The souvenir is an important component of the tourist experience, with most tourists bringing back mementos and souvenirs as evidence. People like to be reminded of special moments in their lives and to hold evidence of those special moments. However, despite the considerable previous research into souvenirs and purchase behavior, little research exists that investigates the motivations for souvenir purchase. In addition, there has been little investigation of the impact of gender on the souvenirs purchased and the motivations for purchase. This research addresses these gaps in the literature and evaluates the souvenir purchase behavior of tourists. The research identifies the core importance of the souvenir as evidence of the experience as well as the roles of memory and as gifts.
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