I'm not an expert by any means on this, but I would say in a shopping mall, you're more selling home décor more than you're selling art. Price it to sell and make a profit, if you price a 10x8" print in a nice frame and sell for $1000, people are probably looking for a name they've heard of or at least one they can Google.
If you're not famous, I'd say you need to be pricing at the birthday gift level, or the souvenir level.
Also, if you're selling to tourists, be prepared to mail stuff, as many will buy, but rather than put it in their luggage, they'll want you to mail it to their home address.
Also, I'd suggest having some *big* prints done and framed. Charge a handsome amount for the wealthier customer, and people feel they're getting more for their money.