Affiliation:
1. School of Marketing The University of Southern Mississippi Hattiesburg Mississippi USA
2. College of Agriculture, Human and Natural Sciences Tennessee State University Nashville Tennessee USA
Abstract
AbstractShopping is an important activity impacting the travel and tourism industry. This research explores the influence of value perceptions on tourists' souvenir purchase decisions. A convenience sample of 380 respondents from a southeastern US university completed a survey regarding value perception towards the destination visited, type of shopping venue, and souvenir purchase intention. Through structural equation modeling, results revealed that functional and social value significantly influenced tourists' purchase intentions. This result provides valuable insight suggesting destination marketers should focus on these two indicators in future planning and promotion strategies. Limitations and directions for future research are provided.
Subject
Nature and Landscape Conservation,Tourism, Leisure and Hospitality Management,Transportation,Geography, Planning and Development