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This study examines how tourists’ buying behavior toward souvenirs plays a pivotal role and explores the moderating role of prominent souvenirs in the marketing context. This study aims to examine the importance and the current status of the souvenir purchase behavior in Raghurajpur and Pipili village of Puri district in Odisha.

Purchasing behaviors of tourists such as different variables and tourist demographics were examined. The current study used the structural equation model (SEM) and regression in analyzing unique data from 400 tourists visiting the villages.

The research findings indicate that all the variables taken into consideration for research are accurate and are positively associated with tourist engagement in souvenir buying. All the factors are taken into consideration also proved significant toward the dependent variable, i.e. buying behavior. It is argued that adequate attention to the purchase behavior of tourists was not given by academic scholars, professionals and officials in Odisha.

The current study was limited to the two prominent villages of Odisha famous for handicrafts. Future research might address behavioral studies in other states of India or the place of Odisha. In the present study, data were collected from the tourist sample while exiting the village after shopping. Methods could be developed to elicit responses from tourists after they reached their homes to determine if their responses toward souvenir buying differ. Souvenirs and souvenir buying behavior is an untapped field of research in India.

This study has enormous potential to contribute to the existing literature on souvenir purchase behavior of tourists in Indian context. The current study will use the identified variables to predict the behavior of tourists towards souvenirs so that craftsmen and policy makers can make an effective marketing mix to brand the souvenirs.

This study is intended to anchor on souvenir purchase patterns of tourists in Pipili and Raghurajpur. An investigation of tourist shopping orientations for souvenir product holds potential for retailers to better direct marketing efforts to a non-local clientele. Understanding and analyzing variables would give government, craftsmen and other stakeholders to properly make marketing strategies for the handicraft sector. Handicrafts of Odisha are rapidly becoming commercialized items, and the authenticity is dying. This study can make the stakeholders aware of the tourist’s needs and preferences.

The authors provide a holistic and grounded understanding of the souvenir buying behavior of tourists in two prominent villages of Odisha through SEM and other indicators of souvenir buying from tourist’s perspective.

Souvenirs have been repeatedly studied as both a subject and as a variable for other tourism-related phenomena, but research into this issue is fragmented. The purpose of this study is twofold: first, to analyze souvenir in tourism to provide a comprehensive state-of-the-art review. Second, this paper contributes to identifying the directions for future search through reviewing existing literature. This study is one of the first papers to offer a systematic overview of the key themes in tourism souvenir research. In addition to the key themes, this paper also offers insights into future souvenir research.

Prior to e‐commerce, tourists could only purchase souvenirs at a destination. The goal of this research is to develop and test a theory to explain how adding a retail web site affects tourists' decision‐making for souvenir purchases.

The researcher conducts two experiments using scenarios to simulate a souvenir purchase. The researcher manipulates item type and web site availability, and then measures purchase intent, attitudes toward the souvenir, and regret.

Purchase limitation increases initial purchase intent by increasing the souvenir's reminder value, regardless of item type. Non‐purchase regrets are greater than purchase regrets, which in turn increases purchase intent at a later time.

The stimuli are necklaces, and although the findings do not show gender effects, the stimuli could limit the generalizability to other souvenir types. The research tests hypotheses using scenarios and less‐experienced travelers. Future research should examine different types of souvenirs in a naturalistic setting.

Retailers should not mention web sites until after a tourist decides not to buy in‐store and should do so subtly.

This research contributes to souvenir research by identifying a purchase limitation, available in‐store only, as a new determinant of a souvenir's reminder value. The research also contributes to scarcity research by identifying reminder value as a new and qualitatively different type of valuation affected by scarcity. Lastly, the research extends the regret literature by reversing inaction inertia at a later purchase opportunity while maintaining a regret minimization goal.

This paper aims to identify what ethical attributes tourists associate with national parks’ brands shown on food souvenir labels and the influence of such attributes on purchase motivations.

