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Keywords: Tourists
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Journal Articles
VILAKSHAN - XIMB Journal of Management (2022) 19 (2): 165–176.
Published: 12 November 2021
...Sachin Kumar Behera; Punit Gautam; Sarat Kumar Lenka Purpose This study examines how tourists’ buying behavior toward souvenirs plays a pivotal role and explores the moderating role of prominent souvenirs in the marketing context. This study aims to examine the importance and the current status...

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