Antecedents and Consequences of Souvenir Authenticity

This study aims to examine the relationships between souvenir authenticity and its antecedents, as well as its consequences, using a consumer-based model of authenticity. A quantitative survey was conducted with tourists visiting Macao, and a valid sample of 275 tourists was used for data analysis. Empirical results indicate that there is a positive relationship between souvenir authenticity and its antecedents, namely souvenir-purchasing motivations. In addition, souvenir authenticity is positively related to its consequences, including existential authenticity, cultural destination image, and destination loyalty. While the results lend support to the consumer-based model of authenticity in the context of souvenirs, the findings also offer some practical implications for souvenir retailers as well as destination marketers.