Abstract
The objectives of this study are to investigate tourist preferences for liquor souvenirs at a destination by identifying key influencing factors, and to assess the impact of demographic features on preferences. Three hundred and ten stated-preference samples were collected to show preferences by multinomial logit models. The data are divided into several subgroups to verify heterogeneity among tourists in relation to the purchase of liquor souvenirs. The results show that differences do exist among demographic groups purchasing liquor souvenirs at a tourist destination. Age, appearance, capacity and price have distinct impacts on different groups of tourists.
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