SOUVENIR MARKETING IN TOURISM RETAILING SHOPPER AND RETAILER PERCEPTIONS by KRISTEN K. SWANSON, B.S., M.S. A DISSERTATION IN CLOTHING, TEXTILES, AND MERCHANDISING Submitted to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of DOCTOR OF PHILOSOPHY Approved Accepted August, 1994
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
SOUVENIR MARKETING IN TOURISM RETAILING
SHOPPER AND RETAILER PERCEPTIONS
by
KRISTEN K. SWANSON, B.S., M.S.
A DISSERTATION
IN
CLOTHING, TEXTILES, AND MERCHANDISING
Submitted to the Graduate Faculty of Texas Tech University in
Partial Fulfillment of the Requirements for
the Degree of
DOCTOR OF PHILOSOPHY
Approved
Accepted
August, 1994
1 o
C'J •b
t.i.H" ^ b ^ /
® 1994 Kristen Kathleen Swanson
ACKNOWLEDGEMENTS
The researcher would like to thank Dr. Patricia Horridge, advisor and friend,
for her guidance and support at Texas Tech University. Dr. Horridge continually
gives of herself to encourage and inspire her students. Additionally, this researcher
would like to thank Dr. Claud Davidson, Dr. linger Eberspacher, Dr. Lynn Huffman,
and Dr. JoAnn Shroyer for allowing this exploratory research to take place, and keep
the study grounded. Each committee member took time to listen, evaluate and
strengthen this study. Thank you to Tom Combrink, Arizona Hospitality Research
and Resource Center, Northern Arizona University, for assisting with the statistical
analysis. Further, this researcher would like to thank all of the graduate students who
came before her, for it is by their accomplishments and mistakes that the present
study was enhanced.
The researcher would like to thank her husband James Power, her parents
Richard and Bonnie Swanson, and Bill and Ruby Power, and special friends Chris and
Judy Everett for their constant support in accomplishing this study and the degree
which comes with the work.
11
TABLE OF CONTENTS
ACKNOWLEDGEMENTS ii
ABSTRACT vii
LIST OF TABLES ix
CHAPTER
L INTRODUCTION 1
Theoretical Framework 2
Statement of Problem 3
Purposes of the Study 6
Research Objectives and Questions 7
Research Objectives 7
Research Questions 8
Limitations 9
Definition of Terms 9
II. REVIEW OF LITERATURE 13
Theoretical Development 13
Souvenir Phenomena 18
Craft Consumer Typology 23
Consumer Profile 26
Activities and Motivations 27
Demographic Characteristics 31
Retailer Profile 33
iii
Retail Strategies 37
Summary 41
III. METHOD 44
Sample 44
Selection of Sample 45
Sample Size 46
Description of the Instrument 47
Souvenir Tourist Questionnaire 48
Souvenir Retailer Questionnaire 50
Procedure 51
Pilot Study 52
Statistical Analysis of Data 53
IV. RESULTS 56
Distribution and Completion of Questionnaires 56
Souvenir Tourist Sample 57
Souvenir Retailer Sample 57
Reliability of Scales 57
Description of Sample 58
Souvenir Tourist Sample 58
Souvenir Retailer Sample 58
Instrument Scales 63
Tourist Scales 63
iv
Souvenir Merchandise Scale 63
Tourist Merchandise
Selection Factors Scale 65
Information Sources Scale 65
Souvenir Shopping Locations 68
Tourist Patronage Motives 68
Tourist Reasons for Travel Scale 68 Tourist Travel Activities
Scale 73
Retail Scales 78
Merchandise Assortment Scale 78
Merchandise Selection
Factors Scale 78
Retail Patronage Motives 78
Identification of Tourist Groups and Retailer Groups 83
Tourist Groups 83
Retailer Groups 84
Analysis of Research Questions 84
Research Question 1 87
Research Question 2 87 Research Question 3 87 Research Question 4 90
Research Question 5 93
Research Question 6 93
Research Question 7 96
Summary of Findings for Research Questions 100
V. SUMMARY, CONCLUSIONS AND RECOMMENDATIONS . . 102
Summary of the Study 102
Findings 104
Interpretation of the Results 109
Tourist Sample and Retailer Sample
Differences 109
Souvenir Consumer Groups 112
Souvenir Retailer Groups 116
Conclusions and Implications 117
Recommendations for Further Study 119
Souvenir Phenomena 121
BIBLIOGRAPHY 123 APPENDICES
A. TOURIST COVER LETTER AND SURVEY INSTRUMENT 128
B. RETAILER COVER LETTER AND SURVEY INSTRUMENT 141
C. USE OF CLUSTER ANALYSIS AND FACTOR ANALYSIS 150
VI
ABSTRACT
The purposes of this study were to determine shopping orientations of tourists
in the Southwest using souvenir purchase behavior as a base measurement and to
assess Southwestern retailers' knowledge of tourists visiting the Southwest. Tourist
shopping segments were identified using souvenir merchandise purchases, souvenir
merchandise selection factors, souvenir information sources, souvenir shopping
locations, retail patronage motives, reasons for travel, travel activities, and
demographic characteristics. In order to determine retailers' awareness of tourists'
buying behavior, differences in souvenir merchandise offered emd purchased, souvenir
merchandise selection factors, and retail patronage motives were compared. Tourists
who visited Arizona, Colorado, New Mexico, and Utah, between July 1, 1992 and
June 30, 1993, were sampled. Additionally, retailers in operation in Arizona,
Colorado, New Mexico, and Utah, between the same dates were sampled. Two
survey instruments, one directed at tourists and one directed at retailers, were
distributed. A pilot study of each instrument was conducted prior to the distribution
of the questionnaires. The questionnaires were distributed to potential survey
participants using the Dillman (1978) method for mail surveys. After three mailings,
398 usable tourist questionnaires and 307 usable retailer questionnaires were received.
A variety of statistical procedures were employed to analyze the data.
Cronbach's alpha reliability coefficients were calculated for scale consistency and
internal reliability. Statistical methods included t-test and analysis of variance.
Vll
Findings indicated measurable differences in the merchandise purchased by
souvenir consumers when compared with merchandise sold by retailers. The majority
of merchandise categories were more important to tourists than to retailers.
Differences were apparent in the importance of souvenir merchandise selection factors
when comparing souvenir consumers and souvenir retailers. Fewer differences were
evident between tourists and retailers with regard to merchandise selection factors
than with merchandise assortment or retail patronage motives. Differences were
evident in the importance of retail patronage motives when comparing souvenir
consumers and retailers. The majority of patronage motives were more important to
retailers than to tourists. Factor analysis of the tourist sample resulted in three tourist
groupings: home-oriented, destination-oriented, and aesthetic-oriented. The profile
characteristics of the three groupings of the tourist sample did not differ significantly.
Factor analysis of the retailer sample resulted in four retailer groupings: tourist-
directed, artistic/cultural-directed, adornment-directed, and collection-directed. The
profile characteristics of the four groupings of the retail sample did not differ
significantly.
Vlll
LIST OF TABLES
3.1 Description of Research Questions, Instrument, and Statistical Analysis 55
4.1 Tourist Demographic Characteristics 59
4.2 Retailer Demographic Characteristics 61
4.3 Summary Table for Tourist Souvenir Merchandise Categories 64
4.4 Summary Table for Tourist Merchandise Selection Factors 66
4.5 Summary Table for Tourist Information Sources 67
4.6 Summary Table for Tourist Souvenir Shopping Locations 69
4.7 Summary Table for Tourist Patronage Motives 71
4.8 Summary Table for Tourist Reasons for Travel 74
4.9 Summary Table for Tourist Travel Activities 76
4.10 Summary Table for Retailer Merchandise Assortment 79
4.11 Summary Table for Retailer Merchandise Selection Factors 80
4.12 Summary Table for Retailer Patronage Motives 81
Information Sources, (e) Souvenir Shopping Locations, (f) Patronage Motives, (g)
Reasons for Travel and Travel Activities, and (h) Background Questions. A copy of
the instrument appears in Appendix A.
A section on Travel in the Southwest was included in the questionnaire to
determine if the respondents met the criteria for the sample. The respondents were
asked if they had traveled to one or more of the following states, Arizona, Colorado,
New Mexico, or Utah between July 1, 1992, and June 30, 1993, and if so, to which
state(s) they had traveled. The respondents were asked the major purpose of their trip
and to respond to each question by circling a response.
49
A section on Souvenir Merchandise was included in the questionnaire. Survey
participants were asked to respond to each of 13 souvenir merchandise items by
circling a response on a five-point, Likert-type scale ranging from Very Important to
Very Unimportant products.
In the Merchandise Selection Factors section, participants were asked to
respond to 18 merchandise selection factors of a souvenir. Items on this scale were
extracted from the Littrell et al. (1989) study. Survey participants were asked to
respond to each item by circling a response on a five-point, Likert-type scale ranging
from Very Important to Very Unimportant selection factors.
What Information Sources tourists used when traveling was included as a
section in the questionnaire. Participants were asked to respond to a 14-item scale,
obtained from Littrell et al. (1989). Survey participants were asked to respond to each
item by circling a response on a five-point, Likert-type scale ranging from Very
Important to Very Unimportant information sources.
Participants were asked to indicate Souvenir Shopping Locations by responding
to a 19-item scale identified from Littrell et al. (1989). Survey participants were
asked to respond to each item by circling a response on a five-point, Likert-type scale
ranging from Very Important to Very Unimportant shopping locations.
Items for the section on Patronage Motives were extracted from Littrell et al.
(1989) for use on the questionnaire. Survey participants responded to each item on
the patronage motives scale by circling a response on a five-point, Likert-type scale
ranging from Very Important to Very Unimportant.
50
The questionnaire included a section on Reasons for Travel. Twenty-five
items were obtained from Littrell et al. (1989). Survey participants were asked to
respond to each item by circling a response on a five-point, Likert-type scale ranging
from Very Important to Very Unimportant reasons for travel.
Travel Activities was the final section included in the questionnaire. Twenty-
six items were derived from Littrell et al. (1989) to be included. Survey participants
were asked to respond to each item by circling a response on a five-point, Likert-type
scale ranging from Very Important to Very Unimportant travel activities. A
demographic section was included in the questionnaire to obtain information relating
to such characteristics as states visited, purpose of trip, gender, age, family income,
education, and current state residence.
Souvenir Retailer Questionnaire
The souvenir retailer questionnaire consisted of four sections: (a) Business
Information, (b) Merchandise Assortment, (c) Merchandise Selection Factors, and (d)
Patronage Motives. A copy of the instmment appears in Appendix B.
The first section included in the questionnaire was on Business Information to
determine if the respondents met the criteria for the sample. The retailers were asked
if they conducted business in one or more of the following states, Arizona, Colorado,
New Mexico, or Utah between July 1, 1992, and June 30, 1993, and if so, in which
states. Participants were asked the price range of their merchandise, 1992 sales
volume, business ownership, cultural heritage, gender, percentage of customers who
51
were tourists, and percentage of annual gross sales attributed to tourists. Participants
responded to each question by circling an answer.
A section on Merchandise Assortment was included in the questionnaire. This
section included a scale on the importance of 13 souvenir merchandise items. Survey
participants were asked to respond to each item by circling a response on a five-point,
Likert-type scale ranging from Very Important to Very Unimportant.
Merchandise Selection Factors, a section included in the questionnaire,
included an 18-item scale. Items on the scale were obtained from Littrell et al.
