The overall objective was to determine tourist typologies and if differences exist with souvenir purchases, sources of information used by tourists to select a place to shop, and shopping behavior. Potential visitors to Tennessee were grouped into categories labeled City, Historical, Active, Alone, and Tour Groups. Data from the survey indicated City individuals spent the most time and money shopping while Active individuals spent the least amount of time. Word-of-mouth recommendation from family or friends was the most important factor in choosing where to shop. Crafts, maps, and books from the area were important to purchase. The determination of tourist styles may aid tourism promoters in souvenirs to offer.
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