Abstracts
Abstract
The souvenir is an integral part of the travel experience and most tourists return home with souvenirs to preserve and commemorate such experiences. However, souvenirs and souvenir retailing is for the most part an untapped field of research. This research investigates the marketing strategies implemented by gift/souvenir shops and whether differences are found between Canada (Quebec and Ontario regions) and the United States (Vermont/New York region). The findings suggest that differences exist in the marketing strategies of gift and souvenir shops in these three regions. The marketing strategy ratings for product, price, promotion, and place were consistently higher for Ontario gift shops, followed by New York, and lowest for Quebec. The qualitative findings provide some insight into the specific variables that contribute to these differences. Gift and souvenir shop owners may benefit from identifying best practices that differentiate the Ontario stores and make their marketing strategy more appealing to visitors. This may provide useful guidelines for implementing changes to improve their marketing strategy.
Keywords:
- souvenir,
- marketing strategies,
- cross-border,
- Canada,
- United States.
Mots-clés :
- souvenir,
- stratégies markétings,
- transfrontalier,
- Canada,
- États-Unis
Appendices
Bibliography
- CHURCH, Nancy J. and Lise HÉROUX (1999) “Canadian and American Travellers: Fraternal Twins? An Exploratory Study of Hotel Macro-Choice Criteria,” IN Catherine RALSTON (Editor), Proceedings of the Administrative Sciences Association of Canada Conference, Saint John, New Brunswick, vol. 20, no. 23, p. 22-30.
- COLLINS-KREINER, Noga and Yael ZINS (2011) “Tourists and Souvenirs: Changes through Time, Space and Meaning,” Journal of Heritage Tourism, vol. 6, no. 1, p. 17-27.
- GUNN, Clare A. (1994) Tourism Planning: Basics, Concepts, Cases, 3rd edition. Philadelphia: Taylor & Francis, 464 p.
- GUTENTAG, Daniel A. (2009) “The Legal Protection of Indigenous Souvenir Products,” Tourism Recreation Research, vol. 24, no. 1, p. 23-34.
- HÉROUX, Lise (2002) “Restaurant Marketing Strategies in the United States and Canada: A Comparative Study,” Journal of Foodservice Business Research, vol. 5, no. 4, p. 95-110.
- HÉROUX, Lise and Laura BURNS (2000) “Comparative Marketing Strategies of Bed-and-Breakfasts in Canada and the United States: An Exploratory Study,” IN Nancy J. CHURCH (Editor), Proceedings of the Administrative Sciences Association of Canada Conference, vol. 21, no. 23, p. 21-28. Montreal, Quebec.
- HÉROUX, Lise and James CSIPAK (2001) “Comparative Marketing Strategies of Motels in Canada and the United States: An Exploratory Study,” in Lise HÉROUX (Editor), Proceedings of the Administrative Sciences Association of Canada Conference, vol. 22, no. 23, p. 35-44. London, Ontario.
- HÉROUX, Lise and James CSIPAK (2005) “Marketing Strategies of Bars in the United States and Canada: A Comparative Exploratory Study,” Journal of Foodservice Business Research, vol. 8, no. 2, p. 55-72.
- HU, Bo and Hong YU (2007) “Segmentation by Craft Selection Criteria and Shopping Involvement,” Tourism Management, vol. 28, p, 1079-1092.
- HUME, David L. (2009) “The Development of Tourist Art and Souvenir – the Arc of the Boomerang: from Hunting, Fighting and Ceremony to Tourist Souvenir,” International Journal of Tourism Research, vol. 11, no. 1, p. 55-70.
- JAIN, Ashok (2010) Principles of Marketing. New Delhi (India): VK Publications.
- JONES, Monique A. (1999) “Entertaining Shopping Experiences: An Exploratory Investigation,” Journal of Retailing and Consumer Services, vol. 6, no. 3, p. 129-139.
- KEMPERMAN, Astrid D.A.M.; Aloys W.J. BORGER and Harry J.P. TIMMERMANS (2009) “Tourist Shopping Behavior in a Historic Downtown Area,” Tourism Management, vol. 30, p. 208-218.
- KENT, William E.; Patti J. SHOCK and Robert E. SNOW (1983) “Shopping: Tourism’s Unsung Hero(ine),” Journal of Travel Research, vol. 21, p. 2-4.
- KIM, Soyoung and Mary A. LITTRELL (1999) “Predicting Souvenir Purchase Intentions,” Journal of Travel Research, vol. 38, no. 2, p. 153-162.
- KIM, Soyoung and Mary A. LITTRELL (2001) “Souvenir Buying and Intentions for Self Versus Others,” Annals of Tourism Research, vol. 28, no. 3, p. 638-657.
- KOTLER, Philip and Gary ARMSTRONG (2013) Principles of Marketing, 15th edition. New York, NY: Pearson Education, 720 p.
- LAMB, Charles W.; Joe F. HAIR and Carl McDANIEL (2012) Marketing, 12th edition. Independence, KY: Cengage Learning, 912 p.
- LITTRELL, Mary A.; Luella F. ANDERSON and Pamela J. BROWN (1993) “What Makes a Craft Souvenir Authentic?” Annals of Tourism Research, vol. 20, no. 1, p. 197-215.
