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This study proposes a new viewpoint on the travel souvenir purchasing behavior of Chinese tourists in Japan. The purchase of a travel souvenir is typically a one-time purchase by a tourist during a visit to a location. To increase the sales of travel souvenirs, it is important to promote repeat purchases. Therefore, understanding which factors are related to increased intension to repeat purchasing is crucial. This study focuses on the visiting areas of Chinese tourists and compares them to Hokkaido, another popular destination for Chinese tourists. The study found that Hokkaido has succeeded in improving Chinese tourist awareness of specialty products, Chinese tourists have a strong intention to purchase on-line after returning home, and the purchase intention for seasonal agricultural products is particularly strong. I believe that our study makes a significant contribution to the literature because it suggests that the marketer in Hokkaido needs to challenge agricultural product online stores in China. Additionally, marketers in other area must promote their specialty products to improve Chinese tourist awareness of those specialty products.

The purchasing behavior of Chinese tourists at popular visiting areas in Japan