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

IF 11.1 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2026-04-01 Epub Date: 2026-02-11 DOI:10.1016/j.jbusres.2026.116047

Yichen Zhao , Shan Li , Xinjian Liang , Jiaolong Xue

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引用次数: 0

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.

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不可替代的代币还是实体产品？揭示纪念品类型和风景类型对游客参与的影响

不可替代代币（nft）彻底改变了纪念品市场，但存在一个关键的差距：与不同旅游体验的实物纪念品相比，它们的有效性仍未得到检验。本研究以真实性理论和监管焦点理论为基础，通过四个实地（实验室）实验，探讨了纪念品类型（NFT纪念品vs.实体纪念品）和景点类型对游客参与的影响机制和边界条件，发现感知独特性和真实性是平行中介，监管焦点是关键调节因子。研究结果表明，促销型游客在浏览型和观光型景区因其感知到的独特性而对非功能性纪念品表现出更高的参与程度，而预防型游客则通过感知到的真实性而对亲身体验型景区的实物纪念品表现出更高的参与程度。研究结果提供了重要的管理指导，使目的地运营商和纪念品设计师能够战略性地将NFT或实物纪念品与特定的景点类型和游客心态相匹配，从而最大限度地提高参与度和商业成功。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.