SOUVENIR-PURCHASE BEHAVIOR OF WOMEN TOURISTS

Women tourists were interviewed to see if they fit the liberal or the cultural gender ideology, how they varied in souvenir purchases, and if they bought authentic souvenirs. The women represented the range of ages of early adulthood (EA) and middle adulthood (MA), and were frequent travelers who purchased many souvenirs. They exhibited characteristics of both ideologies and purchased authentic souvenirs. EA women made unplanned purchases in malls with their children. MA women made planned purchases in specialty stores and tourist shops with friends or husbands. Retailers should develop promotional messages that appeal to EA nonplanners, MA planners, and seekers of authenticity.