An exploratory study was carried out involving a total of 102 Italian tourists, who were interviewed at two different souvenir shops in Italy. Respondents were first asked to describe what images and values they were associating with the visited Italian National Park. The second level of questions related to the association of food products with national parks and the purchase motivations of food products branded with the national park’s label. The ethical attributes associated with the national parks’ brands and their relevance in purchase motivations were detected and analyzed through content analysis.

The analysis of the national park brand allows highlighting the food souvenir role in communicating ethical values that influence the perceived quality of food as well as tourists’ purchase motivations. The analysis reveals interesting implications for the enhancement of local productions in tourist destinations, more specifically, how the place brand can act as a valuable communication tool. Particular attention is given to the crucial role that national parks’ brands play in strengthening the value proposition of small businesses located within parks. This vision must be implemented from the perspective of mutual promotion of local food and tourism in these parks.

The results of this paper contributed to the literature by filling the gap regarding the role of place brands in promoting food souvenirs.

Based on object–object congruity, this study aims to clarify the driving factors and antecedent mechanism of tourists’ willingness to purchase intangible cultural heritage (ICH)-souvenirs.

This study used a five-point Likert scale to collect data and proposed a structural equation model to explore this issue.

ICH-inheritor/souvenir-congruity is positively related to tourists’ purchase intention for ICH-souvenirs and perceived authenticity; perceived authenticity and brand identity play a chain mediating effect between ICH-inheritor/souvenir-congruity and the purchase intention for ICH-souvenirs.

This paper excludes individual, situational and cultural factors, ignoring the possible moderating roles of these factors. This treatment simplifies the feasibility of the present study but might lead to the deviation between the results of the current research and the actual outcomes.

The retailers of ICH-souvenirs should encourage the ICH-inheritors to endorse and promote their products while creating. They could tell a good story about their experience or create entertainment experiences for tourists through hand-in-hand teaching.

This study explores the driving factors and antecedent mechanism of tourists’ purchase intention for ICH-souvenirs from the third perspective of image congruity theory, namely, object–object congruity.

品：形象一致性与品牌对游客购买意向的影响

基于客-客一致性, 本研究旨在厘清游客购买非物质文化遗产纪念品的影响因素与驱动机制。

本研究利用5点式Likert量表收集数据, 并提出了一个结构方程模型来探讨这个问题。

非遗传承人/纪念品一致性正向显著影响非遗纪念品的购买意愿和本真性感知; 本真性感知和品牌认同在非遗传承人/纪念品一致性和非遗纪念品购买意愿之间起着链式中介作用。

本研究从形象一致性理论的第三个视角（客-客一致性）, 探讨了游客购买非遗纪念品的影响因素与驱动机制。

本研究进一步证明了客-客一致性的有效性和合理性, 拓宽了形象一致性理论的外延。

非遗纪念品的零售商应鼓励非遗传承人在创作的同时代言和推广他们的产品。他们可以讲述自己的经历, 或者通过手把手教学为游客创造娱乐体验。

本文排除了个人、情境和文化因素, 忽略了这些因素可能的调节作用。这种处理简化了当前研究的可行性, 但可能导致当前研究结果与实际结果之间的偏差。

la influencia de la consistencia de la imagen y la marca en la intención de compra de los turistas

Resumen

Basado en la congruencia objeto-objeto, el presente estudio busca esclarecer los factores impulsores y el mecanismo antecedente sobre la disposición de los turistas a adquirir recuerdos del PCI.

El presente estudio utiliza una escala de Likert de cinco puntos para recopilar datos y plantea un Modelo de Ecuaciones Estructurales (MEE) para estudiar este asunto.

La congruencia entre el heredero/recuerdo del PCI se relaciona de forma positiva con la intención de compra de recuerdos del PCI por parte de los turistas y con la autenticidad percibida; la autenticidad percibida y la identidad de marca ejercen un efecto mediador en cadena entre la congruencia entre el heredero/recuerdo del PCI y la intención de compra de recuerdos del PCI.

