Purchase and Protect: Dual Effects of Tourist Souvenir Customization

Abstract

As tourist souvenir consumption leans into co-creation, tourists transition from passive product consumers to active value co-creators. Drawing on psychological ownership theory, this study investigated how tourist customization simultaneously enhances the commercial and cultural attributes of tourist souvenirs through three studies. The findings revealed that tourists’ participation in souvenir customization not only stimulated their purchase behaviors toward souvenirs but also enhanced their willingness to protect the destination culture embedded within these tangible products. This dual effects was mediated by psychological ownership of the products and the culture they represent. Furthermore, the effects of tourist souvenir customization were moderated by the fit between the souvenir and the destination culture. This suggests that destination managers may organize souvenir co-creation activities and encourage tourists to incorporate local cultural and historical elements into souvenir customization.

Keywords

tourist souvenirs customization value co-creation commercial attribute cultural attribute psychological ownership cultural tourism

Get full access to this article

View all access options for this article.

References

Almquist

Senior

Bloch

(2016). The element of value: Measuring and delivering what consumers really want. Harvard Business Review, 94(9), 47–53.

Anastasiadou

Vettese

(2019). From souvenirs to 3D printed souvenirs. Exploring the capabilities of additive manufacturing technologies in (re)-framing tourist souvenirs. Tourism Management, 71, 428–442.

Anastasiadou

Vettese

(2021). Souvenir authenticity in the additive manufacturing age. Annals of Tourism Research, 89, 103188.

Arnett

D. B.

Laverie

D. A.

Wilcox

J. B.

(2010). A longitudinal examination of the effects of retailer–manufacturer brand alliances: The role of perceived fit. Journal of Marketing Management, 26(1–2), 5–27.

Aron

E. N.

Tudor

Nelson

(1991). Close relationships as including other in the self. Journal of Personality and Social Psychology, 60(2), 241.

Artigas

E. M.

Vilches-Montero

Yrigoyen

C. C.

(2015). Antecedents of tourism destination reputation: The mediating role of familiarity. Journal of Retailing and Consumer Services, 26, 147–152.

Assiouras

Skourtis

Giannopoulos

Buhalis

Koniordos

(2019). Value co-creation and customer citizenship behavior. Annals of Tourism Research, 78, 102742.

Bauer

Matzler

(2014). Antecedents of M&A success: The role of strategic complementarity, cultural fit, and degree and speed of fit. Strategic Management Journal, 35(2), 269–291.

Buonincontri

Morvillo

Okumus

van Niekerk

(2017). Managing the experience co-creation process in tourism destinations: Empirical findings from Naples. Tourism Management, 62, 264–277.

10.

Chang

A. Y. P.

Hung

K. P.

(2021). Development and validation of a tourist experience scale for cultural and creative industries parks. Journal of Destination Marketing & Management, 20, 100560.

11.

Chen

Ahlstrom

Xiao

(2023). Too complex to handle: Goal conflict and tourist preference for simple aesthetics. Annals of Tourism Research, 102, 103639.

12.

Cohen

(1992). Statistical power analysis. Current Directions in Psychological Science, 1(3), 98–101.

13.

de Bellis

Hildebrand

Ito

Herrmann

Schmitt

. (2019). Personalizing the customization experience: A matching theory of mass customization interfaces and cultural information processing. Journal of Marketing Research, 56(6), 1050–1065.

14.

Deng

Lin

Chen

(2021). A study on the effect of tourists value co-creation on the perceived value of souvenirs: Mediating role of psychological ownership and authenticity. Asia Pacific Journal of Tourism Research, 26(2), 200–214.

15.

Dong

Sivakumar

Evans

K. R.

Zou

(2015). Effect of customer participation on service outcomes: The moderating role of participation readiness. Journal of Service Research, 18(2), 160–176.

16.

Franke

Schreier

(2008). Product uniqueness as a driver of customer utility in mass customization. Marketing Letters, 19, 93–107.

17.

Liu

Wang

Chao

R. F.

(2018). How experiential consumption moderates the effects of souvenir authenticity on behavioral intention through perceived value. Tourism Management, 69, 356–367.

18.

Fuchs

Prandelli

Schreier

(2010). The psychological effects of empowerment strategies on consumers’ product demand. Journal of Marketing, 74(1), 65–79.

19.

Gineikiene

Schlegelmilch

B. B.

Auruskeviciene

(2017). “Ours” or “theirs”? Psychological ownership and domestic products preferences. Journal of Business Research, 72, 93–103.

20.

Gordon

(1986). The souvenir: Messenger of the extraordinary. Journal of Popular Culture, 20(3), 135–146.

21.

Hayes

A. F.

(2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Journal of Educational Measurement, 51(3), 335–337.

