The more the merrier: Souvenir shopping, the absence of choice overload and preferred attributes

This study explores choice overload in a souvenir-shopping context, and employs a grounded theory approach to identifying some attributes tourists prefer when choosing souvenirs. The research data were gathered using 19 semi structured interviews from international tourists, representing 9 different nationalities, visiting Rovaniemi, Finland. The findings indicate that none of the participants encountered choice overload when purchasing souvenirs. Instead, they all preferred large choice sets compared to small ones (i.e. more than 50 versus less than 20). None of the respondents expressed regret, and they were satisfied with their purchased items while at the destination. Uniqueness emerged as one of the preferred attributes when choosing souvenirs. The findings support some studies indicating that more choice is always good and challenges those suggesting that more choice is harmful and cause regret and dissatisfaction. The managerial implications include that souvenir stores should offer unique and large assortment of souvenirs to visitors.