Unpacking the social fabric of creative souvenirs: Understanding value perception among Chinese youth

Creative souvenirs, blending cultural significance with tangible products, are popular among Chinese youth, presenting a novel research avenue. This study uses a multi-method qualitative approach to explore the perceived value and influence of these souvenirs. Findings reveal five key value dimensions (functional, emotional, social, epistemic, and conditional), with social value emerging as the central dimension. This study proposes a theoretical model where social value, conceptualised as the maintenance and building of social ties, functions as the core mechanism linking the remaining four dimensions through distinct internal (micro-level interpersonal relationships) and external (macro-level connections to culture and community) relational ties. Theoretically, the study advances consumption value theory by demonstrating social value's pivotal, connective role within this specific cultural and product context. These findings illuminate creative souvenirs' multifaceted appeal and impact on consumer perceptions and behaviour, offering practical insights for marketing and managing cultural attractions.