Toward a Better Understanding of Memorable Souvenir Shopping Experiences

ABSTRACT

This study investigates the influence of objective authenticity, substantive staging of servicescapes, experience co-creation, involvement and shopping satisfaction on the memorability of souvenir shopping experiences. The study also examines the relationship between a memorable souvenir shopping experience, nostalgia, destination attachment and revisit intention. Data were collected from 304 tourists who had taken a vacation in the preceding year and bought souvenirs during their trip. The results showed that experience co-creation, involvement and shopping satisfaction had positive effects on the memorability of souvenir shopping experiences. Relationships between memorable souvenir shopping experiences and nostalgia, destination attachment and revisit intention were also supported.

KEYWORDS:

• Souvenir
• memorable souvenir shopping experience
• nostalgia
• destination attachment
• revisit intention

Disclosure Statement

No potential conflict of interest was reported by the author(s).

Objective authenticity (Xie et al., 2012)

OAut1 The souvenir reflects traditional local culture

OAut2 The souvenir presents the aesthetic beauty of local culture

OAut3 The souvenir shows the uniqueness of the local culture

OAut4 The souvenirs reflect the work and art from local people in the destination

Substantive Staging of Servicescape (Durna et al., 2015)

SSServ1 The design of the souvenir shop was attractive

SSServ2 The atmosphere of the souvenir shop was cheerful

SSServ3 The decor of the souvenir shop was fashionable

SSServ4 The souvenir shop had a nice smell

Experience Co-creation (Mathis et al., 2016)

ECoc1 Working alongside service staff allowed me to have a great social interaction during my recent souvenir shopping experience, which I enjoyed

ECoc2 I felt comfortable working with service staff during my recent souvenir shopping experience

ECoc3 The setting allowed me to effectively collaborate with service staff during my recent souvenir shopping experience

ECoc4 My recent souvenir shopping experience was enhanced because of my participation in the experience

ECoc5 I felt confident in my ability to collaborate with service staff during my recent souvenir shopping experience

Involvement (Wei, Zhao, Zhang & Huang, 2019)

INV1 I am very interested in souvenir shopping

INV2 I visited places that were selling souvenirs

INV3 I joined souvenir-shopping activities

Shopping Satisfaction (Oh, Fiore & Jeong, 2007)

The overall experience of souvenir shopping while at the destination made me feel

SSat1 Very Satisfied

SSat2 Very Pleased

SSat3 Delighted

Memorable Souvenir Shopping Experience (Oh, Fiore & Jeong, 2007)

MSSE1 I have wonderful memories of recent souvenir shopping experience

MSSE2 I will not forget my recent souvenir shopping memories

MSSE3 I remember my souvenir shopping memories

Nostalgia (Sedikides et al., 2015)

NOS1 Thinking about this souvenir shopping experience makes me feel nostalgic

NOS2 Thinking about this souvenir shopping experience brings back my good memories

NOS3 Thinking about this souvenir shopping experience, I am feeling quite nostalgic

NOS4 Thinking about this souvenir shopping experience, I am immersed in fond memories

Destination Attachment (Xu & Zhang, 2016)

Datt1 This tourist destination is part of my life

Datt2 I identify strongly with this tourist destination

Datt3 Visiting this tourist destination has a special meaning in my life

Datt4 I like visiting tourist destination more than any other city

Datt5 For me, this tourist destination cannot be substituted by other urban destinations

Datt6 This tourist destination can meet my needs more than other cities

Datt7 For the activities that I enjoy most, the settings and facilities provided by this tourist destination are the best

Datt8 This tourist destination means a lot to me

Datt9 I am very attached to this tourist destination

Datt10 I have a strong sense of belonging for this tourist destination

Datt11 I feel very pleasant in this tourist destination

Datt12 I have some connection with the local residents of this tourist destination

Datt13 I feel like the souvenir shop employees in this tourist destination greatly enhanced my experience

Datt14 I have a special connection with people who like visiting this tourist destination

Revisit Intention (Wu et al., 2018)

RIN1 I would return to this place for traveling

RIN2 I intend to revisit this place

RIN3 I am willing to revisit this place

RIN4 If I could, I would go to this place again