22.

Timothy

D. J.

(2023). Souvenirs and place: suppliers’ perspectives. Current Issues in Tourism, 1–16. https://doihtbprolorg-s.libvpn.zuel.edu.cn/10.1080/13683500.2023.2277391

23.

Hosany

Sthapit

Björk

(2022). Memorable tourism experience: A review and research agenda. Psychology & Marketing, 39(8), 1467–1486.

24.

Jami

Kouchaki

Gino

(2021). I own, so I help out: How psychological ownership increases prosocial behavior. Journal of Consumer Research, 47(5), 698–715.

25.

John

S. P.

Supramaniam

(2024). Value co-creation research in tourism and hospitality management: A systematic literature review. Journal of Hospitality and Tourism Management, 58, 96–114.

26.

Kim

(2022). Volunteers of mega-events as co-creators of host destinations: Volunteers’ experience, value, and satisfaction toward host destination. Tourism Management Perspectives, 44, 101044.

27.

Kirk

C. P.

Peck

Swain

S. D.

(2018). Property lines in the mind: Consumers’ psychological ownership and their territorial responses. Journal of Consumer Research, 45(1), 148–168.

28.

Kumar

Trupp

Pratt

(2022). Linking tourists’ and micro-entrepreneurs’ perceptions of souvenirs: The case of Fiji. Asia Pacific Journal of Tourism Research, 27(1), 1–14.

29.

F. S.

Ryan

(2018). Souvenir shopping experiences: A case study of Chinese tourists in North Korea. Tourism Management, 64, 142–153.

30.

Pan

(2021). Cultural involvement and attitudes toward tourism: Examining serial mediation effects of residents’ spiritual wellbeing and place attachment. Journal of Destination Marketing & Management, 20, 100601.

31.

Lin

Wong

I. A.

Zhang

Chen

(2022). Longing for the heritage treasure: Reconnecting the self and the heritage site through nostalgic reminiscences and psychological ownership. Journal of Travel & Tourism Marketing, 39(3), 320–334.

32.

Tang

Luo

Zhang

(2023). I join, so I enjoy: How customer participation increases wellbeing. Journal of Happiness Studies, 24, 2783–2811.

33.

Lyu

Jiang

Balaji

M. S.

(2023). Travelers’ psychological ownership: A systematic review and future research agenda. Journal of Travel Research, 62(8), 1623–1646.

34.

Masset

Decrop

(2021). Meanings of tourist souvenirs: From the holiday experience to everyday life. Journal of Travel Research, 60(4), 718–734.

35.

Mishra

Shukla

Malhotra

Johann

(2022). Interaction between psychological ownership and psychological resilience toward the destination. Journal of Vacation Marketing, 30, 13567667221122599.

36.

Morewedge

C. K.

Monga

Palmatier

R. W.

Shu

S. B.

Small

D. A.

(2021). Evolution of consumption: A psychological ownership framework. Journal of Marketing, 85(1), 196–218.

37.

Newman

G. E.

Dhar

(2014). Authenticity is contagious: Brand essence and the original source of production. Journal of Marketing Research, 51(3), 371–386.

38.

Paraskevaidis

Andriotis

(2015). Values of souvenirs as commodities. Tourism Management, 48, 1–10.

39.

Peck

Kirk

C. P.

Luangrath

A. W.

Shu

S. B.

(2021). Caring for the commons: Using psychological ownership to enhance stewardship behavior for public goods. Journal of Marketing, 85(2), 33–49.

40.

Pierce

J. L.

Kostova

Dirks

K. T.

(2001). Toward a theory of psychological ownership in organizations. Academy of Management Review, 26(2), 298–310.

41.

Pierce

J. L.

Kostova

Dirks

K. T.

(2003). The state of psychological ownership: Integrating and extending a century of research. Review of General Psychology, 7(1), 84–107.

42.

Prebensen

N. K.

Kim

Uysal

(2016). Cocreation as moderator between the experience value and satisfaction relationship. Journal of Travel Research, 55(7), 934–945.

43.

Prebensen

N. K.

Xie

(2017). Efficacy of co-creation and mastering on perceived value and satisfaction in tourists’ consumption. Tourism Management, 60, 166–176.

44.

Cao

Liu

(2021). How does national image affect tourists’ civilized tourism behavior? The mediating role of psychological ownership. Journal of Hospitality and Tourism Management, 47, 468–475.

45.

Rather

R. A.

Raisinghani

Gligor

Parrey

S. H.

Russo

Bozkurt

(2023). Examining tourist citizenship behaviors through affective, cognitive, behavioral engagement and reputation: Symmetrical and asymmetrical approaches. Journal of Retailing and Consumer Services, 75, 103451.

