This study aimed to examine the relationship between personal factors, motivation, and purchasing behavior regarding bakery souvenirs among tourists in Southern Thailand. The sample consisted of 400 Thai tourists across five southern provinces. Data were analyzed using both descriptive and inferential statistics, including frequency, percentage, mean, standard deviation, and Chi-square tests. The findings revealed that the majority of respondents were female, aged between 26–45 years, held a bachelor’s degree, and had an average monthly income of 15,001–45,000 baht. Overall motivation was rated high, particularly in terms of product-related and rational factors. Regarding purchasing behavior, 63.75% reported buying bakery souvenirs almost every time or every time they visited the region. Hypothesis testing indicated that some personal factors—such as age, income, and travel characteristics—were significantly associated with certain purchasing behaviors. In contrast, overall motivation was not significantly associated, except for specific dimensions: rational motivation was significantly related to place of purchase, and product-based motivation was significantly related to decision-making participants. The findings suggest that although tourists exhibit high motivation, their purchasing behavior is also influenced by context and personal characteristics.