Exploring Tourists’ Intentions to Purchase Homogenous Souvenirs

In the context of people’s gradually rising consumption levels and the urgent need to upgrade the tourism market, the continuous homogenization of tourism souvenirs is beginning to seriously affect the shopping experience of tourism tourists. This study aims to explore how tourists perceive the phenomenon of the homogenization of tourism souvenirs and how this phenomenon affects tourists’ continuous purchase intention. This study constructs a hypothesis model of the relationship among perceived homogeneity, perceived value, and continuous purchase intention based on a perceived value perspective and validates the model using structural equations. These findings are as follows: (1) Tourists’ perceived product homogeneity and perceived service homogeneity have significant negative effects on perceived product value and continuous purchase intention. (2) Perceived service homogeneity has a significant negative effect on tourists’ perceived emotional value. (3) Perceived product value and perceived emotional value have significant positive effects on continuous purchase intention. The study also explores how to enhance tourists’ perceived value through innovative product design and service system construction. The findings can provide valuable insights for promoting the sustainable development of the tourism market and tourists’ continuous purchase intention.