A Study on Perception and Contribution of Tourists towards Sustainable Souvenirs in the Circular Economy with Special Focus on Karaikudi

Abstract

The souvenirs act as a one of the sources of tangible memories of the tourism destination and it contributes to the economy. The tourists visit these destinations and tend to purchase souvenirs that carries the identity of the destination, its tradition, heritage and culture. As a tangible tourism product, it also reflects the destination image. The tourists also purchase the souvenirs for long lasting memories. As tourists are also showing keen interest in the responsible consumption, experiential and sustainable travel, they focus on responsible consumption. It paves way for manufacturing sustainable souvenirs as it can contribute to the circular economy. Hence, the exposure to sustainable souvenirs for tourist can lead to the circular economy, conserve environment and sustainable development. There are many destinations in India remembered by its sustainable souvenirs. For instances, sustainable souvenirs like Kondapalli toys remind Andhra Pradesh, Kathputli Puppets reminds Rajasthan. In specific to Tamil Nadu Thalayatti Bommai also referred as dancing doll or head shaking doll and Thanjavur paintings represent Thanjavur are sustainable souvenir. In this context, the study aims to understand the perception of tourist towards sustainable souvenirs and circular economy. The research work also focuses on various sustainable souvenirs available in Karaikudi. It also explores the contribution of tourist towards sustainable souvenirs and circular economy. The study is mixed in nature. The thematic analysis, t-Test and ANOVA test were done for the study. The implications of the research work reveal the tourists are interested in purchasing the sustainable souvenirs as it supports local vendors. It also uncovers that these sustainable souvenirs can create an impact in circular economy as it can be recycled, reused and carries high shelf life. The tourist’s contribution is significant as they personally schedule time for shopping and visit the shops personally to purchase these sustainable souvenirs.