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Article

Exploring Tourists’ Intentions to Purchase Homogenous Souvenirs

by
Jianfeng Wu
,
Lingyan Zhang
,
Chunfu Lu
,
Lekai Zhang
*,
Yaya Zhang
and
Qingli Cai
School of Design and Architecture, Zhejiang University of Technology, Hangzhou 310023, China
*
Author to whom correspondence should be addressed.
Sustainability 2022, 14(3), 1440; https://doi.org/10.3390/su14031440
Submission received: 3 January 2022 / Revised: 24 January 2022 / Accepted: 25 January 2022 / Published: 27 January 2022
(This article belongs to the Section Tourism, Culture, and Heritage)
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Versions Notes

Abstract

:
In the context of people’s gradually rising consumption levels and the urgent need to upgrade the tourism market, the continuous homogenization of tourism souvenirs is beginning to seriously affect the shopping experience of tourism tourists. This study aims to explore how tourists perceive the phenomenon of the homogenization of tourism souvenirs and how this phenomenon affects tourists’ continuous purchase intention. This study constructs a hypothesis model of the relationship among perceived homogeneity, perceived value, and continuous purchase intention based on a perceived value perspective and validates the model using structural equations. These findings are as follows: (1) Tourists’ perceived product homogeneity and perceived service homogeneity have significant negative effects on perceived product value and continuous purchase intention. (2) Perceived service homogeneity has a significant negative effect on tourists’ perceived emotional value. (3) Perceived product value and perceived emotional value have significant positive effects on continuous purchase intention. The study also explores how to enhance tourists’ perceived value through innovative product design and service system construction. The findings can provide valuable insights for promoting the sustainable development of the tourism market and tourists’ continuous purchase intention.

1. Introduction

Tourism plays a driving role in the four pillars of sustainable development, ecological, economic, social, and cultural [1], and is an industry of great importance in countries worldwide [2]. The booming development of the tourism industry contributes to the rapid development of the tourist souvenir market; therefore, tourism souvenirs are also of great importance to the development of the tourism industry. As a symbol of the tourist travel experience, tourism souvenirs can help people recall important moments or events during their trip [3]. Furthermore, tourism souvenirs embody the culture of tourist destinations and are the medium for local cultural transmission [4], with important cultural connotations and significance. The circulation of tourism souvenirs in a market is equivalent to the communication and dissemination of cultures in a society. However, undifferentiated production lines and highly concentrated market competition have led to the emergence of a homogeneous tourism souvenir market [3], which is not conducive to the further development of various tourist market and cultural tourism industries or to the sustainable development of culture and has created obstacles to the positive dissemination and communication of culture in markets. Some scholars have explored the homogenization phenomenon of tourism souvenirs and pointed out the existence of a high degree of similarity in terms of shape, function, and product display in marketplaces [5]. However, there are few studies that directly connect the phenomenon of the homogenization of tourism souvenirs with the perception of tourists and discuss the impact of the phenomenon on tourists’ continuous purchase intentions.
As the direct audience of tourism souvenirs is the tourist, it is necessary to research the homogenization of tourism souvenirs from the perspective of tourists’ perception. This study uses a combination of qualitative and quantitative research methods to construct a model of the relationship among perceived homogeneity, perceived value, and continuous purchase intention, focusing on two tasks: (1) to explore tourists’ perceptions of the homogenization of tourism souvenirs and (2) to ascertain whether and how the homogenization of tourism souvenirs affects tourists’ continuous purchase intention. The results of the study can provide suggestions and design strategies for tourism souvenir suppliers to promote the healthy development of the tourism souvenir market and the sustainable development of tourism culture.
The rest of the paper is organized as follows: The next section provides a review of related work on tourism souvenir homogeneity and tourists’ intention. Hypotheses are proposed, and research models are established in Section 3. Section 4 presents the research methodology, including the questionnaire involved and data collection. Section 5 presents the results of the data analysis. Section 6 discusses the results of the study. Finally, Section 7 and Section 8 discuss the contributions, theoretical and managerial implications, and limitations of the study, as well as future research prospects.

2. Related Works

2.1. Tourism Souvenir Homogeneity

The concept of souvenir authenticity is similar to homogenization and has been widely studied. Some scholars believe that tourists’ preference and tendency to purchase souvenirs may be attributed to the perceived authenticity of the souvenir, which is mainly reflected in its uniqueness, craftsmanship, usefulness, and cultural and historical integrity [6]. Comparatively, homogenization is derived from the comparison of multiregional and multitype souvenirs, which emphasizes the similarity in creativity and performance of souvenirs of different tourist areas, as well as the lack of uniqueness and innovation. The authenticity of tourism souvenirs emphasizes the performance of a single souvenir. Meanwhile, some scholars have argued that authenticity is not inherent in the souvenir itself but is based on subjective judgments of personal experiences [7]. As Kolar and Zabkar [8] suggest, focusing only on the authenticity of souvenirs is limiting in terms of understanding the general phenomenon that exists in the tourism market. Therefore, a homogenization perspective of tourism souvenirs needs to be introduced to develop a further understanding of the tourism souvenir market.
Previous studies have revealed that the homogenization of tourism souvenirs refers to the high similarity of tourism souvenirs sold in the tourism market in terms of shape, function, display, and marketing methods [5,9]. This is manifested in the following aspects: souvenirs sold in different regions have similar patterns, elements, and other characteristics, lacking regional uniqueness; souvenirs exhibit similar product shapes and processing techniques, with the rigid combination of local unique elements and carriers; and stores have a high product repetition rate and a small proportion of local souvenirs [10,11].
The phenomenon of the homogenization of tourism souvenirs was initially explored by some scholars. As Swanson and Timothy [3] mentioned, possible reasons for the homogenization phenomenon are standardized and mechanized mass production, globalized production and procurement, and distribution channels. Kaell [12] also mentioned the influence of globalization on the homogenization of tourist souvenirs. The globalization of production and consumption has led to the movement of products between different countries and regions, and the souvenirs purchased by tourists are not always produced by tourist localities. Zhang et al. [4] mentioned the harm of the homogenization of tourism souvenirs, arguing that monotonous and repetitive appearances could not arouse tourists’ interest and memory, creating a dilemma for souvenir designers. Although scholars have discussed the causes and dilemmas of homogenization from different perspectives, most of them remain at the stage of phenomenon discussion, lacking research on the direct connection between the phenomenon and tourists. When Marine-Roig visited the tourism souvenir shops, he found that merchants offered souvenirs from other regions, even Mexican hats as a typical Spanish product, which is detrimental to the image and identity of the city and the region [13].

