Tourists’ souvenir purchase behavior and retailer’s awareness of tourists’ purchase behavior in the southwest

The purpose of this study was twofold: (a) determine retailers’ awareness of tourists’ souvenir purchase behavior and (b) provide guidelines for retailers concerning the souvenir purchase behavior of tourists in the southwestern United States. Two random samples were used, tourists (n = 398) and retailers (n = 307). Printed questionnaires included demographic questions respective to each sample and Likert-like scales (Souvenir Merchandise Assortment, Merchandise Selection Factors, Store Attributes). Data were obtained through a modified Salant and Dillman (1994) procedure and analyzed with AnswerTree® software. Retailers were somewhat aware of the souvenir purchase behavior of tourists when consideration was given to souvenir assortment, merchandise selection factors, and store attributes. Tourists wanted retailers to (a) carry souvenir assortments that included local foods and fine jewelry, (b) consider souvenir selection factors such as craftsperson’s reputation and motif or design of place visited, and (c) not emphasize store location in a high pedestrian traffic area. Implications for retailers to satisfy tourists in souvenir purchases are indicated.