Souvenirs in Tampere : Factors Behind International Tourists' Decision Making

Abstract

This thesis aims to explain what are the factors that affect to the tourist decision making when buying souvenirs. The primary data is collected via questionnaire designed for this study. Target group was selected to be the international tourists who have visited Tampere. Responses were collected from December 2011 to February 2012 at the Tampere-Pirkkala airport, in Hostel Sofia and Dream Hostel as well as from international students in Tampere University of Applied Sciences and University of Tampere.

The forming of the questionnaire and the research process is explained using reference material. Basic facts of the tourism in Tampere are introduced. The analysis of the questionnaire is based on consumer decision making model and grounded theory.

This study of souvenirs is first conducted in Tampere and introduces some basic information on the tourists in Tampere and their opinions on the souvenirs offered at the time of the study. The thesis covers the basic factors which affect the consumer decision making.

According to this thesis the young adults visiting Tampere are interested in souvenirs which are locally made and designed but the price level is also an important factor for them. The tourists are buying souvenirs also for their friends and family which affects the decision making and buying behavior. All in all the tourists are satisfied with what souvenirs are offered in Tampere, but also consider it somewhat difficult to find souvenirs in Tampere.