Souvenir Purchase Intention and Buying Behavior of Tourists and its Determinants in Can Tho City, Vietnam

Abstract

This study examines the purchasing behaviour of visitors from various nations while acquiring souvenirs during their visits to Can Tho, Vietnam, in response to the expanding cultural tourism industry in Asia. This research employs a quantitative methodology and employs a logical framework to examine the factors that impact visitors' purchasing decisions. The study used a 5-point Likert scale to collect data from 351 participants who were part of the convenience sample. The cohort consists of travellers from various parts of the globe. The objective is to determine the variables that influence individuals' inclination to purchase mementos. An analysis of data obtained from Google Forms, conducted using SPSS and Amos software, found that among the variables examined (travel characteristics, shopping environment, souvenir characteristics, and salesperson interaction), the salesperson interaction had the greatest influence on travellers' intentions and purchasing behaviours. The regression analysis reveals a significant correlation between the variables Souvenir Characteristics (SC), Salespersons (SP), Shopping Environment (SE), and Souvenir Buying Intention (SCI). The Salespersons (SP) component had the highest influence on Souvenir Buying Intention (SCI), as shown by a regression score of 0.714. Furthermore, it significantly influences the purchasing behaviour of visitors when acquiring mementos. This study's conclusions may be advantageous for academics, professionals in tourism management, and souvenir enterprises. The administration of tourist sites should promote the preservation of cultural artefact from the region, guarantee the excellence and security of all merchandise, and cultivate a setting that facilitates the growth of souvenir stores. In order for souvenir companies to thrive, it is imperative that they enhance the training of their sales personnel, modernise their shops, expand their product offerings, and produce mementos of exceptional quality.