Understanding values of souvenir purchase in the contemporary Chinese culture: A case of Shanghai Disney

This research explores souvenir values under the influence of contemporary Chinese culture. Taking Shanghai Disney as the study context, a total of 32 onsite interviews with Chinese visitors to Shanghai Disney were conducted. Based on the analysis of 246 pages of interview transcripts, this research identifies three overarching souvenir values germane to modern Chinese culture, encompassed by sign value, meaningfulness, and hedonic value. In addition, a list of seven other values are found to uniquely exist depending on the specific recipient of souvenirs. These are classified as family orientation, and knowledge and positive education for children; individuality, instrumental value, and conformity for oneself; and kindness, and trust and harmony for others. These values provide insightful explanations for Chinese consumers' souvenir purchase behavior in contemporary Chinese society. Theoretical and managerial implications as well as directions for future research are discussed.