Abstract
Over the last few decades, the tourism industry has grown tremendously in Malaysia, especially the state of Sabah. The shopping sub-sector is an increasingly important component in the industry as well as accommodation, food, and beverages, local transportation, entertainment and more. Statistics released by Tourism Malaysia records the bulk of international tourist spending in the country for shopping. Shopping spending increased from 31.3% in 2015 to 31.7% in 2016, surpassing the expenditure on accommodation for the second consecutive year. The purpose of this study is to identify patterns of souvenir buying among international tourists in Sabah. The findings reveal that the important features that international travelers prefer in choosing souvenirs are local products, picture imaging, and accessories and decorations. Meanwhile, local food products in the form of dry products are the main choice of international travelers followed by mini products such as key chains, pens, bumper stickers and others, and postcards and handicrafts. In addition, the souvenir features that attract international travelers to buy them are products must be traditional, easy to carry and value for families and friends. It is also found that in addition to self-esteem is given to neighbors and relatives as their main purpose is to buy souvenirs. The purchase of souvenirs is an important activity and experience in tourism to tourists, so it is hoped that this study will contribute to improving and furthering the souvenir industry in Sabah especially and other places throughout Malaysia in general.
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