The attributes of Malaysian batik towards tourist purchase decision. Tourism, Leisure and Global Change, 3. pp. 105-116. ISSN 2312-0630 (2016)
Abstract
Malaysian batik products are one of the most popular textile handicraft and serves as a souvenir for tourist. Indeed, batik has its own product attributes that influenced the tourist to acquire them. However, these attributes (price, design and store) encounter competitions from other batik producer that affect tourist purchase decision. Thus, this study aim to identify the Malaysian batik products attributes that influences the purchase decision between local and international tourists. This is a quantitative study involved 320 respondents, the local and international tourists who possess the experience of purchasing Malaysian batik products. The data are being analyzed utilizing descriptive and multiple regression method. The finding indicates that tourist’s purchase decisions are mostly influenced by the price attributes, followed by design and store. However, the spending pattern of tourists indicates slightly different in terms of price. Price attributes signify that it represents two aspects which are quality and value for money. The research limitation relates to Malaysian batik products only either handmade or printed batik and not from other countries batik products. It concludes that price slightly influence tourists purchase decisions compared to other attributes. Many key players especially local batik producers should alert with tourist price demand and focus their promotional effort towards specific market segment. It is suggested that this research can explore on other attributes such as perceived behavior of tourist during purchasing or comparing among other countries batik producer.
| Item Type: | Article |
|---|---|
| Keywords: | Malaysian batik, Handicraft, Batik product attributes, Tourist, Purchase decision |
| Taxonomy: | By Niche > Batik > Marketing |
| Local Content Hub: | Niche > Batik |
| Depositing User: | Muslim Ismail @ Ahmad |
| Date Deposited: | 07 Aug 2023 08:39 |
| Last Modified: | 07 Aug 2023 08:39 |
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