Shopping in Malaysia: A Study of International Tourists’ Experience and Expectation

Abstract

The globalisation of tourism as a major activity has produced increasing demands for new tourist experiences, including the growing importance of shopping. As part of this trend, tourists have a strong interest in enjoying shopping, particularly for luxury items in major retail complexes or purpose-built shopping malls. Increasingly, this link between tourism and retailing is becoming important as a competitive advantage in the international competition of different global tourism destinations. However, few detailed studies have been directed at such experiences as part of the global tourism experience. This qualitative study sought to explore shopping experiences among international tourists in Malaysian shopping malls. In-depth semi-structured interviews were conducted with international tourists visiting several states in Malaysia. The international tourists were interviewed using a mall intercept survey in major shopping complexes in around Malaysia. They were asked to describe their shopping experiences as well as their expectations of visiting the mall. Their experiences and expectations provide a perspective on how international tourists perceive the nature of such shopping experiences. The data were analysed using content analysis. The findings disclose the item suggested for quantitative analysis relating to the shopping experiences of international tourists. This study can be beneficial for mall retailers wishing to capitalize on the international tourist market.

Keywords: Tourism; Retailing; Shopping Tourism; Shopping Experience; Shopping Expectations; Tourist Behaviour

JEL Classification: Z32;Z31