A B S T R A C T
The boom in manufacturing and sales of handicrafts depends on the provision of requirements that are directly linked to the development of cultural heritage tourism. Aside from the special status of handicrafts in the region's unique cultural industries, this industry plays a vital role in promoting local businesses and employment in the tourism industry. Today, many countries are looking for specialty and high-quality packaging to sell handicrafts, in addition to marketing their products that lead to successful tourist satisfaction. Therefore, it can be demonstrated that it can take a major step in the cultural heritage tourism development by examining the current supply and demand of handicrafts in a region and the expected conditions of tourists to buy handicrafts. The purpose of the present study is to analyze the gap between the current and desirable status of manufacturing and sales of handicrafts with the heritage tourism approach in Amol county. Current research is descriptive-analytic and is based on documentary and field studies. Field studies of the research consist of designing and distributing questionnaires in Amol County. These questionnaires were filled up by 390 tourists that visited from Amol handicrafts. SPSS software was used to process the data, and based on the nature of the data and research objective, paired T-tests and Wilcoxon tests were used to analyze the data. Significance level and averages calculated in all cases showed a meaningful gap between expectations and the current status of Amol county’s handicrafts market. Likewise, the most meaningful gap from tourists’ perspective exists in the cultural effectiveness within variables such as attractiveness, authenticity, identity, quality, creativity, artistic style, and antiquity. Other results of the research show a gap between internal variables components such as supply quality, way of presentation, and degree of cultural effectiveness, transportation competence and royalty extent in handicrafts sales markets of Amol County
Extended Abstract
Introduction
Handicrafts are a part of cultural products that reflect the traditional lifestyle of human societies. Getting to know the traditional life style and the cultural identity of communities is one of the most important attractions in the field of heritage tourism, and these attractions can be presented in the best way through handicrafts and cultural products. Therefore, handicrafts are known as cultural industries in the field of tourism. Regardless of the cultural burden of handicrafts, this industry is considered one of the economic capacities in the development of tourism. The economic benefits of tourism is one of the most important goals of the development of this industry, and the prosperity of the handicrafts market plays an important role in fulfilling this goal. The result of the interaction between handicrafts and the tourism industry is small-scale and private entrepreneurship. Mazandaran; It is the tourism hub of Iran and one of the richest areas for the production and sale of handicrafts, and the city of Amol has created the best possibility for the sale of handicraft products due to its central and transiting location. Undoubtedly, by creating platforms for the sale of handicraft products, in accordance with the position of Mazandaran in the field of tourism in Iran and the effective management of existing resources, it is possible to create a huge transformation in the economy of the residents of its cities, including the city of Amol. The main goal of the current research is to analyze the state of handicrafts market with the approach of heritage tourism in Amol city.
Methodology
The current research is applied in terms of purpose and based on descriptive-analytical nature. The data of this has been collected by documentary and field method and interpreted by descriptive-analytical method. The opinions of 390 tourists in the form of a questionnaire consisting of 5 criteria of the quality of supply, the way of presentation, the degree of cultural influence, the ability to transport and the degree of loyalty of tourists to revisit the destination, were classified and collected in the form of a questionnaire and It was processed using SPSS statistical software. Also, to understand the status of the gap between two situations, Wilcoxon's rank difference tests and paired t-parametric test were used, and Friedman's test was used to rank variables.
Results and discussion
There is a significant difference between the current and desired situation of the supply of cultural and handicraft products from the point of view of tourists. The most basic reason for this situation is the lack of proper understanding of the marketing of handicraft products and the quality of its stores. Misunderstanding and misrecognition of the situation of tourists during the trip, especially in the final stages of the trip, which is the season for buying souvenirs and gifts, is also mentioned as another reason for the situation. In this sense, at the end of the trip, tourists tend to transfer some of the culture of the destination to the origin by buying cultural products that are a sign of the destination and its culture. In this situation, the quality of access, variety, originality, transportability and many other components are very important. On the other hand, Amol Shahri Tratisi is the gateway to the coastal cities and one of the exit axes for tourists from the coastal areas to Tehran and southern Iran. This characteristic of Amol city has created sensitivities for it. This means that the tourists passing through this city expect to have easy access to souvenirs and handicrafts of the region in this terminal. To the mentioned factors, travel fatigue and the remaining economic power of tourists should be added, which have a significant effect on purchasing motives. Therefore, it is expected that the state of handicraft stores in Amol will meet all the needs of diverse customers in terms of shape, color, size, transportability, packaging, etc. But Amol's performance is not evaluated to meet the mentioned needs.
