A Model for Perceived Destination Value and Tourists' Souvenir Intentions

  • Wei Wang University of Southern Mississippi
  • Gallayanee Yaoyuneyong The University of Southern Mississippi
  • Pauline Sullivan Tennessee State University
  • Brigitte Burgess The University of Southern Mississippi


This research explores the influence of value perceptions on tourists’ souvenir purchase decisions. A convenience sample of 380 respondents from a south-eastern US university filled out survey instruments regarding their destination, their shopping venue, and purchased souvenirs. Results reveal that there are significant positive influences between all five value perceptions (functional, emotional, novelty, value for money, and social) and tourists’ souvenir purchase intentions. These results provide valuable insights to destination marketers to focus on the strong indicators, such as value for money, functional, and emotional value, for future marketing and planning strategies
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