Abstract
This study looks into the influence of perceived authenticity in tourists' souvenir purchasing selections in Bandar Hilir, Melaka, a UNESCO World legacy site known for its rich cultural legacy. The purpose of the study is to comprehend how visitors' attitudes, subjective norms, and sense of behavioral control are influenced by their perception of authenticity and how this affects their purchasing decisions. Grounded on the Theory of Planned Behavior (TPB), the study utilizes a quantitative method, utilizing a structured questionnaire to collect data from both domestic and international tourists visiting Bandar Hilir. This research contributes to the body of knowledge on consumer behavior in the context of cultural tourism by shedding light on the cognitive processes underlying the purchasing behavior of visitors. The results are also likely to have practical consequences for local artists and marketers.
Keywords
- Perceived Authenticity Search this journal for Perceived Authenticity (opens in a new tab)
- Souvenir Buying Decisions Search this journal for Souvenir Buying Decisions (opens in a new tab)
- Theory of Planned Behavior Search this journal for Theory of Planned Behavior (opens in a new tab)
- Cultural Tourism Search this journal for Cultural Tourism (opens in a new tab)
- Bandar Hilir Melaka Search this journal for Bandar Hilir Melaka (opens in a new tab)
- Consumer Behavior Search this journal for Consumer Behavior (opens in a new tab)
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Copyright (c) 2024 Siti Mahera Ahmat Amin, Dziela Muhamad Parid, Hartini Adenan, Dina Syamilah Zaid (Author)
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Keywords
- Perceived Authenticity Search this journal for Perceived Authenticity (opens in a new tab)
- Souvenir Buying Decisions Search this journal for Souvenir Buying Decisions (opens in a new tab)
- Theory of Planned Behavior Search this journal for Theory of Planned Behavior (opens in a new tab)
- Cultural Tourism Search this journal for Cultural Tourism (opens in a new tab)
- Bandar Hilir Melaka Search this journal for Bandar Hilir Melaka (opens in a new tab)
- Consumer Behavior Search this journal for Consumer Behavior (opens in a new tab)
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Vol. 16 No. 4(I) (2024)
Cybercrime Awareness, Financial Wellbeing & Age-Friendly Cities
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