Effective factors on souvenir purchase: the case of foreign tourists' viewpoint in Tehran city

The present research aims to gain a better understanding of determinants on souvenir-purchase behavior of inbound tourists, a vital factor affecting ’ experience in destinations, yet scant attention has been devoted to in the literature. Drawing on the Oh’s travel expenditure model (2007), study examines the influence of three types of variables: individual characteristics; trip characteristics; and the perceived value of the on tourists’ spending on shopping. The results obtained, through analysis of self-administered questionnaires gathered from a sample of 115 inbound tourists in Tehran city, showed that men tent to spend more on purchase than women; there is not a significant relationship in terms shopping spending patterns between leisure tourists and business tourists; design, traditional motifs, quality and portability of souvenirs affect behavior considerably. Further analysis and other findings are also , and recommendations for future research are put forth in this .