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    Exploring the Effects of Heritage Site Image on Souvenir Shopping Attitudes: The Moderating Role of Perceived Cultural Difference

    Access Status
    Fulltext not available
    Authors
    Wong, I.
    Cheng, Mingming
    Date
    2014
    Type
    Journal Article
    
    Metadata
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    Citation
    Wong, I. and Cheng, M. 2014. Exploring the Effects of Heritage Site Image on Souvenir Shopping Attitudes: The Moderating Role of Perceived Cultural Difference. Journal of Travel & Tourism Marketing. 31 (4): pp. 476-492.
    Source Title
    Journal of Travel & Tourism Marketing
    DOI
    10.1080/10548408.2014.883351
    ISSN
    1054-8408
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/74414
    Collection
    • Curtin Research Publications
    Abstract

    Although tourism image and souvenir shopping play critical roles in travel decisions and tourist behaviors, little is known about the relationship between them. This article seeks to address two deficits in the literature by presenting (1) the linkage between tourism image and souvenir shopping and (2) the direct and moderating effects of perceived cultural difference. Using the data drawn from UNESCO heritage sites, the authors first validated a second-order construct of heritage site image, then tested the effects of this construct and perceived cultural difference on tourists' attitudes toward souvenir shopping in two structural models. The uncovered direct and moderated results offer important implications for tourism and hospitality theories and practice.

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