This study identifies structural relationships between tourists’ travel motivations and attitudes toward cultural souvenirs and travel intentions. An online survey fielded through Amazon Turk yielded a purposeful sample of 893 respondents who were representative of the population of interest. Results reveal respondents prefer to travel during summer rather than during spring, winter, and fall seasons. Additionally, they desire to purchase souvenirs on family trips. Also, data analysis indicates travel motivations positively influence tourists’ attitudes towards cultural souvenir and travel intentions. Physical, relaxation, and pleasure motives influence travel motivations.
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Wang, Wei; Yaoyuneyong, Gallayanee; Sullivan, Pauline; and Burgess, Brigitte, "Travel Motivation Influence Attitudes toward Cultural Souvenirs and Travel Intentions" (2018). Association of Marketing Theory and Practice Proceedings 2018. 36.