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Abstract Macau tourism relies heavily on the casino-related economy. To balance and stabilize its tourism portfolio, it is imperative to explore alternative tourism revenues and diversify its tourism offerings. Souvenir shopping is one of the undertapped areas. Existing tourism research has paid little attention to the contribution and significance of souvenir shopping to Macau's tourism industry. The present study examines how souvenir shopping can be employed into Macau's tourism portfolio and suggests ways to market souvenir products to various tourist segments. The results from a tourist survey demonstrate how souvenir products can be an integral part of tourism portfolio and used to strengthen Macau's tourism portfolio. This study offers the tourism practitioners and academicians a constructive approach in understanding the role of souvenirs in the tourism industry and in destination portfolio diversification. Keywords: tourist shoppingsouvenir shoppingdestination portfolio Notes 1. Macau is the Portuguese version, while Macao is the English translation. Both terms are used interchangeably.
Kong et al. (Mon,) studied this question.