CONSUMPTION SOUVENIRS
EXHIBITION OF CULTURAL VALUES OR REPRESENTATION OF THE NEW CONSUMER CULTURE?
DOI:
https://doi.org/10.29149/mtr.v5i2.5981Keywords:
Souvenirs, Consumer behaviour, Consumer cultureAbstract
This study aims to investigate the variables that influence the consumption of souvenirs by tourists and residents of the city of Caruaru, in the Agreste of Pernambuco. Thus, the research aims to understand if the purpose of this consumption is to represent the cultural significance corresponding to the place or simply feed the consumerism fueled by consumer culture. It was used the methodology of quantitative research with the completion of a survey applied to consumers. After collecting the data they were arranged in tables and analyzed using the SPSS program. The findings show that respondents buy souvenirs because of these possess a strong cultural significance, linked to individual characteristics of the population and being therefore the consumption of cultural artifacts, predominantly linked to the need for building/maintaining their cultural identities.
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