UNDERSTANDING SOUVENIR AS AN ESSENTIAL INSTRUMENT FOR GUIDING TOURISTS: A CONCEPTUAL FRAMEWORK

Souvenir acts as an essential instrument for guiding tourists. Souvenirs are a tangible part of the tourism experience. Souvenirs provide an excellent opportunity to potential worldwide advertising and potentially lucrative economic activity. On the one hand, it has an emotional value attached with it that can help to relate people, moments, feelings, phases, locations or situations together and on the other saves their experiences and memories. Effective souvenir is one which has its uniqueness and thus, provides competitive advantage to others dealing in the similar product line. The given paper is an attempt mainly to understand the importance of souvenirs in tourism sector. It also highlights various suggestive strategies for promotion of souvenirs among tourists.