JCTR 4(2)_Sovenir shopping

JournalofChinaTourismResearch,4:189–204,2008Copyright#2008TheHaworthPressISSN:1938-8160print/1937-8179onlineDOI:10.1080/19388160802313787

SouvenirShoppingAttitudesandBehaviorAmongChineseDomesticTourists:AnExploratoryStudy中国国内游客购买旅游纪念品的态度及行为研究

MIMILI

LIPINGA.CAI

ThestudyreportedhereinwasdesignedtoexaminetheperceptionsofsouvenirsamongdomesticChinesetouristsandtheirattitudesandpatternsofbehaviorwhentheygosouvenirshopping.ItwasfoundthatthefivemajorcriteriaforthedecisiontopurchaseaparticulartypeofsouveniramongChinesetouristsincludethesouvenir’sculturalexpression,appropriatenessasagift,overallquality,workmanship,anditsappropriatenessasarepresentation/symboloftheattraction.Overall,therespondentsweredissatisfiedwiththeirshoppingexperienceattwoofthemostpopularattractionsinChina.Significantdifferencesinthelevelofsatisfactionwereobservedinrelationtotherespondents’sex,age,income,andtravelpartytype.Fivefactorsofsouvenirshoppingattitudeswereidentified:collectability,displaycharacteristics,storeattributes,value,andfunctionality.Thesefactorsandshoppingexpenditurewereexaminedinrelationtotherespondents’sex,age,income,educationallevel,travelfrequency,andtravelpartytype.Theimportance-performanceanalysis(IPA)modelwasadoptedtoassesstheperceptionofmajorsouvenirattributesamongtherespondents.TheresultsoftheIPAillustratedthat4outof10attributeswereperceivedtohaveahigherlevelofperformancewhencomparedwithotherattributes,andworkmanshipofthesouvenirwasconsideredtobeanattributethatrequiresconsiderableimprovement.KEYWORDS.

Souvenirshopping,domestictourists,shoppingattitudes,China

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本文通过对一手数据的统计和分析，对中国国内旅游者购买旅游纪念品的态度和行为，及其对纪念品的感知进行了研究。研究结果表明，中国国内旅游者在选购旅游纪念品时最看重的是纪念品的文化内涵，是否适合送礼，是否体现景区特色，以及纪念品的质量和工艺。总体上看，受访者对其在中国最著名的两个景点的购物经验不甚满意，而受访者的性别、年龄、收入及出游团队类型对其满意度有显著影响。本文运用因子分析法发现，受访者对于旅游纪念品的五项潜在的态度因素:是否适合收藏，纪念品陈列特征，购物地点特征，纪念品价值，以及纪念品功能性。方差分析结果表明这些态度因素以及购物花费与受访者的性别、年龄、收入、教育程度、出游频率及出游团队类型有一定关系。此外，本文还运用重要度—满意度分析(IPA分析)法评估受访者对十项纪念品属性的感知。研究结果表明，受访者对其中四项的满意度较高。纪念品的做工则被认为是亟需改进的方面。

关键词:纪念品购物,国内旅客,购物态度,中国

MimiLi,Ph.D.,isAssistantProfessorattheSchoolofHotelandTourismManagement,TheHongKongPolytechnicUniversity,HungHom,Kowloon,HongKongSAR,PR

China(E-mail:hmmli@inet.polyu.edu.hk).

LipingA.Cai,Ph.D.,isProfessoratPurdueTourism&HospitalityResearchCenter,PurdueUniversity,WestLafayette,IN47906(E-mail:liping@purdue.edu).

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190MimiLiandLipingA.Cai

Introduction

Shoppingiswidelyrecognizedintheextantliteraturetobeoneofthemajoractivitiesinwhichtouristsfrequentlyparticipatewhiletraveling(Jansen-Verbeke,1990,1991;Kim&Littrell,1999;Lehto,Cai,O’Leary,&Huan,2004).Shoppingitselfcanbethemotivationforpleasuretrips(Law&Au,2000),andevenwhenshoppingisnotthesignificantcriterionforthetraveldecision,peopledoshopwhentheytravel(Traveler’sNote,1995)becausetheyfeeltheneedtobringsomethingbackfromtheextraordinarytimeorspacetheyexperiencedonvacation(Cohen,1979;Graburn,1977).Thephysicalpresenceandeconomicvalueofthegoodspurchasedontrips,suchassouvenirs,serveasremindersoftimesandexperiencespeoplewishtoremember.Thesegoodshelpthemtoexamine,feel,andthinkaboutthejoysderivedfromtheirtravels(Gordon,1986).Astangibleevidenceofatrip,souvenirscanactuallyenhancethetravelexperience(Littrelletal.,1994;Waitt,2000).

