Abstract
ABSTRACT We investigate the widespread yet under-researched social phenomenon of willingness to pay a premium (WTPP) for souvenirs. In contrast to the existing research in the field of travel overspending, which overemphasizes impulsive purchases, our research reveals that this consumer behaviour is a rational choice, not just an impulsive one. Twenty-one semi-structured in-depth interviews were used to collect data for this exploratory study adopting the open-ended method of grounded theory. Based on the framework of the tourist experience, a theoretical model of WTPP for souvenirs is presented in this research. Hedonism, autobiographical memory arousal, affective arousal, authenticity, and symbolic meaning are the primary elements. The conclusion is of crucial importance to destination management; enterprises can cater to the psychology of consumers to achieve the greatest financial benefits.
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