Geographical planning of space quarterly journal

Geographical planning of space quarterly journal

Explanation of the contributing factors in the marketing of handicrafts in line with the development of Iran's tourism

Document Type : Research Paper

Authors
hojat sadeghi 1
farhad javan 2
1 Department of Physical Geography, Faculty of Geographical Sciences and Planning, University of Isfahan , Isfahan, Iran
2 Department of Tourism Management, Faculty of Cultural Heritage, Handicrafts and Tourism, University of Mazandaran, Babolsar, Iran
10.30488/gps.2025.487445.3798
Abstract
A B S T R A C T
Handicrafts and tourism are two interdependent sectors. According to today's developments, marketing and solving the challenges faced in this field are necessary to advance the development of the handicrafts sector. In this research, an attempt has been made to identify and explore the factors affecting the marketing of handicrafts in the direction of tourism development from the elite's point of view. The research method is descriptive-analytical and based on the collection of survey data. The data collection technique is a questionnaire. The statistical population of the research was made up of experts in the fields of handicrafts and tourism who, using the snowball method, identified a total of 85 experts and completed the questionnaire. The results showed that 22 factors affecting the marketing of handicrafts in the direction of Iran's tourism development are known and important. The result showed that the total effect value was 0.81, and in total, the examined factors can explain about 81% of the positive effects in improving the marketing of handicrafts and tourism. In this context, the handicrafts market development factor in the context of technology with an explanation of 0.987 and low-cost tourism services with an explanation of 0.901 are known as the two factors that have the most influence on the marketing of handicrafts in the direction of tourism development.In order to solve the handicraft sector and especially their marketing problems, some obstacles and effective factors must be solved in this field. These factors include economic, social, managerial, and political factors
Extended Abstract
Introduction
Tourism and handicrafts are two interdependent sectors, and the development of each can lead to the improvement of the other. In addition, each has independent social and economic effects at the local and national levels. Nevertheless, considering the connections between these two sectors, it is necessary to help develop them together with basic planning and formulating optimal solutions. One of the important sectors in which Iran's tourism and handicrafts are neglected is the marketing of handicrafts. Marketing can help the handicraft business to be successful in the competitive market and earn high income. Also, handicraft marketing can help the tourism industry. With proper advertising and marketing, handicrafts can be known as tourist attractions in different regions and attract tourists. As the number of tourists increases, the sale of handicrafts also increases, and this can help develop the industry and create job opportunities in different areas. Therefore, the principle of marketing is very important in both handicrafts and tourism. In this regard, examining the issue of handicraft marketing with an emphasis on tourism can be considered one of the important steps in the study and development of this sector because the lack of basic attention, even in the studies department, has been effective in the lack of development of handicrafts and tourism marketing. This research can be a step forward in the direction of the importance of the subject. Thus, considering the relationship between handicrafts and tourism, this research tried to emphasize the marketing issue. So, this research aims to identify and analyze the factors affecting the marketing of handicrafts in the direction of tourism development.
 
Methodology
The research method is descriptive-analytical and based on the applied goal. Also, in terms of time, except cross-sectional research and based on the way of data collection, it is quantitative research. The statistical population of the research is made up of experts on the subject of handicrafts and handicrafts. Accurate statistics regarding the number of expert statistical communities have not been available, and they cannot be used to determine them using different formulas. The sample size was determined to be 85 people using the snowball sampling. Another point is that this number of samples is available to the researcher, and the same number of people have shown their acceptance of completing the questionnaire. The data collection tool was a questionnaire whose validity was confirmed through elite society, and reliability was confirmed through Cronbach's alpha with a coefficient of 0.78. SPSS software was also used for data analysis.
 
