Factors affecting souvenir purchase behavior: valuable insight for tourism marketers and industry

Abstract

This study aims to identify the factors that influence decision making on souvenirs by using the Theory of Planned Behavior. The approach used in the research method is quantitative approach, and the sample determination used convenience sampling type employing 150 souvenir buyers as research samples in Palangka Raya, Indonesia. The relationship between the variables proposed in the study is tested empirically using Partial Least Square (PLS). This research reflects the consumer's picture of the attitude, intentions, and buying behavior of souvenirs. The results showed that the attitude toward authenticity and attitude toward aesthetics, except attitude toward care and carriage, had a significant effect on the purchasing intention which then will be realized in a real buying behavior. The stronger the intention of someone to buy souvenirs, the greater the souvenir buying behavior will be shown. The results of this study are expected to provide valuable insights for marketers and the tourism industry in formulating and implementing strategies to encourage consumers to purchase souvenirs. Corresponding author: Meitiana Margono Setiawan Email addresses for the corresponding author: metiana.unibraw@gmail.com First submission received: 12th May 2018 Revised submission received: 31st August 2018 Accepted: 15th October 2018 Introduction The handicraft industry becomes one of the significant sources of income for a country because it is widely consumed both locally and internationally. Indonesia has a handicraft industry whose contribution to the country's economy is significant. The handicraft industry is the creative industry subsector that has the greatest contribution to export value, as well as the second largest for household consumption value. In terms of exports, demand for Indonesian handicraft products abroad continues to increase at the average of 11.85 percent per year. The export value contributed 18.26 percent to the export of the creative economy sector, and 1.04 percent of the total exports of Indonesia (Qlapa, 2015; Budiharseno, 2017). In some developing countries, the handicraft sector is being developed to meet the tourism market. This strategy not only aims to increase economic income for local people but also to preserve and revive traditional culture (Cohen, 1993). Handicrafts become souvenir items are very unique and interesting in Indonesia, especially the city of Palangkaraya. Cultural products made from rattan, textiles, sap nyatu and natural stone jewelry made by local craftsmen can be used as interesting products. Souvenir products can represent and convey the economic, social, and cultural values of the local culture and can lead to the development of products that can satisfy the tourists' desire to make souvenirs as a memento (Klamer, 2003; Wilkins, 2011). Besides, craft products as souvenirs can have a competitive advantage (Pugh and Wood, 2004). Empirical results indicate that attitudes toward other cultures can help to predict the intent of purchasing products (Cai and Shannon, 2012) including souvenir products (Kim & Littrell, 1999; Yu & Littrell, 2003) and cultural products (Cho & Lee, 2013). Although much research has been done on souvenir topics and souvenir types purchased, more research is still needed on shopping and purchasing souvenirs in tourism (Lehto, Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 3 April 2019 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 249 Cai, O’Leary, & Huan, 2004), and the need to extend research to other countries, especially nonwest (Wilkins, 2011). Some research on souvenirs has been successfully used to predict behavioral intentions (Cho and Lee, 2013, Yu and Littrell, 2003; Lee, Kim, Seock & Cho, 2009; Hu and Yu, 2007). However, no research has been found in the empirical studies model above to predict buying behavior. Some previous research on Theory of Planned Behavior proved able to predict and explain consumer behavior (Stancu et al., 2016; Giampietri, Verneau, Del Giudice, Carfora & Finco, 2018; Ma, Hipel, Hanson, Cai & Liu, 2018). Although Fishbein and Ajzen (1975) assume that the buying behavior is determined by, and predicted from, the intentions of individual behavior, yet further studies show that intentions have no effect on consumer behavior (Deng, 2015; Kothe and Mullan, 2014). In relation to that, the current research seeks to expand research on souvenirs in the city of Palangka Raya by using the Theory of Planned Behavior model. Research on souvenirs provides valuable implications for the tourism industry. Marketers and retailers in the souvenir industry can determine their consumer segment based on the variables identified in the current study and develop more appropriate product attributes. In addition, research on souvenirs will contribute from a strategic aspect as cultural products are expected to reach wider overseas markets (Cho and Lee, 2013). 