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

Abstract

Shopping tourism has become significant driver of destination competitiveness, particularly in duty-free island destinations where price advantage and experiential value intersect. This study explores the shopping behaviour and experiences of domestic tourists visiting Langkawi Island using a qualitative approach. Semi-structured interviews with fifteen tourists were analysed using thematic analysis. The findings indicate that affordability, product availability, and supporting facilities significantly influence shopping behaviour, while hedonic factors such as enjoyment and leisure integration enhance overall tourist satisfaction. The study highlights the importance of positioning shopping as a holistic tourism experience to strengthen destination appeal and competitiveness.