This study attempts to examine the influences of individuals’ perceptions about five-sense information related to the souvenir on their memories and evaluations of the souvenir and tourist destination. Previous studies indicated that the five-sense information, including sight, hearing, taste, smell and touch information, could influence individual’s judgments and behaviors. This study manipulates the five-sense information of the souvenir and further compares the influences of five-sense information. The research scope was confined to the Flying Cow Ranch and its famous souvenir. This study altered and designed the souvenir of the Flying Cow Ranch for integrating all five-sense information into the souvenir. Qualified participants included individuals who have visited and never visited the Flying Cow Ranch. For participants who have visited the destination, the results found that the hearing information perception was positively and significantly related to the product memory. And the tourists’ product memories can further influence positively their memories toward the destination. For participants who never visited the destination, the results found that taste information was positively and significantly related to the product memory. Interestingly, participants’ product evaluation has negative impacts on the evaluations of the destination for both types of participants. The findings can link the gap of literature and provide some strategic guidelines for designing souvenirs.
