Beyond Price Advantage: Shopping Experience and Value Perception in a Malaysian Duty-Free Island

Abstract

Shopping tourism has evolved from a complementary travel activity into a key driver of destination competitiveness, particularly in duty-free island contexts where price advantage intersects with experiential value. This study examines the shopping behaviour and experiential perceptions of domestic tourists visiting Langkawi Island, one of Malaysia’s most prominent duty-free destinations. A qualitative approach was employed, with semi-structured interviews conducted among fifteen tourists at Kuala Perlis and Kuala Kedah jetties to explore their purchasing patterns, motivations, and overall shopping experiences. The findings reveal that domestic tourists are primarily motivated by the affordability of duty-free goods, particularly chocolates, apparel, kitchenware, and fragrances, reflecting strong utilitarian value considerations; however, beyond economic benefits, shopping experiences are significantly shaped by hedonic factors, including enjoyment, excitement, and the integration of leisure and retail activities. Tourists reported high levels of satisfaction, emphasising convenience, accessibility, and product variety as key contributors to their positive experiences. The study further identifies three key dimensions influencing shopping tourism behaviour: product availability, price attractiveness, and supporting facilities and services, which collectively shape tourists’ overall experience and influence their intention to revisit and recommend the destination. From a tourism development perspective, the findings highlight the importance of positioning shopping not merely as a transactional activity but as a holistic experience that enhances destination appeal. The study contributes to the growing discourse on shopping tourism by integrating utilitarian and hedonic value perspectives in understanding tourist behaviour within a duty-free destination context, while also offering practical implications for destination marketers, policymakers, and retail operators to strengthen value-driven strategies and enhance retail experiences. Future research is recommended to adopt comparative and mixed method approaches to further examine evolving shopping tourism trends across different destinations.