ABSTRACT Co‐creation of souvenirs has become a common strategy for selling souvenirs to tourists. This study explored the impact of souvenir co‐creation on tourists' impulsive purchase intentions using the psychological ownership theory. Three experimental studies were conducted to prove that souvenir co‐creation can increase tourists' impulsive purchase intentions of souvenirs. Psychological ownership mediated this effect. Furthermore, tourist mindset moderated the relationship between souvenir co‐creation and psychological ownership. In addition to adding to the existing knowledge on souvenir purchases, this study offers practical recommendations on how souvenir vendors can encourage tourists to make impulsive purchases of souvenirs. Specifically, the findings suggested that providing the opportunity to co‐create the souvenirs is a good strategy.
Li et al. (Sun,) studied this question.