Abstract
Duty free store business is a well-performing business in the tourism domain. Given the characteristic, it could be valuable to investigate why consumers use duty free store. This research selects willingness to pay as the explained variable. Therefore, the purpose of this research is to investigate the determinants of willingness to pay. This study adopts four attributes (e.g., convenient facility, cleanliness, price fairness, and trust) as the independent variables. Regarding the market share in the duty free business domain, this study chooses Lotte duty free store as the subject. This study uses survey and executed online survey for the data collection. The research participants are domestic customers. 265 observations were used for the data analysis. Regarding the results, willingness to pay of duty free store product is positively affected by convenient facility, cleanliness, and trust. However, this study presents non-significant association between price fairness and willingness to pay.
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