2.2. Tourism Souvenir Retailing and Tourist’s Intention

The retailing of tourism souvenirs is crucial for shaping tourism economic development, cultural communication, and travel experience, making tourism souvenirs a major topic of tourism research [14,15]. In terms of economic development, the retailing of tourism souvenirs can bring considerable income to tourist attractions [16] while being able to improve the income of scenic spots and surrounding residents and provide employment opportunities [17]. In terms of cultural communication, the sale of tourism souvenirs helps to establish a deeper and more lasting cultural exchange between tourists and tourist destinations. Meanwhile, the retailing of tourism souvenirs affects the figure of tourist destinations, and souvenirs with cultural significance can enhance people’s cultural perception of the tourist destination, which is an important way for tourist destinations to carry out cultural promotion. In terms of travel experience shaping, the sale and purchase of tourism souvenirs are common activities in tourist destinations [4], and although shopping may not be the main purpose of tourism, many tourists shop during their trips [18]. The purchasing behavior of tourists can be influenced by multiple factors, generation is an important influence, every generation has different tendencies regarding what they actually like. For example, the Millennial generation is more interested in the buying process itself and likes to try new things by having to travel [19,20]. The Internet has become the most consumed medium by Millennials who are the young generation of tourists [21]. Therefore, social media also plays an important role in tourism marketing. Souvenir shopping is an important source of enjoyment and excitement for tourists during their travels and is one of the most important aspects in shaping the tourism experience [3,22], which is defined as “experience intensification” [23]. In other words, the purchase of souvenirs can enhance and prolong the travel experience.
Tourists’ purchase behavior is the last session in the retail of tourist souvenirs and the most important session in completing the sales process of tourism souvenirs and accessing society for cultural communication. Purchase intention refers to the subjective decision tendency of tourists based on psychological measurement, while continuous purchase intention is the strengthened embodiment of purchase intention. Most previous studies have focused on the factors influencing tourists’ purchase intention of tourism souvenirs and have paid little attention to continuous purchase intention. However, the impact of the homogenization phenomenon is derived by comparison with previous purchasing experiences, and tourists’ souvenir purchasing experience in one destination may influence their purchase intention when traveling to other regions. For first-time tourists, there is no previous experience for reference. Therefore, this paper conducts research on tourists’ continuous purchase intention rather than their first-time purchase intention to obtain a more authentic and accurate influence of the homogenization phenomenon.
Nevertheless, we can still obtain some inspiration from previous studies on tourists’ purchase intention for tourism souvenirs. Therefore, this study composes existing studies, as shown in Table 1, covering four categories: product intrinsic cues, product extrinsic cues, tourists’ personal characteristics, and consumption scenario characteristics, and can be summarized into two dimensions: product characteristics and tourist characteristics. Many scholars have not reached a unified consensus of the dimensions of the composition of tourism souvenir purchase intention, and each scholar has different views of the division of tourists’ purchase intention of souvenirs according to the perspective of their own research. Although some scholars have explored tourists’ purchase intention based on tourists’ personal characteristics, as the direct object of tourism souvenir sales, tourists’ perceptions of tourism souvenirs cannot be replaced by other perspectives. Therefore, research on tourists’ continuous purchase intention of tourism souvenirs needs to focus on the tourists’ perception perspective.

2.3. Perceived Value Theory

In addition to its use value, tourism souvenirs are also regarded as items with special significance [32]. However, the homogenization of tourism souvenirs makes it difficult for tourists to fully explore the cultural connotation of souvenirs, which affects how they value tourism souvenirs. Perceived value is one of the leading indicators of tourists’ intentions to purchase and is often used to explain and understand tourist behaviors [33], which can be used to describe tourists’ value perception of tourism souvenirs. Prevalent in the 1980s, customer perceived value theory uses a tourist’s perspective to examine the value created by a company for the tourist and emphasizes the importance of tourist orientation [34]. Subsequently, the customer perceived value in the tourism industry was defined as a tourist’s evaluation of the extent to which a purchased tourism product satisfies his or her tourism needs [35]. Perceived value has been considered one of the key factors in maintaining differentiation and a competitive advantage [36]. Therefore, understanding tourists’ perceived value of tourism souvenirs is essential to improve the shopping experience and increase the competitive advantage [37].
Currently, the theory of perceived value is widely applied in tourism and tourist research. However, due to the differences in the research topics and methods of related studies, as well as the diverse needs and expectations of tourists, existing studies have not yet formed a unified system that incorporates the specific dimensions and layers of the perceived value of tourism souvenirs. The majority of scholars have expanded the use of perceived value theory. For example, Choi et al. [38] divided the perceived value of souvenirs into perceived emotional value, perceived social value, perceived functional value (quality), and perceived functional value (price/value for money); Deng et al. [39] divided perceived value into perceived functional value, perceived memorial value, perceived emotional value, perceived social value, and perceived conditional value; Lin and Wang [40] argued that perceived value is reflected in the dimensions of reputation, quality, monetary value, and emotional response; and Fu et al. [22] argued that the perceived value of tourism souvenirs is reflected in memorial value, spiritual value, functional value, emotional value, and social value. Although the existing studies have not yet formed a unified system on the specific dimensions and layers of tourist perceived value, several dimensions have been repeatedly mentioned in the above dimensional divisions, such as perceived functional value and memorial value from the perspective of products, perceived emotional value, and perceived social value from the perspective of tourists.
In summary, the current study has the following shortcomings: (1) The phenomenon of the homogenization of tourism souvenirs has not been given sufficient attention, and few scholars have conducted a separate in-depth analysis of the homogenization phenomenon. (2) Research on the homogenization of tourism souvenirs still remains in the dimension of the phenomenon, lacking direct contact with tourists. After analyzing the current application of perceived value theory in the study of tourism souvenirs, this study will explore the perceived value of tourism souvenirs from the product perspective and the tourist perspective. A hybrid research method combining qualitative research and quantitative research is adopted to explore the potential variables of this study through in-depth interviews, and then, the internal relationship between potential variables is explored through structural equation modeling.

