Understanding tour operators’ perception and behaviour towards shopping streets: a qualitative perspective
International Journal of Tourism Cities
ISSN: 2056-5607
Article publication date: 30 May 2023
Issue publication date: 5 June 2023
Abstract
Purpose
The importance of shopping streets has long been considered a critical aspect of urban tourism. However, limited exploration focuses on the supply side, especially from the tour operator’s (TO) perspective. This paper aims to investigate TOs’ perceptions and attitudes towards packaging Tuanku Abdul Rahman Street (TARS) as an urban shopping spot in Kuala Lumpur.
Design/methodology/approach
Study data is gathered through qualitative in-depth interviews among 25 TO managers in Kuala Lumpur, Malaysia. The coding process was done manually, followed by qualitative data analysis using ATLAS.ti version 8 software.
Findings
The results show that the TOs regarded TARS as a must-visit shopping spot for international tourists. They argue that TARS’s competitiveness as a shopping street depends on the supporting infrastructure and safe environment, which are currently neglected by the relevant authorities and jeopardise the sustainability of TARS as a must-visit shopping street in the future.
Practical implications
This study’s findings generate value-added information on the potential of shopping tourism and TARS as must-visit shopping streets in Malaysia. On the other hand, the TOs’ concern about the lack of supporting infrastructure and unsafe environment generates varying consequences and implications for the individual TOs, tourism policymakers and government-related authorities.
Originality/value
This study offers new insight for urban tourism policymakers, managers and entrepreneurs to capture the attributes of a vibrant shopping street. There is exclusive potential for local tourism operators to take greater responsibility in shopping tourism planning processes and management operations through trustworthy planning partnerships among respective tourism stakeholders related to the shopping street domain.
Keywords
Acknowledgements
The research work is supported by Universiti Teknologi MARA under the 600-UiTMSEL (PI. 5/4) (100/2022). The authors express their gratitude to the Universiti Teknologi MARA for awarding the fundamental research grant, which facilitated the development of this manuscript.
Citation
Baharum, B., Zahari, M.S.M., Hanafiah, M.H. and Bashir, M.A.A. (2023), "Understanding tour operators’ perception and behaviour towards shopping streets: a qualitative perspective", International Journal of Tourism Cities, Vol. 9 No. 2, pp. 496-514. https://doi.org/10.1108/IJTC-10-2022-0238
Publisher
:Emerald Publishing Limited
Copyright © 2023, International Tourism Studies Association.