- LITTRELL, Mary A.; Suzanne BAIZERMAN; Rita KEAN; Sherry GAHRING; Shirley NIEMEYER; Rae REILLY and JaneAnn SHOUT (1994) “Souvenirs and Tourism Styles,” Journal of Travel Research, vol. 33, no. 1, p. 3-11.
- MACCANNELL, Dean (2002) “Reflections and Reviews: The Ego Factor in Tourism,” Journal of Consumer Research, vol. 29, no. 1, p. 146-151.
- MCCARTHY, Jerome and William D. PERREAULT (2000) Essentials of Marketing, 8th edition. New York, NY: McGraw-Hill/Irwin, 571 p.
- MCINTIRE, Charles (2007) “Survival Theory: Tourist Consumption as a Beneficial Experiential Process in a Limited Risk Setting,” International Journal of Tourism Research, vol. 9, p. 115-130.
- MENG, Fang and Yingjiao XU (2012) “Tourism Shopping Behavior: Planned, Impulsive, or Experiential?” International Journal of Culture, Tourism and Hospitality Research, vol. 6, no. 3, p. 250-265.
- MOSCARDO, Gianna (2004) “Shopping as a Destination Attraction: An Empirical Examination of the Role of Shopping in Tourists’ Destination Choice and Experience,” Journal of Vacation Marketing, vol. 10, no. 4, p. 294-307.
- PERREAULT, William D. Jr.; Joseph P. CANNON and E. Jerome McCARTHY (2013) Basic Marketing: A Marketing Strategy Planning Approach, 19th edition. New York, NY: McGraw-Hill/Irwin, 784 p.
- PRIDE, William M. and O.C. FERRELL (2014) Foundations of Marketing, 6th edition. Independence, KY: Cengage Learning, 576 p.
- PROKKOLA, Eeva-Kaisa (2007) “Cross-Border Regionalization and Tourism Development at the Swedish-Finnish Border: Destination Arctic Circle,” Scandinavian Journal of Hospitality and Tourism, vol. 7, p. 120-138.
- ROSENBAUM, Mark S. and Daniel L. SPEARS (2005) “Who Buys What? Who Does What? Analysis of Cross-Cultural Consumption Behaviours Among Tourists in Hawaii,” Journal of Vacation Marketing, vol. 11, no. 3, p. 235-247.
- SNEPENGER, David J.; Leann Murphy; Ryan O’CONNELL and Eric GREG (2003) “Tourists and Residents Use of a Shopping Space,” Annals of Tourism Research, vol. 30, no. 3, p. 567-580.
- SNEPENGER, David; Mary SNEPENGER; Matt DALBEY and Amanda WESSOL (2007) “Meanings and Consumption Characteristics of Places at a Tourism Destination,” Journal of Travel Research, vol. 45, no. 3, p. 310-321.
- SWANSON, Kristen K. (2004) “Tourists’ and Retailers’ Perceptions of Souvenirs,” Journal of Vacation Marketing, vol. 10, no. 4, p. 363-377.
- SWANSON, Kristen K. and Patricia E. HORRIDGE (2004) “A Structural Model for Souvenir Consumption, Travel Activities, and Tourist Demographics,” Journal of Travel Research, vol. 42, no. 4, p. 372-380.
- SWANSON, Kristen K. and Dallen J. TIMOTHY (2012) “Souvenirs: Icons of Meaning, Commercialization and Commoditization,” Tourism Management, vol. 33, no. 3 p. 489-499.
- TIMOTHY, Dallen J. (2005) Shopping Tourism, Retailing and Leisure. Clevedon, UK: Channel View, 232 p.
- TOSUN, Cevat; S. Pinar TEMIZKAN; Dallen J. TIMOTHY and Alan FYALL (2007) “Tourist Shopping Experiences and Satisfaction,” International Journal of Tourism Research, vol. 9, no. 2, p. 87-102.
- VAN DEN HOVEN, Elise and Berry EGGEN (2005) “Personal Souvenirs as Ambient Intelligent Objects,” EUSAI Conference Proceedings, Grenoble, p. 123-128.
- WEIDENFELD, Adi (2013) “Tourism and Cross Border Regional Innovation Systems,” Annals of Tourism Research, vol. 42, p. 191-213.
- WITKOWSKI, Terrence H. and Yoshito YAMAMOTO (1991) “Omiyage Gift Purchasing by Japanese Travelers in the US,” Advances in Consumer Research, vol. 18, p. 123-128.
- WOODSIDE, Arch G. and Chris DUBELAAR (2002) “A General Theory of Tourism Consumption Systems: A Conceptual Framework and an Empirical Exploration,” Journal of Travel Research, vol. 41, no. 2, p. 120-132.
- YU, Hong and Mary Ann LITTRELL (2005) “Tourists’ Shopping Orientations for Handcrafts: What Are Key Influences?” Journal of Travel and Tourism Marketing, vol. 18, no. 4, p. 1-19.
- YUKSEL, Atila and Fisum YUKSEL (2007) “Shopping Risk Perceptions: Effects on Tourists’ Emotions, Satisfaction and Expressed Loyalty Intentions,” Tourism Management, vol. 28, no. 3, p. 703-713.