(1989). Survey participants were asked to respond to each item by circling a response
on a five-point, Likert-type scale ranging from Very Important to Very Unimportant
merchandise selection factors.
Additionally a scale on patronage motives was included in the questionnaire.
Survey participants were asked to respond to each of 18 items by circling a response
on a five-point, Likert-type scale ranging from Very Important to Very Unimportant.
Items on the scale were extracted from the study by Littrell et al. (1989).
Procedure
The questionnaires were developed and administered following procedures set
forth in Mail and Telephone Surveys: The Total Design Method (TDM), written by
Don Dillman (1978). The Dillman Method requires the initial mailing of the
questionnaires accompanied by a cover letter followed by two additional mailings.
The two follow-up mailings consisted of (1) a letter and replacement questionnaire
sent to nonrespondents three weeks after the initial mailing, and (2) a letter and
52
replacement questionnaire sent to nonrespondents seven weeks after the initial
mailing.
Pilot Study
A pilot study was conducted to gain information about the data collection
process as well as to identify any constmction defects in regard to the souvenir tourist
and souvenir retailer questionnaires. The researcher randomly selected 100 sample
tourists from the purchased database listing, and 100 sample retailers from the
purchased database listing to receive the pilot questionnaires. Visual analysis of the
questionnaires was conducted prior to the initial mailing.
For the pilot study, tourist questionnaires and retailer questionnaires were
mailed during the summer of 1993. The pilot study produced 28 tourist
questionnaires which fit the criteria of the sample and 13 questionnaires which did not
fit the criteria of the sample formulating a total of 41 tourist questionnaires. The pilot
study produced 17 retailer questionnaires which fit the criteria of the sample and 3
questionnaires which did not fit the criteria of the sample formulating a total of 20
retailer questionnaires. To compensate for the lower response rate of retailers
exhibited in the pilot study, the number of retailer questionnaires mailed in the final
study was greater than the number of tourist questionnaires mailed.
The retumed pilot questionnaires were examined using content analysis and
statistical analysis to insure questions and procedures worked properly for the study.
After review of the retumed pilot surveys one change was made to the tourist survey
instrument. To aid in the coding of question T-15 for use in the Statistical Package
53
for the Social Sciences (SPSS) computer software responses were changed from
alphanumeric to numeric.
Statistical Analvsis of Data
Data collected from the two sets of questionnaires were coded into a computer
system utilizing the Statistical Package for Social Sciences (SPSS). Data were
statistically analyzed for application to the specific research questions of the study.
Identification of the souvenir consumer and souvenir retailer groups were
identified using factor analysis of merchandise selection factors, information sources,
souvenir shopping locations, patronage motives, reasons for travel, and travel
activities, developed by Littrell et al. (1989). Littrell et al. (1989) determined groups
using cluster analysis. Refer to Appendix C for further explanation of cluster analysis
and factor analysis in establishing groups.
After development of consumer and retailer groups, consumer responses were
compared to one another to identify differences, and retailer responses were compared
to one another to identify differences. Additionally, the consumer profile groups
were compared to the developed retailer profile groups to identify differences between
souvenir consumers and retailers in the Southwest. The data were used to assess the
viability of the souvenir market. A probability level of 0.05 or less was considered
statistically significant. Independent variables were the scale items. Dependent
variables were the groupings.
Once groups were determined for each sample, demographic information was
analyzed to gain a greater understanding of the types of people in each group. Table
54
3.1 describes the statistical analysis procedures employed to analyze the seven
research questions.
55
Table 3.1
Description of Research Questions, Instmments, and Statistical Analysis
(RQ = Retailer Questionnaire, TQ = Tourist Questionnaire, IND = Independent Variables, DEP = Dependent Variables)
Research Question RQ TQ Variables Statistical Test
1: Is there a difference between merchandise #8 purchased by souvenir consumers and merchandise sold by souvenir retailers?
2: Is there a difference between souvenir consumers and souvenir retailers with respect to souvenir merchandise selection factors?
3: Is there a difference between souvenir consumers and souvenir retailers with respect to retail patronage motives?
4: Are there differences among souvenir consumer groups with regard to the following: merchandise selection factors, (b) information sources, (c) souvenir shopping locations, (d) patronage motives, (e) reasons for travel, and (g) travel activities?
5: Do the following demographic characteristics souvenir consumer groups: (a) state(s) visited, (b) purpose of trip, (c) gender, (d) age, (e) income, (f) education, and (g) home state?
6: Are there differences among souvenir retailer groups with regard to the following: (a) merchandise selection factors and (b) patronage motives.
7: Do the following demographic characteristics differ among souvenir retailers groups: (a) state(s) in which located, (b) merchandise price range, (c) 1992 sales volume, (d) type of ownership, (e) cultural heritage, (f) gender, (g) percentage of tourist customers, and (h) percentage of sales generated from tourists?
ii9
#10
#4 13 souvenir category items
#5 18 merchandise selection factors
#8 18 retail patronage motives
#4, 5 IND - scale 6, 7, 8, items 9, 10 DEP - factor
groups
t-test between populations
t-test between populations
t-test between populations
ANOVA
#8,9 , 10
#2, 3 4 , 5 , 6 7 , 8 , 9
#2, 11, 13. 15
3, 12, 14,
item statements from each scale
IND - scale items DEP - factor groups
item statements from each scale
descriptive
ANOVA
descriptive
CHAPTER IV
RESULTS
The primary purpose of the study was to investigate shopping orientations of
tourists in the Southwest using souvenir purchase behavior as a measurement base. A
secondary purpose of the study was to assess Southwestem retailers' knowledge of
tourists visiting the Southwest. The results of the study are reported in the following
sections: (a) distribution and completion of questionnaire, (b) reliability of scales, (c)
description of sample, (d) instmment scales, (e) identification of tourist groups and
retailer groups, (f) analysis of research questions, and (g) summary of findings for
research questions.
Distribution and Completion of Ouestionnaires
Two pilot studies, tourists to the Southwest and retailers in the Southwest,
were conducted prior to the mailing of the questionnaires to the identified tourist
population provided by The Lifestyle Selector database and the identified retailer
population provided by the Database America database. The tourist questionnaire
obtained data from survey respondents conceming demographic information, souvenir
merchandise, merchandise selection factors, information sources, souvenir shopping
locations, patronage motives, reasons for travel, and travel activities. The retailer
questionnaire obtained data from survey respondents conceming business information,
merchandise assortment, merchandise selection factors, and patronage motives. The
Dillman Method (Dillman, 1978) was used for collecting data.
56
57
Souvenir Tourist Sample
After three mailings, 398 questionnaires which fit the criteria of the sample
and 220 questionnaires which did not fit the criteria of the sample were retumed
formulating a total of 618 retumed questionnaires. To calculate the response rate of
retum for the tourist sample, undeliverable surveys (n = 22) were subtracted from
the total sample of 997. The total sample (n = 975) was divided into the total
retumed questionnaires (n = 618) yielding a response rate of 63.4%.
Souvenir Retailer Sample
After three mailings, 307 questionnaires which fit the criteria of the sample
and 318 questionnaires which did not fit the criteria of the sample were retumed
formulating a total of 625 questionnaires. To calculate the response rate of retum for
the retailer sample, undeliverable surveys (n = 127) were subtracted from the total
sample of 1394. The total sample (n = 1267) was divided into the total retumed
questionnaires (n = 625) yielding a response rate of 49.3%.
Reliability of Scales
Reliability of the scales on each questionnaire was determined using
Cronbach's alpha. Cronbach's alpha is used when measures have multiple-scored
items. Cronbach's alphas above .70 are acceptable in early research; alphas above
.80 indicate the measure is reduced by very little error (Robinson, Stimpson, Huefner,
& Hunt, 1991). Alphas for the individual tourist scales were as follows: souvenir
merchandise categories .79, merchandise selection factors .87, information sources
and travel activities .85. Alphas for the individual retailer scales were as follows:
merchandise assortment .75, merchandise selection factors .85, and patronage motives
.85.
Description of Sample
Souvenir Tourist Sample
Table 4.1 provides an overview of the demographic characteristics of the
tourist sample. The sample consisted of both female (63.1%) and male (36.2%)
participants. Survey participants ranged in age from 18 to over 65 years, the highest
percentage (42.2%) between the ages of 45-64. Almost a quarter of the sample had a
gross family income of $60,000 or more (23.1%), and 51.8% of the sample had an
income of $40,000 and above. Almost half of the sample (49.4%) had completed a
college or university degree. Respondents were evenly distributed among the four
states; 22.1% resided in Arizona, 22.9% in Colorado, 27.6% in New Mexico, and
21.6% in Utah, Three quarters of the respondents stated traveling for a vacation as
the purpose of the trip (74.1%), followed by visiting family and/or friends (46.5%).
States visited by tourists were equally divided among Arizona (62.6%), Colorado
(57.8%), and New Mexico (59.5%). Utah was visited by 39.7% of the respondents.
Souvenir Retailer Sample
Table 4.2 provides an overview of the demographic characteristics of the
retailer sample. The sample consisted of business owners both female (53.1%) and
59
Table 4.1
Tourist Demographic Characteristics
DEMOGRAPHIC TRAIT n %
Gender Female Male No response
Age 18-29 30-44 45-64 65 and above No response
Gross Family Income Less than $9,999 $10,000 to $19,999 $20,000 to $29,999 $30,000 to $39,999 $40,000 to $49,999 $50,000 to $59,999 $60,000 and above No response
Highest Level of Education Less than 12 years Completed High School 1-3 Years Technical, Vocational, or College Completed College or University Some Graduate Work A Graduate Degree No response
State Currently Residing In Arizona Colorado New Mexico Utah Other No response
States Visited by Tounsts Arizona Colorado New Mexico Utah
251 144 3
31 117 168 4 2
11 25 52 70 72 42 92 34
2 56 139 75 47 75 4
88 91 110 86 17 6
249 230 237 158
63.1 36.2 .8
7.8 29.4
42.2 20.1
.5
2.8 6.3 13.1
17.6
18.1
10.6
23.1 8.5
.5 14.1 34.9
18.8
11.8
18.8
1.0
22.1
22.9
27.6
21.6
4.3 1.5
62.6
57.8
59.5
39.7
60
Table 4.1 Continued
DEMOGRAPHIC TRAIT n
Purpose of Trip Vacation Visiting Family and/or Friends Business Attending a Convention Accompanying a Person on Business Traveling to or from Winter Home Other Purposes No Response
n = 398
295 185 68 25 20 19 49 4
74.1
46.5
17.1
6.3 5.0 4.8 12.3
1.0
Table 4.2
61
Retailer Demographic Characteristics
DEMOGRAPHIC TRAIT %
Gender Female Male No Response
Cultural Heritage Black/African American Hispanic/Mexican American Native American Oriental/Asian American White Other No Response
Ownership Sole Ownership Partnership Franchise Corporation Other No Response
Price Range of Merchandise Low End Moderate High End No Response
1992 Sales Volume Less than $15,000 $15,000 to $24,999 $25,000 to $49,999 $50,000 to $74,999 $75,000 to $100,000 More than $100,000 No Response
% of People WTio Make Purchases are Tourists 0-25% 26-50% 51-75% 76-100% No Response
163 136 8
2 14 11 3
263 6 8
151 38 3
107 6 2
42 231 27 7
13 10 25 24 32 191 12
147 67 44 48 1
53.1 44.3 2.6
.7 4.6 3.6 1.0
85.7
2.0 2.6
49.2 12.4
1.0 34.9
2.0 .7
13.7
75.2 8.8 2.3
4.2 3.3 8.1 7.8 10.4
62.2
3.9
47.9
21.8
14.3
15.6
.3
Table 4.2 Continued
% of Annual Gross Sales Made from Tourists 0-25% 26-50% 51-75% 76-100% No Response
n = 307
58 53 49 46
1
51.5 17.3 16.0 15.0
.3
62
DEMOGRAPHIC TRAIT n
63
male (44.3%). The largest portion of survey participants were white (85.7%) with
respect to cultural heritage. Nearly half (49.2%) of the retail participants were the
sole owner of their business, followed by corporation ownership (34.9%). The price
range of merchandise was mostly moderate (75.2%). The 1992 sales volume of over
half of the respondents (62.2%) was more than $100,000.
