Impact Analysis of Hainan Duty-Free Policy Optimization on Tourists' Purchasing Decision-Making Behavior

Meng Wu; Mohamad Fazli Sabri; Anthony Ang Sang Nang; Chen Meng

doi:10.62051/ijsspa.v7n2.14

Authors

Meng Wu
Mohamad Fazli Sabri
Anthony Ang Sang Nang
Chen Meng

DOI:

https://doi.org/10.62051/ijsspa.v7n2.14

Keywords:

Hainan, Duty-Free Shopping, Consumer Preferences, Choice Set, Tourism Policy, Tourist Behavior

Abstract

This paper constructs a theoretical model based on the "Choice Set Theory" to explore the impact of Hainan's offshore duty-free shopping policy on tourists' consumption preferences. The study examines six policy dimensions: tourist identity, quota restrictions, sales channels, spatial distribution, output channels, and market supervision. Using questionnaire surveys, 289 valid samples were collected from duty-free shops in downtown Sanya and the airport, with statistical analysis performed using SPSSAU software. The results show that: quota restrictions, sales channels, spatial distribution, and output channels significantly affect tourists' activation set; females prefer offline channels and mail delivery; port output channels are significantly influenced by age; market supervision has a substantial impact on the inert set and exclusion set, with tourists showing high approval of regulatory policies. This study provides theoretical foundations and practical references for optimizing duty-free policies and formulating marketing strategies.

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