FACTORS INFLUENCING KOREAN TOURISTS’ SOUVENIR PURCHASE INTENTION IN BALI: IMPLICATIONS FOR SOUVENIR MARKETING STRATEGY

Bali is one of the most prominent international tourism destinations in Southeast Asia, and tourism plays a vital role in supporting the regional economy. Tourist expenditures contribute not only to accommodation, transportation, and food services but also generate significant economic value through souvenir purchases. However, many local souvenir retailers tend to offer similar products to all visitors without sufficiently considering the consumption characteristics of tourists from different national backgrounds. This study aims to identify the factors influencing Korean tourists’ souvenir purchase intention and to propose practical strategies for enhancing souvenir sales in Bali. The research adopts a qualitative literature review approach by examining previous studies related to tourist consumption behavior, souvenir purchase intention, cultural authenticity, and digital marketing. The findings indicate that Korean tourists’ souvenir purchase intention is primarily influenced by cultural authenticity, visual design differentiation, gift-friendly packaging, digital media engagement, and perceived value. These results provide practical implications for souvenir retailers and tourism marketers in developing more effective marketing strategies targeting Korean tourists.