Tourists' Perceptions of Buying Souvenirs in Online Museum Shops

ABSTRACT The study of online souvenirs has increased in recent years. Considering the importance of tourists' perceptions for souvenir retailers, and the lack of studies on this issue, it is critical to understand tourists' attitudes toward this phenomenon. In general, interviewees expressed neutral or positive attitudes toward online museum stores. Online souvenir purchases did not influence their offline purchases, according to many interviewees. The majority of them still prefer to buy souvenirs in person, despite their favorable attitude toward online souvenir stores. This study provides insights into online and in‐store merchandising in the area of souvenir studies.