With regard to the question "what percentage of people who purchased items
from your store are tourists?," 47.9% of the retailer respondents reported 0-25% were
tourists. Figures representing the percentage of annual gross sales made by tourists
corresponded to the percentage of tourists who made purchases. Over half, 51.5%,
of retailers reported 0-25% annual gross sales attributed to tourists.
Instrument Scales
Tourist Scales
Souvenir Merchandise Scale
On the Souvenir Merchandise Scale most tourist respondents chose responses
indicating either a product was neither important or unimportant (M = 2.51 to 3.50).
(See Table 4.3 for a complete summary.) Merchandise categories selected as having
importance (M = 3.51 to 4.50) by the largest proportion of respondents included:
"postcards or booklets," and "books about the area, state, history, or attractions."
Merchandise categories selected as having little importance (M = 1.51 to 2.50) by the
largest portion of respondents included: "other mementos of the location or
attraction" and "toys." The scale mean was 2.96, indicating the tourist sample felt
neutral toward souvenir merchandise categories.
64
CO
t/i
•c o
u Vi
c
o
•c D O
H
1
S
C/3
^
ai
^^ €r^
^^ ^s.
Q
c/3 U l-H
o o
— NO
00 O
— NO fn c> — CM
c>» r^ ir> 00
NO —
r>4 c )
O NO — ON
NO - -ON US r —
00 O — NO
NO fn en t-
• ^ O N
00 r-
C ^ CM
o —
PO 0 0 NO ^ rn — — — ( S
r*- >o NO U^ W^ 0 0
>n m m ON t ^ NO*
ON ON ON
• * <n NO C>l m (N
O N VT) r^ ON m O
NO NO —
00 NO ^ ^^ 00 00
NO 00 ITi f^ u^ •^'
O m 00 t^ r4 —
r ) 00 o 00 NO NO fn fn fn
ON n -^ r^ — c>j
00 r~» 00 c i 00 NO rn «s r>i
(A
u u
o o
o
2 o 'S. O
I CO
a
U U (A
If S «2
U "5 H
-^ r - -oofn w o ^ o r j ^ vr! c4 r 1/ " r-* 00 o — fn —" — — ^
NO
NO
d
142
NO
>n
Vi
rn en
Ov
en cvi
CM CM
o 00
00 CM
V>
NO NO fn
160
^. VO*
00 Ov >rj pn NO NO
(S Tt
C>1 m ON NO irj •n-
c^ m
\ 0 Tt •^ c J vn NO
ON — NO VO — " c — CvJ C>1
— ON r > C>1 CM CM
00 CM
NO o r -CM m rM
ON ^ 00 O 00 — —
00 ON - ^
n
QS ».N 1 . ^ CM CM f S
<S en
r- r- ON — CM ra
00 pn
«n O 00 o n o
^ — 00 r^ »0 ON m CM
130
m rn
t^
m NO
111
m o\
117
fn
^
153
m "^
149
"* d
100
00 00*
ON
O pn
m >o
»r5 r~ VD c i pn ^
t^ vrj
— vn c i 00 pn —
372
NO CM
384
CM
370
00
370
o CM
376
o
389
^
383
CM
383
r-
307
NO
CM — 0 0 VO rf q — CM p n p n pn
ON n \ o un ON — m' CM r>i
NO O N
CM
O «
- a « o c ^
S 2
O U
e o
o (A
B
i J3
U3 C o D •^ 3
4) C
<
11 "o
«.* CO o «
c o o CL U f -
-J < u C/5
65
Tourist Merchandise Selection Factors Scale
Reference to the Merchandise Selection Factors Scale, the majority of items
were selected as important by the respondents. (See Table 4.4 for a complete
summary.) Merchandise selection factors chosen as having importance (M = 3.51 to
4.50) included: "workmanship is of high quality," "appealing design," "appealing
colors," "price," "items can be used," "a good gift," "items can be displayed in the
home," "easy to pack and carry with you on a trip," "items can be worn," "a clever
idea," "made in the state you are visiting," and "new, innovative." The scale mean
was 3.67, indicating the tourist sample felt souvenir merchandise categories were
important.
Information Sources Scale
On the Information Sources Scale the majority of items were selected as
important by the respondents. (See Table 4.5 for a complete summary.) Information
sources chosen as having importance (M = 3.51 to 4.50) included: "directory or
map of locations or events," "tourist brochures or state travel packets," "local shops,"
"travel magazines and guide books," "information at galleries, museums, or historical
societies," "magazines or newspapers with articles about the area you are visiting,"
"local townspeople," and "information at your hotel, either written or from hotel
personnel."
66
>
^
CI
a
CI
c/3
2
a o
V3
C/3
•c o H
u
I S
C/5
<u
c
. ^ Cr^
«rf Q^
Q
e/3
o o
u
00 00 i n U-) 00 — — "^ CJ Tt
t^ r~ 00 O ON
«r> pn VO pn p' C>5 c4 NO' r t in
O ON NO r~ — — CM — CM
- - - « NO NO ON
-^ c>j 00 d c«i — -" r^ CM r )
5 00 Tt ( S — Tt -^ 00 ON
ON CM C^ q ON
NO' uS iri CM C-' f*^ pn cn ^ P'^
C- O O t^ — T t •^ ^ NO » n
r-; vrj - - NO NO ^ ^ ' CM t ^ ^ • * • ^ CM C>1 C«J
0 0 t ^ 0 0 O NO r« c* 00 — 00
VO ^^ VO NO 00 00 00 00 00 NO p'^ t^ p*^ pp> p'^
ON ON >0 >0 »n 00 00 O ON O
^ Tt VO — Cvl CM CM NO ON t-^ ^ ^ (^ t* (*
O J3 4)
CO
3 "S 1.k S>!2 I •- o 5 "O o u u u
C C e c c
i. i. E g E < < ^ ^ ^
NO q rn q r-1 — 00 »o pn r~
VO CM — n ON • ^ PO CM — Cvl
O NO O »0 >rj . . . . . C ~ ^" 0 0 p«^ O N
0 0 NO CM • ^ 0 0 CM ^ p n —< p n
NO O N O N - - O N
Tt 00* • r — r- CM CM r4 c i r4
00 VO ON ^ — ON —< ON 00 -<
C^ - - ON C>j t^ P' ON ON ^ •-* f l CM f^ t* P'
CM NO ON NO NO pn <-< VO Pn CM
P< — NO ON NO ON r^ VO pn r-*
t ^ 0 0 CM VO o t ^ NO NO pn c -
— t ^ en — Tt 00 t^ t^ 00 r-f*i f* (^ pn po
^ 2 3 8 3
' * 0 0 NO r - VO ^ p n VO O N ' ^ m f fn m m
1 si D M S
c ^ g
^ O .
« .5
I " . C 4> O
« -E 2 et
U
C T3 o •-3 ^
D < a. w
U
ft
0 0 0 0 VO 0 0 NO NO' ' ^ NO VO
t*- P' 00 P^ 00 Cvl — n «o
00 00 00 00 00 - - CM VO NO • ^
t ^ — pn r - ON • ^ — OJ PS VO
CM — t^ ON CM d d VO ON VO pn — pn c<) m
O O C>4 ON O CM "^ Tl- — Tt
C^ ON O; - ^ — — ON VO c4 PO P* P< t* t*^ CM
ON ON ^ >-• P" VO VO VO 00 ( S
ON CM O Pn CM p~- 00 00 00 r^ p' f* po po pp^
— CN> r - — pn — 00 ON — - ^
0 0 NO — VO o P« C J VO VO ON
pn ^ pn pn CM
, 0 T ! -r:
O 00 VO r-: — po
00 r^ Tt C^ '(t —
pn 0 0 VO v d VO VO
VO pn PS CM CM CM
— ON — d " ' ON CM CM —
O ON NO 00 ON r -
CM ON
00 pn 00 P'l t^ P*
126
00 "^
159
VO CM
143
VO pn
129
"^
o CM
ON
00 VO
152
VO VO CM
133
^-,
o
155
r o pn
CM O ( S O 00 rM
r- n ON 00 00 00 p* pn m
Tt r t pn — CM O
— VD O r - "^ ON po p' f^
•c
c o 3 o
c
S J
.:^ 3
G. ^ W)
° • s I '£ <
ON
pn
ON VO
NO p*^
u i£
-J < U C/5
67
^
CI
c/3
O C/3 C
_o e a c/3
•c
E B
C/2
<u C S C .£ 3 CI
4_l O^
4 _ | & ^
^ .§ CI
3
Q c/3
CO
o o ui < U
O 00 NO • ^ pn ON
ON • ^ 00 CM CM NO
ON 00 ^ - ; ^ r t CM — pn
r- ON r-0 0 VO t n
q CM NO
pn VO NO Tt Tt —
•<^ 00 pn 00 o c J
r - NO CM 00 00 r»-pn pn pn
CM — NO O O pn
r i ON O r-- 00 p>-p n p n CM
0 0 NO
-* d
VO *-4
pn
r-'
VO
q VO
00
^
r
ON
VO
vd
C M < *
00 -^
NO t ^ CM Tt
ON " t d " CM pn
pn r~ 00 pn
VO Tt NO ON ^ C>1
171
^
21.
180
1-H
27.
VO VO
00 VO*
185
00 t
117
VO 00
p*- pn
Tt p^ 00 p~ pn pn
O —
00 Tt NO - ;
pn pn
13 -g 1)
i § 2 I CO
H f- H S > <
NO q d ON C>4
pn NO' C l
q q P-' vd
00
c4 O — pn lo TT pn
PS 00
Tt
d Cvl
NO pn
q ON
ON ON
00 P-
00 CM
pn ON
VO P-'
-
pn
vd
O CM
q VO
NO VO
pn vo'
pn
VO pn
— NO — 00 cn t
p> O pn pn
VO CM
O — Tt (S NO —
Tt VO P-
— O N p n
—< CM VO NO "^ - ^ CM p n CM
ei
c ii > 3 O lA
<0
— Tf VO Tt —< pn pn NO •^ pn CM pn
m NO CM n
o C<4
pn 00 VO CM CM —
pn VO 00 pn O m
CM VO ON O
CM 00
pn PS — ON — NO
r> o ra o — VO VO VO pn — pn — o - •^ "^
NO Tt
5 VO o "^ C>) "^
o pn VO Tt
00 —< Tt vd
pn VO
o "^
162
^
vd
163
00 vo"
184
^ ON
175
00 00
104
00
«s
161
"^ rt
ON •^ NO — VO —
Tt pn NO NO
NO P~
VO ^ r-r^ VO m
375
^
385
VO
377
VO
383
o
385
VO
o
378
ON
383
o
384
Cl
386
00 ON
355
NO VO
— VO VO VO
pn pn
<u
VO P-^
pn
ON VO
CM
o pn pn "<t
3 ^
I-J4
> CO
O tA k.
