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Motivational Typology of Online Food Souvenir Shoppers and Their Travel-Related Intentions

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  • Shu-Chun Lucy Huang

    (Department of Tourism, Shih Hsin University, Taipei 116, Taiwan)

  • Chih-Yung Wang

    (Department of Tourism, Shih Hsin University, Taipei 116, Taiwan)

  • Yi-Ru Yan

    (Department of Tourism, Shih Hsin University, Taipei 116, Taiwan)

Abstract

Online shopping has tremendous growth nowadays. Concerns about whether people perceive food souvenirs as commercial goods or products with local connections arise when shopping online for those souvenirs. Another concern is whether people remain interested in knowing or visiting places where food souvenirs originate even if they can simply purchase food souvenirs online. These issues are important for the sustainable development of local tourism. This study aims to investigate consumers’ motivations for purchasing food souvenirs online and whether differences exist between segmented consumers in relation to their travel-related intentions. Participants of this work are individuals who have purchased food souvenirs online and are aged 18 years old or above. Social media applications, such as Facebook and Line, were utilized as the platforms for the questionnaire survey. Participants’ motivations for purchasing food souvenirs online included five factors: exploring trends, local affiliations, social interactions, frugal sampling, and enforcing relationships. According to their motivations, participants were segmented into four types of consumers, including pleasure reminiscers (47.0%), journey recallers (22.9%), economical tasters (17.4%), and social practicers (12.7%). Pleasure reminiscers have stronger intentions toward searching for information on, traveling to, and recommending the places where food souvenirs originate compared with the other three types of consumers. On the basis of the findings, suggestions for the design and marketing of food souvenirs are provided for the producers of food souvenirs and promoters of local tourism.

Suggested Citation

  • Shu-Chun Lucy Huang & Chih-Yung Wang & Yi-Ru Yan, 2020. "Motivational Typology of Online Food Souvenir Shoppers and Their Travel-Related Intentions," Sustainability, MDPI, vol. 12(18), pages 1-12, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:18:p:7624-:d:414225
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    References listed on IDEAS

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    1. Rohm, Andrew J. & Swaminathan, Vanitha, 2004. "A typology of online shoppers based on shopping motivations," Journal of Business Research, Elsevier, vol. 57(7), pages 748-757, July.
    2. Swanson, Kristen K. & Timothy, Dallen J., 2012. "Souvenirs: Icons of meaning, commercialization and commoditization," Tourism Management, Elsevier, vol. 33(3), pages 489-499.
    3. Mynttinen, S. & Logrén, J. & Särkkä-Tirkkonen, M. & Rautiainen, T., 2015. "Perceptions of food and its locality among Russian tourists in the South Savo region of Finland," Tourism Management, Elsevier, vol. 48(C), pages 455-466.
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    Cited by:

    1. Huixian Shen & Ivan Ka Wai Lai, 2022. "Souvenirs: A Systematic Literature Review (1981–2020) and Research Agenda," SAGE Open, , vol. 12(2), pages 21582440221, June.

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