E-Journal of Tourism Vol.8. No.1. (2021): 14-22 Shopping Tourism Development Through Top Five Products in Yogyakarta City, Indonesia Ani Wijayanti1*, Amelda Pramezwary1, Emmita Devi Hari Putri1, Atun Yulianto1, R. Jati Nurcahyo1, Erlangga Brahmanto1 1Universitas Bina Sarana Informatika, Indonesia 2Universitas Pelita Harapan, Indonesia *Corresponding Author: [email protected] DOI: https://doi.org/10.24922/eot.v8i1.67018 Article Info Abstract Submitted Yogyakarta is a city tourism that has no natural tourism potential. Shop- November 30th 2020 ping tourism can become an alternative strategy to increase the expendi- Accepted ture and length of tourists stay in Yogyakarta. The research is a qualita- March 18th 2021 tive research. The research aims to examine shopping tourism products Published in Yogyakarta. The research attempts to identify top five products as the March 31th 2021 main magnetism of shopping tourism in Yogyakarta. Data analysis is conducted through reduction techniques. The research obtained top five culinary products, they are Gudeg, Bakpia, Bakmi Jawa, Kopi Joss, and Kipo, while the top five souvenir products are Batik, Silver, Dagadu, Wayang, and Miniature. Keywords: superior products, shopping tourism, souvenirs, culinary, storytelling INTRODUCTION as well as being the highest contributor to expenditure after accommodation because Developments in the tourism aspect two-thirds of tourist expenditure is used are able to encourage a shift in the moti- for shopping (Turner and Reisinger, 2001). vation of travels, leading to something that Shopping activities are the most tourist ex- raises shopping tourism to increase in its vi- penditure and become their main activity siting (Tömöri, 2010). Although tourists do (Choi et al., 2008). It can extend tourist ar- not always buy products in every shopping rivals, and they usually stay four times lon- area, it is able to provide pleasure for them, ger than recreational tourists (Dimanche, as well as creating a familiar atmosphere 2003). with the unique culture (Way and Robert- Shopping tourism is a very strategic son, 2013). Shopping tourism has social, alternative to develop the tourism aspect in cultural and economic impacts both for Yogyakarta. One important aspect that must tourists and for the local community. be considered in managing the shopping Shopping activities are generators on tourism is the demand of tourists who have a trip, and provide a very significant sour- different characteristics between foreign ce of income for the local community. In a and local tourists. The local tourists prefer trip, 30% of tourists activities are shopping, to buy souvenirs, which is 36%, while fo- http://ojs.unud.ac.id/index.php/eot 14 e-ISSN 2407-392X. p-ISSN 2541-0857 E-Journal of Tourism Vol.8. No.1. (2021): 14-22 reign tourists demand the culinary (34%) superior products of shopping tourism. (DIY shopping tourism analysis, 2016). Demand and expenditure is divided into LITERATURE REVIEW two groups, they are basic expenditure and non-basic expenditure. Basic expenditure Shopping tourism and shopping ac- includes accommodation, food and drinks, tivity have different meanings (Saayman and transportation. While non-basic expen- and Saayman, 2012). Shopping tourism is diture consists of souvenirs, tour packages, a trip which the main motivation is to buy entrance fees, local guides, attractions, and various products that are difficult to obtain other tourism needs (analysis of DIY shop- outside the area of ​​origin. While shopping ping tourism in 2016). activity is an expenditure for purchasing Based on research data from Bank In- various products other than food, drinks, donesia branch office DIY with a sample of and daily necessities, both for self-con- 550 tourists in 2017, the average tourist ex- sumption and for others. Shopping tourism penditure of domestic tourists per day are has a wider scope than shopping activity. 1.5 million and foreign tourists are 1.9 mil- Shopping tourism includes all products lion. The biggest cost component is 42.45% that are interesting for tourists, including used for transportation, second expenditure food and beverages that are not included for accommodation is 33.40%, expenditure in shopping activity. Traveling is always for visiting destinations is 11%, while cu- synonymous with shopping activities. Alt- linary has the lowest percentage, which is hough travelers rarely mention shopping 8.40%. Based on this research, it is known as the main reason, traveling is incomplete that the level of expenditure and length of without shopping (Turner and Reisinger, tourists staying in Yogyakarta is still low. It 2001). The survey results of the American is due to their perception related to Yogya- Travel Industry Association showed 63% karta as a tourist destination having cheap of tourists doing shopping activities (Gent- prices, so they prepare a small budget. This ry, 2001), and they spend three to four ti- is a consideration for Yogyakarta in desig- mes more than ordinary buyers (Rosen- ning tour packages to attract tourists who baum and Spears, 2005). are willing to