Effect of Sellers' Ethical Behavior in Traditional Markets on Tourists’ Souvenir Purchase Intention. Does Ethnocentrism Matter?
Vol. 3 No. 7 (2024), Articles
Vol. 3 No. 7 (2024)

Effect of Sellers' Ethical Behavior in Traditional Markets on Tourists’ Souvenir Purchase Intention. Does Ethnocentrism Matter?

Articles
https://doi.org/10.62754/joe.v3i7.4194
Published 2024-09-30
Tamer Hamdy Ayad
Management Department, College of Business Administration, King Faisal University, 380 Al-Ahsaa, Saudi Arabia, Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, 41522 Ismailia, Egypt
Rasha Ahmed Khalil
Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, 41522 Ismailia, Egypt
Miral Ahmed Dwedar
Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, 41522 Ismailia, Egypt
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Keywords

Ethical behavior
Sellers' behavior
Traditional markets
Souvenir Purchase Intention
Ethnocentrism

How to Cite

Ayad, T. H. ., Khalil, R. A. ., & Dwedar, M. A. . (2024). Effect of Sellers’ Ethical Behavior in Traditional Markets on Tourists’ Souvenir Purchase Intention. Does Ethnocentrism Matter?. Journal of Ecohumanism, 3(7), 224–235. https://doi.org/10.62754/joe.v3i7.4194
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Abstract

This study investigates the direct impact of sellers' ethical behavior "SEB" in traditional markets on tourists’ souvenir purchase intention "TPI", as well as the indirect role of ethnocentrism "ETHNO" on the relationship between the other two variables. Self-administered surveys were provided to a randomly selected sample of tourists as part of the research, which used a quantitative technique. Structural equation modeling (SEM) analysis of 474 valid responses showed substantial positive correlations between "SEB" and "TPI", with "ETHNO" also having a positive effect on "TPI". The study also proved that "ETHNO" moderates the relation between "SEB" and "TPI". These insights offer souvenirs' sellers and policy-makers insightful advice on how to adapt their behaviors and marketing strategies to enhance the overall shopping experience and cater to the diverse cultural preferences of tourists.

https://doi.org/10.62754/joe.v3i7.4194
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