3. Hypothesis Development

3.1. Preliminary Study

3.1.1. Interview Process

The values and meanings of tourism souvenirs vary from person to person, and different people have different interpretations [41]. To explore how the homogenization of tourism souvenirs affects tourists’ perceived value, this study uses in-depth interviews to generalize the specific dimensions of its structural equation model construction. The direct subjects were tourism tourists, and in-depth interviews adopted a semi-structured face-to-face interview format. The interviews were conducted in Kaifeng, Henan Province, China. Kaifeng is a famous historical and cultural city in China and has made remarkable achievements in the development of its tourism resources and tourism functions [42]; therefore, the development of tourism souvenirs in Kaifeng is representative. Following the information saturation sampling principle of in-depth interviews [43], a total of 23 interviewees were eventually recruited, all of whom were tourists traveling in Kaifeng city, had travel experiences in more than two different cities and had purchased tourist souvenirs during their travels. Among them, 10 were male and 13 were female, and they were from Zhejiang, Henan, Hubei, Guangxi, Fujian, and Hebei provinces in China.
In-depth interviews mainly included the following: (1) tourists’ understanding of the concept of tourism souvenirs to determine tourists’ understanding of the characteristics of tourism souvenirs; (2) tourists’ recent souvenir purchasing behavior, their best and worst purchase experiences, psychological cognitive changes before and after purchase, and what aspects of tourism souvenirs are considered to be valuable to clarify the typical perceived value of souvenirs by interviewees; and (3) tourists’ views of the homogenization of tourism souvenirs and the impact of homogenization on their continuous purchasing intention to provide a basis for the later questionnaire survey.

3.1.2. Analysis and Results

Through content summary and cluster analysis of in-depth interviews with tourism souvenir tourists, the typical factors of tourists’ perceived value of tourism souvenirs were extracted. The results showed that tourists’ attention to the value of tourism souvenirs is mainly focused on both tangible physical value and an additional intangible value. It can be categorized into two dimensions: “perceived product value” and “perceived emotional value”. Perceived product value is derived from the concept of functional value in perceived value theory, which includes financial, performance, quality, and versatility values and other values [44]. This study is concerned with the performance, quality, and functionality of tourism souvenirs as tangible products. Perceived emotional value is an important dimension of perceived value. Emotional value is the pleasure and emotional satisfaction that travelers derive from the tourism experience and plays an important role in the consumption experience [39]. Tourists’ perceived emotional value of their tourism souvenirs includes the souvenirs’ materiality, fun, memorability, symbolism, uniqueness, and representativeness.
When mentioning the experience and feelings of purchases, 30% of respondents said, “products with regional characteristics account for a small proportion”, 24% of respondents said, “the categories are similar, lack of uniqueness and design”, 22% of respondents mentioned “single source of supply, no regional uniqueness in service, no difference in marketing”, and 11% of respondents mentioned “no regional cultural characteristics, cultural elements are the same”. In summary, tourists’ perceived homogeneity of tourism souvenirs was most concerned with three dimensions: product, service, and culture. This is similar to the dimensions refined by Yu et al. [45] for tourist satisfaction with tourism development. However, the difference is that this study merges the environmental variable into the service variable because the physical tangible environment is a part of the services that tourists perceive in specific consumption scenarios.
In addition, we also learned through in-depth interviews that with the phenomenon of homogenization, the perceived value of tourism tourists gradually decreases, and only 35% of the interviewees choose to continue purchasing. The result shows that the homogenization of tourism souvenirs has a negative impact on tourists’ continuous purchase intention. To further determine the mechanism of its influence, quantitative research will be used for analysis.

3.2. Perceived Product Homogeneity

Perceived product homogeneity is derived from cue utilization theory, which states that users’ perceptions of product quality are based on both intrinsic and extrinsic cues [46]. According to in-depth interviews, perceived product homogeneity concerns the dimension of the product itself, and the keywords that are mentioned many times include “appearance”, “practical”, “regional element”, “good meaning”, “category”, etc. Thus, perceived product homogeneity is embodied in the similarity of intrinsic cues, such as modeling, patterns, material, and extrinsic cues, such as an origin and a source of elements.
In contrast to perceived product homogeneity, which reflects tourists’ negative perceptions of tourism souvenirs, perceived product quality refers to consumers’ evaluations of product excellence [47]. The American Customer Satisfaction Index suggests that the higher the perceived quality of a product is, the greater the perceived value obtained by a customer [48], which is shown in the product quality and performance to meet the needs of customers and bring pleasure to customers. Thus, the higher the tourists’ perceived product homogeneity of tourism souvenirs is, the lower their perceived product value and perceived emotional value. Meanwhile, some studies show that the more consumers that approve of a product, the higher their purchase intention [49]. This implies that the homogenization of tourism souvenirs will undermine tourists’ recognition of a relevant product, which in turn affects their continuous purchase intention. Therefore, this study proposes the following hypotheses:
Hypothesis 1a (H1a).
Tourists’ perceived product homogeneity negatively affects their perceived product value of tourism souvenirs.
Hypothesis 1b (H1b).
Tourists’ perceived product homogeneity negatively affects their perceived emotional value of tourism souvenirs.
Hypothesis 1c (H1c).
Tourists’ perceived product homogeneity negatively affects their continuous purchase intention of tourism souvenirs.

3.3. Perceived Service Homogeneity

Perceived service homogeneity is sorted in terms of the service touchpoints in a souvenir purchase process and includes the degree of difference in product categories in different locations, the regional nature of store decoration styles in different locations, the variation in marketing methods, the knowledge of sales staff about a product and its culture, and the selectivity of purchasing channels.
Perceived service homogeneity is similar to perceived service quality in that both examine a customer’s subjective perception of service experience, but they each describe negative and positive perceptions of service, respectively [50]. Perceived service quality is influenced by a consumer’s expected experience; when perceived service quality does not meet expectations, it will directly affect a tourist’s evaluation of a purchase experience [51]. In the purchase process, there is much interaction between service personnel and tourists, which plays a decisive role in the formation of tourists’ perceived product value. Moreover, Orel and Kara [52] show that perceived service quality is the key to tourist satisfaction, which is the performance of emotional value. Similarly, when tourists perceive the services to be homogeneous, their perceived emotional value may decrease. Moreover, Nasution et al. [53] proposed a consumer experience framework in which an experience with a service not only affects a consumer’s service evaluation but also changes the consumer’s behavior after the service experience, which is supported by the work of Lo and Qu [37]. Thus, the homogenization of services may reduce tourists’ continuous purchase intention. Therefore, this study proposes the following hypotheses:
Hypothesis 2a (H2a).
Tourists’ perceived service homogeneity negatively affects their perceived product value of tourism souvenirs.
Hypothesis 2b (H2b).
Tourists’ perceived service homogeneity negatively affects their perceived emotional value of tourism souvenirs.
Hypothesis 2c (H2c).
Tourists’ perception of service homogenization negatively affects their continuous purchase intention of tourism souvenirs.