SouvenirshoppingisespeciallyimportantforChinesetourists,notonlyfortheaforementionedreasons,butalsobecauseoftheiruniqueculturalcharacteristics.Cai,Boger,andO’Leary(1999)foundthatmorethan80%ofChinesetouristsconsidershoppingtobeacrucialpartofthetravelprocess(Caietal.,1999).Severalotherresearchers(e.g.,Pan&Laws,2001;Yu&Weiler,2001;Zhang&Chow,2002)observedthatmostChinesetouristsbuysouvenirsasgiftsfortheirrelatives,friends,colleagues,andevenneighbors.Thesestudies,whosesubjectswereChinesetravelinginternationally,suggestthatshoppingtourismamongtheChineseisanimportantfieldofacademicinquiry.However,thephenomenonremainsunexploredonthedomesticfront.Thecurrentstudy,whichwasexploratoryinnature,isamongthefirstempiricalinvestigationsintosouvenirshoppingbehaviorandattitudesamongChinesedomestictourists.

Morespecifically,thestudypursuedfiveresearchobjectives:1)todeterminethedecisioncriteriaforsouvenirpurchasesamongChinesedomestictourists;2)toidentifytheunderlyingfactorsthataffecttheirattitudestowardssouvenirshopping;3)todelineatetherelationshipsbetweentheirsocio-demographiccharacteristicsandtheirattitudestowardandexpenditureonsouvenirshopping;4)todelineatetherelationshipbetweentheirtravelactivitiesandtheirattitudestowardandexpenditureonsouvenirpurchases;and5)toassessthequalityofsouvenirprovision.

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LiteratureReview

Becausetouristsspendasignificantamountoftheirtravelbudgetongiftsandsouvenirsandothergoods(Heung&Cheng,2000),shoppinghaseitherbeenintegratedintooverallstrategicplanningorbecomepartofthemarketingmixfortourismdestinations(Getz,1993;Jansen-Verbeke,1994).TouristshoppinghasbecomeamajorsourceofincomeforcountriesandregionssuchasAustralia,HongKong,andThailand(Heung&Cheng,2000;Mok&Iverson,2000;Ngamsom,1998),andthereforesuchshoppingisrecognizedasaspecialformoftourisminthesedestinations.However,becausetouristsouvenirbuyingisoftenone-offorseasonal,ratherthanregularoryear-round,retailersfaceachallengeindefiningtheprofileoftheirkeytargetmarketandindevelopinganappropriateassortmentofmerchandise.Thisoftenresultsintouristshopsofferingsimilarsouvenirs,ratherthansouvenirsthatreflecttheimageofthetouristattractioninquestionorthespecificdemandsoftourists(Littrelletal.,1994;Pysarchik,1989).Theimportanceofshoppingfor

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tourismandtheperformancefailureoftouristretailershaveraisedscholarlyinterestinthisparticularfield.

Ithasbeenwell-recognizedbypreviousstudies(Oh,Cheng,Lehto,&O’Leary,2004)thatshoppingandpurchasebehavioronvacationoftenvariesconsiderablyfromnormalpatternsforfourreasons:(1)(2)(3)(4)

vacationtravelisanextraordinarytimeduringwhichpeoplemaybehavedifferentlyfromthewaytheydoathome;

touristdestinationsprovidepeoplewithauniqueenvironmentinwhichshoppingactivitiesarestimulatedandencouraged;souvenirsserveasremindersofthetravelexperience;

souvenirshelppeopletobuildrelationshipswithothersandenhanceself-identity.

Duetotheuniquenessoftouristshopping,anumberofempiricalstudieshaveexploredthenatureandcharacteristicsofsouvenirpurchasing,suchasthemeaningofsouvenirs(Gordon,1986;Shenhav-Keller,1993),souvenirpurchasers(Anderson&Littrell,1995;Combrink&Swanson,2000;Littrelletal.,1994),authenticityandsouvenirs(Asplet&Cooper,2000;Blundell,1993;Littrell,Anderson,&Brown,1993),touristandretailerperceptions(Swanson&Horridge,2002,2004),andpurchaseintentions(Kim&Littrell,1999,2001;Yu&Weiler,2001).

Mostofthesescholarsexploredtheinfluentialfactorsforpurchaseintention,andtraveltypologywasfoundtobethemostsignificantdeterminant.BasedonGraburn’shypothesisthatdifferenttypesoftouristsmaybeattractedtodifferenttypesofsouvenirs(Graburn,1977),Littrelletal.(1994)proposedandempiricallytestedatypologyoftouristsbyincorporatingsouvenirpurchasing.Theyidentifiedfourdistinctpatterns,asfollows.1)Ethnic-,arts-,andpeople-orientedtouristsareinterestedincraftsthatexhibittimelessqualities,ratherthanfashionelements.Theyplacemorevalueonaestheticqualities,workmanship,anduniqueness.2)History-andparks-orientedtouristsareinterestedincraftsthatdisplayaregional,ethnic,orcountrytheme.Theyplacemorevalueontheaestheticandfunctionalqualitiesofanitemandonitsrelationshiptotravel.3)Urbanentertainmenttouristsprefergoodsthatsymbolizethevacationdestination.4)Thefinaltypeoftourist,‘‘outdoorers,’’arenotfrequentsouvenirbuyers.ThesefindingswerefurtherconfirmedbystudiescarriedoutbyKimandLittrell(1999),YuandLittrell(2003)andbyresearchconductedbySwansonandHorridge(2004).Travelactivitieswerefoundtohaveapositiveinfluenceonsouvenirconsumptionintermsofsouvenirproducts,productattributes,andstoreattributes(Kim&Littrell,2001;Swanson&Horridge,2004;Yu&Littrell,2003).

