The role of the tourist guide and the perception of authenticity in tourists' souvenir purchasing: Examining it in the context of the theory of planned behavior

The main purpose of this study is to examine the purchase intentions of tourists regarding the items in the souvenir shops (Carpet, Ceramic, Jewelry, Marbling Art and Leather Shop) that they have visited within the guided tour program within the scope of the theory of planned behavior (TPB). The second aim is to determine the moderating role of tourist guide performance and tourists' perceptions of authenticity of souvenirs on the TPB dimensions (Attitude, Subjective Norm, Perceived Behavioral Control) and souvenir purchase intentions of tourists visiting Cappadocia region within the scope of guided tours. For these purposes, a new model was proposed by adding tourist guide performance and authenticity perceptions to the TPB model to determine tourists' souvenir purchase intentions. In this model, previously developed scales were used to measure the variables. In this context, quantitative research method was utilized in the study and data were collected through the questionnaire technique. While the scope of the research consists of foreign tourists visiting Nevşehir province and participating in guided tours, convenience sampling method was preferred as the sampling method. In this direction, a questionnaire was applied by the researcher to 397 tourists who participated in guided tours in and around Nevşehir province between March and June 2024. Partial least squares structural equation modeling (PLE-SEM) method was used to analyze the data obtained. In addition, a two-stage approach was used to examine the moderating effects of tourist guide performance and tourists' perceptions of authenticity on the relationships between attitudes, subjective norms and perceived behavioral control and purchase intention. According to the results of the study, it was determined that the effects of the TPB dimensions of attitude, subjective norm and perceived behavioral control on purchase intention and the effect of purchase intention on purchase behavior were positive and significant. Moreover, the moderating effect of tourist guide performance on the relationship between perceived behavioral control and purchase intention was found to be positive and significant.