MALAYSIAN UNESCO WORLD HERITAGE OF TOURIST SITES: CASE OF MALACCA AND PENANG ART RETAILERS’ EXPERIENCE.
Publication Date : 30/05/2021
The purpose of this paper is to have an in-depth understanding on the perspective and experience of the art retailers in UNESCO World Heritage tourism sites in Malaysia, exploring tourist intention to purchase art and craft products in their stores. According to the statistic report of Tourism Malaysia 2019, UNESCO sites of Penang and Malacca is turned to be as one of the top tourism destinations in Peninsular Malaysia. Since shopping is an important activity during their visit, intention to purchase art and craft products also high among travelers. The study followed individual case studies with the support of in-depth interviews, to gather information about intention to purchase art and craft product. The interviews were conducted with 12 art and craft retailers in Malacca and Penang. The selection of the samples was based on two main criteria, (1) the art & craft shops are operated and located at the tourism sites with local and international tourist arrival. (2) the shops provide assorted art and craft product items of handmade. The analysis of data was guided by the initial conceptual framework relating to concept and theories on marketing and consumer behaviour. Overall, the in-depth interviews together with insights from the literature led to the identification of 4 sets of factors that may influence the purchase intention of the consumer, namely product’s country of origin, product's brand name, price and demographic factors. The findings of this case study serve as a basis for the development of a new conceptual framework for the large-scale survey in future.
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