3.4. Perceived Cultural Homogeneity

Perceived cultural homogeneity is mainly reflected in a lack of cultural connotations of tourism souvenirs and a prevalent ambiguity regarding the cultural semantics conveyed, which is similar to Qiao’s definition of the homogenization of cultural attributes of tourism souvenirs [11]. In the in-depth interviews, respondents also mentioned that “the souvenirs are always simple and monotonous and not connected with culture” and “we do not understand the culture of the purchased souvenir”.
Tourism souvenirs carry the function of cultural transmission, whereby tourism tourists sometimes purchase not only a product but also the local culture or meaning attached to the product. The research of Gomez and Torelli [54] has shown that tourists have a higher opinion of products that are consistent with their own cultural identities. Thus, consistency in the intrinsic meanings of souvenirs, these products’ culture, and their regional culture can arouse positive memories of a trip and enhance a tourists’ cultural identity [39]. In contrast, undifferentiated tourism souvenirs can reduce tourists’ perceived product homogeneity. Furthermore, travel souvenirs symbolize self-expression [55], and thus, the lack of a cultural connotation will prevent tourists from experiencing emotional resonance. In addition, Zeugner-Roth et al. [56] show that tourists’ identification with culture will enhance their purchase intention. A lack of culture in tourism souvenirs due to homogenization will weaken tourists’ cultural perceptions and thus reduce their continuous purchase intention. Furthermore, the present study’s in-depth interviews also show that tourists’ perceived cultural homogeneity of tourism souvenirs will directly affect their continuous purchase intention towards tourism souvenirs. Therefore, this study proposes the following hypotheses:
Hypothesis 3a (H3a).
Tourists’ perceived cultural homogeneity negatively affects their perceived product value of tourism souvenirs.
Hypothesis 3b (H3b).
Tourists’ perceived cultural homogeneity negatively affects their perceived emotional value of tourism souvenirs.
Hypothesis 3c (H3c).
Tourists’ perceived cultural homogeneity negatively affects their continuous purchase intention of tourism souvenirs.

3.5. Perceived Value of Tourism Souvenirs

Many studies have explored the relationship between perceived value and tourists’ behavioral intention. Perceived value is a key factor in tourists’ product purchase choices. Perceived value has a significant impact on people’s purchase intention and can be used to predict consumer decision-making behavior [26]. The direct positive effect of perceived value on consumer behavioral intentions has also been demonstrated [57]. The perceived product value of tourism souvenirs and perceived emotional value have an impact on tourists’ purchase intention of tourism souvenirs [10]. Thus, it is evident that tourists’ perceived value of tourism souvenirs is crucial to their continuous purchase intention. Therefore, this study proposes the following hypotheses:
Hypothesis 4 (H4).
Tourists’ perceived product value positively affects their continuous purchase intention of tourism souvenirs.
Hypothesis 5 (H5).
Tourists’ perceived emotional value positively affects their continuous purchase intention of tourism souvenirs.
Here, a model of the homogenization of tourism souvenirs based on perceived value is constructed according to the above hypotheses and shown in Figure 1.

4. Methodology

4.1. Questionnaire

After the research model was developed, a questionnaire survey was conducted to collect data with the aim of testing the relationship between the variables. The design of the measurement questionnaire was mainly based on relevant literature studies and a preliminary interview study. The questionnaire is divided into three parts. The first part explores the travel experience and tourism souvenir purchase situation of the respondents. The second part is the main body of the questionnaire, which mainly focuses on the impact of the homogenization of tourism souvenirs on tourists’ perceived value and continuous purchase intention, and this part of the measurement questions are all on a Likert 5-point scale, where respondents disagree (1) to strongly agree (5) according to their real experiences and feelings. The measurement questions were based on adaptations of scales from current studies and supplemented with contents of in-depth interviews. The third part is the collection of basic user information, including gender, age, education, city, and monthly income, as well as tourism characteristics, including travel frequency and the number of cities visited. The target population of the questionnaire is people who have travel experience in the past year, have traveled to more than one city, and have purchased tourist souvenirs. To accomplish this, the questionnaire begins with the following questions: How many times do you travel a year? How many cities have you visited? Have you ever bought any tourism souvenirs? To ensure the validity and reliability of the questionnaire, a small sample of 100 randomly sampled pre-surveys was conducted first, and the formal survey was determined after deleting the questions with low factor loading. The questionnaire statement is shown in Table 2, which includes 29 items in total.

4.2. Data Collection

Questionnaire collection was conducted in China. A random sampling method was used. The advantage of random sampling is that sufficient data can be collected in a relatively limited time and the universality of the data is guaranteed. Questionnaires were collected using both online and offline questionnaires. The advantage of online questionnaires is that they are convenient to fill in and can cover a wider range of people. Online questionnaires were sent to respondents through instant messaging software, emails, and other tools. A total of 263 online questionnaires were distributed, and 226 were collected. The sample selected for the online questionnaire covers residents of several cities in China, and the online questionnaire includes several historical and cultural cities in China, such as Xi’an, Nanjing, Luoyang, Hangzhou, and Kaifeng. These cities have multicultural characteristics and different social structures, which guarantees the diversity of the sample of this study. The advantage of offline questionnaires is that they have direct contact with tourism tourists and can reflect respondents’ real perceptions in travel situations. The offline questionnaires were distributed randomly near multiple tourist attractions, such as Hefang Street, West Lake, and Lingyin Temple in Hangzhou. Offline questionnaires were distributed near tourist attractions such as Hefang Street, West Lake, and Lingyin Temple in Hangzhou. The questionnaires were randomly distributed to tourists, and after briefly explaining the purpose of the study and asking them about their travel experiences and souvenir buying experiences, they were invited to fill out the questionnaires. If the identified person declined the invitation, then the next person was selected. A total of 186 tourists were asked, of whom 66 were reluctant to participate, and a total of 120 field questionnaires were completed.
To ensure the reliability of the data, missing values and abnormal data were removed. The sample for the final questionnaire was selected from tourists who met the following criteria: (1) had experience in purchasing tourism souvenirs; (2) had had at least one outing in the last year; and (3) had visited at least two different tourist cities. After rigorous data screening, 95 response questionnaires were excluded, and a total of 251 questionnaires were considered valid (valid questionnaire return rate = 72.5%) for subsequent analysis. The total number of questions on this measurement item is 29. and the number of returned questionnaires was 8.7 times the number of measured question items, which met the eight times requirement proposed by Barrett [63], so the data for this questionnaire sampling were sufficient to establish the structural equation model.

