Souvenirs and Souvenir Marketing: A new Approach Towards Creating Remembrance and Mementoes for Bangladesh as a Tourism Destination

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Published: 06-06-2021
DOI: https://doi.org/10.3329/dujbst.v42i1.59962
Keywords:
Souvenirs, Memory, Bangladesh Souvenirs, Mementoes

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Nusrat Jahan
Department of Tourism and Hospitality Managment, Faculty of Business Studies, University of Dhaka

Abstract

Besides tourists’ rational causes, emotional attachments with a destination are vital for creating memories. Uniquely representing a country via memorabilia such as souvenirs could be an exciting way to extend the tourist experience and create a competitive advantage. However, souvenirs’ significance in destination image and creating memory has been ignored previously by tourism scholars of Bangladesh. This study examined souvenirs as a form of memorabilia enhancing tourists’ attachment with destination and re-visit intentions. Therefore, this paper analyzes Bangladesh’s souvenir market’s current scenario with qualitative research design by applying the case study and in-depth interview method. The findings portray advancement in the marketing of souvenirs plays an essential role in creating tourists’ memories. Hence, tourism stakeholders could use souvenir marketing as a new tool to rebrand Bangladesh as a destination.

Article Details

Issue

Vol. 42 No. 1 (2021): Vol. XLII No. 1, 2021

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Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Articles in the Dhaka University Journal of Business Studies are Open Access articles published under the Creative Commons CC BY-NC-ND License Attribution-NonCommercial-NoDerivatives 4.0 International License

How to Cite

Souvenirs and Souvenir Marketing: A new Approach Towards Creating Remembrance and Mementoes for Bangladesh as a Tourism Destination. (2021). Dhaka University Journal of Business Studies, 42(1), 87-105. https://doi.org/10.3329/dujbst.v42i1.59962

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