Tourist Expectations of Malaysian Shopping Mall Experiences

This paper reports on a qualitative research which was undertaken to explore tourists' expectations of shopping experiences in Malaysia. Knowledge regarding the elements of tourists' expectations about their shopping activity experiences in Malaysia is deficient amid the fact that shopping holds the second biggest share of tourist expenditure for Malaysia. Seven international tourists were intercepted in different shopping malls in Kuala Lumpur and responded to the questions, “what specific mall attributes do you desire when shopping?” and “what were your shopping expectations for the shopping experience that day?” Results from the research will be used to form items suggested for a quantitative survey which will be undertaken in a bigger study.