4.3. Data Analysis

According to the general analysis procedure, the data were analyzed in two stages. First, the quality of the data and scales was tested using Cronbach’s alpha test, normality test, correlation analysis, multicollinearity test, and common method variance test. Second, structural equation modeling was used to test the relationships between the variables in the model, which was constructed in AMOS 26.0.

5. Results

5.1. Sample Characteristics

The sample characteristics were more evenly distributed in this recall sample, with Table 3 showing the demographic and travel characteristics of the respondents. A total of 45.4% were male, and 54.6% female. Since tourists traveling with children will be influenced by children’s willingness to purchase travel souvenirs, the sample size of respondents 30 years old and above should not exceed 40% of the total sample size; economic income will affect tourists’ purchase intention, so the sample size of high school education and below should not exceed 40% of the total sample size. The sample proportion of these questionnaire data meets the requirements, and the sample is representative. In this sample, 92% of the respondents traveled 1–5 times a year, 78.9% of the users traveled to 1–5 cities, and 79.3% of the users were willing to spend more than 50 CNY to buy travel souvenirs, which indicates that people who actively participate in travel activities and are willing to buy travel souvenirs are well represented in the sample of respondents in this study.

5.2. Common Method Variance Test

Since self-report questionnaires are prone to common method variance, the questionnaires were collected anonymously to control for common method variance. Then, the common method variance was tested by the common factor test method, and the validated factor analysis model, model M1, and model M2 with common factors were constructed. Models M1 and M2 were fitted separately, and the fitting coefficients were recorded. After comparing the fitting coefficients of M1 and M2, the results show ΔGFI = 0.014, ΔIFI = 0.006, ΔNFI = 0.011, and ΔRMSEA = 0.008. The differences in the main fitting coefficients were all less than 0.05, indicating that the model was not significantly improved by the inclusion of common factors, which proved that there was no significant common method variance in the recovered data [64].

5.3. Model Checking

The results of the descriptive statistics, normality test, reliability, validity, and multicollinearity analysis are shown in Table 4. First of all, the normality of the data was checked and the subsequent analysis was started when the collected data conformed to the normal distribution. Kurtosis and skewness were used to perform normality tests, and it was shown that the value of kurtosis and skewness did not exceed the range between +2 and −2, as recommended by Garson, indicating the assumed normality of the data [65]. Cronbach’s alpha was used to assess the reliability of the returned questionnaires, and the results showed that the alpha coefficients were all over 0.8, indicating good data consistency [66]. In addition to assessing validity, discriminant validity was also determined with factor loadings and composite reliability (CR). According to the results, all factor loadings were greater than 0.7 for all latent variables, and CR values were greater than 0.8, indicating that the discriminant validity is adequate and the scale has good internal consistency. [66]. In addition, a multicollinearity test was also conducted on the remaining variables with continuous purchase intention as the dependent variable, and the results showed that none of the variance inflation factors (VIFs) exceeded 3.3, indicating that the independent variables in the regression equation do not have multicollinearity [67].
The results of the correlation tests for the variables involved in the model are shown in Table 5. All construct correlations are lower than the square root of AVE, and the results indicate that there is a significant correlation effect between all variables. This again shows that in this hypothesis model, perceived product homogeneity, perceived service homogeneity, perceived cultural homogeneity, perceived product value, perceived emotional value, and continuous purchase intention show good discriminant validity and are suitable for constructing a structural model [68].

5.4. Model Fitting

Paths were constructed for each hypothesis in the model, and a total of 11 paths were constructed. When the model fit did not meet the criteria, the model was modified until the model fitting index reached the ideal value range. In the initial model, the p-values for H1b, H3a, H3b, and H3c were all greater than 0.05, resulting in a model fit that did not reach an acceptable range; thus, these four influence paths were removed. After the deletion of the influence paths, “perceived cultural homogeneity” lost the connection with the other variables in the model, and therefore, this latent variable was removed from the model.
The fit of the modified model was evaluated, and the fitting results are shown in Table 6. Χ2/df, GFI, AGFI, RMR, and RMSEA all meet the fitting criteria, indicating that the fit of the hypothetical model with the actual sample data in this study is good [66].

5.5. Hypothesis Testing

The path coefficients in the structural equation can indicate the relationship between the variables and are mainly used to verify whether there is an influence relationship between the variables in the model. The standardized regression coefficient values are calculated for each influence path after correction, and the data of each indicator path after correction are obtained. The standardized regression weights of the paths are given in Table 7. As H1b, H3a, H3b, and H3c paths have been deleted in the revision process, no specific values are given in the table below. According to the significance index, hypotheses H1a, H1c, H2a, H2b, H2c, H4, and H5 are accepted. The modified model figure is shown in Figure 2.

5.6. Direct and Indirect Effects by Performing Bootstrapping

Following the path analysis, direct and indirect effects between variables were analyzed using the bootstrap method to get a clearer picture of the role of perceived value in the model. A direct effect is when the independent variable acts directly on the dependent variable. Indirect effects are when the independent variable affects the dependent variable through one or more variables [69]. Table 8 shows the direct and indirect effects of the modified model, where the indirect effect is the product of the regression coefficients on each path. According to the results, both perceived product homogeneity and perceived service homogeneity have a significant effect on tourists’ intention to continue purchasing, with total effects of −0.898 and −0.851, respectively.

6. Discussion and Implications

6.1. Influence of Perceived Product Homogeneity on Perceived Value and Continuous Purchase Intention

Hypotheses H1a and H1c are accepted, and H1b is rejected. This indicates that perceived product homogeneity has a negative effect on tourists’ perceived product value and continuous purchase intention, but the negative effect of perceived product homogeneity on perceived emotional value is not supported. The total effect of perceived product homogeneity on tourists’ continuous purchase intention is −0.851. This result is consistent with the results from the in-depth interviews, where the greatest dissatisfaction of the interviewees came from the similarity and resemblance of the product characteristics. Tourism souvenirs are often purchased by tourists during the travel process and are characterized by immediate choice, and tourists do not stay for a long time to select them. However, emotional value is a subjective and high-level need [70]. Emotional change is a slow psychological process, and a brief shopping experience cannot bring emotional fluctuations to tourists. The negative impact of perceived product homogeneity on tourists’ perceived product value and continuous purchase intention mainly comes from two aspects. The first comprises the visual characteristics of a product, such as its patterns, colors, and modeling, which are the first elements that attract the attention of tourists. The second is a product’s material and craftsmanship. Tourists will seek quality craftsmanship when purchasing tourism souvenirs, and the homogenization of materials and craftsmanship will further enhance the purchase resistance of tourism tourists. Tourists’ perceived product value is closely related to product uniqueness. Thus, when tourists perceive a lack of product uniqueness, it reduces their perceived product value and continuous purchase intention for tourism souvenirs.