spend a lot of budget and stay Traveling provides a major influence longer. in making decisions regarding purchases, One strategy that can be implemented including products to be purchased and the in the development of shopping tourism is place of purchase itself (Swanson, 2004). the strengthening of top five products as The purchase decision affects the bu- magnetism for tourists to do shopping. This ying process and the method of payment. research aims to study various shopping Tourists have three main considerations in products to bring up five superior ones, both making product purchases, 1) Brand. Trust culinary and non-culinary. Previous studies in a brand encourages tourists to buy qua- deal more about tourist behavior related to lity products from well-known manufac- shopping tourism satisfaction (Turner and turers (LeHew and Wesley, 2007), 2) Pro- Reisinger, 2001) and shopping tourism ex- duct uniqueness. Tourists tend to hunt for periences (Lin and Lin, 2006). While rese- unique products that are not found in their arch on products is limited on it’s unique- home (Reisinger and Turner, 2002). The ness (Reisinger and Turner, 2002; Swanson product will become a special pride when and Horridge, 2006), while this research returning to their home, and it is often used not only product uniqueness, but also map- as souvenirs for relatives. 3) Impulsivity. ping products that are capable of becoming Tourists do shopping because of their expe- http://ojs.unud.ac.id/index.php/eot 15 e-ISSN 2407-392X. p-ISSN 2541-0857 E-Journal of Tourism Vol.8. No.1. (2021): 14-22 riences in traveling to several destinations. centers as tourist destinations that are vi- The urge to buy products comes after a visit sited. Shopping while traveling has a dif- that involves the emotions of them, so that ferent feel from everyday shopping activi- they have a strong desire to have a product ties. Shopping tourism provides flexibility or to taste the culinary. to explore shopping centers without the Shopping tourism provides business burden of daily routine, and is able to rea- opportunities for local people and has an lize the desire to obtain goods that are not impact on improving welfare. Shopping bought because of busyness. Tourists have tourism is able to be alternatively imple- the opportunity to explore shopping cen- mented to develop a tourist destination. ters without having to be burdened with sa- Shopping tourism is enhanced through vings. Tourists who do shopping activities collaboration with event planners and tour tend to have a stronger shopping experien- leaders so that shopping activities become ce compared to local buyers (Christiansen part of tourist trips. The cooperation be- and Snepenger, 2002). Tourists who have comes reciprocal and mutually beneficial. satisfying experiences tend to re-visit and Tourists who carry out tourism activities repurchase with relatively greater expen- at various events, such as festivals and ex- diture than before (Huang and Hsu, 2009). hibitions can be persuaded to continue the Well-managed tourist experiences have an trip to the nearest shopping places, and economic impact on the local community vice versa tourists who do shopping can (Wong and Law, 2003; Hsieh and Chang, be invited to enjoy various events held. 2006), as well as showing a good tourism Beside the cross-stakeholder cooperation, image (Tosun et al., 2007). shopping activities can also be increased The shopping experience is defined through cooperation between traders who as the overall satisfaction and dissatisfac- have different products. A restaurant as a tion of tourists with the products and ser- culinary center provides space to display vices which they get (Tosun et al., 2007). various souvenirs, while souvenir vendors Tourist shopping satisfaction is influenced provide restaurant coupons or display food by three aspects, including cost, shop pre- that can be enjoyed at a nearby restaurant sentation, and product display (Turner and (Swanson, 2004). This can be done if each Reisinger, 2001). The three elements deter- trader understands the differences in the mine the level of satisfaction and interest products offered and is able to carry out a of tourists to decide for buying a product. synergic and sustainable marketing process Tourist experience becomes a reference in (Swanson, 2004). evaluating the quality of a product measu- Tourists always have an interest in lo- red through price, service, shop facilities, cal products, this is a reference for traders shop atmosphere, shop appearance, store in their product development. Some impor- comfort, promotions, store reputation, and tant factors that are considered in managing after sales service (Lin and Lin, 2006). shopping tourism are being able to define Souvenirs are an important compo- local products well, knowing market space, nent of shopping tourism, being able to be designing shops to accentuate their image, tangible evidence of a travel experience holding special events to attract tourists, that can be brought home (Wilkins, 2011; friendly employees and knowledgeable hu- Dey and Sarma, 2012).