Identification of the Factors Influencing the Selection of Souvenir Products in the Tourist Market of Kish Region

Abstract

Objective: As one of the pillars of economic growth and development of the country, Tourism has high potentials in the field of economic benefits. In the meantime, souvenirs and the effective factors have received a little attention in Kish Island. The main question in this research is “what factors can determine the selection of souvenir products in Kish region?” Therefore, in this research, the factors affecting the selection of souvenir products in the Kish region and the consequences are identified. Moreover, other questions regarding the factors affecting the selection of souvenir products in Kish region and the consequences of identifying the factors affecting the selection of souvenir products in Kish region need to be reviewed in order to answer the main research question. Methodology: The present study is both applied and fundamental in terms of purpose. On the other hand, the present study is regarded as a qualitative research because the researcher intends to propose a model based on qualitative methods (grounded theory) about the factors affecting the purchase of souvenirs among the tourists. The statistical population includes the managers and the experts in the field of tourism, handicrafts, and marketing who have market experience as well as the academic experts. In this study, twenty people were interviewed. The interviews were conducted in order to collect data in the main part of the research and measure the research variables.

Keywords

• tourism
• souvenirs
• intention to buy
• market originality
• market dynamics