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Non-Fungible Token or physical product? Uncovering the effects of souvenir type and scenic type on tourist engagement

Author

Listed:
  • Zhao, Yichen
  • Li, Shan
  • Liang, Xinjian
  • Xue, Jiaolong

Abstract

As Non-Fungible Tokens (NFTs) revolutionize the souvenir market, a critical gap exists: their effectiveness compared to physical souvenirs across different tourist experiences remains unexamined. Grounded in the authenticity theory and the regulatory focus theory, this study conducts four field (lab) experiments to investigate the influence mechanism and boundary conditions underlying the effect of souvenir type (NFT souvenir vs. physical souvenir) and scenic type on tourist engagement, identifying perceived uniqueness and authenticity as parallel mediators, with regulatory focus as a key moderator. The findings demonstrate that promotion-focused tourists exhibit heightened engagement with NFT souvenirs in browsing and sightseeing-oriented scenic spots due to their perceived uniqueness, while prevention-focused tourists favor physical souvenirs in hands-on experience-oriented scenic spots through perceived authenticity. The findings offer vital managerial guidance, enabling destination operators and souvenir designers to strategically match NFT or physical souvenirs to specific scenic types and tourist mind-sets, thereby maximizing engagement and commercial success.

Suggested Citation

  • Zhao, Yichen & Li, Shan & Liang, Xinjian & Xue, Jiaolong, 2026. "Non-Fungible Token or physical product? Uncovering the effects of souvenir type and scenic type on tourist engagement," Journal of Business Research, Elsevier, vol. 208(C).
    • Handle: RePEc:eee:jbrese:v:208:y:2026:i:c:s0148296326000810
    DOI: 10.1016/j.jbusres.2026.116047
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