2. Literature Review 2.1. Attitude Positive tourism activities are influenced by the attitude of tourists about the authenticity (attitude toward authenticity) craft and about the features of handicraft products (Yu & Littrell, 2003). Attitudes toward authenticity have a significant effect on purchasing intentions (Cho and Lee, 2013). The consumer attitudes toward souvenirs reflect their perceptions of important and valuable product attributes Attributes related to physical characteristics, cultural peculiarities, and its use. When tourists visit important places that have social, historical, and cultural elements, they expand their search for the authenticity and aesthetics of craft souvenirs (Littrell, 1996). Attitudes towards aesthetic (attitude toward aesthetic) souvenirs have a strong positive effect on purchasing intentions (Kim and Littrell, 1999). A more favorable tourist attitude towards the aesthetic aspect of souvenirs tends to lead to strong buying intentions. Similarly, Korean respondents tend to have a positive attitude towards the intention of purchasing cultural products. Attitudes towards aesthetic (attitude toward aesthetic) cultural products have a significant effect on purchasing intentions (Cho and Lee, 2013). Respondent's evaluation of aesthetics became an important variable in Korean cultural products (Lee et al., 2009). Lee et al. (2009) conducted a study on the attitude of American, Korean, and Chinese female consumers to the purchase intentions of Korean textiles and products related to clothing. The results of their study found that attitudes toward the ease of care and carriage of cultural products such as T-shirts, scarves, handheld accessories, and leather products were significantly correlated with intention and purchase intentions. Attribute souvenirs that are easy to carry and pack (attitude toward care and carriage) during the trip should not be ignored because these attributes are considered important by tourists (Mogindol and Bagul, 2016). Kim and Littrell (2001) assert that attitudes toward foreign cultures are significant variables affecting souvenir purchase intentions. Based on the theoretical and empirical studies above, the hypotheses proposed in this study are as follows: Hypothesis 1: Attitude toward authenticity has a significant and positive effect on buying intention. Hypothesis 2: There is a significant and positive effect of attitude toward aesthetics on the intention. Hypothesis 3: Attitude toward care and carriage has a significant and positive effect on the intention. 2.2. Buying Intention and Purchase Behavior Behavioral intent signifies a plan and a determination to perform a targeted behavior. In general, the individual's intention to perform certain behaviors grows stronger according to the positive attitudes toward behavior. The stronger a person intends to perform the behavior, the more likely the behavior will be done (Ajzen, 1991; Lee, 2016). Understanding consumer’s purchase intentions is very important because their final buying behavior can be predicted from their intentions. Consumers decide whether they intend to continue with a purchase based on information available to them (Pappas, 2016). Purchase behavior is determined and estimated from the intentions of individual behaviors. The stronger the Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 3 April 2019 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 250 purchase intentions on souvenirs is expected to increase purchasing behaviors (Stancu et al 2016, Giampietri et al., 2018, Ma et al., 2018). Based on the theoretical and empirical studies above, the hypothesis proposed in this study is as follows: Hypothesis 4: Buying intention has a significant and positive effect on purchasing behaviors. 3. Research Methods 3.1. Research Design and Sampling The approach used in the research method is quantitative approach, and the sample determination used convenience sampling type employing 150 souvenir buyers as research samples in Palangka Raya, Indonesia. A total of 121 questionnaires were returned to the researcher (return rate 80.67%). At the tabulation stage, a total of 21 questionnaires could not be continued in further statistical analysis, due to incomplete answers, or outlier data 3.2. Data Collection The questionnaire is designed to measure all latent variables. Collecting data with questionnaires is done by meeting respondents in souvenir outlets and distributing questionnaires to respondents to fill in as directed. The selection of samples in this study is done using the type of convenience sampling, the person who by chance were found shopping souvenirs when the researchers conducted the research (Sekaran & Bougie, 2016). Souvenir buyers who become research samples are those who are shopping and those who have finished buying and are willing to fill in the respondents’ questionnaires. 3.3. Measurement technique The five-point Likert scale with scor