Marketing Strategies of Gift and Souvenir Shops in Canada and the United States

The souvenir is an integral part of the travelexperience and most tourists return home with souvenirs to preserve andcommemorate such experiences. However, souvenirs and souvenir retailing isfor the most part an untapped field of research. This research investigatesthe marketing strategies implemented by gift/souvenir shops and whetherdifferences are found between Canada (Quebec and Ontario regions) and theUnited States (Vermont/New York region). The findings suggest thatdifferences exist in the marketing strategies of gift and souvenir shops inthese three regions. The marketing strategy ratings for product, price,promotion, and place were consistently higher for Ontario gift shops,followed by New York, and lowest for Quebec. The qualitative findingsprovide some insight into the specific variables that contribute to thesedifferences. Gift and souvenir shop owners may benefit from identifying bestpractices that differentiate the Ontario stores and make their marketingstrategy more appealing to visitors. This may provide useful guidelines forimplementing changes to improve their marketing strategy.