.c _
« o —' "fi
3 fc « o ® "a Hi I I I
QQ ill ^
pn pn
-J < U c/3
68
Souvenir Shopping Locations
On the Souvenir Shopping Locations Scale the majority of items were selected
as neither likely or unlikely as a shopping location, by the respondents. (See Table
4.6 for a complete summary.) Souvenir Shopping Locations chosen as likely to shop
at (M = 3.51 to 4.50) included: "gift shop" and "craft fair or festival." The scale
mean was 3.22, indicating the tourist sample felt neutral toward souvenir shopping
locations.
Tourist Patronage Motives
A majority of items on the Tourist Patronage Motives Scale were selected as
very important or important, by the respondents. (See Table 4.7 for a complete
summary.) Very important (M = 4.51 to 5.00) patronage motives included "quality."
Tourist patronage motives chosen as important (M = 3.51 to 4.50) by the
majority of respondents included: "salespeople who allow customers to browse,"
"competitive prices," "knowledgeable salespeople who can provide information about
the items," "selection and variety," "uniqueness," "friendly salespeople who initiate
pleasant conversation," "items arranged selectively and neatly," "visual displays," and
"reputation of craftsperson or artisan producers." The scale mean was 3.66,
indicating the tourist sample felt patronage motives were important.
Tourist Reasons for Travel Scale
On the Reasons for Travel Scale the majority of tourist respondents chose
responses indicating the reason was neither important or unimportant for travel
69
1
C/3 c o "c3
w- 5 >
c -J: 3
c a. o
c/3
c :3 o
c/3 4 - *
c«
•c O H
i
B B
c/3
1 3
ii a > 3 CI
^
CI
^
13 ^ c.
^
> ;s CI
Q c/3
C/3 U
o o u <
-« O VO pn 00 O pn pn NO ^
— NO NO rt O NO
— pn CM
NO 00
NO VO r-^ VO —
00 ON 00 O
CM
00 p-
NO O
O Cl Tt VO ON 'St — — CM pn
o O — — — ON C^ —« O p^
NO CM NO CM VO ^ NO ON
pn — —« pn pn VO VO p~
p-
pn r-
00 <S VO VO n Tt
—« pn NO VO VO CM
VO pn
^^
"«r
pn 00
00 ON
pn
^^
pn
CM
NO P-«
VO 00 Tt O 00 pn CM •^ It VO
pn O O ON VO NO NO NO
ON NO
O VO O NO C>J VO
<i ON VO P^
CM VO
O r~
ON 00 CM
rJ 00 r>J ON NO CM ON O O —
§
2 M Vi
S ( M
o o c I
CO ( £
U O
o JS
E 3
c a* a. o 3
«« « 60 > N ^ C
lu eo.e S t .2 > < u
ON CM r t — NO — ON — NO "Tf
O VO Cl VO o 00 ON NO NO VO
PM 00 O NO P~ •^ P>- •^
"t VO
PS ^ C>1 P^ O NO
NO NO VO pn
O P- "^ Tj-pn ^" fn pn pn
PS O pn pn — c>)
p- p-— c>)
§• •S
D. O
JS
r S
E
I
I a:
£ o _ * j
i "S ^ E ^i _r a
i
t« ^ o
« 13 •2^.2
1
i i • « - • e s
fe 00 - - ® a
s
9i
I" <U •c 3 O ^ «.* ^ «5 ed g a %
o tA
ii o c u 5 "E 60 5J .£ c cu o
n o O O
S lA
QQ U C?3 U
NO VO pn 00 PS p^ CM CNI ^ pn PS pn
VO O Tt •Tf CM pn CM r)
p«-CM
o cvj pn CM n CM
^ NO PS CM
VO fS
ON CM
VO ON
ON
CM pn
VO p^
VO VO
128
n fn pn
108
c^ VO pn
130
rt
103
NO Tt PS
120
NO P-CM
ON
VO pn CM
VO ON
pn ON
110
pn ON
o 00
NO ON PS
c^
ON VO pn
CM ON
P~ fn pn
00 ON
ON
pn pn
105
Tf
o CM
102
CM Tt pn
118
ON
NO CJ
— — CM 5 P-pn 00 ?n ^ ON
— ON NO pn VO o pn VO NO PS (S PS ^ — —
00 ON
^
00
o -
-^ NO PS P~
p^ p-
NO ^
p^
NO pn
00 pn Tt ^ -^ (^
— — NO 00 NO VO — CM —>
135
^
-*
00
o ON
136
pn VO
107
00 -"
NO
CM 00 m
^ M
ON pn
O 00 pn
CM 00 pn
•^ 00 pn
<s 00 pn
o 00 pn
r^ 00 pn
O 00 m
Tt 00 pn
00 00 pn
VO 00 en
en 00 pn
O 00 pn
rt 00 rn
CM 00 pn
•t 00 m
VO
PS 00 00 pn 00 ^ ^ — pn pn pn en
O NO CM ^ pn m
— 00
pn CM
CM ON PS
PS pn — PS p~ pn pn pn (n
ra NO pn r-pn PS
00 pn pn
CM
m
70
^
a
a a > 3
CI
^
ii
CI
^
u.
ithe
a a
o
ely
JiC
>,
like
§ CI
C
o U
0)
1
^
1 3 ;:: CI
^
> 2 CI
c/3
Q c/3
C/3
o o
pn —
o
^
4.6
00 CM
112
5.8
00 VO
27.6
pn NO
26.1
2S
VO NO
p^ CM
o
6.1
p-
o
8.3
pn CM
o 6 o ^
13 ^
\S £ 9. 8 O *^ '(A
> ^ <A
•c 3 O f-
a o to 4^ (A
U
>> 5 1
M op ^ Wa
o
ter
e a o t? ^
NO
383
.23
^^
pn
pn m
382
.31
^^
o NO
345
.62
CM
pn
Ui
< U c/3
71
^
CI
>
s Cu
*c o H
e 6 3
C/5
.^rf Crv
, rf G S
V3
Q c/3
C/3
o o
<
pn fn u — M
n pn VO PS P-
pn pn O fn
00 NO O VO — 00
VO
VO pn
VO
VO Cvl
CM
00
ON
VO pn
O pn
pn VO
^
00 pn
pn
pn VO
fn CM
„
o
^
pn NO
CM pn
VO ON
O pn •^ '-I — -^ VO
VO — VO PS
O VO 00 ^ NO pn
pn NO 0 0 0 0 PS NO ON
ON O VO P~ 0 0 Tt VO — Tt Tt
ON r j ON ^ NO ON O PS ON VO pn fn fn pn ps
Tt ' * Tt "^ pn pn pn
-^ O (^ PS CM pn -* p^ .-H - «- pn
ON O (S pn
VO •— fn PS Tt fn
159
CM
40.
120
VO
50.
131
pn
60.
157
CM
40.
102
00 00
107
^ M
16.
151
pn
18.
139
NO
18
00 p^
fn p^
124
00
12.
160
387
00 00
00
201
NO 00 pn
00 00
O pn
240
ON pn
NO VO
Tt VO
160
p^ 00 pn
fn ON
Tt
VO pn
NO P^ pn
VO O ^
Tt
Tt NO
VO 00 pn
O
'^
VO PS
?n p^
00 pn
NO ON
NO NO
Tt P-
o 00 pn O
•^
pn VO
c^ CM
00 pn
00 O ^*
Tt ON
VO
ON P pn
o PS ^^
pn pn
fn PS pn
e o
O NO
P> NO
0 0 pn CM NO
— 00
5 0\ VO
Tt CM vo" ON fn fn
ON CM
NO VO PS P-^
o o VO p n
CM O 00 00 fn pn
P- Tt O —'
— NO pn oc> pn PS
— 0 0 VO ON pn —
NO P~
Tt CM PS
VO
00 ON
VO
O pn
O N 00
00 p n
ON CM
m —«
n ON Tt — pn PS
lO Tt
4.5
151
9.7
201
9.8
00
CM 00 pn
00 O
00 VO
c>i
O N O N
pn r-
O VO 00 00 pn pn
VO pn ON 00
CM t ^ Tt 00 pn pn
^
u •c M > •o § c 0
XA
9 o •c u. ii > <*rf
'*rf
I 00
C b.
« o (0 e
o
Vi lA V c
I
c *- a. .ti 3 * ^ E g .2-'
13 o 3 c ^
t u a s c« /3 U
O
a § S C c« O
g 4 o e l l ^ i §.
> a:
«5 j ; 1/3
Is* s S " e3 ra u a -c o
^ to c
1.1 M CO
r. CO
o § '^ E cA fe 0) .c
" IS
^ .E
•o
§11 I-I ^2 0 « > c 0013
2 S 00 i i
o .c o c/3
c
CO
.S 00
c c
12 "S •>
o c
i
3 ^
CO
V
VO
CM
VO PS
VO ON
00 pn — CM
ON ON NO P-ps pn
'S' pn rt O NO pn
ON NO n Tt ON — fn — pn
— NO Tt VO
ON — ON 00 CM —
154
pn
^
NO r-pn 00
ON VO
t o pn VO
00 pn
t pn Tt
T t
PS Tt
p-NO
ON pn
00 p^
NO CM
4)
72
•s 3 C a o U r-
I
* i ^
53 S . > -3 CI
•a s^
I CI
^ ^ ^^
4> fe &
1 .€ § CI
^
00 VO
E CI
.^rf ^ s
£ - 1 S.§ a
C/3
Q 00
c/3
o a
<
pn
f n
VO
CM
00
^ p>-CM
NO
Tt VO
00 VO
37.2
14
8 39
.4
157
387
.91
4.12
o CM
34.9
13
9 56
.5
225
393
.72
4.47
353
.54
3.66
2 2 ^ g • i ! C S
ini
itio
sto
o ^ ?, •a S ^ ^ ^ ^
£ ss 0. o Ci
I I I S S 1 ^ if *? .S j i 2
idly
peo
s s •C -3 U. c/3
<
u c/3
73
M = 2.51 to 3.50). (See Table 4.8 for a complete summary.) One reason for travel
item was selected as very important (M = 4.51 to 5.00) by the majority of
respondents, "seeing spectacular scenery." Reasons for travel items selected as
important by the largest proportion of respondents included: "taking part in
adventuresome activities," "being close to nature," "visiting exciting places,"
"escaping daily routine," "gaining a new perspective on people and history," "visiting
family and friends," "not having a schedule," "visiting places I've never been
before," "going to famous places in the U.S.," "going to places off-the-beaten track,"
and "doing things with my travel companions." The scale mean was 3.50, indicating
the tourist sample felt neutral toward reasons for travel.
