On Purchase Preferences for Tourist Souvenirs and Sources of Preference Heterogeneity——A Discrete Choice Experiment
The purchase of tourist souvenirs is an important part of tourism experience,and a crucial business formerchants in tourist destinations.Therefore,it is imperative to understand the influence of the attributes of tourist souvenirs on purchase decisions.This paper conducted a discrete choice experiment to simulate the shopping scenario and collected data on tourists'choices.Using the random parameter logit model estimation,it provides an in-depth analysis of tourists'preferences for souvenir attributes as well as of the sources of preference heterogeneity.The research findings indicates that:(1)when purchasing tourist souvenirs,tourists exhibit greater attention to value attributes than to functional ones.Among these attributes,locality holds the highest importance,followed by aesthetic appeal,cultural significance,suitability as gifts,practicality,portability and price;(2)tourists exhibit heterogeneity in their preferences for aesthetics and price.As age and income increase,the influence of aesthetics and price on tourists'purchase intention decreases.In addition,female tourists are more sensitive to the price of tourist souvenirs compared to male ones.
tourist souvenirspurchase preferencediscrete choice experimentrandom parameter logit model
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