Shopping centers are not only considered as one of the main tourist attractions, but they have also, a significant link with the other tourist attractions in cities. Shopping centers have a leading role in bringing about a good atmosphere in the destination and among tourists as well to the point that some view them as one of the most attractive
spot of the destination. In most urban tourism types, shopping is considered a secondary motivation, showing the tendency and motivation of tourists to pass their time shopping at trading centers in the visiting cities and its contribution to their tourism experiences. Therefore, tourism destinations try to plan for providing such environments for obtaining higher earnings (Saghaei et al., 2012). In order to better perceive about the current circumstance of souvenir purchase in city of Tehran, it is important to know the studies carried out in Iran