From the point of view of tourists, the criterion of cultural influence with the components of attractiveness, originality, identity, quality, creativity, artistic style and age has the biggest gap between the expectations of tourists and the current situation. The field evidence also shows that in these handicrafts supply centers, products are seen which are generally imported and without specific identity and can be found everywhere, but the supply of local handicrafts in them is very limited. it's limited. In fact, it can be said that the main damage of this area is the neglect of authenticity and identity as the fundamental factor of tourists' desire to buy handicrafts. Basically, it is cultural identity and originality hidden in handicrafts and cultural products, which creates the motivation to devote time to visit the stores and the subsequent increase in purchase.
Conclusion
The correct understanding of the terminal position of Amel city, the nature of handicrafts as cultural products, the willingness of tourists to buy cultural products as gifts are among the effective factors in creating a gap between the current situation and Desirable is the craft market. In connection with the challenges facing the growth and development of handicrafts in compliance with the quantitative goals of tourism in destinations such as Amel city, which is on the route of tourists to specific tourism destinations based on nature, it can be acknowledged that not having a specific strategy at the level In the field of handicrafts marketing, the province is weak in identifying local producers and organizing them and weak in supporting the activists of this sector as the most important reasons for the weak role of this sector in generating employment and earning income from the tourism sector, and in the following We can raise the weakness of tourism infrastructure such as planning for location and marketing problem.
Funding
There is no funding support.
Authors’ Contribution
The authors contributed equally to the conceptualization and writing of the article. All of the authors approved the content of the manuscript and agreed on all aspects of the work.
Conflict of Interest
The Authors declared no conflict of interest.
Acknowledgments
The authors appreciate to all the scientific consultants of this paper. |
- احیایی، لادن. (1388). آفریقا قاره‌ای با جاذبه‌های فرهنگی و طبیعی فراوان. نشریه مناطق آزاد، 200، 49-56.
- اکبری، علی و میزبان، مهدی. (1383). درآمدی بر شناخت ویژگی‌های جمعیت و جوامع عشایری ایران. فصلنامه مطالعات ملی،5 (1)، 38-1.
- بی‌نا. (1384). مرکز هنرها و صنایع‌دستی در انتریوم شمالی. نشریه دهیاری‌ها، 15، 1-13.
- پیگولوسکایا. (1372). شهرهای ایران در روزکار پارتیان و ساسانیان. ترجمه رضا عنایت‌الله، تهران: انتشارات علمی فرهنگی.
- تقوایی، مسعود؛ غلامی، یونس و موسوی، علی. (1389). بررسی عوامل موثر در پایداری گردشگری شهری با تأکید بر بهسازی و احیای بافت‌های شهری (نمونه موردی بافت مرکزی شهر مشهد). فصلنامه جغرافیا و برنامه‌ریزی، 16 (36)، 86-59.
- خالدی، ساسان. (1391). هویت‌سازمانی یا هویت فرهنگی، هویت بخشی به بسته‌بندی صنایع‌دستی. مجله هنر بسته‌بندی، 6، 1- 25.
- خالقی، ابراهیم. (1385). اخبار بسته‌بندی. مجله صنعت بسته‌بندی،79(1)، 84-65.
- دیوسالار، اسدالله. (1395). نقش صنایع‌دستی در اقتصاد گردشگری روستایی مورد: روستاهایی کوهپایه‌ای شهرستان بهشهر. فصلنامه اقتصاد فضا و توسعه روستایی، ۵ (۱۶)، ۱۶۱-۱۷۴. 10.18869/acadpub.serd.5.16.161 doi:
- رابینو، ه. ل. (1365). مازندران و استار آباد. ترجمه توحید مازندرانی و غلام علی، تهران: انتشارات وزارت فرهنگ و آموزش عالی.
- رحمانی، روح‌الله. (1392). اهداف و اقدامات اجرایی گسترش بسته‌بندی در محصولات صنایع‌دستی. مجله هنر بسته‌بندی،11(2)، 27-37.
- رستمی، مصطفی. (1383). بررسی وضعیت اشتغال زنان استان مازندران در بخش صنایع‌دستی (منطقه شاخص: شهرستان ساری). پژوهشنامه علوم انسانی و اجتماعی، 4(13)، 39-65.
- رضاخواه، حسین. (1385). ارتباط صنایع‌دستی و گردشگری. مجله جاده‌های سبز، 20، 2-11.
- رمضان‌زاده لسبویی، مهدی و زال، محمدحسن. (1395). تحلیل ویژگی‌های صنایع‌دستی در راستای توسعه گردشگری میراث فرهنگی (مطالعه موردی: استان مازندران). فصلنامه برنامه‌ریزی فضایی (جغرافیا)، 5 ،87-102. 20.1001.1.22287485.1394.5.4.6.3 doi:
- فدایی، مریم. (1390). حفظ اصالت فرهنگی با نقش و طرح ورنی بافی. کتاب ماه هنر، 156، 120-114.
