Explaining the situation and factors affecting the development of businesses related to handicrafts; Case study: Isfahan city

Document Type : Original Article

Authors

1 Assistant Professor.Faculty of Geographical Sciences and Planning, University of Isfahan , Isfahan, Iran

2 Student of Geography and Tourism Planning, Faculty of Geographical Sciences and Planning, University of Isfahan, Isfahan, Iran

Abstract

Background and Objective: Proper understanding and planning of handicrafts can be effective in developing tourism businesses and creating a sustainable economic environment for the tourism sector. The purpose of the research is to understand the status of businesses related to handicrafts and to explain the effective factors in this field.

Methodology: The research method is descriptive-analytical and based on collecting survey data. In this study, a quantitative method (questionnaire) was used to collect data. The statistical population of the study consisted of employees of the handicrafts business sector in Isfahan. The sample size was determined to be 100 people due to existing limitations, including cost. The validity and reliability of the questionnaire were confirmed and the analyses were performed using statistical tests.

Findings: The results of the test in relation to the indicators related to handicrafts showed that except for the two indicators of originality and creativity with an average of 3.72 and the quality of supply with an average of 3.64, the status of other indicators of handicrafts evaluation, including employment generation, export, branding, packaging, etc., was assessed as inappropriate. The results of the factor analysis showed that in total three macro factors, namely marketing, education and branding of handicrafts; improving support, knowledge-building and efficiency of handicrafts; quality and price of handicrafts with an explanation of 89.62 percent, can be effective in developing businesses related to handicrafts and improving the current conditions.

Conclusion and suggestions: Overall, the status of businesses related to handicrafts in Isfahan is assessed as poor. It is suggested that with government support, some of the costs of this type of industry be reduced to increase the level of acceptance by tourists.

Innovation and Originality: This research focuses on the field of handicraft businesses from the perspective of tourism, which is innovative.

Keywords

Tourism and hospitality marketing research
Volume 2, Issue 2 - Serial Number 3
Autumn and Winter
December 2024

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