The Impact of Co-creation of Experience and Souvenir Authenticity on Destination Brand Experience and Souvenir Repurchase Intention

Souvenir purchase is an important activity for both tourists and destinations. Specifically, authentic souvenirs have gained attention in the recent past as they reflect the authenticity and identity of the destination’s culture and heritage. Souvenir co-creation is also observed to be an important activity that connects the tourist and the destination. Souvenir co-creation experiences are ways that boost tourist engagement with the destination. This study explores the simultaneous impact of souvenir authenticity and co-creation of experience on tourists’ souvenir repurchase intention. Based on the sample of 450 tourists, this research revealed that souvenir authenticity and co-creation of experiences can influence tourists’ souvenir repurchase intention. Further, the mediating role of destination brand experience and the moderating roles of age and gender were tested. Results found that destination brand experience was partially mediated, and gender significantly moderated some of the proposed relationships. Age did not play the expected moderating role.