International Tourists' Souvenir Purchasing Behavior Soyoung Kim Iowa State University

Iowa State University Capstones, Theses and Retrospective Theses and Dissertations Dissertations 1997 International tourists' souvenir purchasing behavior Soyoung Kim Iowa State University Follow this and additional works at: https://lib.dr.iastate.edu/rtd Part of the Leisure Studies Commons, Marketing Commons, and the Recreation Business Commons Recommended Citation Kim, Soyoung, "International tourists' souvenir purchasing behavior " (1997). Retrospective Theses and Dissertations. 12220. https://lib.dr.iastate.edu/rtd/12220 This Dissertation is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Retrospective Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. INFORMATION TO USERS This manuscript has been reproduced from the microfihn master. 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Photographs included in the original manuscript have been reproduced xerographically in this copy. Higher quality 6" x 9" black and white photographic prints are available for any photographs or illustrations appearing in this copy for an additional charge. Contact UMI directly to order. UMI A BeU & Howell Information Conq)any 300 NorthZeeb Road, Ann Aibor MI 48I06-I346 USA 313/761-4700 800/521-0600 International tourists' souvenir purchasing behavior by Soyoung Kim A dissertation submitted to tiie graduate Acuity in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Major Textiles and Clothing Major Professor. Mary Ann Litfa-ell Iowa State University Ames, Iowa 1997 Copyright © Soyoung Kim, 1997. All rights reserved. XJMI JHumber-, 9737733 UMI Microfonn 9737733 Copyright 1997, by UMI Company. All rights reserved. This microform edition is protected against unauthorized copying under Title 17, United States Code. UMI 300 North Zeeb Road Ann Arbor, MI 48103 ii Graduate College Iowa State University This is to certify that the Doctoral dissertation of Soyoung Kim has met the dissertation requirements of Iowa State University Signature was redacted for privacy. lajor Professor Signature was redacted for privacy. For the Major Program Signature was redacted for privacy. For the Graduate College iii TABLE OF CONTENTS LIST OF TABLES vi LIST OF FIGURES ix ABSTRACT x CHAPTER 1: INTRODUCTION 1 Background 1 Purpose 3 Objectives 4 Definitions 4 CHAPTER 2: LITERATURE REVIEW 6 Organization Framework 6 Souvenirs 9 Endogenous Variables 10 Intention to Purchase Souvenirs 10 Attitude toward Souvenirs 11 Evaluative Criteria 11 Perception of Product Attributes 14 Travel Motivations 15 Dimensions of Travel Motivations 15 Novelty 18 Authenticity Seeking 18 Travel Benefits Segmentation 19 Motivation-Behavior Linkage 20 Tourism Styles 21 Exogenous Variables 26 Cultural Values 26 Individualism vs. Collectivism 27 Masculinity vs. Femininity 29 Uncertainty Avoidance 29 Personal Values 30 Attitude toward Other Cultures 31 Consumer Etiinocentrism 31 Worid-Mindedness 32 Knowledge of the Host Culture 33 Statement of Hypotheses 34 CHPATER3: METHODS 36 Instrument Development 36 Stimuli Development 36 Questionnaire Development 39 Travel in Mexico 39 Travel Motivations 39 Tourism Styles 39 Attitude toward Souvenirs 40 tv Evaluative Criteria 40 Perceived Attributes 41 Intention to Purchase Souvenirs 42 Cultural Values 43 Personal Values 44 Attitude toward Other Cultures 45 Knowledge of the Host Culture (Mexico) 45 Demographic Information 47 Questionnaire Format 47 Sample 47 Mailing Procedures 48 Statement on Human Subjects in Research 49 Data Analysis 49 Descriptive Analysis 49 Preliminary Analysis 50 Analysis of the Causal Model 51 CHAPTER 4: PRELIMINARY RESULTS 53 Response Rate 53 Sample Characteristics 53 Demographics 53 Travel Behavior 55 Factor Analysis 57 Travel Motivations 57 Tourism Styles 60 Evaluative Criteria 62 Perceived Attributes of Souvenirs 64 Cultural Values 68 Personal Values 70 Attitude toward Other Cultures 71 Overall Attitude and Purchase Intention for Mexican Souvenirs 73 Relationships among Variables 75 CHPATER 5: ANALYSIS OF THE CAUSAL MODEL 82 Proposed Model 82 Assessment of Overall Model Fit 85 Direct and Indirect Effects among Variables 87 Purchase Intention 108 Attitude toward Souvenirs 110 Tourism Styles and Travel