Reconstructing the Concept of Souvenir in Religious Tourism

This paper aims at investigating the reasons for which pilgrims of Mashhad purchase non-routine commodities. Qualitative approach was utilized. The data collection process includes in-depth and sometimes multiple interviews with eight participants. As the findings of research shows traditional and ritual pilgrims regard all affairs attributed to Imam Reza (PUH) as sacred and use them as souvenirs, while pilgrims for whom tourism is dominant and enjoyment can be observed in all aspects of their journey, do not ignore the enjoyment and pleasure even in making their souvenirs sacred. Moreover economic motivations can be traced in pilgrims whose actions are more economically oriented.