Tourists shopping satisfaction in Kota Kinabalu city: the shopping centre attributes

Lim, Hwei Jin (2008) Tourists shopping satisfaction in Kota Kinabalu city: the shopping centre attributes. Masters thesis, Universiti Malaysia Sabah.


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Shopping is the most common and enjoyable activities undertaken by the people when they are on holiday. It is also acknowledged as a primary means of generating tourism revenue and contributing to economic development. In Malaysia, shopping is the country's second highest contributor where the shopping activities alone accounted as much as 25.7% of the tourist total expenditure in 2006. For that reason, this paper aims to highlight the main shopping centres attributes that affect tourist shopping satisfaction in shopping centres of Kota Kinabalu city; hence, it also provides the explanation of the effects of moderating factors towards the relationship between the shopping centre attributes and tourists shopping satisfaction. The results in this study provide strong support for the propositions of the study that five of the shopping centres attributes (centre- featured oriented, atmosphere, ancillary facilities, variety and level, and cultural factors) have significant influential effects on tourists shopping satisfaction. The study found that tourist shoppers demand for wide varieties of goods as well as the entertainment facilities and eating outlets to be found in shopping centre. Hence, the shopping atmosphere and environment as such the cleanliness, spaciousness, protection of weather and air-conditioning quality are also essential to the shoppers' satisfaction. Furthermore, the availability of culture events and souvenir shops are the extra bonus in tourists' shopping satisfaction generation. Besides that, the age of tourists is reported to have positive moderating effects towards the formation of satisfaction among tourist shoppers. The findings of present study enable shopping centre managers to modify their strategies in order to meet the actual needs of the targeted tourists. Consequently, the tourists shopping satisfaction shall be improved.

Item Type: Thesis (Masters)
Keyword: Tourism, Shopping satisfaction, Tourism industry, Kota Kinabalu
Subjects: G Geography. Anthropology. Recreation > G Geography (General). Atlases. Maps > G1-922 Geography (General) > G149-180 Travel. Voyages and travels (General) > G154.9-155.8 Travel and state. Tourism
Department: SCHOOL > School of Business and Economics
Depositing User: ADMIN ADMIN
Date Deposited: 02 Feb 2012 10:53
Last Modified: 14 Nov 2017 15:21

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