Abstract
This study aims to elucidate relationship between the evaluation of shops and tourists’ purchase intention. In this study, we distributed return envelopes with questionnaires enclosed them to tourists visiting in and around center shopping streets in Naha city, Okinawa prefecture (distributed:2000, collected:445, valid response:334). The result shows that “Feeling lively Okinawa locality,” which is a type of evaluation, and ”Shopping enjoyment tendency,” which is tourists’ tendency to enjoy shopping, affected “URGE,” which is a feeling towards souvenir purchasing, and the intention to repurchase souvenirs through “PA,” which is a positive emotion related to souvenir purchasing. The results points particularly to the strong effect of “Feeling lively Okinawa local.”