Tourist Travel Activities Scale
On the Travel Activities Scale most tourist respondents chose responses
indicating neither important or unimportant. (See Table 4.9 for a complete
summary.) Tourist travel activities selected as important (M = 3.51 to 4.50) by the
largest proportion of respondents included: "eating at special restaurants," "visiting
state or national parks," "eating foods of the region," "walking around in a town or a
city," "visiting historic homes, sites, or museums," "shopping," "taking
photographs," and "people-watching." The scale mean was 3.28, indicating the
Factor 1 - Home-oriented Tourists Books about the area, state, history or attractions Art Crafts Local foods (such as wild rice, jams) Collectibles Antiques
Factor 2 - Destination-oriented Tourists Other mementos of the location or attraction (such as pens, bumper stickers,
balloons, key chains) T-shirts, sweatshirts or other clothes with the name or picture of a
location or attraction Postcards or booklets Toys
Factor 3 - Aesthetic-oriented Tourists Other artistic or authentic clothing Fine jewelry or jewelry native to the region (such as black hills gold) Costume jewelry or accessories
Factor 1 - Tourist-directed Retailers Books about the area, state, history, or attractions Postcards or booklets Local foods (such as wild rice, jams) Other mementos of the location or attraction (such as pens,
bumper stickers, balloons, key chains)
Factor 2 - Artistic/Cultural-directed Retailers Art Fine jewelry or jewelry native to the region (such as black hills gold) Crafts
.77755
.70435
.68824
.64101
.74492
.73435
.72180
Factor 3 - Adornment-directed Retailers Other artistic or authentic clothing T-shirts, sweatshirts or other clothes with the name or picture of a
location or attraction Costume jewelry or accessories
items of an artistic or cultural nature including art, fine jewelry, and crafts.
Adomment-directed retailers marketed items to adom the body including: other
artistic or authentic clothing; T-shirts, sweatshirts or other clothes with the name or
picture of a location or attraction; and costume jewelry or accessories. Collection-
directed retailers marketed highly specialized items with appeal because of their
collective value including collectibles and antiques.
117
The profile characteristics of the four groupings were not significantly
different in the present study. Solomon (1986) reported that most small businesses
are privately owned mom-and-pop shops or small corporations. The present study
found the largest number of respondents to be sole owners. Solomon (1986) also
suggested that small businesses cannot dictate price. Most souvenir retailers in the
present study sold moderately priced merchandise. The retailers did not take a
leadership role in lowering or raising price points of merchandise. Results of the
present study implied 11.9% of the businesses to be minority-owned, slightly less than
Solomon's (1986) report. The researcher underestimated the annual sales volume of
souvenir retailers in the current study. The majority of the retailers in the present
study had an annual sales volume of over $100,000.
Conclusions and Implications
Based upon the analyses of data and interpretations of the findings, the
following conclusions and implications appear appropriate:
1. The scales used on the tourist questionnaire were dependable instmments to
measure tourist shopping orientations based on intemal validity statistical
evaluation.
2. The results of the analysis of variance among the three souvenir consumer
groups in this study were similar to one another in shopping orientations and
demographic characteristics. This would imply that the findings could be used
to confirm the existence of a distinct tourist consumer market segment.
118
3. The scales used on the retailer questionnaire were dependable instmments to
measure retailer merchandising strategies based on intemal validity statistical
evaluation.
4. The results of the analysis of variance among the four souvenir retailer groups
in this study were similar to one another in marketing approaches and
demographic characteristics. This would imply that the findings could be used
to confirm the existence of a distinct souvenir retailer segment.
5. The review of literature indicated shopping behavior of individuals in a leisure
state was different than shopping behavior of individuals in a work state.
Findings in this study, indicating that differences are evident between tourists
and retailers, would imply that shopping behavior differences between the
leisure state and the work state exist.
6. The evidence from this study, indicating differences exist between retailers and
tourists, would imply retailers of souvenir goods were not meeting the needs
of their target market. Several possible retail strategies are suggested for
retailers to more closely meet the needs of their target market.
(a) diversify product offerings beyond curio type items regularly
considered souvenirs;
(b) place more emphasis on crafts, antiques, T-shirts and apparel, fine
jewelry, art, local foods, books, and postcards when determining
inventory;
119
(c) place more emphasis on items which can be used, items that are easy to
care for and clean, items made by well-known artisans, and high
quality merchandise when determining inventory,
(d) specialize within the market.
7. Findings from this study indicated tourists considered quality of the
merchandise to be an important selection factor, more important than
comparative prices. This would imply that retailers could sell merchandise of
exceptional quality at higher price points.
8. Findings from this study indicated tourists considered mannerisms and
intelligence of the retail sales personnel to be very important. This would
imply that retailers should seek to find competent sales personnel and
compensate them accordingly to assure loyalty.
9. Demographic results of the tourist sample would indicate that retailers should
target an older, educated, financially well-off target market.
10. Results indicated retailers underestimate the number of, and potential income
from tourists. This would imply that institutions and organizations which
inform and educate retailers (small business institutes, Main Street
organizations. Chambers of Commerce, and others) should emphasize the
importance of the tourist customer to their constituents.
Recommendations for Further Study
The following are suggestions for further research related to results of this
study of souvenir consumers and souvenir retailers in the Southwest:
120
1. Further explore the Tourist Consumer Market Segment to refine shopping
orientations.
2. Further explore the Souvenir Retailer Segment to refine marketing approaches.
3. Further explore the Souvenir Retailer Segment to determine if target offerings,
locations, and/or promotional efforts are meeting the needs of the identified
tourist consumer market segment.
4. In the present study, data were collected from the tourist sample after they had
retumed from the nonordinary environment to the ordinary environment.
Methods could be developed to elicit responses from tourists while they are in
the nonordinary environment.
5. Collect data from tourists and retailers at the point of purchase to validate or
refute the present study findings.
6. In the present study, some retailer participants responded that they did not sell
souvenir items although the name of their business implied that they did sell
souvenirs. Methods could be developed to elicit responses from retailers
regardless of their opinion of their merchandise selection.
7. Using the leisure tourist classifications established by Smith (1977), collect
data to determine if characteristics of merchandise or characteristics of retail
environments differ based on the leisure classification of the tourist.
121
8. Using Gordon's (1986) typology of souvenirs, inventory souvenir merchandise
to determine which type of souvenirs (a) generate highest number of sales, (b)
generate greatest gross volume, (c) consume most physical space, and other
characteristics.
9. Using qualitative research methods, determine why specific souvenirs have
meaning to their owner and use this information to create selling techniques
for use in retail environments.
10. Collect data based on expenditures and determine the economic impact of each
type of souvenir classifications in the Gordon (1986) typology.
11. Repeat the study in a different geographical location.
12. Each segment of the study, as determined by the scales used, has the potential
to be studied independently of the whole. For example: information sources
or shopping locations have the potential to be studied independently from
other shopping characteristics.
13. Use souvenirs and/or souvenir retailing as a subject matter in which
quantitative and qualitative research methods are collaboratively used.
Souvenir Phenomena
Souvenirs and souvenir retailing is for the most part an untapped field of
research. This researcher intended to stimulate in the minds of researchers and
retailers the marketing potential of souvenirs. Gordon (1984) made the conclusion
that the souvenirs she studied (whimsies) were considered kitsch and therefore
devalued. A similar experience was evident in the present study. Several retailer
122
respondents sent back the questionnaire saying they did not sell souvenir products,
although the name of their business implied that they did sell memento, gift type
items. Additionally, the majority of retailers who did respond in the current study
stated that 0-25% people who made purchases at their stores were tourists, and 0-25%
of their annual gross sales were made from tourists. This researcher is of the opinion
that the generic, stereotypical meaning of souvenir, that of a curio-type item of little
value and shoddy workmanship, influenced these retailers to say they did not sell
souvenirs. Similarly, several consumer respondents sent back questionnaires with
lettering across the front stating they did not buy souvenirs. Therefore, if retailers
and consumers were to more broadly define souvenir as an item purchased because of
the value it has in remembering a special time, a nonordinary experience, the
souvenir item would not be considered in such a negative manner.
BIBLIOGRAPHY
Aldenberfer, M. S., & Blashfield, R. K. (1991). Cluster Analvsis. London: Sage Publications.
Belk, R. W. (1990). The role of possessions in constmcting and maintaining a sense of past. Advances in Consumer Research. 17, 669-676.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research. 15, 139-168.
Bellenger, D., & Korgaonkar, P. (1980). Profiling the recreational shopper, Joumal of Retailing. ^ , 77-92.
Berry, L. (1969). The components of department store image: A theoretical and empirical analysis, Joumal of Retailing. 4^(1), 3-20.
Blundell, V. (1993). Aboriginal empowerment and souvenir trade in Canada, Annals of Tourism Research. 20, 64-87.
Cohen, E. (1979). A phenomenology of tourist experiences. Sociology. 13, 179-201.
Davis, B. (1986). Ouantitative applications in tourism market segmentation: Traverse City. Michigan. Unpublished doctoral dissertation, Michigan State University.
Davis, B., Pysarchik, D., Stemquist, B., & Chappelle, D. (1987). A profile of tourism-dependent and non-tourism-dependent retailers (Report No. 484). East Lansing: Michigan State University Agricultural Experiment Station.
Davis, B. D., & Stemquist, B. (1987). Appealing to the elusive tourist: An attitude cluster strategy, Joumal of Travel Research. 25(4), 25-31.
Deitch, L. I. (1977). The impact of tourism upon the arts and crafts of the Indians of the Southwestem United States. In V. L. Smith (Ed.). Host and guests: The anthropology of tourism (pp. 173-184). Philadelphia: University of Pennsylvania.
Dillman, D. A. (1978). Mail and telephone surveys: Total design method. New York: John Wiley.
Eadington, W., & Redman, M. (1991). Economics and tourism. Annals of Tourism Research. IS, 41-56.
123
124
Executive Office of the President, Office of Management and Budget. (1987). Standard industrial classification manual. Springfield, VA: National Technical Information Service. (NTIS No. PB 87-100012).
Gay, L. R. (1992). Educational research. New York: Macmillan.
Goodrich, J. (1977). Differences in perceived similarity of tourist regions: A spacial analysis, Joumal of Travel Research. 16(1), 10-13.
Gordon, B. (1984). The Niagara Falls whimsey: The object as a symbol of cultural interface. Unpublished doctoral dissertation. The University of Wisconsin-Madison.
Gordon, B. (1986). The souvenir: Messenger of the extraordinary, Joumal of Popular Culture. 20(3), 135-146.
Gordon, B. (1993, March). Personal communication, University of Wisconsin, Madison, 53706.
Grabum, N. H. H. (1976). Ethnic and tourist arts: Cultural expressions from the fourth world. Berkeley: University of Califomia.
Grabum, N. H. H. (1978). I like things to look more different than that stuff did: An experiment in cross-cultural art appreciation. In M. Greenhalgh & V. Megaw (Eds.). Art in society: Studies in style, culture and aesthetics (51-69). London: Gerald Duckworth.
Grabum, N. H. H. (1977). Tourism: The sacred joumey. In V. L. Smith (Ed.). Host and guests: The anthropology of tourism (pp. 17-31). Philadelphia: University of Pennsylvania Press.
Grabum, N. H. H. (1984). The evolution of tourist arts. Annals of Tourism Research. 14, 393-419.
Grosh, A. (1990). Retail Management. Chicago: Dryden.
Hagemann, R. P. (1981). The determinants of household vacation travel: Some empirical evidence. Applied Economics. 13(2), 225-234.
Hart. B., & Pysarchik, D. (1989). Business planning: A comparison of retailers in tourism-dependent and nontourism-dependent locations. In J. Gifford (Ed.). American Collegiate Retailing Association Clearinghouse. Oxford, OH: University of Miami.
125
Iso-Ahola, S.E. (1982). Towards a social psychological theory of tourism motivation: A Rejoinder, Annals of Tourism Research, ^(2), 256-262.
Iso-Ahola, S.E. (1989). Motivation for Leisure. In E.L. Jackson & T.L. Burton (Eds.). Mapping the Past. Charting the Future. (247-279). New York: Venture Publishing.
Jansen-Verbeke, M. (1990). Leisure + shopping = tourism product mix. In G. Ashworth & B. Goodall (Eds.), Marketing tourism places (pp. 128-137). New York: Routledge.
