The influence of value perceptions on tourist souvenir purchase decisions |
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| Authors: | Wei Wang Gallayanee Yaoyuneyong Pauline Sullivan Brigitte Burgess |
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| Institution: | 1. School of Marketing, The University of Southern Mississippi, Hattiesburg, Mississippi, USA;2. College of Agriculture, Human and Natural Sciences, Tennessee State University, Nashville, Tennessee, USA |
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| Abstract: | Shopping is an important activity impacting the travel and tourism industry. This research explores the influence of value perceptions on tourists' souvenir purchase decisions. A convenience sample of 380 respondents from a southeastern US university completed a survey regarding value perception towards the destination visited, type of shopping venue, and souvenir purchase intention. Through structural equation modeling, results revealed that functional and social value significantly influenced tourists' purchase intentions. This result provides valuable insight suggesting destination marketers should focus on these two indicators in future planning and promotion strategies. Limitations and directions for future research are provided. |
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| Keywords: | destination marketing purchase intention shopping souvenir value perceptions |
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