What Factors Influence the Purchase Intent of Maritime Cruise Tourists Regarding Portuguese Souvenirs?

The present research aims to investigate the purchase intent of maritime cruise tourists regarding Portuguese souvenirs. By analyzing the factors influencing buying decisions, we propose insights into the preferences and behaviors of cruise tourists and provide recommendations for businesses to optimize the cruise tourism experience. Applying qualitative research methods, to secondary data provided by literature, and primary data resulting from a questionnaire developed for the present research, the target audience was characterized, and consumer desires and expectations were analyzed, as well as gaps/opportunities in the market, preferred souvenirs, client satisfaction, quality expectation and price importance. Analyzing the obtained results, the conducted research proposes that cruise tourists are seeking authentic and culturally significant souvenirs when visiting Portuguese ports. We propose that businesses should prioritize the production and promotion of locally crafted items that reflect the country's rich heritage. While price remains a consideration, it is not the sole determinant of purchase intent. Creating memorable, culturally authentic shopping experiences is vital for businesses looking to cater to the maritime cruise market.