Souvenir and buying behaviour in religious tourism

In addition to their basic needs such as nutrition and health, which are their priorities to survive, people tend to consume for satisfying their wants and desires even if they do not need them. Studies in this field try to enlighten who consumers are, how they behave, what process they follow when choosing goods or services, and which factors play a role while purchasing the products. Buying behavior in the field of the tourism industry is different in terms of satisfying people's wishes and desires rather than their basic needs. People participating in touristic activities, purchase souvenirs to strengthen their friendships and family relationships or to remind them of their holiday experience. It can be said that the gift, which can be described as a universal object for all cultures, continues to be a universal phenomenon in all civilizations from ancient times to modern times. Souvenirs and gift-giving behavior, which never loses its importance and even increases with the globalization of the world, is the basic element of this study. There is no study in the literature discusses buying behavior and souvenirs specifically for religious tourism. The main purpose of the study is to examine the purchasing behaviors and souvenirs in religious tourism, which is an increasingly known and important field. The study examines many different categories in detail, from the effects of demographic characteristics and travel motivations on souvenir buying behavior to the qualities of the preferred items, while also enlightening on why those who do not buy any souvenirs do not buy. The aim of this study that is made specifically for Ephesus/Virgin Mary, which is a Christian pilgrimage center, is to fill the gap in this field in the literature and to contribute to the souvenir producers and businesses in the region for shaping their products according to the consumer preferences and their purchasing behavior. Keywords; Consumer Behaviour in Religious Tourism, Buying Behaviour, Buying Behaviour in Religious Tourism, Souvenir, Souvenir in Religious Tourism, Religious Tourism