The value of craft souvenirs induces travel intention by shaping destination image: from the perspective of souvenir gift recipients

ABSTRACT This study adopts the Stimuli-Organism-Response framework to explore how the perceived value of craft souvenirs in a souvenir gift-giving context arouses recipients’ (non-visitors) perception of destination image and ultimately induces their travel intention. Data were collected from 381 respondents in Chengdu, China. Results show that recipients’ perceived craft souvenir value positively influences two components of destination image (cognitive and affective), further influencing travel intention. This study contributes to souvenir-induced tourism research by focusing on a new perspective of stakeholders and inspiring researchers’ interest in understanding souvenir recipients. It also provides ways to utilize craft souvenirs to promote destinations.