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

International Journal of Innovation, Creativity and Change, 8 (4), 199-212, 2019

14 Pages Posted: 23 Apr 2020

See all articles by Azila Azila Azmi

Azila Azila Azmi

UNIVERSITI TEKNOLOGI MARA

Mohammad Amin Mohammad Amin Ahmad

affiliation not provided to SSRN

Azrul Abdullah

Universiti Teknologi MARA; Fakultas Vokasi

Gareth Shaw

University of Exeter

Date Written: December 15, 2019

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

Suggested Citation

Azmi, Azila and Ahmad, Mohammad Amin and Abdullah, Azrul and Shaw, Gareth, Shopping in Malaysia: A Study of International Tourists’ Experience and Expectation (December 15, 2019). International Journal of Innovation, Creativity and Change, 8 (4), 199-212, 2019, Available at SSRN: https://ssrn.com/abstract=3353166

Azila Azmi (Contact Author)

UNIVERSITI TEKNOLOGI MARA ( email )

SHAH ALAM
SHAH ALAM, 40675
Malaysia

Mohammad Amin Ahmad

affiliation not provided to SSRN

Azrul Abdullah

Universiti Teknologi MARA ( email )

Universiti Teknologi MARA
Perlis Branch, Arau Campus
Arau, Perlis 02600
Malaysia

Fakultas Vokasi ( email )

Universitas Airlangga, Surabaya, Indonesia
waqar.ahmed.m-2018@feb.unair.ac.id
surabaya, AK jawa timur 60115
Indonesia

Gareth Shaw

University of Exeter ( email )

Northcote House
The Queen's Drive
Exeter, Devon EX4 4QJ
United Kingdom

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