Tourists\u27 Purchase Behavior: Motivations and Attitudes towards Cultural Souvenirs

The current study examines relationships between tourists\u27 travel motivations and attitudes toward travel intentions and cultural souvenirs. A usable sample size of 893 online surveys were collected through Amazon Turk. Structural equation modelling was used to identify structural relationships between tourist travel motivation with attitude toward cultural souvenir and travel intentions. Study results reveal that travel motivations positively influenced tourist attitudes towards cultural souvenirs, as well as travel intentions. These results suggest that tourists are motivated by both push factors and pull factors. Therefore, producers of cultural and fashion souvenirs should engage in push and pull marketing of their products