Inadditiontotraveltypology,suchvariablesassocio-demographiccharacter-istics(Ohetal.,2004;Swanson&Horridge,2004)andprevioustravelexperience(Kim&Littrell,2001)havealsoprovedtoberelatedtosouvenirpurchases.SwansonandHorridge(2002)foundnorelationshipbetweentouristsocio-demographicsandsouvenirconsumptionintermsofsouvenirproducts,productattributes,andstoreattributes,althoughOhetal.(2004)foundbothageandsextobesignificantfactorsthatinfluencepreferencepatternsincertaincategoriesofshopandinbrowsingactivities.Negativeeffectshavebeenfoundwithregardtoprevioustravelexperience,inthatexperiencedtravelersarelesslikelytopurchasetouristsouvenirs(Kim&Littrell,1999).Visitors’attitudestowardsouvenirshavealsobeenfoundtobeanimportantfactorinpurchasedecisions.KimandLittrell(1999),forexample,

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192MimiLiandLipingA.Cai

identifiedanattitude-behaviorlinkageinwhichattitudedirectlyaffectsthepurchasedecision,whichisbasedalmostsolelyontheexistingattitudesatthetimeofpurchase(Myers&William,1967).

DespitethewealthofstudiesonsouvenirpurchasingbehaviorintheWesterncontext,investigationsintoshoppingbehaviorintheChinesedomesticmarketremainscarce.Aquickreviewofthefewstudiesthatdoexistrevealsfivethematicthreads(Wei,2006):(1)(2)(3)(4)(5)

theculturalcontextofthesouvenir;souvenirdesignanddevelopment;souvenirmarketingissues;

theaestheticvalueofsouvenirs;

thedevelopmentofsouvenirsinparticulardestinations.

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Thesestudiesaredescriptiveinnature,andallbutoneofthemhasfocusedonthesupplysideofsouvenirsbydescribingthebackgroundinformationofthecurrentsouvenirsituationinChinaandprovidingsuggestionsbasedonpersonalobservations.Thereisonlyoneempiricalstudy(Shi,2006)thatexaminesthesouvenirshoppingbehaviorofdomestictouristsinBeijing.Shi(2006)investigatedthepurchasingpurpose,preferredshoppinglocation,preferredsouvenirtypes,shoppingexpenditure,influentialfactorsofbuyingbehavior,andsouvenirevaluationandsatisfactionamongvisitors.StatisticsshowthattheaverageshoppingexpenditureamongChinesedomestictouristsinBeijingwasaslowasUS$0.23(RMB1.60)in2004,accountingforonly0.55%ofthetotalincomefromtourisminthatyear(Shi,2006).Ingeneral,Chinesedomestictouristsspendlessthan30%oftheirtotaltravelbudgetonshopping,whereasinternationallythefigureis60%(Li&Fang,2001).AgapthusexistsbetweensouvenirsupplyanddemandinChina,andanacademicinquiryintothedemandsofdomestictouristsisbadlyneeded.

Methodology

Thestudyreportedhereinuseddatafromaconsumersurvey.Thesurveyinstrumentconsistedoffourparts.Parts1to3included5-pointLikert-scaleitems.Therespondentswereaskedtoratethelevelofimportanceofeachitemonthescaleswith1beingveryimportantorsatisfactoryand5beingveryunimportantorunsatisfactory.Part1wasdesignedtoinvestigatetheimportanceof11itemsthatinfluencedoverallsatisfactionwiththevisit.Part2included16souvenirattributesthattouristsmightconsiderwhenselectingsouvenirswhiletraveling,andtherespondentswereaskedtoratehowimportanteachattributewastothemwhenmakingapurchasedecision.TheseattributeswereidentifiedbypreviousstudiesconductedbothinandoutsideofChinaasimportantfactorsinsouvenirpurchasedecisions(Kim&Littrell,1999;Shi,2006;Swanson&Horridge,2004;Wei,2006).InPart3,10ofthese16souvenirattributeswerelisted,andtherespondentswereaskedtoratethembytheirdegreeofsatisfactionwiththem.Socio-demographicandtravelbehaviorinformationwascollectedinthefourthpartoftheinstrument.

ThedatawerecollectedinMarchandAprilof2004atthetwomostpopulardomesticattractionsforChinesetourists:theForbiddenCityandtheSummerPalaceinBeijing.Thesetwositeswereselectedbecausetheyare‘‘mustsee’’attractionsfordomestictourists,andthustheyaremorelikelytobuysouvenirsasevidenceoftheirvisit.Atotalof200domestictouristswereinterceptedrandomlyat

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thetwoattractionsandaskedtofilloutthequestionnaires.Atotalof135usableinstrumentswerecollected,witharesponserateof67.5%.

Progressivestatisticalanalyseswerecarriedout.Frequencyanalysiswasfirstappliedtoexaminetheprofileoftherespondents.Descriptiveanalysiswasthenperformedtoexaminethedecisioncriteriaforsouvenirselection,aswellastherespondents’degreeofsatisfactionwiththesouvenirattributesatthetwointerviewsites.Chi-squaretestswerethenconductedtoexaminethesingle-dimensionalrelationshipbetweentherespondents’degreeofsatisfactionwiththesouvenirattributesandtheirsocio-demographiccharacteristics,suchassex,age,monthlyincome,travelfrequency,andtravelpartytype.Travelfrequencywashererecodedintolessthaneveryhalfyear(whichmeanstravelatleastonceevery6months)andmorethaneveryhalfyear(whichmeanstravelmoreoftenthanevery6months).