- فرنام، زینب؛ صادقی پور، احمد و ارسطو، بهروز، (1398)، تحلیل صنایع‌دستی بومی در توسعه گردشگری روستایی مطالعه موردی روستاهای شهرستان دامغان. دو فصلنامه ترویجی پژوهش هنر، 8 (16)، 52-64. 20.1001.1.23453834.1397.8.16.3.0 doi:
- فروغی، شادی. (1391). صنایع‌دستی و گردشگری. اصفهان: انتشارات چهارباغ.
- قجاوند، کاظم؛ احمدی مهر، مهدی و تابش، محمدحسن. (1389). جایگاه صنایع‌دستی در جذب گردشگر و رونق‌بخشی به صنعت توریسم استان اصفهان. همایش منطقه‌ای صنعت توریسم، دانشگاه آزاد اسلامی اسفند 1389، خمینی‌شهر.
- مرادی، علیرضا. (1390). نقش میراث فرهنگی در تقویت هویت فرهنگی. ماهنامه مهندسی فرهنگی، 5(55)، 60-66.
- مرادی، محمود و سید حسن مطیعی لنگرودی. (1384). جایگاه صنایع‌دستی در فرایند صنعتی سازی و توسعه روستایی؛ بخش مرکزی شهرستان بیرجند. پژوهش‌های جغرافیایی، 37(53)، 137-149.
- یاوری، حسین. (1390). شناخت صنایع‌دستی ایران. چاپ یازدهم، تهران: انتشارات مهکامه.
- Ahmad, A. (2013). The constraints of tourism development for a cultural heritage destination: The case of Kampong Ayer (Water Village) in Brunei Darussalam. Tourism Management Perspectives, 8, (1), 106-113. DOI: 10.1016/j.tmp.2013.09.002
- Akbari, A. & Mizban, M. (2004). An Introduction to Recognizing the Characteristics of Iran's Population and Nomadic Communities. Journal of National Studies, 5(1), 1-18. [In Persian].
- Alberti, F. G. & Giusti, J. D. (2012). Cultural heritage, tourism and regional competitiveness: The Motor Valley Cluster City. Culture and Society, 3(4), 261-273. https://doi.org/10.1016/j.ccs.2012.11.003
- Ardren, T., & Hutson, S. (2007). Tourism in the Mundo Maya: Inventions and (Mis) Representations of Maya Identities and Heritage, Archaeologies. Journal of the World Archaeological Congress, 3 (3), 353-383. DOI: 10.1007/s11759-007-9042-8
- Bashi, E. (2015). Cultural Heritage of Albania – A Fabulous Economic Source for the Sustainable Economic Development of Tourism. Procedia - Social and Behavioral Sciences, 188(1), 89-94. doi: 10.1016/j.sbspro.2015.03.342
- Benur, A. M., & Bramwell, B. (2015). Tourism product development and product diversification in destinations. Tourism Management, 50(2), 213-224. https://doi.org/10.1016/j.tourman.2015.02.005
- Chabbra, D. (2010). Sustainable marketing of cultural and heritage tourism. London: Routledge publication.
- Chhabra, D., Healy, R., & Sills, E. (2003). Staged authenticity and heritage tourism. Annals of Tourism Research, 30(3), 702-719. https://doi.org/10.1016/S0160-7383(03)00044-6
- Divasalar, A. (2016). the Role of Handicrafts in Rural Tourism Economics Case: Foothill Villages of Behshahr County. Journal of Space Economics and Rural Development, 16(2),174-161. Doi:10.18869/acadpub.serd.5.16.161 [In Persian].
- Ehyei, L. (2009). Africa is a continent with many cultural and natural attractions. Journal of Free Zones, 200, 48-56. [In Persian].
- Elias S. E., & Proença, S. (2008). Tourism as an alternative source of regional growth in Portugal: a panel data analysis at NUTS II and III levels. Springer-Verlag, 7(1), 43–61. DOI: 10.1007/s10258-007-0022-0.
- Fadaei, M. (2011). Preserving cultural originality with the role and design of varnish weaving. Book of the Month of Art, 156, 120-114. [In Persian].
- Farnam, Z., SadeghiPour, A., & Arastoo, B. (2018). Analysis of Indigenous Handicrafts in the Development of Rural Tourism: A Case Study of Damghan Villages. Art Research Research Bi-Quarterly, 8 (16), 63-52. [In Persian].
- Foroughi, S. (2012). Handicrafts and Tourism. Esfahan: Chaharbagh Publications. [In Persian].
