7. SUGGESTIONS FOR FURTHER STUDIES
During data collection, so many tourists mentioned that they did not know Iran’s
handicrafts and souvenirs and they solely anything interesting for them while they had
no decision for. Therefore, special intention is needed for constant and easy shopping
when purchasing souvenir. Such shopping is suggested for next studies. Moreover, this
research may be done in different seasons to determine the influence of season on shopping.
Regarding low numbers of tourists during November and December, it was
not possible to divide tourists according to the original countries in this study. In case of
having many tourists, we can do this research according to the original country. As table
2 shows 22% of the tourists in this study came from China and Hong Kong. As Hansen
and Jangeresyed (2013) state tourists from these countries account for the highest
degree of purchase in the destinations. Due to the importance of purchase and their
good spending power, Chinese tourists’ souvenir purchase behavior is recommended
for the next study.