6.2. Influence of Perceived Service Homogeneity on Perceived Value and Continuous Purchase Intention

Hypotheses H2a, H2b, and H2c are all accepted. This indicates that perceived service homogeneity negatively affects tourists’ perceived value and continuous purchase intention. The total effect of perceived service homogeneity on tourists’ continuous purchase intention is −0.851. Based on Rust and Oliver’s [71] three elements of service, the negative impact of perceived service homogeneity may come from the following three points. First, the service environment, which specifically manifests in the homogenization of tourism souvenir shop decoration and product display, is one of the elements that affect tourist perception. The second is service delivery. Tourists have extensive interactions with shop assistants when selecting products; thus, if shop assistants are unable to accurately convey the uniqueness of each product, they will not be able to help customers establish a good perception of product value and their own emotional value. The third aspect is service products. During the interviews, it was understood that the uniqueness of a regional category would stimulate a tourist’s desire to buy, but if the tourist determined that the product being purchased was available elsewhere, the tourist’s immediate desire to buy would be weakened.

6.3. Influence of Perceived Cultural Homogeneity on Perceived Value and Continuous Purchase Intention

Hypotheses H3a, H3b, and H3c are all rejected. This indicates that perceived cultural homogeneity had no significant effect on tourists’ perceived product value, perceived emotional value, or continuous purchase intention. This is contrary to the common perception that cultural perception can enhance tourists’ purchasing attitudes [72]. However, the results of this study suggest that tourists’ perceived value and continuous purchase intentions are not affected by the cultural homogenization of tourism souvenirs. There could be two reasons: First is the relatively low level of involvement of many tourists in tourism souvenirs. Involvement refers to the degree to which tourists are interested in making a purchase decision about a product. Involvement has a significant impact on tourist perception [73]. Cultural connotations are deeper features, and the implicit nature of cultures makes it necessary for tourists to take the initiative to build their knowledge of the cultural connotations of souvenirs. However, for the majority of tourism tourists who seek leisure, entertainment, and relaxation, their involvement and motivation in tourism souvenirs are at a low level [41]. Second, tourist demand is always dynamically changing. In a certain period of time, people’s needs are dominated by a certain level of needs, making that need the priority. It is only when that need is satisfied that a desire for a higher level of need arises and a new priority need is generated [74]. In the in-depth interviews, interviewees also mentioned that the main demand for souvenirs at the present stage is functionality and practicality, and only when these needs are satisfied will they consider deeper cultural aspects. This result illustrates that at the present stage, tourists do not express a clear demand for cultural attributes, meaning that even though cultural attributes are not reflected in souvenirs, tourists will not reduce their intention to continue purchasing. However, if souvenirs possess cultural attributes that exceed users’ expectations, they can create a sense of surprise and provide customer satisfaction, which is a powerful way to enable souvenir retailers to improve their market competitiveness.

6.4. Influence of Perceived Value on Continuous Purchase Intention

Hypotheses H4 and H5 are accepted. This indicates that perceived product value has a positive effect on tourists’ continuous purchase intention. Lin and Wang [40] also drew a similar finding, showing that tourists’ perceived value of the traditional characteristics, local production, and utility of souvenirs affect their purchase intention. Parsons [75] also mentions that suppliers should consider the emotional value of souvenirs and attach importance to the connection between souvenirs and tourists, that is, suppliers can improve the perceived emotional value of souvenirs to enhance the tourist experience. However, the influence of perceived emotional value on tourist continuous purchase intention is lower than that of perceived product homogeneity. The main reason is that tourists’ perceived emotional value can vary due to unquantifiable factors, such as their individual perceptions and experiences [17]. In-depth interviews also revealed that after multiple purchases of tourism souvenirs, tourists develop their own perceived emotional value criteria and purchase preferences, which in turn influence their subsequent choices and purchase behaviors. Therefore, although perceived emotional value has a positive impact on continuous purchase intention, it is not as significant for instantly selectable tourist products, such as souvenirs.

6.5. Implications

According to the above findings, the tourism industry can improve tourists’ continuous purchase intention of tourism souvenirs by decreasing the tourist perceived product homogeneity and perceived service homogeneity, also increasing the perceived product value and perceived emotional value. First, uniqueness is created through innovative product design. Patterns and modeling, as visual contact points for tourists, are the most important expressions of the uniqueness of a product and can have the most intuitive first impression on tourists. Materials and workmanship are tactile touchpoints for a tourist that can enhance the tourist’s sense of the quality of products. Strengthening the input of these visual and tactile elements can effectively mitigate tourists’ perception of homogeneity. Then, attractiveness is enhanced with service system construction. An attractive environment and unique marketing are direct approaches to motivate tourists’ continuous purchase intention. Therefore, the decoration and display of a souvenir shop should express and echo the characteristics of its products to reflect a sense of design and enhance tourists’ perception of the uniqueness. Finally, making full use of the positive effects of social media in tourist marketing to display and promote tourism souvenirs on social media is also important [29]. The expansion of digital marketing for tourism souvenirs can increase tourist engagement [76], and the display of digital social media can enhance tourists’ perception of the cultural attributes of souvenirs. A specific cultural identity and cultural judgment are promoted among tourism tourists. Such a strategy establishes cultural belonging at the tourism tourists’ perception level.
The theoretical contributions of this study are mainly threefold. First, this study expands the modeling of perceived value theory, explains the impact of tourism tourists’ continuous purchase intention in the psychological dimension, strengthens the connection between perceived value and tourists’ behavioral intentions through specific research scenarios, confirms the feasibility of perceived value theory for tourist behavioral intention research, and enriches the application scenarios of perceived value in tourism. Second, it contributes to the knowledge system of tourism marketing research by clarifying the main sources of the homogeneity of tourists’ perceptions of tourism souvenirs through in-depth interviews, specifically in three aspects: product, service, and culture. Tourist perceptions and intentions are studied in specific consumption scenarios, which is important for further understanding tourists’ purchasing behavior. Third, this study provides a new perspective for research on tourism souvenir market sales, focusing on the homogenization phenomenon that exists in the tourism souvenir market, which has received little attention. We propose theoretical research on the homogenization phenomenon of tourism souvenirs through user psychological and behavior dimension research, which expands the scope of the discussion in tourism research.
In addition, the research findings have managerial significance. For the tourism sector and related practitioners, this study clarifies the psychological mechanisms that generate changes in tourists’ continuous purchase intention in the context of the homogenization of tourism souvenirs, which can help relevant personnel better understand tourists’ considerations when purchasing. It has implications for the development of specific industry programs for the tourism souvenir market. The findings reveal that perceived product homogeneity is the most important factor influencing perceived product value and continuous purchase intention, and the second is perceived service homogeneity. However, at the current stage, perceived cultural homogeneity has no significant impact on tourists’ perceived value and continuous purchase intention. Finally, the study also highlights the importance of tourists’ perceived value on continuous purchase intention. The improvement in perceived value can stimulate tourists’ continuous purchase intention and promote the stable development of the tourism market.

