An Exploratory Study on Mege Sales Carnival Contributions to Malaysian Tourism Industry

Shopping tourism is become increasingly integral part of Malaysia tourism industry. It also generated significant contributions to all sectors which lead to increase the country economy. Realizing the potential of shopping tourism in Malaysia, greater promotional and marketing efforts are undertaken by government as well as private sectors. Hence the purpose of this study is to identify the contribution of Mega Sales Carnival (which is the biggest sales promotion in Malaysia) to tourism industry. The triangulation of data collection is used in this study. The findings indicated that, Mega Sales Carnival does not generated significant impact towards tourist arrivals, tourist expenditures as well as surrounding businesses like shopping complexes, hotels, transportation, restaurants and entertainments. The positive performance of the Mega Sales Carnival called for various efforts to further enhance the successful of the event.