46.

Ribeiro

T. D. L. S. A.

Costa

B. K.

Ferreira

M. P.

de Lamônica Freire

O. B.

(2023). Value co-creation in tourism and hospitality: A systematic literature review. European Management Journal, 41(6), 985–999.

47.

Sahi

G. K.

Devi

Gupta

M. C.

Cheng

T. C. E.

(2022). Assessing co-creation based competitive advantage through consumers’ need for differentiation. Journal of Retailing and Consumer Services, 66, 102911.

48.

Shtudiner

Klein

Zwilling

Kantor

(2019). The value of souvenirs: Endowment effect and religion. Annals of Tourism Research, 74, 17–32.

49.

Sinclair

Tinson

(2017). Psychological ownership and music streaming consumption. Journal of Business Research, 71, 1–9.

50.

Soukhathammavong

Park

(2019). The authentic souvenir: What does it mean to souvenir suppliers in the heritage destination? Tourism Management, 72, 105–116.

51.

Sthapit

(2018). The more the merrier: Souvenir shopping, the absence of choice overload and preferred attributes. Tourism Management Perspectives, 26, 126–134.

52.

Stoner

J. L.

Loken

Stadler Blank

(2018). The name game: How naming products increases psychological ownership and subsequent consumer evaluations. Journal of Consumer Psychology, 28(1), 130–137.

53.

Lai

Huang

(2023). How do tourism Souvenir purchasing channels impact tourists’ intention to purchase? The moderating role of Souvenir authenticity. Journal of Travel Research, 63, 1527–1548.

54.

Sugathan

Ranjan

K. R.

(2019). Co-creating the tourism experience. Journal of Business Research, 100, 207–217.

55.

Suhartanto

(2018). Tourist satisfaction with souvenir shopping: Evidence from Indonesian domestic tourists. Current Issues in Tourism, 21(6), 663–679.

56.

Swanson

K. K.

Horridge

P. E.

(2004). A structural model for souvenir consumption, travel activities, and tourist demographics. Journal of Travel Research, 42(4), 372–380.

57.

Swanson

K. K.

Horridge

P. E.

(2006). Travel motivations as souvenir purchase indicators. Tourism Management, 27(4), 671–683.

58.

Swanson

K. K.

Timothy

D. J.

(2012). Souvenirs: Icons of meaning, commercialization and commoditization. Tourism Management, 33(3), 489–499.

59.

Torres-Moraga

Rodriguez-Sanchez

Sancho-Esper

(2021). Understanding tourist citizenship behavior at the destination level. Journal of Hospitality and Tourism Management, 49, 592–600.

60.

Trinh

T. T.

Ryan

Cave

(2014). Souvenir sellers and perceptions of authenticity—The retailers of Hô.i An, Vietnam. Tourism Management, 45, 275–283.

61.

Vega-Vázquez

Castellanos-Verdugo

Oviedo-García

M. Á

. (2017). Shopping value, tourist satisfaction and positive word of mouth: The mediating role of souvenir shopping satisfaction. Current issues in Tourism, 20(13), 1413–1430.

62.

Wang

M. Y.

Y. Q.

Ruan

W. Q.

Zhang

S. N.

Zhang

K. F.

(2024). To understand or to touch? Evoking tourists’ cultural preservation commitment through heritage tourism interpretation. Journal of Sustainable Tourism, 1–20. https://doi.org/10.1080/09669582.2024.2316299

63.

Wang

Berbekova

Uysal

Wang

(2024). Emotional solidarity and co-creation of experience as determinants of environmentally responsible behavior: A stimulus-organism-response theory perspective. Journal of Travel Research, 63(1), 115–135.

64.

Wiecek

Wentzel

Erkin

(2020). Just print it! The effects of self-printing a product on consumers’ product evaluations and perceived ownership. Journal of the Academy of Marketing Science, 48, 795–811.

65.

Wilkins

(2011). Souvenirs: What and why we buy. Journal of Travel Research, 50(3), 239–247.

66.

Yao

Wang

Ren

Qiu

(2023). Exploring tourist citizenship behavior in wellness tourism destinations: The role of recovery perception and psychological ownership. Journal of Hospitality and Tourism Management, 55, 209–219.

67.

Zhang

(2019). Impact of destination psychological ownership on residents’“place citizenship behavior”. Journal of Destination Marketing & Management, 14, 100391.

68.

Zhang

T. C.

Jahromi

M. F.

Kizildag

(2018). Value co-creation in a sharing economy: The end of price wars? International Journal of Hospitality Management, 71, 51–58.

Supplementary Material

Please find the following supplemental material available below.

For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.

For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.

0.00 MB

0.02 MB