Souvenir Product Purchasing as a Travel Motivation in the Shopping Area of Thale Noi, Phatthalung, Thailand

Abstract

Tourism is an important industry to generate the income to Thailand. The local authorities try to motivate people to travel to the tourist attractions for tourism and shopping. Shopping is a popular tourist activity, especially purchasing the souvenir in tourist attractions to remind them of the memory of the place they used to visit. This study aims to identify the travel motivation of the domestic tourists to visit the destination, to examine the shopping area attributes that attract the tourist to buy the souvenir, and to analyze the effect of domestic tourist motivation on shopping area attribute in Thale Noi, Phatthalung Province. Data were collected from 400 domestic tourists who had traveled to Thale Noi, Phatthalung using factor analysis dimensions based on Likert-type scales. The researcher applied structured questionnaire in 5-level rating scale. The data collection consumed six months between March and August 2016. The data were analyzed by descriptive statistics, Pearson's product moment coefficients and multiple regression to analyze the relationship between variables. The result indicated that the factors of tourist motivation that influenced the shopping area attribute are natural resources, enhancing relation, and seeking relaxation. The shopping area attributes that influenced the tourist to purchase souvenir are economic, promotion, and image represented in high level. The tourist motivations influencing tourists to purchase the souvenir are fulfilling prestige, variety seeking, and history and culture related to shopping area attribute. Therefore, souvenir business should apply the tourist motivation to their business plan and should combine the souvenir to the uniqueness of each shopping area attribute including local environment, image of the shop, product price and value, promotion, location, salesperson, and the unique souvenirs that represent the local image. These strategies could generate the income and profit to the locals and create delightful atmosphere to the tourists who visit the destination.

Diversification of ceramic craft for tourism souvenir: local culture as art creation and production idea

“…The creative method of ceramic craft product design development for souvenirs is designed by considering craft product design principles. To reach such creation, creative research methods are needed to be applied, including: (1) Design concept related to shape, ornament, size, related with product uniqueness; (2) design visual exploration process by creating alternative design image; (3) technique and production process exploration. Technique exploration is by processing material from Malang local clay, creating model, continued with reproduction and firing process; (4) validation and improvement to creation result, involving product design experts and tourism creative industry subjects; (5) Analysis of creation result for souvenir product and in this case, using "Kerapan Sapi (Cow Racing)" theme as creation idea for tourism souvenir.…”

“…Tourists will easily find various tourism souvenirs describing Merlion (Statue with lion head and fish body) [2]. Souvenir craft with different icon designs can also be found in Thale Noi, Phatthalung, Thailand tourism center [3]. When visiting Jaipur Rajastan, India, we can also meet souvenir product designs created from architecture around the Jaipur region or local statues.…”

Examining brand equity and tourists’ purchasing motivations towards the world's best rice ‘ST25’ for Vietnam's future sustainable food tourism destination

“…According to Marangkun & Thipjumnong (2018), research in Thailand shows three primary motivations for purchasing intentions towards souvenirs: fulfilling prestige, variety seeking, as well as history and culture. It is suitable to apply in the Vietnamese scenario with the same pattern of tourists and compatible with previous studies such as intentions to post-purchase behavior (Suhartanto et al, 2018), cultural shopping behaviors (Lin, 2016), or the authenticity for souvenir purchases (Wilkins, 2010).…”

Model of Causal Relationship Affecting Value-oriented Marketing Strategy of Local Souvenirs in the Lower Northeastern Territory of Thailand

“…Copyright © 2022 IJMSSSR All rights reserved souvenirs as well as the environment and ambiance, to create a shared experience for tourists who purchase local souvenirs (Marangkun & Thipjumnong, 2018).…”