Jansen-Verbeke, M. (1991). Leisure shopping, Tourism Management. 12(1), 9-14.
Jolson, M., & Spath, W. (1973). Understanding and fulfilling shoppers' requirements: An anomaly in retailing?, Joumal of Retailing. 49(2), 38-50.
Kean, R. (1993, March). Personal communication. University of Nebraska, Lincoln, 68583-0802.
Kean, R., Littrell, M., Baizerman, S., Maupin, W., Niemeyer, S., Reilly, R., Stout, J., & Gahring, S. (1991). Tourism and craft marketing: Assessing the tourist industry system. In 1991 Proceedings of the Intemational Textiles and Apparel Association (p. 155). Monument, CO: Intemational Textile and Apparel Association.
Kent, W. E., Shock, P.J., & Snow, R. E. (1983). Shopping: Tourism's unsung hero(ine). Joumal of Travel Research. 21(4), 2-4.
Kerlinger, F. (1986). Foundations in Behavioral Research (3rd ed.). Fort Worth, TX: Holt, Rinehart, & Winston.
Lieper, N. (1984). Tourism and Leisure: The significance of tourism in the leisure spectmm. In M. Kahn, M. Olsen, & T. Var (Eds.), VNR's Encvclopedia of Hospitality and Tourism. New York: Van Norstrand Reinhold.
Lincoln, D., & McCain, G. (1985). Marketing decision-making problems faced by small business retailers, Joumal of the Academy of Marketing Science. 13(3), 183-197.
Littrell, M. (1993, March). Personal communication, Iowa State University, Ames, 50011-1120.
126
Littrell, M., Kean, R., Baizerman, S., Reilly, R., Stout, J., Niemeyer, S., & Gahring, S. (1990). Tourism and craft marketing: Producers, retailers and consumers. In 1990 Proceedings of the 11th Annual Conference of the CenStates Chapter of the Travel and Tourism Research Association (pp. 101-103). Salt Lake City: University of Utah.
Littrell, M, Reilly, R., & Stout, J. (1992). Consumer profiles for fiber, clay, and wood crafts. Home Economics Research Joumal. 2Q(4), 275-289.
Littrell, M., Reilly, R., Stout, J., Kean, R., Niemeyer, S., Baizerman, S., & Gahring, S. (1989). Tourism and craft marketing: Producers, retailers, and consumers. Research proposal funded by the North Central Regional Center for Rural Development, Iowa State University, Ames, lA.
MacCannell, D. (1976). The tourist: A new theory of the leisure class. New York: Schocken.
Mason, J. B., & Mayer, M. (1984). Modem Retailing (3rd ed.). Piano, TX: Business Publications.
Mazanec, J. (1984). How to detect travel market segments: A clustering approach, Joumal of Travel Research. 23, 17-20.
Mcintosh, R. W., & Goeldner, C. R. (1990). Tourism principles, practices, philosophies (6th ed.). New York: John Wiley.
Moschis, G. P. (1976). Shopping orientations and consumer uses of information, Joumal of Retailing. 52(2), 61-70, 93.
Petersen, G. (1985). The storv of the Hamilton stores and Yellowstone national park. Yellowstone National Park: Hamilton Stores, Inc.
Poling-Kempes, L. (1991). The Harvev giris. New York: Paragon House.
Popelka, C , & Littrell, M. (1991). Influence of tourism on handcraft evolution. Annals of Tourism Research. 18, 392-413.
Punj, G., & Stewart, D. (1983). Cluster analysis in marketing research: Review and suggestions for application, Joumal of Marketing Research. 2Q, 134-48.
Pysarchik, D. (1986). Tourism retailing as an employment base. In J. Gifford (Ed.). American Collegiate Retailing Association Clearinghouse. Oxford, OH: University of Miami.
127
Pysarchik, D. (1989). Tourism retailing. In S. F. Witt & L. Moutinho (Eds.), Tourism Marketing and Management Handbook (553-556). New York: Prentice Hall.
Rao, S. R., Thomas, E. G., & Javalgi, R. G. (1992). Activity preferences and trip-planning behavior of the U.S. outbound pleasure travel market, Joumal of Travel Research. ^(3) , 3-12.
Robinson, P. B., Stimpson, D. V., Huefner, J. C , & Hunt, H. K. (1991). An attitude approach to the prediction of entrepreneurship, Entrepreneurship Theory and Practice. 15(4), 13-31.
Romesburg, H. C. (1979). Use of cluster analysis in leisure research, Joumal of Leisure Research. 11(2), 144-153.
Smith, V. L. (Ed.). (1977). Hosts and guests: The anthropology of tourism. Philadelphia: University of Pennsylvania.
Solomon, S. (1986). Small Business USA. New York: Crown Publishers.
Troxell, M., & Stone, E. (1981). Fashion Merchandising. New York: McGraw-Hill.
Wallendorf, M., & Amould, E. J. (1988). "My favorite things": A cross-cultural inquiry into object attachment, possessiveness, and social linkage, Joumal of Consumer Research. 14, 531-547.
Webster's ninth new collegiate dictionary (1985). Springfield, MA: Merriam-Webster.
Westbrook, R., & Black, W. (1985). A motivation-based shopper typology, Joumal of Retailing. 61(1), 78-103.
Witter, B. S. (1985). Attitudes about a resort area: A comparison of tourists and local retailers, Joumal of Travel Research. 24(1), 14-19.
Witter, B. S., & Davis, B. (1985). The tourist dependent retailer: Who is surviving the 1980's economy? In J. Gifford (Ed.). American Collegiate Retailing Association Clearinghouse. Oxford, OH: University of Miami.
APPENDIX A: TOURIST COVER LETTER
AND SURVEY INSTRUMENT
128
129
July 30, 1993
Dear Traveler,
Souvenirs are a universal reminder of travel experiences. Travelers often purchase items when on vacation to remember the experience when they retum home. You have been chosen to be part of a special group of travelers asked to give information about purchases made when traveling.
I know your time is valuable, but would you please complete the following questionnaire relating to souvenir purchases. The questionnaire will take approximately 15-20 minutes to complete. It is important that an adult at least 18 years of age complete the questionnaire. Please retum the completed questionnaire in the enclosed self-addressed envelope.
You may be assured complete confidentiality. The questionnaire has an identification number for mailing purposes only. Upon retum of the questionnaire the identification number will be detached from the questionnaire and used to remove your name from a follow-up mailing list. Your name will not be associated with the questionnaire itself.
This project has been undertaken to complete requirements for a doctoral degree in merchandising. Your comments and participation are very important to me. You may receive a summary of the results by writing your name and address on the back of the retum envelope.
I would appreciate having the questionnaire retumed before August 20, 1993. Thank-you for your help with this project.
Sincerely,
Kris Swanson Project Director
130
SOUVEIMIR MARKETING IIM THE SOUTHWEST
Souvenirs are a universal renninder of special monnents or events. The purchase of a souvenir serves as a tangible way of remembering an otherwise intangible experience. Effective retailing of souvenirs requires an understanding of souvenir consumers.
This survey is conducted to gain information on the souvenir market in the Southwest. The questionnaire should be completed by an individual 18 years or older who has traveled in Arizona, Colorado, New Mexico, or Utah between July 1, 1992 and June 30, 1993 and purchased souvenirs.
Please respond to each question or statement, assistance.
Thank you for your
131
Part 1: Travel in the Southwest
I am interested in developing a profile of tourists who have traveled in the Southwest between July 1, 1992 and June 30, 1993, and purchased souvenirs. A Tourist is defined as a temporarily leisured person who voluntarily visits a different geographical location to experience a change. This experience may include traveling for the purpose of a vacation, visiting family and/or friends, attending a convention or conducting business, or other reasons for travel. A Souvenir is defined as a universal reminder of a special moment or event such as a vacation.
If you have taken more than one trip to the Southwest states since July 1, 1992, please select the trip that was most memorable in which you purchased a souvenir.
T-1. Have you traveled in Arizona, Colorado, New Mexico, or Utah as a tourist between July 1, 1992 and June 30, 1993 and purchased a souvenir? (Circle one)
1 YES PLEASE CONTINUE
2 NO IF YOU ANSWERED NO, PLEASE RETURN THE QUESTIONNAIRE IN THE ENCLOSED ENVELOPE EVEN IF YOU DID NOT VISIT THE STATES IDENTIFIED IN THIS STUDY OR PURCHASED A SOUVENIR.
T-2. Which state(s) did you visit? (Circle as many numbers as apply)
1 ARIZONA 2 COLORADO 3 NEW MEXICO 4 UTAH
T-3. What was the major purpose for your trip? (Circle as many numbers as apply
1 VACATION 2 VISITING FAMILY AND/OR FRIENDS 3 BUSINESS 4 ATTENDING A CONVENTION 5 ACCOMPANYING A PERSON WHO WAS ON BUSINESS OR
ATTENDING A CONVENTION 6 TRAVELING TO/FROM WINTER HOME 7 OTHER (Please specify)
132
Part 2: Souvenir Merchandise
Travelers buy many types of souvenirs to bring home for themselves or for others. Here is a list of some common souvenir products. How important is it to you to purchase any of these products when you travel? In the space to the right of each statement, circle the number that best describes how important each product is to you.
circle 5 if the product is VERY IMPORTANT to you circle 4 if the product is IMPORTANT to you circle 3 if the product is NEITHER IMPORTANT OR UNIMPORTANT
to you circle 2 if the product is UNIMPORTANT to you circle 1 if the product is VERY UNIMPORTANT to you
T-4 How important are these products to you... Circle the number
1 CRAFTS 5 4 3 2 1 2 ANTIQUES 5 4 3 2 1 3 T-SHIRTS, SWEATSHIRTS OR OTHER CLOTHES
WITH THE NAME OR PICTURE OF A LOCATION OR ATTRACTION 5 4 3 2 1
4 OTHER ARTISTIC OR AUTHENTIC CLOTHING 5 4 3 2 1 5 COSTUME JEWELRY OR ACCESSORIES 5 4 3 2 1 6 FINE JEWELRY OR JEWELRY NATIVE TO THE
REGION (SUCH AS BLACK HILLS GOLD) 5 4 3 2 1 7 OTHER MEMENTOS OF THE LOCATION OR
Listed below are criteria you may use when selecting souvenirs when you travel. Circle the number that best describes how important each criterion is to you when selecting souvenirs.
circle 5 if the criterion is VERY IMPORTANT to you circle 4 if the criterion is IMPORTANT to you circle 3 if the criterion is NEITHER IMPORTANT OR
UNIMPORTANT to you circle 2 if the criterion is UNIMPORTANT to you circle 1 if the criterion is VERY UNIMPORTANT to you
T-5 How important are these criteria. Circle the number
1 APPEALING DESIGN 2 APPEALING COLORS 3 ITEM CAN BE WORN 4 ITEM CAN BE USED 5 ITEM CAN BE DISPLAYED IN THE HOME 6 HAS A NAME, MOTIF, OR DESIGN RELATED
TO THE PLACE YOU ARE VISITING 7 UNIQUE, ONE OF A KIND, OR LIMITED EDITION 8 A CLEVER IDEA 9 PRICE 10 EASY TO CARE FOR OR CLEAN 11 MADE BY A WELL-KNOWN CRAFTSPERSON
OR ARTISAN FROM THE AREA 12 WORKMANSHIP IS OF HIGH QUALITY 13 NEW, INNOVATIVE 14 MADE IN THE STATE YOU ARE VISITING 15 HUMOROUS 16 EASY TO PACK AND CARRY WITH YOU
ON THE TRIP 17 FITS INTO YOUR COLLECTION 18 A GOOD GIFT
5 5 5 5 5
5 5 5 5 5
5 5 5 5 5
5 5 5
4 4 4 4 4
4 4 4 4 4
4 4 4 4 4
4 4 4
3 3 3 3 3
3 3 3 3 3
3 3 3 3 3
3 3 3
2 2 2 2 2
2 2 2 2 2
2 2 2 2 2
2 2 2
1 1 1 1 1
1 1 1 1 1
1 1 1 1 1
1 1 1
134
Part 4: Information Sources
There are many different sources available which you may use to determine information about souvenirs in the area you are visiting. Here is a list of common information sources people use to learn about souvenir offerings. How important are each of these sources to you when you travel? In the space to the right of each statement, circle the number that best describes how important each source is to you.
circle 5 if the source is VERY IMPORTANT to you circle 4 if the source is IMPORTANT to you circle 3 if the source is NEITHER IMPORTANT OR UNIMPORTANT
to you circle 2 if the source is UNIMPORTANT to you circle 1 if the source is VERY UNIMPORTANT to you
T-6 How important are these sources of information to you...
