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The journal receives submitted manuscripts via email only. Please submit your research paper in .doc or .pdf format to the submission email: joams@ejournal.net.

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A Determinant of Community Shopping Malls as Tourists’ Attractiveness

Nealnara Wongkerd
Faculty of Business Administration, Tourism Major Ramkhamheang University, Ramkhamheang Road, Hua Mark, Bangkok, Thailand
Abstract—Shopping is often most significant leisure activity to create domesticsˇ revenues. Since the in-crease number of tourists boost in the country, shop-ping activity today is not only draw tourists to spend money on purchasing souvenirs and goods instead of obtaining unique experiences. Community shopping malls or lifestyle malls in Thailand have transformed themselves from ordinary shopping places to trendy shopping places for people to congregate and socialize among touristsˇ shoppers. The study aims to identify-ing the motivations that the current touristsˇ shop-pers have while shopping in the community shopping malls. The main objectives of the study were to: 1) to segment touristsˇ shoppers according to community shopping malls motivation and 2) to analyse the seg-ments formed on the motivation factors. Data was collected in four tourist-destination community shop-ping malls from February to August, 2016. There were 343 respondents included in this study. A cluster analysis using mean scores for hedonic and utilitarian shopping motivations produced five shopper clusters: (a) Socialising shopper; (b) Steady shopper, (c) Eco-nomic shopper, (d) Passionate shopper, and (e) In-spired shopper. The important dimensions and fac-tors that influence tourists on visiting community shopping malls in Thailand were discussed as the re-sult of this study.

Index Terms—tourist, leisure travel, community shopping malls, motivation factors

Cite: Nealnara Wongkerd, "A Determinant of Community Shopping Malls as Tourists’ Attractiveness" Journal of Advanced Management Science, Vol. 5, No. 5, pp. 355-362, September 2017. doi: 10.18178/joams.5.5.355-362
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