7. Conclusions

This study investigates the homogenization of tourism souvenirs from the perspective of perceived value. First, in-depth interviews showed that tourists’ perceived value of tourism souvenirs is reflected in perceived product value and perceived emotional value. The perceived homogenization of tourism souvenirs is reflected in perceived product homogeneity, perceived service homogeneity, and perceived cultural homogeneity. Subsequently, to investigate whether and how the phenomenon of the homogenization of tourism souvenirs affects tourists’ continuous purchase intention, this study also clarifies the relationship among perceived homogeneity, perceived value, and continuous purchase intention through structural equation modeling. These findings were as follows: (1) Tourists’ perceived product homogeneity and perceived service homogeneity have significant negative effects on perceived product value and continuous purchase intention. (2) Perceived service homogeneity has a significant negative effect on tourists’ perceived emotional value. (3) Perceived product value and perceived emotional value have significant positive effects on continuous purchase intention.
These findings can promote the understanding of tourists’ behavior intentions for tourism market staff and can be applied to tourism souvenir suppliers and designers to better match tourists’ preferences. To keep up with the market and tourist demand and to create a healthy atmosphere in the tourism souvenir market, this paper also proposes the requirements of tourism souvenir market rectification. The strategies proposed in this study can promote the circulation of souvenirs in the market, facilitate the positive communication and exchange of tourism culture in society, and make positive contributions to the sustainable development of society, economy, and culture.

8. Limitations and Future Research

This study also has some limitations. First, because of the limitations of time and resources, this study conducted exploratory research on tourists and the homogenization of tourism souvenirs only in selected locations, but tourists and markets in different regions and different cultural contexts may exhibit different characteristics. Future research could thus integrate different regional and cultural contexts for comparative studies. It is also possible to expand the scope of research, whereby multiregional research could increase the explanatory power and generalizability of our research findings, prevent bias in their sample selections, and enhance the study’s overall credibility. Second, this study only divided the sample characteristics in terms of age but not generation. Future research can investigate whether the effect of the homogenization phenomenon of tourism souvenirs on tourists’ continuous purchase intention is moderated by generations. Third, the positive impact of the cultural attributes of tourism souvenirs has not yet been shown in this study, but this does not mean that concerns about perceived cultural homogeneity are redundant. Future research could pay sustained attention to the cultural attributes of tourism souvenirs and explore whether cultural attributes will play a significant role in the temporal dimension.

Author Contributions

Conceptualization, J.W. and Y.Z.; methodology, J.W. and L.Z. (Lekai Zhang); validation, C.L.; investigation, Y.Z. and Q.C.; writing—original draft preparation, Y.Z.; writing—review and editing, L.Z. (Lingyan Zhang); supervision, J.W. and L.Z. (Lekai Zhang). All authors have read and agreed to the published version of the manuscript.

Funding

This research was funded by the Philosophy and Social Science Planning Fund Project of Zhejiang Province, grant number 21NDJC038YB; the Natural Science Foundation of Zhejiang Province of China, grant number LQ20F020023; and the MOE (Ministry of Education in China) Project of Humanities and Social Sciences, grant number 19YJA850012.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

Not applicable.

Conflicts of Interest

The authors declare no conflict of interest.

