How do Tourism Souvenir Purchasing Channels Impact Tourists’ Intention to Purchase? The Moderating Role of Souvenir Authenticity

Publication Date

1-1-2023

Document Type

Article

Publication Title

Journal of Travel Research

DOI

10.1177/00472875231195062

Abstract

Souvenir shopping has always been a subject of significant tourism research, but the impact of different purchase channels, including the Internet, on tourists’ souvenir purchase behavior has been largely ignored. This study proposes that the dual channel of souvenir purchase positively affects tourists’ purchase intention through the serial mediation of perceived convenience and perceived usefulness, and the offline single channel positively affects tourists’ purchase intention through the serial mediation of perceived scarcity and perceived value. The results also revealed that when the authenticity of souvenirs is low, only the dual-channel path plays a role in the model, it has a positive effect on purchasing intention through perceived convenience and perceived usefulness. Conversely when the authenticity of souvenirs is high only the offline single-channel path works, and perceived convenience and perceived usefulness play a sequential mediating role. Important theoretical contributions and practical implications are offered for souvenir merchants’ marketing and decision-making.

Funding Number

71774176

Funding Sponsor

National Natural Science Foundation of China

Keywords

authenticity, perceived scarcity, perceived usefulness, perceived value, purchasing channel, tourism souvenirs

Department

Hospitality, Tourism, and Event Management

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