El presente estudio explora el mecanismo antecedente de la intención de compra de los turistas de recuerdos de PCI a partir de la tercera perspectiva de la teoría de congruencia de la imagen (la congruencia objeto-objeto).

El presente estudio justifica la validez y racionalidad de la congruencia objeto-objeto, extendiendo la teoría de la congruencia de imagen.

Los minoristas de los recuerdos del PCI deben fomentar que los herederos del PCI respalden y promocionen sus productos al mismo tiempo que los crean. Ellos pueden contar sus propias experiencias o crear experiencias entretenidas para turistas mediante la enseñanza mediante ejemplos.

El presente documento no tiene en cuenta los factores individuales, situacionales y culturales e ignora el posible papel moderador de estos factores. Dicho tratamiento simplifica la viabilidad de este estudio, aunque podría dar lugar a una desviación entre los resultados de la presente investigación y los resultados reales.

Underpinned by the consumer-based model of authenticity (CBA), this study aims to investigate whether leisure involvement, object-based and existential authenticity, host sincerity and engagement stimulate positive memorable visitor experiences in a distinctive commercial hospitality setting: a living history site.

Quantitative data were gathered from living history site visitors (n = 1,004), with partial least squares structural equation modeling used to test the hypothesized relationships.

The results confirm the inclusion of the hypothesized relationships between leisure involvement, sincerity and authenticity, relative to engagement and subsequent memorability. The findings suggest that engagement can be a predictor of a positive memorable experience, contingent on CBA constructs (sincerity; object-based authenticity; existential authenticity). The significant association between object-based authenticity and memorable experience identified herein differs from some published studies, while other results are broadly consistent with extant research. Results also reveal significant differences for visitors who purchased souvenirs when compared to those who did not.

The research extends the CBA by positing sincere hospitality as a relationship-based encounter between host and guest that influences social interaction, engagement and memorability within the novel living history site context. Further, the ability to differentiate visitors based on their purchases at the site is illustrated.

Given the ubiquity of engagement and authenticity as precursors to memorable experiences within contemporary commercial hospitality and heritage discourses, the findings apply to hospitality experiences beyond the living history site context examined herein.

The purpose of this study is to propose that in-factory experiences transfer into souvenir evaluation, and the process is moderated by customers’ commitment and readiness cumulated in daily life.

The study collected data from 398 tourists of tea leaves tourism factories.

The results reveal that interactive experience is a dominant determinant of perceived souvenir value. Interactive and hedonic experiences reinforce each other to create perceived souvenir value. Low commitment diverts customers to emphasize hedonic experience, whereas low readiness constraints customers’ resources, and hence, depreciates value delivered from interactive experience.

Intrinsic hedonic values are weaker predictors than extrinsic ones for perceived value in a leisure tourism setting. Merchandize quality is perceived and judged together with interpersonal interactions in the industrial tourism contexts, instead of objectively evaluating by customers themselves.

The experience or credence attribute of tea leaves is difficult for ordinary customers to evaluate, leaving most of the consumption value to be fostered by the firm. Perceived souvenir value could transfer to routinized purchase behavior, it is more imperative turning initial tourists into committed loyal customers by relationship management strategies than merely creating hedonic surroundings.

The study contributions are twofold: first, the study extends the influence of tourist experience to the perceived souvenir value; second, the study verifies the interaction effects of in-factory experiences and customer roles on perceived souvenir value.

The purpose of this paper is to investigate the role of the Maya-descent souvenir vendors in sustaining the socio-cultural heritage of Chichen Itza, a United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Site (WHS). The study aims to understand the souvenir vendors’ social and economic position within the diverse stakeholder groups involved in the tourist attraction and their impact on visitors.

The exploratory study applied a combination of unobtrusive participant observation and photography methods conducted throughout the site’s monuments. The data were complemented with an analysis of social media comments posted by the WHS visitors.

