Abstract
Souvenirs are tangible reminders of destinations that help tourists reconstruct their memories and the significance of their visit. Building on collective memory and role theory, this paper proposes that souvenirs with locality enhance tourists' sustained well-being. We conducted three studies to explore how souvenir locality is represented and its effects on sustained well-being, including the mechanisms by which well-being spills over into daily life. Study 1 confirms that souvenir locality captures the essence of collective memory effectively (in which connections to people, place and past are represented). Study 2 demonstrates that souvenirs with locality affect tourists' well-being upon returning home, mediated by feeling grounded and sentimental value. Study 3 indicates that eudaimonic narrative strengthens the effects of souvenirs with locality on tourists' post-trip wellbeing. These findings have significant implications for souvenir producers and designers, prompting them to reconsider their production concepts and adjust their marketing strategies and tactics accordingly.