Cultural Souvenir Attributes and Identity-Based Intentions in Heritage Tourism: Scale Development and Validation

Drawing on self-congruity, identity-based motivation, and stimulus – organism – response (S – O – R) theories, this study develops cultural souvenir attributes (CSA) as identity-relevant cues influencing cultural souvenir identity, purchase intention, and travel intention. A four-study integrated design was conducted: item generation through literature review and qualitative interviews (Study 1); exploratory factor analysis (Study 2); confirmatory factor analysis (Study 3); and nomological validation via structural equation modeling (Study 4). Findings support a six-dimensional CSA structure with positive effects on tourist behavior. Cultural authenticity emerged as the strongest predictor of cultural souvenir identity, whereas personalization showed a negative effect. The study offers theoretical and practical insights into identity-aligned tourist behavior and provides guidance for destination branding through meaningful souvenir design.