CONSUMER BEHAVIOUR IN CROSS BORDER TOURISM: THE CASE OF BRUNEIAN TOURISTS
Asnan, Nurfarahtul Aqilah
Cardiff Metropolitan University
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The consumer behaviour of cross-border tourists from Brunei to Eastern Malaysia was explored with a particular focus on investigating the relationships between the contributing factors that influence antecedents of behavioural intentions, travel behaviour characteristics and consumer attitudes towards consumer’s local retail shopping experiences. The collection of primary data by utilising online questionnaires on a total of 83 Bruneian residents covers the information of demographic profile of respondents, its travel behaviour characteristics and consumer attitudes towards local retail shopping experiences. This information has been contrasted with the existing literature surrounding Brunei’s market intelligence, consumer behaviour theories and motivation theories and were critically analysed and explored, which has led the researcher to establish a new model of consumer decision-making processes in crossborder tourism based upon a combination of real world insight and theory. The research was revealing as it exposed gaps in knowledge in terms of method, theory and practice. Some of the key findings from the study indicated that the four most important travel motives for Bruneian tourists visiting Eastern Malaysia were cheaper prices of goods and services, better quality of goods and services, favourable exchange rate and to reduce stress and pressure. Apart from that, low annual income combined with high prices of goods and services, and limited availability of brands and products in Brunei have driven the respondents to spend in Eastern Malaysia. The study has concluded that the main drive for most cross-border travelling to Eastern Malaysia was for the purchase of material goods and services. Finally, this study has also formulated recommendations for Brunei tourism industry’s future growth in terms of its domestic tourism activities. Further research in the future by using this methodology would add more knowledge to the literature and recognise more motivational insights.
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