Results and discussion
A sample t-test was used to investigate the factors affecting marketing. The result of the test shows that 22 investigated factors were significant at a level of less than 0.05 and equal to 0.000. Examining the direction of significance using the mean shows that the direction of significance is also evaluated as positive. In this context, the highest average was related to the localization of tourism services with an emphasis on handicrafts, which had a value of 4.458. Also, two factors of investment in the handicraft sector, with an average of 4.176, and price control of handicraft products, with an average of 4.164, are known in the second and third ranks. Therefore, the three mentioned factors are known as factors that can have a significant impact on the development of handicrafts marketing. In other words, these factors are more important compared to other factors. The overall fit of the model of the effect of various factors on the marketing of handicrafts in the direction of tourism development and the effect of independent variables on the dependent variable of the research was investigated. The result showed that the role of the mentioned indicators in marketing among the respondents is significant at the 99% confidence level. The critical ratio is higher than the value of 2.58 (a critical ratio higher than 2.58 indicates the significance of the effect) and also indicates the significance of the effect of the independent variable of the research (investigated factors) on the dependent variable (handicrafts and tourism marketing). In total, it can be said that 22 investigated factors, including low-cost tourism services, investment in the handicraft sector, information related to handicrafts, localization of tourism services with an emphasis on handicrafts, development of handicrafts market in the context of Technology, advertising and attention to handicrafts and indigenous, training of human resources, etc. can be effective in the marketing status of handicrafts and tourism. Examining the role of 22 influential factors in the marketing situation shows that the total effect value is 0.81, and in total, the investigated factors can explain about 81% of the variance, role-playing, and positive effects in improving the marketing of handicrafts and tourism. According to the results of this model, the most influential factor is related to the handicraft market development factor in the technological context with an explanation of 0.987, which actually has the most significant impact among the analyzed factors in improving handicraft marketing in the direction of tourism development. Low-cost tourism services, with an explanation of 0.901, as well as information related to handicrafts, with an explanation of 0.798, are known in the second and third ranks of the factors investigated in the field of improving the marketing of handicrafts in the direction of tourism development. In addition, the two factors of using native-local festivals with an explanation of 0.789 and advertising and paying attention to local handicrafts with an explanation of 0.788 have been placed in the next important and influential ranks. Therefore, the 22 investigated factors influence the marketing of handicrafts in the direction of tourism development, and the extent of this influence is reported separately for each factor in the table below.
 
Conclusion
Overall, the analysis of the results confirms that marketing is influenced by various contextual, structural, and behavioral factors, and all these factors can be effective in improving the marketing of handicrafts with a tourism approach. In order for the marketing of this sector to be placed in a proper process, emphasizing these factors and turning to new methods, especially in the technology sector, is an undeniable necessity. In line with the mentioned results, two suggestions are presented:
1.It is suggested that marketing methods be strengthened in the context of technology and technology in the handicrafts sector;
2.It is suggested that advertising and information necessary for the introduction and marketing of handicrafts be emphasized.
 
Funding
There is no funding support.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
 We are grateful to all the scientific consultants of this paper.
Keywords
Tourism development
Handicrafts
Marketing
Technology