Principalcomponentsanalysiswithvarimaxrotationwasemployedtoidentifytheunderlyingsouvenirshoppingattitudesbasedontherespondents’evaluationofthem.Tocontrolforthenumberoffactorsextracted,aminimumeigenvalueofonewasused.Itemsthatexhibitedlowfactorloadings(,.40),highcross-loadings(..40),orlowcommunalities(,.50)werecandidatesfordeletion(Hair,Anderson,Tatham,&Black,1998).Toverifythevalidityandreliabilityofthevariablesgeneratedbyprincipalcomponentsanalysis,aCronbach’salphareliabilitytestwasalsocarriedout.

Theresultantfactorsfromtheprincipalcomponentsanalysiswereexaminedinone-wayANOVAteststoidentifytheirrelationshipswiththesocio-demographiccharacteristicsofsex,age,income,andeducationlevel,aswellastravelfrequencyandtravelpartytype.Thefactorvaluewasusedasthedependentvariable.Thesecharacteristicswerealsoexaminedinrelationtotherespondents’expenditureonsouvenirsatthetwointerviewsites.Incasesforwhichthereweremorethantwocategoriesorgroupsinavariable,Student-Newman-Keuls(SNK)testswereperformedtofurtherdeterminewhichgroupsorcategoriesweredifferentfromoneanother.

Inthefinalstageofstatisticalanalysis,IPAwasadoptedtoassesstheperformanceofthetwoattractionsinsouvenirprovision,asperceivedbyvisitors.Thegrandmeansofbothscaleswereusedfortheplacementofaxesonagrid(Chu&Choi,2000).AlthoughtheuseofgrandmeanvaluesinboththeimportanceandperformancescalesmayinfluencetheresultsofIPAbecauseofthecausalrelationshipbetweenthetwo(Oh,2001),thesevaluesarewidelyusedbyresearchersinhospitalityandtourismstudies(e.g.,Uysal,Howard,&Jamrozy,1991;Zhang&Chow,2002).

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Results

GeneralProfileofRespondents

Thesocio-demographicprofileoftherespondentsisshowninTable1.Thetypicalrespondentwasbetween16and44yearsoldandwasastudentoramanagerorotherprofessionalandhadamonthlyincomebelowUS$241.Themajorityoftherespondentsweretravelingingroups,and50%ofthemtraveledonceorlessoftenperyear.ThetopfouroriginsoftherespondentswereBeijing(14.1%),ShandongProvince(8.1%),Shanghai(6.7%),andShanxiProvince(5.9%).Nearlyone-thirdofthemboughtasouvenirasareminderoftheirtravelexperience,and26.1%boughtsouvenirstopresentasgifts.

194MimiLiandLipingA.CaiTable1.SampleProfile.%

%

TravelFrequencyOnceamonth

OnceeveryfourmonthsOnceeveryhalfyearOnceayearLessfrequentlyTravelPartyTypeGroupIndividual

PurposeofPurchaseCollection

MemoryofthetripGifttoothersImpulse

Nospecificreason

16.210.023.826.923.179.920.114.432.426.114.412.6

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SexMaleFemaleAge

15andbelow16–2930–4445–59

60andaboveMonthlySalaryBelowUS$120US$121–241US$242–362US$363–604US$605–1209

US$1210orabove

59.440.60.752.631.313.32.238.327.110.512.06.01.5

PerceivedImportanceandSatisfaction

Table2presentsthefindingsoftheperceivedimportanceofthesouvenirattributesamongtherespondents,aswellastheirdegreeofsatisfactionwiththoseattributesatTable2.PerceivedImportanceandSatisfactionLevelofSouvenirAttributes.

PerceivedImportance

AttributesofSouvenir

CulturalexpressionofthesouvenirAppropriatenessasgiftOverallquality

Representation/symboloftheattractionWorkmanshipofthesouvenirMemoryofthetripUniquenessPrice

In-storeservice

ShoppingatmosphereUtility

FashionableFiguration

PackagingofsouvenirsLocationofshopVariety

SuitabilityforcollectionGrandmean

N124123120125121120119123122120118119120120122

Mean1.691.781.871.891.952.102.192.262.332.592.653.132.502.592.22

SatisfactionN121123123119122121122123123122

Mean2.242.502.592.243.162.173.273.192.973.00

117123

2.252.592.632.71

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thetwointerviewsites.Itwasfoundthatasouvenir’sculturalexpression,appropriatenessasagift,overallquality,itsappropriatenessasarepresentation/symboloftheattraction,andworkmanshipwereconsideredtobethefivemajorreasonsforpurchasingaparticulartypeofsouvenir.Therespondentswerenotsatisfiedwiththeprice,uniqueness,orworkmanshipofthesouvenirsatthetwosites,asindicatedbymeanvaluesabove3(Table2).Manyindicatedthatthesouvenirswerenotunique,thattheirpricesweretoohigh,andthattheworkmanshipoftheproductswaspoor.Theywerealsodissatisfiedwiththeshoppingatmosphereandtheservice.