Motivations 112 Comparison with Alternative Models 114 CHPATER 6: SUMMARY AND CONCLUSIONS 120 Summary of Research 120 Summary of Results 121 Conclusions 127 Limitations 130 Contiibutions of the Research 131 Recommendations for Future Research 134 V APPENDIX A: LETTER TO MEXICO GOVERNMENT TOURISM OFFICES 137 APPENDIX B: MAILING MATERIALS 139 APPENDIX C: QUESTIONNAIRE 143 APPENDIX D: COLOR PHOTOGRAPHIC STIMULI 156 APPENDIX E: CODING GUIDE 158 APPENDIX F: HUMAN SUBJECTS PROPOSAL 164 APPENDIX G: CORRELATIONS BETWEEN FACTORS 166 APPENDIX H: DIAGRAM OF SIGNIFICANT PATHS IN THE PROPOSED MODEL 170 REFERENCES 181 vi UST OF TABLES Table 2.1. Summary of Previous Research Related to Evaluative Criteria Dimensions 12 Table 2.2. Summary of Previous Research Related to Travel Motivation Dimensions 16 Table 2.3. Summary of Previous Research Related to Tourism Styles 22 Table 2.4. Hypotheses 34 Table 3.1. Results of Pretest for 13 Stimulus Souvenirs 37 Table 3.2. Questionnaire Items Measuring Travel Motivations 40 Table 3.3. Questionnaire Items Measuring Tourism Styles 41 Table 3.4. Questionnaire items Measuring Attitude toward Souvenirs 42 Table 3.5. Questionnaire Items Measuring Cultural Values 43 Table 3.6. Questionnaire Items Measuring Personal Values 45 Table 3.7. Questionnaire Items Measuring Attitude toward Other Cultures 46 Table 4.1. Overall Demographic Characteristics 54 Table 4.2. Travel Behaviors 56 Table 4.3. Factors from Travel Motivations 58 Table 4.4. Factors from Tourism Styles 61 Table 4.5. Factors from Souvenir Evaluative Criteria 63 Table 4.6. Factors from Perceived Attributes for Five Mexican Souvenirs 65 Table 4.7. Factor Items Used to Create a Measure of Attitude toward Souvenirs 68 Table 4.8. Factors from Cultural Values 69 Table 4.9. Factors from Personal Values 71 Table 4.10. Factors from Attitude toward Other Cultures 72 vii Table 4.11. Respondents' Overall Responses for Souvenir Evaluative Criteria, Perception of Souvenir Attributes, and Purchase Intention 74 Table 4.12. Correlations between Attitude toward Souvenirs and Purchase intention 76 Table 4.13. Correlations between Travel Motivations, Tourism Styles, Knowledge of Mexico, and Attitude toward Souvenirs 77 Table 4.14. Correlations between Travel Motivations, Exogenous Variables, and Tourism Styles 78 Table 4.15. Correlations between Exogenous Variables and Travel Motivations 79 Table 5.1. Summary Statistics for Purchase Intention and Attitude toward Souvenirs 84 Table 5.2. Summary Statistics for Tourism Styles, Travel Motivations, and Exogenous Variables 85 Table 5.3. Decomposition of Direct, Indirect, and Total Effects for Woven Rug (Model with Materialism) 88 Table 5.4. Decomposition of Direct, Indirect, and Total Effects for Woven Rug (Model with Hedonism) 90 Table 5.5. Decomposition of Direct, Indirect, and Total Effects for Woven Placemat (Model with Materialism) 92 Table 5.6. Decomposition of Direct, Indirect, and Total Effects for Woven Placemat (Model with Hedonism) 94 Table 5.7. Decomposition of Direct, Indirect, and Total Effects for T-Shirt (Model with Materialism) 96 Table 5.8. Decomposition of Direct, Indirect, and Total Effects for T-Shirt (Model with Hedonism) 98 Table 5.9. Decomposition of Direct, Indirect, and Total Effects for Woven Belt (Model with Materialism) 100 Table 5.10. Decomposition of Direct, indirect, and Total Effects for Woven Belt (Model with Hedonism) 102 Table 5.11. Decomposition of Direct, Indirect, and Total Effects for Cushion Cover (Model with Materialism) 104 viii Table 5.12. Decomposition of Direct, Indirect, and Total Effects for Cushion Cover (Model with Hedonism) 106 Table 5.13. Comparison of Models (Model with Materialism) 115 Table 5.14. Comparison of Models (Model with Hedonism) 116 Table 6.1. Summary of Rndings 124 Table G.I. Conflations between Factors in Travel Motivations 167 Table G.2. Correlations between Factors in Tourism Styles 167 Table G.3. Correlations between Factors in Attitude toward Souvenirs 168 Table G.4. Corelations between Factors in Cultural Values 169 Table G.5. Congelations between Factors in Personal Values 169 Table G.6. Correlations between Factors in Attitude toward Other Cultures 169 DC UST OF FIGURES

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