Abstract
Souvenirs function as mementos and are palpable evidence of a journey. The souvenir is certainly a key element of the destination experience of tourists. In this study, we analyze shopping value as an antecedent of tourist souvenir-shopping satisfaction, the consequences of which are positive word of mouth and overall tourist satisfaction. Using Partial Least Squares, a variance-based structural equation modeling technique for data analysis, we arrive at results that show a positive and significant relationship between tourist souvenir shopping satisfaction and both positive word of mouth and overall tourist satisfaction. Moreover, the results also suggest that it is shopping value above all through its hedonic dimension that heightens tourist shopping satisfaction. The study provides useful insights into business strategy for souvenir retailers and its results may serve to guide the tourism planning and promotion activities of destination marketing organizations.
Highlights
Tourist shopping activities are very popular and account for a large share of travel expenditure, as many tourists shop while travelling even though they might not travel with shopping in mind (Kinley, Forney and Kim, 2012; Lloyd, Yip and Luk, 2011; Murphy, Moscardo, Benckendorff and Pearce, 2011)
Tourist shopping underpins the wealth of the tourism industry, creating economic growth and employment, in particular in the retail sector (Murphy et al, 2011; Swanson and Horridge, 2006; Tosun, Temizkan, Timothy and Fyall, 2007; Wong and Wan, 2013)
The aim of this study is twofold: first, to determine whether and if so the degree to which shopping value is an antecedent of tourist souvenir shopping satisfaction; and, second, to evaluate its impact on two desirable outcomes: positive word-of-mouth and overall tourist satisfaction
Summary
Tourist shopping activities are very popular and account for a large share of travel expenditure, as many tourists shop while travelling even though they might not travel with shopping in mind (Kinley, Forney and Kim, 2012; Lloyd, Yip and Luk, 2011; Murphy, Moscardo, Benckendorff and Pearce, 2011). Besides purchasing something that is of value for them, they contribute to destination image enhancement. On their return home, they share their experiences at the destination with relatives and acquaintances showing the local products and even giving them away as gifts. Souvenir shopping is an important element within the global tourist experience at a destination (Lloyd et al, 2011, Murphy et al, 2011). The production, sale and purchase of souvenirs are routine economic activities, often with enormous annual turnovers at tourist destinations (Swanson and Timothy, 2012). It may be surprising that academics have only recently focused on souvenir shopping (Hu and Yu, 2007; Kemperman, Borgers and Timmermans, 2009; Swanson and Timothy, 2012)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