Circle the number
1 TRAVEL MAGAZINES AND GUIDE BOOKS 5 4 3 2 1 2 TOURIST BROCHURES OR STATE
TRAVEL PACKETS 5 4 3 2 1 3 TRAVEL AGENTS 5 4 3 2 1 4 MAGAZINES OR NEWSPAPERS WITH
ARTICLES ABOUT THE AREA YOU ARE VISITING 5 4 3 2 1
5 ADVERTISEMENTS IN LOCAL NEWSPAPERS 5 4 3 2 1 6 BOOKS ABOUT TYPES OF SOUVENIRS
THAT INTEREST YOU 5 4 3 2 1 7 PEOPLE WHO HAVE BEEN HERE BEFORE 5 4 3 2 1 8 TOUR LEADERS 5 4 3 2 1 9 INFORMATION AT YOUR HOTEL, EITHER
WRITTEN OR FROM HOTEL PERSONNEL 5 4 3 2 1 10 LOCAL TOWNSPEOPLE 5 4 3 2 1 11 LOCAL SHOPS 5 4 3 2 1 12 INFORMATION AT GALLERIES, MUSEUMS, OR
HISTORICAL SOCIETIES 5 4 3 2 1 13 TELEPHONE BOOK - WHITE OR YELLOW PAGES 5 4 3 2 1 14 DIRECTORY OR MAP OF LOCATIONS OR
EVENTS 5 4 3 2 1
135
Part 5: Souvenir Shopping Locations
Next, I have listed places where you might shop for souvenirs when you travel. How likelv are you to shop in these places for souvenirs when you travel?
circle 5 if you are VERY LIKELY to shop there for souvenirs circle 4 if you are LIKELY to shop there for souvenirs circle 3 if you are NEITHER LIKELY OR UNLIKELY to shop
there for souvenirs circle 2 if you are UNLIKELY to shop there for souvenirs circle 1 if you are VERY UNLIKELY to shop there for
souvenirs
T-7 How likely are you to shop at... Circle the number
1 CRAFTSPERSON OR ARTISAN'S STUDIO OR WORKSHOP
2 GIFT SHOP 3 VARIETY SHOP 4 ART GALLERY OR MUSEUM SHOP 5 CLOTHING BOUTIQUE 6 T-SHIRT SHOP 7 JEWELRY OR ACCESSORY SHOP 8 RESTAURANT OR TAVERN 9 ANTIQUE SHOP 10 NATIONAL OR REGIONAL DISCOUNT, CHAIN,
OR DEPARTMENT STORE 11 BAZAAR OR FLEA MARKET 12 CRAFT FAIR OR FESTIVAL 1 3 SHOP AT A TOURIST SITE OR THEME PARK 14 GENERAL STORE SERVING A RESORT OR
CAMPING AREA 15 GAS STATION OR CONVENIENCE SHOP 16 PARKS AND RECREATION GIFT SHOP 17 HOTEL, MOTEL, OR BED & BREAKFAST
GIFT AREA OR SHOP 18 TOURIST VISITOR CENTER, WELCOME
Think about the retail environment where souvenirs are sold. Different kinds of settings appeal to different people. The researcher would like to know how important these factors are to you when you shop for souvenirs while traveling.
circle 5 if the factor is VERY IMPORTANT in attracting you to a store
circle 4 if the factor is IMPORTANT in attracting you to a store circle 3 if the factor is NEITHER IMPORTANT OR UNIMPORTANT in
attracting you to a store circle 2 if the factor is UNIMPORTANT in attracting you to a store circle 1 if the factor is VERY UNIMPORTANT in attracting you to a
store
T-8 How important are these factors to you. Circle the number
1 SELECTION AND VARIETY 2 COMPETITIVE PRICES 3 QUALITY 4 UNIQUENESS 5 SPECIAL IN-STORE EVENTS 6 LOCATION NEAR MAJOR HIGHWAY 7 VISUAL DISPLAYS 8 REPUTATION OF CRAFTSPERSON OR
ARTISAN PRODUCERS 9 HIGH PEDESTRIAN TRAFFIC AREA 10 LOCATION IN OR NEAR TOURIST ATTRACTION 11 OTHER ITEMS (BESIDES SOUVENIRS)
SOLD IN ESTABLISHMENT 12 STORE WITH A MODERN APPEARANCE 13 ITEMS FILLING EVERY SPACE ~ TABLES,
SHELVES TUCKED IN NOOKS AND CRANNIES
14 ITEMS IN SETTINGS THAT SHOW HOW THEY WOULD BE USED OR DISPLAYED
15 ITEMS ARRANGED SELECTIVELY AND NEATLY 16 KNOWLEDGEABLE SALESPEOPLE WHO CAN
PROVIDE INFORMATION ABOUT THE ITEMS
17 FRIENDLY SALESPEOPLE WHO INITIATE PLEASANT CONVERSATION
18 SALESPEOPLE WHO ALLOW CUSTOMERS TO BROWSE
5 5 5 5 5 5 5
5 5 5
5 5
4 4 4 4 4 4 4
4 4 4
4 4
3 3 3 3 3 3 3
3 3 3
3 3
2 2 2 2 2 2 2
2 2 2
2 2
1 1 1 1 1 1 1
1 1 1
1 1
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1
5 4 3 2 1
5 4 3 2 1
5 4 3 2 1
137
Part 7: Reasons for Travel and Travel Activities
Below is a list of reasons tourists may have for traveling in the United States. Some of these reasons for travel may or may not be important to you. In the space to the right of each statement, circle the number that best describes how important each reason is to you for a satisfying trip.
circle 5 if the reason is VERY IMPORTANT for a satisfying trip circle 4 if the reason is IMPORTANT for a satisfying trip circle 3 if the reason is NEITHER IMPORTANT OR UNIMPORTANT
for a satisfying trip circle 2 if the reason is UNIMPORTANT for a satisfying trip circle 1 if the reason is VERY UNIMPORTANT for a satisfying trip
T-9 How important is ... Circle the number
1 PURSUING A HOBBY 2 TAKING PART IN ADVENTURESOME ACTIVITIES 3 PURSUING FAMILY HISTORY AND ROOTS 4 EXERCISING, KEEPING PHYSICALLY FIT 5 HAVING TIME TO BE BY MYSELF 6 STUDYING IN A CLASS FOR ENRICHMENT 7 BEING CLOSE TO NATURE 8 VISITING EXCITING PLACES 9 ESCAPING FROM DAILY ROUTINE 10 SEEING SPECTACULAR SCENERY 11 GAINING A NEW PERSPECTIVE ON PEOPLE
AND HISTORY 12 GETTING PLENTY OF REST OR SLEEP 13 VISITING FAMILY OR FRIENDS 14 FINDING ACTIVITIES FOR CHILDREN 15 HAVING TIME FOR ROMANCE 16 NOT HAVING A SCHEDULE 17 VISITING PLACES I'VE NEVER BEEN BEFORE 18 DEVELOPING SKILL IN A SPORT OR ART 19 EXPERIENCING PHYSICAL CHALLENGES 20 LIVING IN LUXURY WHILE ON A TRIP 21 GOING TO AS MANY DIFFERENT PLACES
AS POSSIBLE IN A TRIP 22 GOING TO FAMOUS PLACES IN THE U.S. 23 GOING TO PLACES OFF-THE-BEATEN TRACK 24 RETURNING TO PLACES 25 DOING THINGS WITH MY FAMILY OR
TRAVELING COMPANIONS 5 4 3 2 1
5 5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 5 5
5 5 5 5
4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4
4 4 4 4
3 3 3 3 3 3 3 3 3 3
3 3 3 3 3 3 3 3 3 3
3 3 3 3
2 2 2 2 2 2 2 2 2 2
2 2 2 2 2 2 2 2 2 2
2 2 2 2
1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1
1 1 1 1
138
Below are activities that tourists might take part in while traveling in the United States. Some of these activities may or may not be important to you as you travel. In the space to the right of each statement circle the number that best describes how important each activity is to you for a satisfying trip.
circle 5 if the activity circle 4 if the activity circle 3 if the activity circle 2 if the activity circle 1 if the activity
s VERY IMPORTANT as you travel s IMPORTANT as you travel s NEITHER IMPORTANT OR UNIMPORTANT s UNIMPORTANT as you travel s VERY UNIMPORTANT as you travel
T-10 How important is ... Circle the number
1 SOCIALIZING WITH FELLOW TRAVELERS 2 FISHING OR HUNTING 3 VISITING WITH LOCAL RESIDENTS 4 EATING IN SPECIAL RESTAURANTS 5 TAKING GUIDED TOURS TO SPECIAL SITES 6 GOING OUT DANCING OR TO NIGHTCLUBS 7 VISITING STATE OR NATIONAL PARKS 8 EATING FOODS OF THE REGION 9 VISITING THEME PARKS 10 WALKING AROUND IN A TOWN OR CITY 11 ANTIQUING 12 ATTENDING FESTIVALS OR FAIRS 13 VISITING HISTORIC HOMES, SITES,
OR MUSEUMS 14 ATTENDING CONCERTS OR THE THEATER 15 VISITING ART GALLERIES, MUSEUMS,
OR ART STUDIOS 16 SHOPPING 17 ATTENDING SPORTS EVENTS 18 ATTENDING ART OR CRAFT FAIRS 19 TAKING PHOTOGRAPHS 20 PEOPLE-WATCHING 21 CAMPING 22 ATTENDING RELIGIOUS SERVICES 23 HIKING, BACKPACKING, OR TAKING
NATURE WALKS 24 BUYING LOCAL ARTS AND CRAFTS 25 SWIMMING, TENNIS, GOLF, SKIING
BICYCLING, BOATING OR SAILING 26 BRINGING HOME SOUVENIRS FROM THE TRIP
5 5 5 5 5 5 5 5 5 5 5 5
5 5
5 5 5 5 5 5 5 5
5 5
5 5
4 4 4 4 4 4 4 4 4 4 4 4
4 4
4 4 4 4 4 4 4 4
4 4
4 4
3 3 3 3 3 3 3 3 3 3 3 3
3 3
3 3 3 3 3 3 3 3
3 3
3 3
2 2 2 2 2 2 2 2 2 2 2 2
2 2
2 2 2 2 2 2 2 2
2 2
2 2
1 1 1 1 1 1 1 1 1 1 1 1
1 1
1 1 1 1 1 1 1 1
1 1
1 1
139
Part 8: Background Questions
I would like to ask a few questions about you to help interpret the results of this study.
