The Visitors’ Purchasing Behaviour Characteristics in Services Sector in Kota, Kinabalu, Sabah

Abstract

This article examines the tourists’ purchasing behavior characteristics in service sectors in Kota Kinabalu, Sabah. This study involves the use of quantitative methods through a survey questionnaire of 105 respondents. The findings of the study show that visitors chose price and cost as the main aspect that influenced their purchase of a service. Apart from that, the visitors chose something that is cheaper without taking into account any other factors. Therefore, the behavior pattern and purchasing power of visitors are relevant to be studied because each individual has different tastes and desires for the services they wanted.