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A Research On Chinese Visitors' Souvenir Purchase In Shanghai Disney, Wei Wei

ICHRIE Research Reports

Travel marketers have been called upon to better understand tourists’ souvenir purchase behaviors and experience in a fast-emerging world region, China. To dissect contemporary Chinese consumers’ purchase behaviors and experiences, this research explored the motivations, experiences, and behavioral intentions associated with theme park souvenir purchase among Chinese domestic tourists at Shanghai Disneyland Park. A total of 32 personal interviews were conducted. Based on the interviews, this research found that Chinese consumers’ intention to purchase Disney souvenir is influenced by both internal and external motivations. With regards to Chinese consumers’ purchase experience, the majority had a positive experience because of the …