Blasco and D. Timothy (2016) The Pink Store: A unique tourism enterprise at the US-Mexico border. European Journal of Tourism Research 13, pp. 122-131

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European Journal of Тourism Research