The influence of perceived coolness of souvenirs on millennials’ travel intention: The moderating role of destination awareness

Travel souvenirs, as vital vessels of cultural memory and emotional significance, are increasingly emerging as important factors in stimulating travel motivation. This study investigates the impact of perceived coolness of travel souvenirs on the travel intentions of Chinese millennials, China's largest consumer group. Using cognitive appraisal and self-congruity theories, data from 350 respondents were analyzed through a partial least squares structural equation model. The research findings indicate that the perceived coolness of travel souvenirs exerts a strong positive influence on travel intentions. Psychological ownership and the relationship between perceived coolness and travel intentions is mediated by the fear of missing out, while destination awareness positively moderates the connections between perceived coolness, psychological ownership, fear of missing out, and travel intentions. These findings provide important insights for tourism companies and destination managers, indicating that enhancing the coolness of souvenir designs and increasing consumers’ destination awareness can effectively stimulate millennials’ travel intentions, further unleashing tourism consumption potential and fostering the long-term growth of tourism industry.