Abstract
In the context of people’s gradually rising consumption levels and the urgent need to upgrade the tourism market, the continuous homogenization of tourism souvenirs is beginning to seriously affect the shopping experience of tourism tourists. This study aims to explore how tourists perceive the phenomenon of the homogenization of tourism souvenirs and how this phenomenon affects tourists’ continuous purchase intention. This study constructs a hypothesis model of the relationship among perceived homogeneity, perceived value, and continuous purchase intention based on a perceived value perspective and validates the model using structural equations. These findings are as follows: (1) Tourists’ perceived product homogeneity and perceived service homogeneity have significant negative effects on perceived product value and continuous purchase intention. (2) Perceived service homogeneity has a significant negative effect on tourists’ perceived emotional value. (3) Perceived product value and perceived emotional value have significant positive effects on continuous purchase intention. The study also explores how to enhance tourists’ perceived value through innovative product design and service system construction. The findings can provide valuable insights for promoting the sustainable development of the tourism market and tourists’ continuous purchase intention.
Highlights
Received: 3 January 2022Tourism plays a driving role in the four pillars of sustainable development, ecological, economic, social, and cultural [1], and is an industry of great importance in countries worldwide [2]
The findings reveal that perceived product homogeneity is the most important factor influencing perceived product value and continuous purchase intention, and the second is perceived service homogeneity
This study investigates the homogenization of tourism souvenirs from the perspective of perceived value
Summary
Tourism plays a driving role in the four pillars of sustainable development, ecological, economic, social, and cultural [1], and is an industry of great importance in countries worldwide [2]. The circulation of tourism souvenirs in a market is equivalent to the communication and dissemination of cultures in a society. Undifferentiated production lines and highly concentrated market competition have led to the emergence of a homogeneous tourism souvenir market [3], which is not conducive to the further development of various tourist market and cultural tourism industries or to the sustainable development of culture and has created obstacles to the positive dissemination and communication of culture in markets.
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