The purpose of this study was to identify the key factors related to touristfs souvenir
purchase expenditure and, more particularly, the effects of those factors on inbound
tourists in Tehran. By means of Ohfs travel expenditure model, this study examined the
influence of three types of variables: individual traveler characteristics; trip
characteristics; and the perceived value of the products on touristsf spending on
souvenirs in Tehran. Based on the literature review, in each variable, subsets of the
variables such as the gender, age, household income, the purpose of the trip, individual
trip, souvenirfs traits and types were included to be examined for their influence on the
degree of souvenir purchase. Drawing on the Ohfs travel expenditure model (2007), the
hypothesized relationships were empirically tested. In this part, the findings from the
hypothesis testing are discussed:
Demographic characteristics, this study attempted to examine individual traveler
characteristics on shopping during the trip. In the current study, the variable was
comprised of gender, age, household income and education. As for gender of tourists,
based on previous studies that showed womenfs tendency toward souvenir purchase,
the current study shows the opposite; that is, men had more tendencies toward souvenir
purchase than womenfs. It was also found that there was no significant difference
between the participants and the amount of souvenir expenditures in terms of age and
the level of their education. But consistent with previous findings in tourism literature, the
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group with the higher household income - more than 2000$ - was found to be positively
associated with spending on shopping.
Trip characteristics, this variable was comprised of the source of information, purpose
of purchase, first or repeat visit, trip party, and transformation mood. As for the purpose
of trip, results showed that there was not a significant relationship between leisure
tourists and business tourists with the inclination to spending on souvenirs. That was
similar results between those who visited Tehran city for the first time and those who
revisited, and trip party as well. The findings of the current study suggest that the market
of souvenir in Tehran is not able to stimulate inbound touristsf curiosity and motivation.
The perceived value of souvenirs, based on review of literature, this study further
considered that perceived-value of the products as an important variable influences
touristsf purchase behavior and as such increases the amount of purchase by tourists.
According to Table 7, three factors of design, traditional motifs, quality received the
rankfs average more than five hundred respectively, showing foreign touristsf priorities in
purchasing Persian souvenirs in Tehran. It is of course necessary to do the same
research in other tourist destinations in Iran particularly in the cities of Isfahan, Shiraz
and Yazd being known for having many dexterous craftsmen as well as possessing a
large number of shops selling local crafts so as to better examine the factors design and
quality as the perceived value of the handicrafts. As for the other factors affecting
perceived value of tourists, the factor price was interestingly placed at the 5th rank. This
is a very important consideration in terms of price elasticity to those setting the price in
souvenirfs market. Price is not viewed as much importance as the factors including
design and quality. We should also keep in mind that the foreign tourists in Iran
spending more on souvenir purchase have a relatively high income; that is of course
congruous with H1c of the article. This may also suggest that the Iranian souvenirs are
relatively luxurious so that they cannot attract tourists with low income. Thus, it is
suggested the destination may need to supply the products with a range of different
prices so as to attract tourists with different household incomes. The findings of the
research shows that most visitors to Iran have little information on the diversity and
assortment of the souvenirs in Iran and in the same way there are not enough specific
objects that served as reminders of the destination or a special event in Iran and not
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enough souvenir shops as well. As Gordon (1986) proposed there are some types of
souvenirs that might offer no reference to a particular place but they are inscribed with
words which identifies them in place and time and can become a souvenir full of
memories. Accordingly, the authors mention using traditional clothes of Iran marked with
the name of the destination or cultural sites to make up for this kind of souvenir
shortage.
Finally, the results showed that inbound tourists in Tehran preferred to purchase
pistachio, nuts, sweets, tea, herbal drink, and saffron in terms of food, and rug,
woodwork, kilim, jewelry and miniature in terms of handicrafts. They paid a good
attention to publications too, such as CDs, books, and postal cards. Tourists visiting Iran
are more independent and find it hard to carry many souvenirs with themselves and
suffice to a number of light souvenirs. So, it is suggested that destinations may need to
focus on portability of the souvenirs.