ABSTRACT
With the great economic significance of the souvenir business, academic interest in the souvenir field is increasing. The purposes of this study are to examine the holistic development of souvenirs research from 1981 to 2020, identify research themes and gaps, and suggest future research directions. With the tool of VOSViewer software, bibliometric analysis and systematic quantitative literature review were conducted. The research identifies five existing themes: (1) the souvenir object itself;(2) economic significance and socio-cultural impact;(3) souvenir business and ecology;(4) souvenir shopping behavior;and (5) souvenir shopping satisfaction and its consequences. This thematic map contributes to understanding the essence of souvenirs and their relationship with other tourism system elements;it reveals the possibility of exploring tourism phenomena and addressing the challenges through the souvenir field perspective. It has practical implications for the stakeholders to address issues and struggles for development in the context of the COVID-19 pandemic.