Exploring the locality and meaning of tourist souvenirs

• Main Authors: Chang, Yi-Ting, 張怡婷
• Other Authors: Lin, Jo-Hui
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/2f9kx7

碩士 === 國立嘉義大學 === 行銷與觀光管理學系研究所 === 106 === For tourists, purchasing souvenirs provides a way to evoke memories when tourists return home and remember their tourism experiences. Previous researches have lacked a focus on the role played by the locality and characteristics of the souvenirs themselves. This study thus aims to better understand how these two factors play a role in the selling of souvenirs. This is accomplished through grounded theory focused on four books, and textual analyzing twenty-four popular souvenirs in Taiwan. Through the analysis of these souvenirs, their unique characteristics and the importance of the souvenirs’ locality can be understood. Results show that tourist souvenirs are classified (1) regionalism (2) relevance (3) symbolization. Through understanding locality, as it relates to tourist souvenirs, practitioners can improve souvenir and destination marketing strategies. Additionally, if destination managers and souvenir manufacturers adopt methods for the design of souvenirs that emphasize their locality, it can help in highlighting a destination’s local characteristics for tourists. A destination’s locality being showcased is something that can influence tourists to want to revisit the destination, leaving both the vendors and tourists in a successful situation.