Souvenir Authenticity: The Perspectives of Local and Foreign Tourists

Collecting souvenirs is an important component of tourists' experiences. Since tourists' views of souvenirs' authenticity are subjective and vary widely, an empirical study is needed to clarify what tourists demand in the way of souvenirs and what souvenirs they see as authentic. Using pictorial analysis, this study applies six attributes of souvenir authenticity: material, presentation, features, image, feelings, and spirit or interpretation. Twelve souvenir items were offered to 637 tourists in South Korea in the survey. Using differential analysis and multi-dimensional scaling positioning maps, the study shows that a tourist views the authenticity of a country's souvenirs based on the tourist's nationality and level of familiarity with the local culture. The results suggest that souvenir suppliers focus on the overall appearance and image of souvenirs and consider the six characteristics of souvenirs' authenticity.