Chinese Tourists' Food Souvenirs Selection Behaviours and Consumption Values: A Conceptual Discussion

Tourists frequently buy souvenirs while on vacation. Souvenir sales generate much revenue for tourist destinations, and souvenir purchasing issues cannot be ignored in a successful destination management strategy. In today's context, Chinese tourists dominate international tourism, and they tend to buy food souvenirs as gifts. Moreover, the tourist's choice of souvenirs is influenced by various factors. The theory of consumption values is one of the most precise theories explaining consumer choice behaviour. This conceptual discussion investigates the theory of consumption values' efficacy in analysing Chinese tourists' food souvenir selection by examining the values behind their selection. The review's outcome explains that the functional, social, emotional, and conditional values are in effect in choosing food gifts. However, the epistemic value remains neutral in this case. These propositions align with three fundamental recommendations of the theory of consumption values. Outcomes postulate that the theory of consumption values could explore Chinese tourists' food souvenirs choice behaviour.