The findings revealed that the excessive retail presence throughout the site, coupled with the souvenir vendors’ continual harassment, have negatively impacted the patrons’ visiting experience. The vendors’ retail activity was not regarded as culturally authentic and did not contribute to the socio-cultural sustainability of the host community.

The findings may lack generalization, and consequently, additional research is necessary to test the propositions presented, both at Chichen Itza and other WHS.

The paper recommends adopting new reforms that will benefit all stakeholders involved with the site’s operation, including negotiating culture, identities and “being Maya” within the contemporary Mexican society. Re-evaluating all stakeholders’ socio-economic benefits and securing the government’s control of the site were also recommended.

This study presents a unique case study approach that reports the tactics adopted by the souvenir vendors at the WHS site. The conversion of culture and heritage into purely economic values coupled with political power might impact the long-term sustainability of the site.

Food is an important element of a holiday. An in depth understanding of factors that influence tourists’ perception of food is central in increased tourist satisfaction and repurchase intentions. However, tourists may differ in innovativeness and thus in their willingness to buy unfamiliar food and food souvenirs. The purpose of this paper is to focus on the special context in which tourists choose food during holidays and the associated food-cultural distance involved in this context.

This study was based on data collected by using a questionnaire completed by 277 tourists on board a small Norwegian cruise ship sailing along the coast of Norway. The main focus in the questionnaire was on factors that influence tourists when considering buying food in general and food souvenirs in particular.

The main finding was that food souvenirs should be adapted to the needs of tourists with high and low innovativeness to fulfil the needs of the whole target tourist population. Even though highly innovative tourists were more willing to buy food souvenirs that are characteristic of the country visited, tourists with low innovativeness may have been more comfortable with the purchase of food that is less innovative, within a different food-culture. The main factors influencing tourists in choosing and buying food and food souvenirs on holiday are quality, taste, local origin and the perceived authenticity of the food.

This paper provides data that reveal similarities and most interestingly differences in food choice behaviour of consumers in the context of being tourists. It describes the relationship of choice with innovativeness, which may vary while being at home vs being a tourist and exposed to a distant food culture. It brings together perspectives on local food, authenticity, familiarity, innovativeness, budget management/price and their interaction during a real life situation that is rarely studied in the consumer research literature. This study adds a refreshing sample to the existing literature about food choice; tourists.

This paper discusses how vinyl records become souvenirs of musical tourism. The record-as-souvenir dynamic is particularly relevant in the discussion about punk culture in cities like Washington, DC, and other scenes which defy encapsulation as touristic landscapes. Arguing a fluid perspective on musical tourism, the purpose of this paper is to present the argument that vinyl functions as de facto souvenirs of underground musical landscapes.

This paper incorporates literature on souvenirs within tourism studies, market research, and empirical data. It also builds upon research on emotional geographies and the resurgence of the vinyl record industry.

In many cases, musical recordings (particularly those on vinyl, for tactile and fetishist reasons), while not designed for the function of being souvenirs, come to signify counter-narrative definitions of place.

This work focuses on the context of vinyl as souvenirs with findings derived from the intersection of tourism, critical geography, and music marketing. In offering this contextual account, there is no claim toward generalization but rather the work is put forward as a depth of insight on a phenomenon long in the making yet neglected by researchers. However, a more comprehensive approach to provide further insight on vinyl as souvenirs might include consumer interviews.

This paper expands the conversation about souvenirs further into the era of modern, underground tourism. It argues for the inclusion of music consumption, especially vinyl, as prototypical and unintentional souvenirs as decided by the consumer rather than the producer. It also expands the discourse on counter-narratives of places like Washington, DC, in conversations about place-based music marketing and tourism.

This paper frames musical souvenirs in terms of the consumer deciding their value and role in the cultivation of sense of place, rather than the producer. Additionally, music retailers provide a valuable role in their city’s cultivated image, but even this is a collaboration between the retailers and consumers.

This paper addresses the function of vinyl records within the purview of tourism studies and positions as an original contribution connecting music consumption and tourism practices.