Role of Perceived Authenticity in Souvenir Buying Decisions among Tourists in Bandar Hilir Melaka

This study looks into the influence of perceived authenticity in tourists' souvenir purchasing selections in Bandar Hilir, Melaka, a UNESCO World legacy site known for its rich cultural legacy. The purpose of the study is to comprehend how visitors' attitudes, subjective norms, and sense of behavioral control are influenced by their perception of authenticity and how this affects their purchasing decisions. Grounded on the Theory of Planned Behavior (TPB), the study utilizes a quantitative method, utilizing a structured questionnaire to collect data from both domestic and international tourists visiting Bandar Hilir. This research contributes to the body of knowledge on consumer behavior in the context of cultural tourism by shedding light on the cognitive processes underlying the purchasing behavior of visitors. The results are also likely to have practical consequences for local artists and marketers.