Inthebivariatechi-squareanalysis,therespondents’levelofsatisfactionwiththeshoppingexperiencewasfoundtoberelatedtotwoofthethreesocio-demographiccharacteristics:ageandsex(seeTable3).Nodifferenceswerefoundamongthedifferentincomegroupsinperceptionsoftheshoppingexperience.Thevariableofagewasfoundtoberelatedtomoreaspectsoftheshoppingexperiencethanwassex.Theuniqueness,price,in-storeservice,andvarietyoftheproductsoffered,theirappropriatenessasagift,andtheculturalexpressionoftheattractionwereassociatedwithrespondents’age,whereasthepriceandworkmanshipofthesouvenirswerefoundtoberelatedtotheirsex.

Thelevelofsatisfactionwithpricewasfoundtobeassociatedwithbothageandsex.Womenweresignificantlylesssatisfiedwiththepriceoftheproductsthanweremen,andtheoldertherespondentswere,thehighertheirlevelofsatisfactionwiththepriceswas.Overall,ascanbeseeninTable3,therespondentswerenotsatisfiedwiththeworkmanshipofthesouvenirs.However,womenwerelesssatisfiedwithitthanweremen.The45–59agegroupwasfoundtobemoresatisfiedwiththevarietyofproductsofferedthanweretheotheragegroups,whereasthosebetween30and44weretheleastsatisfied.

Therespondentsinthe45–59agegroupwerealsofoundtobemoresatisfiedwiththeculturalexpressionofthesouvenirs,theirappropriatenessasgifts,andTable3.SatisfactionwithSouvenirsBySocio-DemographicsandBehaviorPatterns.AttributesofSouvenirPrice

WorkmanshipofsouvenirRepresentation/symboloftheattractionIn-storeservice

ShoppingatmosphereOverallqualityMemoryofthetrip

CulturalexpressionofthesouvenirVarietyUniqueness

SuitabilityforcollectionAppropriatenessasgift

*p,0.05,**p,0.1.

Sexx28.667**7.805**7.6356.3706.3134.5722.4422.9092.5782.2401.6500.740

Agex2IncomeTravelPartyx2Frequencyx2Typex2

2.647

7.5891.9894.6771.9595.6790.3264.1005.0537.5543.6022.298

14.487*10.449*3.9133.6174.0314.8770.7874.7940.9322.6344.6748.132**

24.197**28.83417.26118.36717.30127.53841.993*16.99714.96412.04124.888**25.341**25.462**10.28328.875*

19.65616.31327.57726.63020.71431.66323.94533.35421.474

196MimiLiandLipingA.Cai

in-storeservicethanweretheotheragegroups,althoughthisgroupwasmoredissatisfiedwiththeuniquenessofthesouvenirs.

Withrespecttotherelationshipbetweensatisfactionlevelsandthetravelactivitiesoftherespondents(asshowninTable3),nodifferenceswerefoundbetweenthetwotravelfrequencygroups,althoughthepriceandworkmanshipofthesouvenirsandtheirappropriatenessasgiftswerefoundtobeassociatedwiththetravelpartytype.Groupvisitorswerefoundtobelesssatisfiedwiththesouvenirs’priceandappropriatenessasgifts,whereasindividualvisitorswerelesssatisfiedwiththeirworkmanship.AttitudeFactors

Table4showstheresultsofprincipalcomponentsanalysisandtheCronbach’salphareliabilitytestontheattributesofthesouvenirs.Thefiveunderlyingattitudeconstructsgeneratedviaprincipalcomponentsanalysisexplain62.6%ofthevariance.Theseconstructsarelabeledascollectability,displaycharacteristics,storeattributes,value,andfunctionality,andtheCronbach’salphasofallofthemexceededthethresholdof0.5(Nunnally,1967).

Therespondents’attitudestowardthesouvenirattributeswereexaminedinrelationtotheirsocio-demographiccharacteristics(Table5).Attitudestowardcollectabilityweresignificantlyrelatedtoage(F53.073,p50.031).Respondents

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Table4.AttitudeFactorsofSouvenirShopping.

Items

Factor1:Collectability

CulturalmeaningofsouvenirRepresentsfeaturesoftheattractionOverallqualityMemoryofthetripFactor2:Functionality

Utility

FashionabilityFactor3:Value

UniquenessFiguration

Applicabilityasgift

Factor4:DisplayCharacteristics

PackagingWorkmanshipPrice

Factor5:StoreAttributes

In-storeserviceLocationofshopShoppingatmosphere

Factor%ofVarianceReliabilityLoadingEigenvalueExplainedAlpha

3.591

0.6960.6650.6190.616

1.208

0.8670.687

1.293

0.8470.6650.588

1.758

0.7620.6400.627

1.546

0.5650.6550.795

10.307

0.5313

11.72

0.5740

8.621

0.6145

8.052

0.6352

23.942

0.6603

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Table5.SouvenirShoppingAttitudesBySocio-DemographicsandBehaviorPatterns.Variable(FactorMeanScore)SexMaleFemaleAge

15andbelow16–2930–4445–59

60andaboveMonthlysalaryBelowUS$120US$121–241US$242–362US$363–604US$605orabove

EducationalLevelJuniorschoolHighschoolcertificateCollegeandabove

TravelFrequencyLessthaneveryhalfyearMorethan

everyhalfyearPartyTypeIndividualGroup

*p,0.05.

