ABSTRACT
Shopping for souvenirs is the most common tourist activity during vacation. Tourists easily spend money for buying souvenirs for friends, family, or themselves. The aim of this study is to understand tourists’ preferences on souvenir attributes. Tourists from different groups of Indonesian, Asian, and non-Asian were investigated to achieve the study’s aim. This study adapts souvenir attributes scale developed in previous studies. Questionnaires were distributed to international and domestic tourists who shop for souvenirs in Bandung and Yogyakarta, Indonesia. The data analysis involves 604 samples used. The result of multivariate analysis of variances (MANOVA) shows that attractiveness of souvenir attributes is perceived differently among tourists across groups of Indonesian, Asian, and non-Asian; while authenticity of souvenirs is perceived similarly.
