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Food souvenirs as gifts: tourist perspectives and their motivational basis in Chinese culture

Food souvenirs as gifts: tourist perspectives and their motivational basis in Chinese culture Specialty foods are popular gift souvenirs among Chinese tourists, and food has abundant meaning in Chinese gift-giving culture. This case study considers an example of Chinese gift giving, investigating Chinese tourists’ food souvenir-purchasing behaviors and the relationship between purchasing motives and product attributes. This study collected 380 valid questionnaires from Chinese tourists in Taiwan. A significant canonical correlation was found between purchasing motivations and product attributes, and this significant correlation applied to three separate motivations, namely, purchases as gifts, purchases as souvenirs to preserve memories and purchases as evidence. The symbolic aspects of the food are the most important attributes to be considered. Based on the results, this study makes several practical and academic suggestions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Tourism and Cultural Change Taylor & Francis

Food souvenirs as gifts: tourist perspectives and their motivational basis in Chinese culture

Lin, Lin
Journal of Tourism and Cultural Change , Volume 15 (5): 16 – Oct 20, 2017
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Food souvenirs as gifts: tourist perspectives and their motivational basis in Chinese culture

Lin, Lin
Journal of Tourism and Cultural Change , Volume 15 (5): 16 – Oct 20, 2017

Abstract

Specialty foods are popular gift souvenirs among Chinese tourists, and food has abundant meaning in Chinese gift-giving culture. This case study considers an example of Chinese gift giving, investigating Chinese tourists’ food souvenir-purchasing behaviors and the relationship between purchasing motives and product attributes. This study collected 380 valid questionnaires from Chinese tourists in Taiwan. A significant canonical correlation was found between purchasing motivations and product attributes, and this significant correlation applied to three separate motivations, namely, purchases as gifts, purchases as souvenirs to preserve memories and purchases as evidence. The symbolic aspects of the food are the most important attributes to be considered. Based on the results, this study makes several practical and academic suggestions.

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Publisher
Taylor & Francis
Copyright
© 2016 Informa UK Limited, trading as Taylor & Francis Group
ISSN
1747-7654
eISSN
1476-6825
DOI
10.1080/14766825.2016.1170841
Publisher site
See Article on Publisher Site

Abstract

Specialty foods are popular gift souvenirs among Chinese tourists, and food has abundant meaning in Chinese gift-giving culture. This case study considers an example of Chinese gift giving, investigating Chinese tourists’ food souvenir-purchasing behaviors and the relationship between purchasing motives and product attributes. This study collected 380 valid questionnaires from Chinese tourists in Taiwan. A significant canonical correlation was found between purchasing motivations and product attributes, and this significant correlation applied to three separate motivations, namely, purchases as gifts, purchases as souvenirs to preserve memories and purchases as evidence. The symbolic aspects of the food are the most important attributes to be considered. Based on the results, this study makes several practical and academic suggestions.

Journal

Journal of Tourism and Cultural Change – Taylor & Francis

Published: Oct 20, 2017

Keywords: Chinese tourist; purchase motivation; shopping; souvenir; specialty food

References

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