StoreDisplay

CollectabilityFunctionalityValueAttributesCharacteristic20.02320.0168(3.073)*20.16820.390120.056421.143020.12020.12810.041920.186220.09330.01490.102820.0494(4.532)*20.2130.199(14.768)*0.77720.170

20.01280.1397

(4.756)*

0.06180.17720.094720.245

0.061220.0299

0.131920.115120.382720.285120.01610.02680.144720.39180.2616(5.372)*0.769020.54430.08180.05620.04

0.08850.116420.078220.307820.33090.17050.65430.788120.043920.019820.21510.20800.43670.023120.142720.32240.024820.386320.007920.60190.09040.265320.030920.028620.1360.156

0.01520.06

20.02060.020120.03280.99360.080720.09570.09720.033120.330020.012220.021720.00140.04220.036

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20.1460.0320.03820.00020.04720.01620.03620.000

aged60andaboveweremoreconcernedwithwhetherthesouvenircouldhelpthemtorememberthetriporwhetheritappropriatelyrepresentedtheattractionsthanwerethoseintheotheragegroups.Althoughsexwasnotsignificantlyrelatedtoattitudes,menseemedtocaremoreaboutthecollectabilityofsouvenirsthandidfemales.TheSNKtestshowedthatrespondentswithahigheducationallevelcaredmoreaboutcollectabilitythandidthosewithaloweducationallevel.

Attitudestowardstoreattributesweresignificantlyrelatedtosex(F54.756,p50.031),withwomenpayingmoreattentiontoastore’satmosphere,location,andservicethanmen.TheSNKtestrevealedthatrespondentswithhighermonthlyincomesweremoreconcernedaboutstoreattributesthanthoseinthelowerincomegroups.

198MimiLiandLipingA.Cai

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Theeducationalleveloftherespondentswassignificantlyrelatedtotheirattitudestowardfunctionality(F55.372,p50.006).Thosewithahighschooldiplomaorcertificateweremoreconcernedabouttheutilityorpopularityofasouvenirthanwerethoseintheothereducationalgroups.Menweremoreconcernedaboutfunctionalitythanwerewomen,andtheSNKtestshowedthatolderpeoplewerealsomoreinterestedinfunctionalitythanweretheyoungeragegroups.

Noneofthefoursocio-demographicvariablesweresignificantlyrelatedtoattitudestowardthedisplaycharacteristicsorvalueofsouvenirs,althoughtheSNKtestrevealedthatolderpeopleweremoreconcernedaboutthepackaging,workmanship,andpriceofsouvenirs,aswellastheirvalue.Womenwerealsofoundtobemoreconcernedabouttheuniquenessofsouvenirsandtheirapplicabilityasgiftsthanweremen,andpeoplewithhighereducationallevelswerealsofoundtopaymoreattentiontothesefeaturesthanwererespondentswithlowerlevels.

Withregardtotherelationshipbetweenattitudestowardsouvenirshoppingandtravelbehaviorpatterns,onlytheattitudefactorofcollectabilitywasfoundtobesignificantlyrelatedtotravelpatterns.Therespondentswhotraveledmorefrequentlyweremoreconcernedaboutthecollectabilityofsouvenirs(F54.532,p50.036),andgrouptravelerscaredmoreaboutthisfactorthandidindividualtravelers(F514.768,p,0.001).

Neitherofthetwotravelbehaviorvariableswassignificantlyrelatedtotheotherfourattitudefactors,althoughitwasfoundthatindividualtravelersweremoresensitivethangrouptravelers,thatis,theyweremoreconcernedaboutstoreattributes,functionality,displaycharacteristics,andvalue.Intermsofthevariableoftravelfrequency,therespondentswhotravellessfrequentlycaredmoreaboutthetangibleaspectsofsouvenirs,suchasstoreattributes,functionality,anddisplaycharacteristics,whereasthosewhotravelmorefrequentlyweremoreconcernedwithintangibleaspects,suchascollectabilityandvalue.ShoppingExpenditure

Aone-wayANOVAtestwasconductedtoexaminetherelationshipbetweenthetourists’levelofexpenditureandtheirsocio-demographiccharacteristics,andtheresultsareshowninTable6.Sexwastheonlyvariabletobesignificantlyassociatedwithspendingonsouvenirs.Contrarytothefindingsofmanypreviousstudies,maletouristswerefoundtospendthreetimesasmuchasfemalesonsouvenirs(US$63.23versusUS$20.86).

Respondentsinthe30–44agegroupspentmorethantheotheragegroups,andthosewithhighschooldiplomasorcertificatesspentmorethantheothereducationallevelgroups.Itwasalsonotedthat,exceptforrespondentswithmonthlyincomesofUS$121–241,spendingonsouvenirswaspositivelyrelatedtomonthlyincome:thehigherthemonthlyincome,thegreatertheexpenditureonsouvenirs.However,thesedifferenceswerenotstatisticallysignificant.

