Abstract:
This study was conducted in Cameron Highlands, one of the highland tourism
destination and also known for the agro tourism in Malaysia. The total of I 00
respondents which consisted of local tourist were collected during the survey
conducted in month of June. The questionnaire was self-administered by the
researcher, to examine the factors influencing purchasing behaviour among the tourist
towards the agro products that were available in Cameron Highlands. The result
obtained showed that most of the respondents were motivated by physical
environment factor to purchase and infuenced by moment of purchase for the
situational influences. The percentage as well as mean showed that the first priority
was variety, the second priority included both convenience and price, and followed by
presentation and shelf life for the fresh produced products. For the processed food,
the respondents indicated their priority for presentation, followed by convenience,
shelf life, variety and price. The respondents purchased the fresh produced more than
the processed food that were available there. Most of the respondents commented on
the parking facilities and unsatisfied with limited parking facilities offered there.