T-11 Your gender. (Circle one)
1 FEMALE
2 MALE
T-12 Your age. (Circle one)
4 65 AND ABOVE
3 45 TO 64 2 30 TO 44 1 18 TO 29
T-13 What was your gross family income from all sources in 1992? (Circle one)
7 $60,000 AND ABOVE 6 $50,000 TO $59,999 5 $40,000 TO $49,999 4 $30,000 TO $39,999 3 $20,000 TO $29,999 2 $10,000 TO $19,999 1 LESS THAN $9,999
T-14 Which is your highest level of education completed? (Circle one)
6 A GRADUATE DEGREE 5 SOME GRADUATE WORK 4 COMPLETED COLLEGE OR UNIVERSITY 3 1-3 YEARS TECHNICAL, VOCATIONAL, OR COLLEGE 2 COMPLETED HIGH SCHOOL 1 LESS THAN 12 YEARS
T-15 In what state do you currently reside? (Circle one)
1 ARIZONA 2 COLORADO 3 NEW MEXICO 4 UTAH 5 OTHER (Please specify)
140
If there is anything else you would like to tell me about buying souvenirs when you travel, please use this space for additional comments.
Thank you very much for your help with this project!
Your contribution to this effort is greatly appreciated. If you would like a summary of results, please print your name and address on the back of the return envelope (NOT on this questionnaire). I will see that you get a summary of the results.
If the stamped, addressed envelope for returning the questionnaire has been misplaced, please return to:
Souvenir Marketing in the Southwest Kris Swanson 2380 CO Bar Trail Flagstaff, Arizona 86001
This project is done in cooperation with:
Texas Tech University Department of Merchandising, Environmental
Souvenirs are a universal reminder of travel experiences. Travelers often purchase items when on vacation to remember the experience when they retum home. You have been chosen to be part of a special group of retailers asked to give information about merchandise provided to travelers.
I know your time is valuable, but would you please complete the following questionnaire relating to souvenir merchandise. The questionnaire will take approximately 10 minutes to complete. It is important that the business owner complete the questionnaire. Please retum the completed questionnaire in the enclosed self-addressed envelope.
You may be assured complete confidentiality. The questionnaire has an identification number for mailing purposes only. Upon retum of the questionnaire the identification number will be detached from the questionnaire and used to remove your name from a follow-up mailing list. Your name will not be associated with the questionnaire itself.
This project has been undertaken to complete requirements for a doctoral degree in merchandising. Your comments and participation are very important to me. You may receive a summary of the results by printing your name and address on the back of the retum envelop.
I would appreciate having the questionnaire retumed before August 20, 1993. Thank-you for your help with this project.
Sincerely,
Kris Swanson Project Director
143
SOUVENIR MARKETING IN THE SOUTHWEST
Souvenirs are a universal reminder of special moments or events. The purchase of a souvenir serves as a tangible way of remembering an otherwise intangible experience. Effective retailing of souvenirs requires an understanding of souvenir consumers.
This survey is conducted to gain information on the souvenir market In the Southwest. The questionnaire should be completed by an owner of a business located in Arizona, Colorado, New Mexico, or Utah and active between July 1, 1992 and June 30, 1993.
Please respond to each question or statement. Thank you for your assistance.
144
Part 1: Business Information
I am interested in developing a profile of retailers who sell souvenirs to tourists specifically in the four Southwest states of Arizona, Colorado, New Mexico, and Utah. A Tourist is defined as a temporarily leisured person who voluntarily visits a different geographical location to experience a change. This experience may include traveling for the purpose of a vacation, visiting family and/or friends, attending a convention or other business, or other reasons for travel. A Souvenir is defined as a universal reminder of a special moment or event such as a vacation.
R-1 Have you been in retail operation in Arizona, Colorado, New Mexico,
or Utah between July 1, 1992 and June 30, 1993? (Circle one)
1 YES PLEASE CONTINUE
2 NO IF YOU ANSWERED NO, PLEASE RETURN THE QUESTIONNAIRE IN THE ENCLOSED ENVELOPE EVEN IF YOU WERE NOT IN RETAIL OPERATION FOR THIS STUDY.
R-2 Which state(s) are you located in? (Circle as many numbers as apply)
1 2 3 4
ARIZONA COLORADO NEW MEXICO UTAH
R-3 What is the price range of your merchandise? (Circle one)
3 HIGH END 2 MODERATE 1 LOW END
R-4 Please indicate the range which best represents your 1992 sales volume. (Circle one)
6 MORE THAN $100,000 5 $75,000 UP TO $ 100,000 4 $50,000 UP TO $74,999 3 $25,000 UP TO $49,999 2 $15,000 UP TO $24,999 1 LESS THAN $15,000
145
R-5 Which type of ownership best describes your business? (Circle one)
1 SOLE OWNERSHIP 2 PARTNERSHIP 3 FRANCHISE 4 CORPORATION 5 OTHER (PLEASE EXPLAIN)
R-6 How would you describe your cultural heritage? (Circle one)
1 BLACK/AFRICAN AMERICAN 2 HISPANIC/MEXICAN AMERICAN 3 NATIVE AMERICAN 4 ORIENTAL/ASIAN AMERICAN 5 WHITE 6 OTHER (PLEASE SPECIFY)
R-7 Your gender. (Circle one)
1 FEMALE 2 MALE
R-8 In your estimation, what percentage of people who purchase items from your store are tourists? (Circle one)
Many products can be considered souvenirs. A list of products follows. How important is carrying these products in your store? In the space to the right of each statement, circle the number that best describes how important each product is for your store.
circle 5 if the product is VERY IMPORTANT for your store circle 4 if the product is IMPORTANT for your store circle 3 if the product is NEITHER IMPORTANT OR UNIMPORTANT
for your store circle 2 if the product is UNIMPORTANT for your store circle 1 if the product is VERY UNIMPORTANT for your store
R-10 How important are these products... Circle the number
1 CRAFTS 5 4 3 2 1 2 ANTIQUES 5 4 3 2 1 3 T-SHIRTS, SWEATSHIRTS OR OTHER CLOTHES
WITH THE NAME OR PICTURE OF A LOCATION OR ATTRACTION 5 4 3 2 1
4 OTHER ARTISTIC OR AUTHENTIC CLOTHING 5 4 3 2 1 5 COSTUME JEWELRY OR ACCESSORIES 5 4 3 2 1 6 FINE JEWELRY OR JEWELRY NATIVE TO THE
REGION (SUCH AS BLACK HILLS GOLD) 5 4 3 2 1 7 OTHER MEMENTOS OF THE LOCATION OR
Listed below are criteria tourists might use in making souvenir purchases. Circle the number that best describes how important you think each of the criteria are to tourists when selecting souvenirs.
circle 5 if the criterion is VERY IMPORTANT to tourists circle 4 if the criterion is IMPORTANT to tourists circle 3 if the criterion is NEITHER IMPORTANT OR UNIMPORTANT
to tourists circle 2 if the criterion is UNIMPORTANT to tourists circle 1 if the criterion is VERY UNIMPORTANT to tourists
R-11 How important are these criteria. Circle the number
1 APPEALING DESIGN 2 APPEALING COLORS 3 ITEM CAN BE WORN 4 ITEM CAN BE USED 5 ITEM CAN BE DISPLAYED IN THE HOME 6 HAS A NAME, MOTIF, OR DESIGN RELATED TO
THE PLACE THE TOURIST IS VISITING 7 UNIQUE, ONE OF A KIND, OR LIMITED EDITION 8 A CLEVER IDEA 9 PRICE 10 EASY TO CARE FOR OR CLEAN 11 MADE BY A WELL-KNOWN CRAFTSPERSON
OR ARTISAN FROM THE AREA 12 WORKMANSHIP IS OF HIGH QUALITY 13 NEW, INNOVATIVE 14 MADE IN THE STATE THE TOURIST IS VISITING 15 HUMOROUS 16 EASY FOR TOURIST TO PACK AND
CARRY ON A TRIP 17 FITS INTO A TOURIST'S COLLECTION 18 IS A GOOD GIFT
5 4 3 2 5 4 3 2 5 4 3 2 5 4 3 2 5 4 3 2
5 4 3 2 5 4 3 2 5 4 3 2 5 4 3 2 5 4 3 2
5 4 3 2 5 4 3 2 5 4 3 2 5 4 3 2 5 4 3 2
5 4 3 2 5 4 3 2 5 4 3 2
Part 4: Patronage Motives
How important are each of the following factors in attracting tourists to your store to buy souvenirs? In the space to the right of each statement, circle the number that best describes how important each statement is in attracting tourists to your store to purchase souvenirs.
148
circle 5 if the factor is VERY IMPORTANT in attracting tourists circle 4 if the factor is IMPORTANT in attracting tourists circle 3 if the factor is NEITHER IMPORTANT OR UNIMPORTANT
attracting tourists circle 2 if the factor is UNIMPORTANT in attracting tourists circle 1 if the factor is VERY UNIMPORTANT in attracting tourists
n
R-12 How important are these factors. Circle the number
1 SELECTION AND VARIETY 2 COMPETITIVE PRICES 3 QUALITY 4 UNIQUENESS 5 SPECIAL IN-STORE EVENTS 6 LOCATION NEAR MAJOR HIGHWAY 7 VISUAL DISPLAYS 8 REPUTATION OF CRAFTSPERSON OR
ARTISAN PRODUCERS 9 HIGH PEDESTRIAN TRAFFIC AREA 10 LOCATION IN OR NEAR TOURIST ATTRACTION 11 OTHER ITEMS (BESIDES SOUVENIRS)
CARRIED IN YOUR STORE 12 STORE WITH A MODERN APPEARANCE 13 ITEMS FILLING EVERY SPACE - TABLES,
SHELVES TUCKED IN NOOKS AND CRANNIES
14 ITEMS IN SETTINGS THAT SHOW HOW THEY WOULD BE USED OR DISPLAYED
1 5 ITEMS ARRANGED SELECTIVELY AND NEATLY 16 KNOWLEDGEABLE SALESPEOPLE WHO CAN
PROVIDE INFORMATION ABOUT THE ITEMS
17 FRIENDLY SALESPEOPLE WHO INITIATE PLEASANT CONVERSATION
18 SALESPEOPLE WHO ALLOW CUSTOMERS TO BROWSE
5 5 5 5 5 5 5
5 5 5
5 5
4 4 4 4 4 4 4
4 4 4
4 4
3 3 3 3 3 3 3
3 3 3
3 3
2 2 2 2 2 2 2
2 2 2
2 2
1 1 1 1 1 1 1
1 1 1
1 1
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1
5 4 3 2 1
5 4 3 2 1
5 4 3 2 1
149
If there is anything else you would like to tell the researcher about your souvenir business, please use this space for additional comments.
Thank you very much for your help with this project!
Your contribution to this effort is greatly appreciated. If you would like a summary of results, please print your name and address on the back of the return envelope (NOT on this questionnaire). I will see that you get a summary of the results.
If the stamped, addressed envelope for returning the questionnaire has been misplaced, please return to:
Souvenir Marketing in the Southwest Kris Swanson 2380 CO Bar Trail Flagstaff, Arizona 86001
This project is done in cooperation with:
Texas Tech University Department of Merchandising, Environmental