The Aesthetic Character in Contemporary Consumption: With Souvenir in Focus

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Souvenir functions as a framework for touristic experience, preserving it as an aesthetic experience. In terms of consumption, tourists consume souvenirs for aesthetic pleasure. It is the aim of the present research project to gain insight into the role of the aesthetic in modern consumption through analysis of this outstanding aesthetic consumption.The research results include (1) that souvenir is represented most typically by decorative objects, whereas the most frequent Japanese omiyage is food or drink; (2) that western people tend to buy decorative objects as souvenirs; and (3) that Japanese tourists also seek aesthetic experience in Europe and America.