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Figure 1. Analytical model of the homogenization of tourism souvenirs.
Figure 1. Analytical model of the homogenization of tourism souvenirs.
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Figure 2. Modified model.
Figure 2. Modified model.
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Table
Table 1. Factors influencing the purchase intention of tourism souvenirs.
Table 1. Factors influencing the purchase intention of tourism souvenirs.
PerspectiveItemSources
Product intrinsic cuesAppearance, price, uniqueness, local characteristics, shareabilityZhang et al. [24]
Product extrinsic cuesUsability, uniquenessTsai & Chen [25], Chang & Dibb [26]
Tourists’ personal characteristicsFrequency of social media use,
tourist types, motivations, demographic characteristics, generation		Wilkins [27], Huang et al. [28], Tsai & Chen [25], Caraka et al. [19]; Szymkowiak et al. [29]
Consumption scenario characteristicsSales platform, geographical distance, travel frequencyYuan et al. [30], Ansari et al. [31]
Table
Table 2. Summary of the questionnaire content.
Table 2. Summary of the questionnaire content.
Latent VariablesItemsSources
Perceived product homogeneity (PPH)PPH1 Similar forms made me feel homogenization.
PPH2 Similar patterns made me feel homogenization.
PPH3 Rough workmanship made me feel homogenization.
PPH4 Same production place made me feel homogenization.
PPH5 Cheap material made me feel homogenization.
PPH6 Lack of brand identity and label made me feel homogenization.
PPH7 Elements (patterns) that did not originate from the tourist area made me feel homogenization.
PPH8 The single target audience made me feel homogenization.		[22,38]
Perceived service homogeneity (PSH)PSH1 Different stores selling the same kinds of products made me feel homogenization.
PSH2 Different shops having similar decoration styles made me feel homogenization.
PSH3 Crowded and cluttered shop displays made me feel homogenization.
PSH4 Similar marketing styles made me feel homogenization.
PSH5 Salespeople blindly promoting products without understanding their cultures made me feel homogenization.
PSH6 Souvenirs sold on e-commerce platforms made me feel homogenization.		[58,59]
Perceived cultural homogeneity (PCH)PCH1 A lack of cultural connotations made me feel homogenization.
PCH2 Cultural connotations not matching the local culture made me feel homogenization.
PCH3 Ambiguity of cultural connotations made me feel homogenization.		[22]
Perceived product value (PPV)PPV1 I still think tourism souvenirs have useful functions.
PPV2 I still think tourism souvenirs have ornamental functions.
PPV3 I still think tourism souvenirs have a gift function.
PPV4 I still think tourism souvenirs have a cultural transmission function.		[39,60]
Perceived emotional value (PEV)PEV1 I still think tourism souvenirs are cost-effective.
PEV2 I still think tourism souvenirs are interesting.
PEV3 I still think tourism souvenirs are commemorative.
PEV4 I still think tourism souvenirs are allegorical.
PEV5 I still think tourism souvenirs are unique and representative.		[39,60]
Continuous purchase intention (CPI)CPI1 I am very likely to continuously purchase tourism souvenirs.
CPI2 I will frequently purchase tourism souvenirs in the future.
CPI3 I will continue recommending tourism souvenirs to others.		[61,62]
Table
Table 3. Sample characteristics (n = 251).
Table 3. Sample characteristics (n = 251).
MeasureItemsFrequencyPercentage (%)
GenderMale11445.4%
Female13754.6%
Age<204317.1%
20–256626.3%
26–309738.6%
>304517.9%
EducationHigh school and below4015.9%
Junior college6224.7%
Bachelor10843.1%
Masters or above4116.3%
Monthly income (CNY)<40005521.9%
4000–800011947.4%
8001–12,0005923.5%
>12,000187.2%
Annual travel frequency1–213051.8%
3–510140.2%
>5208.0%
Number of travel cities1–27730.7%
3–512148.2%
>55321.1%
Acceptable price (CNY)<505220.7%
50–1008031.9%
101–2009939.4%
Table
Table 4. Results of descriptive statistics and statistical tests (items = 29).
Table 4. Results of descriptive statistics and statistical tests (items = 29).
ItemMeanS.D.LoadingSkewnessKurtosisCRαVIF
PPH12.7851.3920.8530.211−1.2790.9540.9551.276
PPH22.6931.4610.8620.320−1.379
PPH32.5381.380.8540.220−1.447
PPH42.6021.3420.8390.117−1.34
PPH52.6851.4340.8480.279−1.296
PPH62.8571.4210.8600.256−1.300
PPH72.6651.2550.7830.153−0.973
PPH82.9881.6110.8950.228−1.657
PSH13.0561.5190.838−0.026−1.5640.9160.9482.081
PSH23.0481.4330.762−0.035−1.327
PSH32.9761.4910.807−0.039−1.516
PSH43.0721.3600.7810.023−1.212
PSH52.9321.5590.8270.005−1.602
PSH63.0401.5890.805−0.024−1.623
PCH13.4941.4840.828−0.588−1.1720.8080.8421.553
PCH23.4141.4350.716−0.371−1.295
PCH33.4901.3900.747−0.556−1.038
PPV13.1271.5070.848−0.219−1.4840.8840.9091.537
PPV23.1511.470.818−0.158−1.377
PPV33.121.4260.807−0.154−1.343
PPV43.0721.3060.764−0.058−0.972
PEV12.6331.3770.8200.404−1.0410.9160.9371.535
PEV22.5541.3480.8130.488−0.964
PEV32.6141.4420.8550.490−1.192
PEV42.5941.3450.8000.415−1.008
PEV52.6101.3910.8510.518−1.039
CPI13.0481.4930.838−0.053−1.5280.8720.816-
CPI23.0561.5120.822−0.053−1.533
CPI32.9601.5380.8380.047−1.575
Table
Table 5. Correlation analysis results.
Table 5. Correlation analysis results.
FactorItemMeanS.D.PPHPSHPCHPPVPEVCPI
PPH82.7271.2390.850 1
PSH63.0211.3320.320 2.***0.804
PCH33.4661.2220.334 ***0.562 ***0.765
PPV43.1181.270−0.426 ***−0.507 ***−0.420 ***0.810
PEV52.6011.221−0.260 ***−0.582 ***−0.376 ***0.359 ***0.828
CPI33.0211.313−0.293 ***−0.306 ***−0.259 ***0.340 ***0.246 ***0.832
1 The square roots of AVE are the diagonal elements highlighted in bold. The lower triangle is the Pearson correlation coefficient. 2 *** represents significance level p < 0.001.
Table
Table 6. Fitted indicators of the model for the analysis of the homogenization of tourism souvenirs.
Table 6. Fitted indicators of the model for the analysis of the homogenization of tourism souvenirs.
StatisticΧ2/df 1GFIAGFIRMRRMSEA
Suggested<3>0.90>0.90<0.05<0.08
Obtained1.0140.9190.9020.0420.067
1 Χ2 = 292.996; df = 289.
Table
Table 7. Standardized regression coefficient of the structural equation model.
Table 7. Standardized regression coefficient of the structural equation model.
HypothesisRelationshipEstimatep-ValueResult
H1aPPH→PPV−0.808<0.05accepted
H1cPPH→CPI−0.552<0.05accepted
H2aPSH→PPV−0.436<0.05accepted
H2bPSH→PEV−0.615<0.05accepted
H2cPSH→CPI−0.449<0.05accepted
H4PPV→CPI0.428<0.05accepted
H5PEV→CPI0.349<0.05accepted
Table
Table 8. Direct and indirect effects.
Table 8. Direct and indirect effects.
Direct PathDirect EffectIndirect PathIndirect EffectTotal Effect
PartTotal
PPH→CPI−0.552PPH→PPV→CPI−0.346−0.346−0.898
PSH→CPI−0.449PSH→PPV→CPI−0.187−0.402−0.851
PSH→PEV→CPI−0.215
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Wu, J.; Zhang, L.; Lu, C.; Zhang, L.; Zhang, Y.; Cai, Q. Exploring Tourists’ Intentions to Purchase Homogenous Souvenirs. Sustainability 2022, 14, 1440. https://doi.org/10.3390/su14031440

AMA Style

Wu J, Zhang L, Lu C, Zhang L, Zhang Y, Cai Q. Exploring Tourists’ Intentions to Purchase Homogenous Souvenirs. Sustainability. 2022; 14(3):1440. https://doi.org/10.3390/su14031440

Chicago/Turabian Style

Wu, Jianfeng, Lingyan Zhang, Chunfu Lu, Lekai Zhang, Yaya Zhang, and Qingli Cai. 2022. "Exploring Tourists’ Intentions to Purchase Homogenous Souvenirs" Sustainability 14, no. 3: 1440. https://doi.org/10.3390/su14031440

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