A variety of scales exist related to culture, but the literature lacked a scale measuring Attitude Toward Cultural Souvenirs (ATCS). The purpose of this study was to fill this literature gap by developing and testing a scale to measure ATCS. The scale development approach recommended by Churchill (1979) and Netemeyer, Bearden and Sharma’s (2003), which uses theory to guide the conceptualization and development of measurement items, was adopted. The resulting scale proves to be robust and reliable across cultures. Beyond the theoretical value of scale development, the current study broadens the literature by adding findings on attitudes towards cultural souvenirs. Retailers can use these findings to better understand their customers, make strategic decisions, and better meet their needs.
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Wang, Wei; Yaoyuneyong, Gallayanee; Sullivan, Pauline; and Burgess, Brigitte, "Developing Scale of Tourists’ Attitude Toward Culture Souvenirs" (2019). Association of Marketing Theory and Practice Proceedings 2019. 2.