Subjects

  1.  Ajilchi, M., esmailpour, H., & Saeednia, H. (2024). Explaining the effective factors on health tourism marketing: The case study of Tehran city. Geographical Planning of Space, 14(4), 19-36. doi: 10.30488/gps.2024.461190.3749[In Persian]
  2. Amiri, F., Mohabi, S. Ranjbar, M.H., & Bagheri, M. (2018). Identifying factors affecting tourism marketing and presenting a suitable model of ecotourism and rural tourism (case study: Hormozgan province). Regional Planning Journal, 9(35), 95-104.Doi. 20.1001.1.22516735.1398.9.35.8.5 [In Persian]
  3. Asadi, a., Heydarzadeh, K., Khoon Siavash, M., & Alikli, M. (2021). Presenting the tourism marketing model in Tehran city with a mixed approach and its validation. Tourism and Development, 10(4), 31-50.Doi: 10.22034/jtd.2020.224218.2033 [In Persian]
  4. Badr,. E., Jafarinia,. G., & Mahini, E. (2024). Analysis of the Impact of Cultural Changes and Macroeconomic Changes on the Economic Recession of Handicrafts in Shiraz, Emphasizing the Mediating Role of Marketing Factors and Industrial Production Growth. Journal of Technology in Entrepreneurship and Strategic Management (JTESM), 3(4), 133-150. https://doi.org/10.61838/kman.jtesm.3.4.9[In Persian]
  5. Bazargani, M., molaei hashjin, N., hasani mehr, S. S., & shahmari ardejani, R. (2024). The role of handicraft branding in the development of villages in the west of Gilan province. Geographical Engineering of Territory, 8(1), 55-68. doi: 10.22034/jget.2024.134748[In Persian]
  6. Belotti, S. (2019). “Sharing” tourism as an opportunity for territorial regeneration: the case of Iseo Lake, Italy. Hungarian Geographical Bulletin, 68(1), 79-91. DOI: https://doi.org/10.15201/hungeobull.68.1.6
  7. Chang, S. H., Hernández-Díaz, R. J., & Lo, W. S. (2020). The impact of low-carbon service operations on responsible tourist behavior: The psychological processes of sustainable cultural tourism. Sustainability, 12(12), 1-21. https://doi.org/10.3390/su12124943
  8. Cooper, M. A., & Buckley, R. (2022). Tourist mental health drives destination choice, marketing, and matching. Journal of Travel Research, 61(4), 786-799. https://doi.org/10.1177/0047287521101154
  9. Dash, P. K. (2015). Tourism and community development-A Study on Handicraft Artisans of Odisha. International Journal for Innovation Education and Research, 3(3), 61-72.
  10. Eichelberger, S., Heigl, M., Peters, M., & Pikkemaat, B. (2021). Exploring the role of tourists: Responsible behavior triggered by the COVID-19 pandemic. Sustainability, 13(11), 31-49. https://doi.org/10.3390/su13115774
  11. eskandari shahraki, Z., mohammadi yeghaneh, B., einalia, J. & charaghi, M. (2022). Exploring the effects of sustainable tourism on the food security of rural households Case study: tourist target villages of the township Ardal. Geographical Planning of Space, 12(1), 35-49. doi: 10.30488/gps.2020.209952.3142[In Persian]
  12. Font, X., & McCabe, S. (2017). Sustainability and marketing in tourism: Its contexts, paradoxes, approaches, challenges and potential. Journal of sustainable tourism, 25(7), 869-883. https://doi.org/10.1080/09669582.2017.1301721
  13. Gretzel, U. (2018). Influencer marketing in travel and tourism. Advances in social media for travel, tourism and hospitality: New perspectives. practice and cases,34(2), 147-156.
  14. Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339-364. https://doi.org/10.1108/JRME-07-2020-0097
  15. Härkönen, E., Huhmarniemi, M., & Jokela, T. (2018). Crafting sustainability: Handcraft in contemporary art and cultural sustainability in the Finnish Lapland. Sustainability, 10(6), 1-14. https://doi.org/10.3390/su10061907
  16. Hassan, H., Tan, S. K., Rahman, M. S., & Sade, A. B. (2017). Preservation of Malaysian handicraft to support tourism development. International Journal of Entrepreneurship and Small Business, 32(3), 402-417. DOI: 10.1504/IJESB.2017.087022
  17. Huang, Y. C., Backman, K. F., Backman, S. J., & Chang, L. L. (2016). Exploring the implications of virtual reality technology in tourism marketing: An integrated research framework. International Journal of Tourism Research, 18(2), 116-128.
  18. Ibrahim, H. M. H., Al-Hrout, S. A., Alsardia, K. M. A., & Al-Laymoun, M. R. (2018). Factors Influencing Tourism Marketing Strategies in Jordanian Five Stars Hotels. International Journal of Marketing Studies, 10(4),23-42.
  19. Jena, P. K. (2007). Orissan Handicrafts in the age of globalization: Challenges and opportunities. Orissa Review, 64(4), 19-25.
  20. Kaur, G. (2017). The importance of digital marketing in the tourism industry. International Journal of Research-Granthaalayah, 5(6), 72-77. DOI: 10.5281/zenodo.815854
  21. Keskitalo, E. C. H., Schilar, H., Heldt Cassel, S., & Pashkevich, A. (2021). Deconstructing the indigenous in tourism. The production of indigeneity in tourism-oriented labelling and handicraft/souvenir development in Northern Europe. Current Issues in Tourism, 24(1), 16-32. https://doi.org/10.1080/13683500.2019.1696285
  22. Khurramov, O. K. (2019). The convenience of electronic marketing in tourism industry. Теория И Практика Современной Науки, (5 (47)), 35-38.
  23. Kianpour, M., Kuravand, H. (2017). Investigating the effect of handicraft marketing on the development of the tourism industry (case study of Izeh city). the 12th National Congress of Pioneers of Progress, Tehran. [In Persian]
