Exploring souvenir shopping behaviour: a case of local products.
Tourist shopping expenditures represent a sizeable of the gross domestic product (GDP) of most nations. Tourism consumption and expenditure, especially tourism shopping has attracted interest of many scholars and practitioners due to the significant impact on and contribution of shopping to the national economy, the tourism industry and the retail sector. Past research has conducted on the importance of variables related to souvenir shopping behaviour; however, it has not included specific information on product attributes on souvenir shopping of local products and shopping related demographics and psychographics and shopping satisfaction. This study redresses that gap. The study randomly sampled 300 domestic tourists who travelled in the regional area and have purchased and consumed the regional products in the last twelve months. The findings highlighted the importance of understanding these valuable variables in order to develop the better marketing strategy and product development resulting in the long-term success of market acceptance and local revenue generating. The main marketing strategy problems were product designs to respond to customers' wants. Furthermore, product attributes including product style, pattern, and luxury image were dissatisfied when compared to competitors' products. The urgent need in improving market acceptance toward marketing strategy and product development were addressed. The findings help local destination marketing managers target specific domestic tourist shoppers.
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