What does this research mean for the field?

In cultural heritage tourism, storytelling triggered by semiotic souvenir design is the strongest predictor of tourists' purchase intentions, mediating the effects of emotional appeal and cultural memory recall. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

This study aims to analyze how symbolic design in souvenirs affects tourists' purchase intentions by using semiotic and narrative theories.

April 4, 2026Journal of Hospitality and Tourism Insights

From motifs to stories: how semiotic design triggers storytelling and drives souvenir purchase intentions in cultural heritage tourism

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Authors

PKPutthasak KumjornRajamangala University of Technology Isan WCWatchara ChiengkulRajamangala University of Technology Isan

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Implication

Examines how cultural stimuli influence souvenir purchase intentions through storytelling, indicating design impacts tourist behavior.

Key Points

This study aims to analyze how symbolic design in souvenirs affects tourists' purchase intentions by using semiotic and narrative theories.
Conducted a semiotic analysis of motifs from the Pueai Noi Sanctuary and designed souvenir prototypes.
Surveyed 342 domestic Thai tourists who visited PNS to test the proposed model.
Employed partial least squares structural equation modeling for empirical testing.
Storytelling was identified as the strongest predictor of purchase intention.
Emotional appeal and cultural memory recall influenced purchase intention indirectly through storytelling.
Cultural association strength had a direct impact on purchase intention.

Cite This Study

Kumjorn et al. (2026) studied this question.

synapsesocial.com/papers/69d0aefd659487ece0fa4d1f https://doi.org/10.1108/jhti-11-2025-1393

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From motifs to stories: how semiotic design triggers storytelling and drives souvenir purchase intentions in cultural heritage tourism

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Implication

Key Points

Cite This Study

From motifs to stories: how semiotic design triggers storytelling and drives souvenir purchase intentions in cultural heritage tourism

Discussion

Member takes

Implication

Key Points

Cite This Study

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