  24. Lim, W. M., Yap, S. F., & Makkar, M. (2021). Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?. Journal of business research, 122, 534-566. https://doi.org/10.1016/j.jbusres.2020.08.051
  25. Liu, H., Alli, H., & Yusoff, I. S. M. (2024). A thematic review on traditional handicraft from design perspective publications from 2002–2022: analysis of trends for future studies. Cogent Arts & Humanities, 11(1), 1-19. https://doi.org/10.1080/23311983.2023.2298084
  26. Markwick, M. C. (2001). Tourism and the development of handicraft production in the Maltese islands. Tourism Geographies, 3(1), 29-51. https://doi.org/10.1080/14616680010008694
  27. Musavengane, R. (2019). Small hotels and responsible tourism practice: Hoteliers’ perspectives. Journal of cleaner production, 220(1), 786-799. https://doi.org/10.1016/j.jclepro.2019.02.143
  28. Nason, J. D. (1984). Tourism, handicrafts, and ethnic identity in Micronesia. Annals of tourism research, 11(3), 421-449. https://doi.org/10.1016/0160-7383(84)90030-6
  29. Orchiston, C., & Higham, J. E. S. (2016). Knowledge management and tourism recovery (de) marketing: The Christchurch earthquakes 2010–2011. Current Issues in Tourism, 19(1), 64-84. https://doi.org/10.1080/13683500.2014.990424
  30. Parnwell, M. J. (2018). Tourism and rural handicrafts in Thailand 1. In tourism in south-east Asia (pp. 234-257). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9780429431395-12/tourism-rural-handicrafts-thailand-1-michael-parnwell
  31. Pendar, M., Khosh Sima, R., Visi, R. (2019). Evaluating the effect of multi-sensory marketing on tourism destination branding in Mashhad city. Urban Economy, 5(1), 35-50.Doi: 10.22108/ue.2020.125322.1162 [In Persian]
  32. Rahimpour, s.,. (2024). Investigation of effective marketing factors on the performance of businesses related to Dari handlooms with the mediating role of competitive advantage. 10th International Conference on Interdisciplinary Studies in Management and Engineering, Tehran. [In Persian]
  33. Ramzanzadeh Lesboi, M., & Zal, M.H.. (2014). Analyzing the characteristics of handicrafts in the direction of cultural heritage tourism development (case study: Mazandaran province). Spatial Planning, 5(4), 87-102.Doi: 20.1001.1.22287485.1394.5.4.6.3 [In Persian]
  34. Rerkrujipimol, J., & Assenov, I. (2011). Marketing strategies for promoting medical tourism in Thailand. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 3(2), 95-105.
  35. Richards, G. (2020). Designing creative places: The role of creative tourism. Annals of tourism research, 85(1),1-18. https://doi.org/10.1016/j.annals.2020.102922
  36. Sadeghi, H. O., & Seidaiy, S. (2023). Tourism and rural development.‌ Intechopen. DOI: 10.5772/intechopen.111400
  37. Sadeghi, H., Jafarpour Ghalehteimouri, K., & Seidiy, S. S. (2024). Assessment of tourism development services in peri-urban villages using the VIKOR model and spatial statistics algorithms in GIS for mapping spatial interactions. SN Social Sciences, 4(12), 1-24. https://doi.org/10.1007/s43545-024-01018-0
  38. Seadaei, E., Sadeghi, H. (2018). Tourism development planning with emphasis on Iran. Isfahan: Jihad Academic Publishing. [In Persian]
  39. Seidiy, S. S., & Sadeghi, H. O. (2023). Locating the construction of nomadic tourism ecocamps in Chaharmahal and Bakhtiari region. Nomadic Territory Planning Studies, 3(1), 13-30. Doi: 10.22034/jsnap.2023.167726 [In Persian]
  40. Shoja Nouri, N. (2013). Investigating the relationship between tourism and handicrafts in Kurdistan Province. Journal of Applied Arts, 3(5), 67-78.Doi: 10.22034/jsnap.2023.167726 [In Persian]
  41. Shomirzayev, M. K. (2020). National handicrafts of Uzbekistan and its social–economic significance. European Journal of Research and Reflection in Educational Sciences, 8(8), 129-138.
  42. Singh, J. P. (2015). Healthcare tourism in India: Opportunity and challenges. Asian Journal of Multidimensional Research (AJMR), 4(3), 37-47.
  43. Upadhyay, P. (2020). Promoting employment and preserving cultural heritage: a study of handicraft products tourism in pokhara, Nepal. Journal of Tourism & Adventure, 3(1), 1-19.
  44. Wu, C. W. (2016). Destination loyalty modeling of the global tourism. Journal of Business Research, 69(6), 2213-2219. https://doi.org/10.1016/j.jbusres.2015.12.032
  45. Xu, J., Yang, M., Hou, C., Lu, Z., & Liu, D. (2021). Distribution of rural tourism development in geographical space: a case study of 323 traditional villages in Shaanxi, China. European Journal of Remote Sensing, 54(sup2), 318-333. https://doi.org/10.1080/22797254.2020.1788993
  46. Yadav, U. S., Tripathi, R., Kumar, A., & Shastri, R. K. (2024). Evaluation of factors affecting women artisans as entrepreneurs in the handicraft sector: a study on financial, digital technology factors and developmental strategies about ODOP in Uttar Pradesh to boost economy. Journal of the Knowledge Economy, 1-54.
  47. Yang, Y., Shafi, M., Song, X., & Yang, R. (2018). Preservation of cultural heritage embodied in traditional crafts in the developing countries. A case study of Pakistani handicraft industry. Sustainability, 10(5), 1-18. https://doi.org/10.3390/su10051336
  48. Zahedi, M., Akbari, N., Emadzadeh, M., Khoshakhlagh, R., Ranjbarian, B. (2017). Identifying the effective components in the demand for travel to cultural and historical tourism destinations (case study: Isfahan). Urban Economics Journal, 3(1), 25-42.Doi: 10.22108/ue.2018.79476.0 [In Persian]
Geographical planning of space quarterly journal
Volume 15, Issue 1
Spring 2025
Pages 21-39