Understanding tour operators’ perception and behaviour towards shopping streets: a qualitative perspective

Purpose The importance of shopping streets has long been considered a critical aspect of urban tourism. However, limited exploration focuses on the supply side, especially from the tour operator’s (TO) perspective. This paper aims to investigate TOs’ perceptions and attitudes towards packaging Tuanku Abdul Rahman Street (TARS) as an urban shopping spot in Kuala Lumpur. Design/methodology/approach Study data is gathered through qualitative in-depth interviews among 25 TO managers in Kuala Lumpur, Malaysia. The coding process was done manually, followed by qualitative data analysis using ATLAS.ti version 8 software. Findings The results show that the TOs regarded TARS as a must-visit shopping spot for international tourists. They argue that TARS’s competitiveness as a shopping street depends on the supporting infrastructure and safe environment, which are currently neglected by the relevant authorities and jeopardise the sustainability of TARS as a must-visit shopping street in the future. Practical implications This study’s findings generate value-added information on the potential of shopping tourism and TARS as must-visit shopping streets in Malaysia. On the other hand, the TOs’ concern about the lack of supporting infrastructure and unsafe environment generates varying consequences and implications for the individual TOs, tourism policymakers and government-related authorities. Originality/value This study offers new insight for urban tourism policymakers, managers and entrepreneurs to capture the attributes of a vibrant shopping street. There is exclusive potential for local tourism operators to take greater responsibility in shopping tourism planning processes and management operations through trustworthy planning partnerships among respective tourism stakeholders related to the shopping street domain.