Intermsoftherelationshipbetweensouvenirshoppingexpenditureandtravelbehaviorpatterns,travelpartytypewasfoundtobesignificantlyrelatedtoexpenditure(F54.520,p50.036),withthoserespondentswhoweretravelingasindividualsspendingtwiceasmuchasgrouptravelers.Therewasnosignificantrelationshipbetweenspendingonsouvenirsandtravelfrequency,althoughfrequenttravelersspentmore.

JournalofChinaTourismResearch199

Table6.SouvenirShoppingExpenditureBySocio-DemographicsandBehaviorPatterns.Variable

SexMaleFemaleAge

15andbelow16–2930–4445–59

60andaboveMonthlySalaryBelowUS$120US$121–241US$242–362US$363–604

US$605oraboveEducationalLevelElementaryschoolJuniorschool

HighschoolcertificateCollegeandaboveTravelFrequency

LessthaneveryhalfyearMorethaneveryhalfyearPartyTypeIndividualGroup

Mean63.2320.860.002.4242.3653.2047.440.000.0026.6070.7439.9048.8780.610.002.4210.0867.2338.74366.17408.49

4.520

644.00292.03

0.036

FValue5.206

pValue0.025

0.1980.939

1.0210.410

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1.0630.369

0.0790.779

Importance-PerformanceAnalysis

TheIPAhasbeenproventobeaneffectivemanagerialtoolbyresearchersinvariousareas,suchasservicequality(e.g.,Zhang&Chow,2002),travelandtourism(e.g.,Go&Zhang,1997),leisureandrecreation(e.g.,Hollenhorst,Olson,&Fortney,1992),education(e.g.,Ortinau,Bush,Bush,&Twible,1989),andhealthcaremarketing(e.g.,Dolinsky,1991).IntheIPAmodel,themeanvaluesofitemsinboththeimportanceandsatisfactionscaleswereplottedintoatwo-dimensionalcoordinatesystem.AsshowninFigure1,oneitemwasidentifiedintheconcentrateherequadrant,fourinthekeepupthegoodworkquadrant,fourinthelowpriorityquadrant,andoneinthepossibleoverkillquadrant.ConcentrateHereQuadrant

Theconcentrateherequadrantcapturedasingleattribute,theworkmanshipofthesouvenir,whichwasratedbelowaverageforimportance,butaboveaveragefor

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performance.Workmanshipwasperceivedtobethefifthmostimportantattributeforatouristsouvenir(mean51.95),althoughitsperformancelevelwasratedasthethirdpoorest(mean53.16).Thissendsanimportantmessagetotheindustrythatresourcesshouldbedirectedtoimprovingtheworkmanshipofsouvenirs.KeepUptheGoodWorkQuadrant

Ofthe10souvenirattributefactorsthatwereevaluated,fourwereidentifiedinthekeepupthegoodworkquadrant:theculturalexpressionofthesouvenir,itsappropriatenessasagift,itsoverallquality,andtheappropriatenessofthesouvenirasarepresentation/symboloftheattraction.Theseattributeswereratedbelowaverageforbothimportanceandperformance,thusconveyingthemessagethat,ingeneral,customersaresatisfiedintheserespects.Asallofthemeanscoreratingsforperformancewerehigherthanthoseforimportance,effortshouldbemadetomaintainandimprovethesesouvenirattributes.Forexample,regardingtheculturalexpressionofsouvenirs,about8%oftherespondentsdidnotagreethatthesouvenirsatthetwosurveysiteswereculturallymeaningful.Themeanvalueofperformanceforthisattributewasonly2.24,whichindicatesthattherespondentstendedtoagreethatthesouvenirswereculturallymeaningful,buttheydidnot

fully

JournalofChinaTourismResearch201

agree.Therefore,moreeffortshouldbemadetodesignsouvenirswithagreaterculturalconnotation.Low-PriorityQuadrant

Thefoursouvenirattributesloadedinthelowpriorityquadrantwereuniqueness,price,in-storeservice,andshoppingatmosphere,whichwereratedaboveaverageforbothimportanceandperformance.Thisimpliesthatrelativelyfewresourcesneedtobedevotedtotheseattributes.Althoughtheperformanceoftheattributesinthisquadrantwasratedaboveaverage,whichindicatesthatrespondentswerenotsatisfiedwiththem,effortshouldnotbeoverlyconcentratedonthem,astheywereratedaslowinimportancecomparedwithotherattributes.However,thisdoesnotmeanthattheindustryshouldfailtoimprovetheseaspects.Ingeneral,theyallhadmeanscoresbelow3,whichindicatesthatrespondentsratedthemasimportant.Inotherwords,poorperformanceintheseareaswouldgeneratedissatisfaction.PossibleOverkillQuadrant

Therewasasingleattribute,memoryofthetrip,allocatedtothepossibleoverkillquadrant.Thismeansthatthisattributewasratedashigherthanaverageinimportance,butlowerthanaverageinperformance.Ingeneral,therespondentsconsideredthisattributetobelessimportantthantheothers,butthoughtitsperformancewasgood.Infact,mostofthesouvenirswerefoundtohavethenamesofthetwosurveysitesonthem,whichmaybehelpfulinremindingtherespondentsoftheirtrip.Therefore,effortshouldbemadetomaintainthehighstandardofthisattributewithoutoverutilizingresources.

