Analyzing souvenir shopping : the case of inbound tourists in Malta

Abstract

Nowadays tourists’ experience at the host destination involves a vast area of activities and souvenir purchasing is one of these activities practised all over the globe. Previous research found in the literature is limited regarding souvenir purchasing behaviour and factors influencing tourists to engage in such activity. Therefore, this research aim is to analyse tourists’ souvenir purchasing behaviour while they are on a holiday in the Maltese Islands and find the economic extent to which such visitors are willing to spend on souvenirs.

This research study involved quantitative methods of research and a sample of 89 visitors of the Maltese Islands for the month of April 2015. Main results of this research are only an indication of tourists’ souvenir purchasing behaviour and therefore they do not represent the entire population of Malta’s inbound tourists for 2015. Tourists purchases were mainly categorised as individual or joint purchases and valuable insights were obtained regarding the souvenir purchasing activity of visitors while in Malta. The research findings indicate that there is a relationship between buyers and non-buyers of souvenirs. Consumers of souvenirs find as most important souvenir characteristics the quality, authenticity and aesthetics. On the other hand, non-consumers of souvenirs also find quality and aesthetics as important elements while the place of production has more significance than authenticity.

Information gathered from this research study would be required by stakeholders in the tourism industry in order to adapt their offer to the changing demand of Malta’s tourists.