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DiscussionandConclusion

Thisstudywasdesignedtoachievefiveresearchobjectives:1)todeterminethedecisioncriteriaforsouvenirpurchasesamongChinesedomestictourists;2)toidentifytheunderlyingfactorsthataffecttheirattitudestowardsouvenirshopping;3)todelineatetherelationshipsbetweentheirsocio-demographiccharacteristicsandtheirattitudestowardandexpenditureonsouvenirshopping;4)todelineatetherelationshipbetweentheirtravelactivitiesandtheirattitudestowardandexpenditureonsouvenirpurchases;and5)toassessthequalityofsouvenirprovisionattwotouristattractionsinBeijing.ItwasfoundthatthefivemajorcriteriausedbyChinesetouristsintheirdecisiontopurchaseaparticulartypeofsouvenirattwoofthemostpopularattractionsinChinawerethecultureexpressionofthesouvenir,itsappropriatenessasagift,itsoverallquality,itsappropriatenessasarepresentation/symboloftheattraction,anditsworkmanship.Thisresultissimilartothefindingsofapreviousstudy(Wei,2006)inwhichtheoverallquality,price,andculturalexpressionofasouvenirwereidentifiedasthefactorswithwhichtouristswerethemostconcerned.Inthecurrentstudy,therespondentsweredissatisfiedwiththeprice,uniqueness,andworkmanshipofthesouvenirsonoffer.Significantdifferencesinthesatisfactionlevelwereobservedinrelationtotherespondents’sex,age,incomelevel,andtravelpartytype.Forexample,womenwerelesssatisfiedwiththepriceandworkmanshipoftheproductthanweremen.

202MimiLiandLipingA.Cai

TheIPArevealedthatworkmanshipwasthesouvenirattributetowhichmoreresourcesshouldbeallocated.Thisattributewasalsoidentifiedbypreviousstudiesasacriticalfactorinthebuyingdecision,especiallyforculture-andhistory-orientedtourists(Littrelletal.,1994).However,inthisstudy,thesurveyfoundthatonlyaveryfewhigher-pricedsouvenirproductshadrelativelyhigherlevelsofworkman-shipquality,whichmeansthatthisisanareaofgreatconcern.Incomparingtheattributesthatfellintothekeepupthegoodworkquadrant(culturalexpressionofthesouvenir,itsappropriatenessasagift,itsoverallquality,anditsappropriatenessasarepresentation/symboloftheattraction)withthosethatfellintothelowpriorityquadrant(uniqueness,price,in-storeservice,andshoppingatmosphere),itwasfoundthatChinesedomestictouristsaremoreconcernedwiththeintangiblefeaturesandconnotationsofsouvenirs.

Fivefactorsofsouvenirshoppingattitudeswereidentified:collectability,displaycharacteristics,storeattributes,value,andfunctionality.Thesefactorsandshoppingexpenditurewereexaminedinrelationtotherespondents’sex,age,incomeandeducationallevel,travelfrequency,andtravelpartytype.Itwasfoundthatattitudetowardcollectabilitywassignificantlyrelatedtoage,travelpartytype,andtravelfrequency,attitudetowardstoreattributestosex,andattitudetowardfunctionalitytoeducationallevel.Sexandtravelpartytypeweresignificantlyassociatedwithspendingonsouvenirs.

Souvenirshoppingisanintegralpartofthetotaltouristexperience.Understandingthepurchasecriteria,attitudes,andbehaviorpatternsoftouristsiscriticalfortouristdestinationsandattractionstobeabletodevelopandpromoteshoppingproductsandservicesthatmeetandsatisfytheneedsoftouristsandthusservetoenhancetheiroverallexperience.Investmentintheproductdevelopmentandmarketingofsouvenirsnotonlyhasatangibleanddirectimpactonthelocaleconomyofatouristdestination,butalsoplaysastrategicroleinsustainingtheattractivenessofthedestinationtofirst-timeandrepeatvisitors.Thisisbecauseasouvenircanserveasaremindertothosewhohavevisitedanattractionandasanenticertothosewhohavenot.

Thefindingsofthisstudy,althoughexploratoryinnature,shouldbeofimmediateandpracticalvaluetothetwotouristattractionsatwhichthedatawerecollected.OtherattractionsanddestinationsbothwithinandoutsideofChinacouldalsobenefitfromanunderstandingofsomeofthefindings,suchasthefivemajorpurchasecriteriaandthefiveattitudes.However,becausethesampledidnotrepresentthegeneralpopulationofChinesetourists,anyinterpretationofitsfindingsmustbemadeinthecontextoftheprofileoftherespondents.Thisunrepresentativesamplelimitationisduetoseveralfactors,includingthesmallsamplesize,thesubjectinterceptsattwolocationsinonecity,andtheshortspanofthedatacollectionperiod.Amorerobustmethodologicalapproachshouldbeadoptedinfuturestudiestoobtainamoreaccurateandin-depthunderstandingoftheshoppingattitudesandbehaviorpatternsofChinesetourists.

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