- Giang, D.N. (2015). Tourism, traditional handcrafts and community economic development: a value analyses chain of phuoc tich heritage village, Vietnam. A thesis submitted to Auckland University of Technology in fulfilment of the requirements for the degree of Doctor of philosophy, 1-357.
- Hunter, W. C. (2011). Rukai indigenous tourism: Representations, cultural identity and Q method. Tourism Management, 32(2), 335-348. https://doi.org/10.1177/135676672095
- Jackson, J. (2006). Developing regional tourism in China: The potential for activating business clusters in a socialist market economy. Tourism Management, 27(4), 695-706. https://doi.org/10.1016/j.tourman.2005.02.007
- Jain, R. & Thakkar, J. (2019). Experiencing Craft and Culture: an emerging cultural sustainable tourism model in India. Urban Water Management for Future Cities, 29(1), 29-35. https://doi.org/10.1007/978-3-030-10804-5_3
- Kalavar, J. M. (2014). Intergenerational Differences in Perceptions of Heritage Tourism among the Maasai of Tanzania. Cross Cult Gerontol, 29(1), 53–67. https://doi.org/10.1007/s10823-013-9221-6
- Kastenholz, E. (2012). Understanding and managing the rural tourism experience — the case of a historical village in Portugal. Tourism Management Perspectives, 4(1), 207-214. DOI: 10.1016/j.tmp.2012.08.009
- Khaledi, S. (2012). Organizational identity or cultural identity, identifying the packaging of handicrafts. Journal of Packaging Art, 6(1), 25. [In Persian].
- Khaleghi, E. (2006). Packaging News. Journal of Packaging Industry, 79(1), 84-65. [In Persian].
- Kim, S., & Litrell, M. A. (2001). Souvenir buying intentions for self versus others. Annals of Tourism Research, 28(3), 638-657. https://doi.org/10.1016/S0160-7383(00)00064-5
- Ling-en, W. (2013). Rural Tourism Development in China Principles, Models and the Future. Journal of Mountain Science, 10 (1), 116–129. DOI: 10.1007/s11629-013-2501-3
- Littrell, M. A, Anderson, L. F. & Brown, P. J. (1993). What makes a craft souvenir authentic?. Annals of Tourism Research, 20(1), 197-215. https://doi.org/10.1016/0160-7383(93)90118-M
- Lussetyowati, T. (2015). Preservation and Conservation through Cultural Heritage Tourism, Case Study: Musi Riverside Palembang. Procedia Social and Behavioral Sciences, 184(3), 401-406. https://doi.org/10.1016/j.sbspro.2015.05.109
- MacCannell, D. (1973). Staged authenticity: arrangements of social space in tourist settings. American Journal of Sociology, 79(3), 589-603. DOI: 10.1086/225585
- Mbaiwa, J. E. (2011). Changes on traditional livelihood activities and lifestyles caused by tourism development in the Okavango Delta, Botswana. Tourism Management, 32(5), 1050-1060. DOI: 10.1016/j.tourman.2010.09.002
- McKercher, B., & du Cros, H. (2002). Cultural tourism: The partnership between tourism and cultural heritage management. New York: Haworth Press.
- McKercher, B., Ho, P. S. Y., & du Cros, H. (2005). Relationship between tourism and cultural heritage management: Evidence from Hong Kong. Tourism Management, 26(4), 539–548. https://doi.org/10.1016/j.tourman.2004.02.018
- McMinn, S. (1997). The challenge of sustainable tourism. Environmentalist, 17(3), 135-141.
- Mogindol, S.H., & Bagul, A.H. (2016). Tourists' Perceptions about an Appealing Handicraft. Tourism, Leisure and Global Change, 1, 10-24.
- Moradi, A. (2011). The role of cultural heritage in strengthening cultural identity. Cultural Engineering Monthly, 5 (53), 60-66. [In Persian].
- Moradi, M. & Motiee Langroudi, H. (2004). The position of handicrafts in the process of industrialization and rural development; Central part of Birjand city. Geographical researches, 37(53), 149-137. [In Persian].
- Mustafa, M. (2011). Potential of sustaining handicrafts as a tourism product in Jordan. International Journal of Business and Social Science, 2(2), 145-152.
- N, (2005). Center for Arts and Crafts in North Entrium. Journal of Villages, 15, 1-11. [In Persian].
- Nemasetoni, I. & Rogerson, C. M. (2005). Developing Small Firms in Township Tourism: Emerging Tour Operators in Gauteng, South Africa. Urban Forum, 16(2-3), 196-213. https://doi.org/10.1007/s12132-005-1005-9
- Parhad, K. (2005). Study of rural tourism in Turpan, China. Chinese Geographical sciences, 15(4), 377-382. https://doi.org/10.1007/s11769-005-0028-4
- Piguluskaya, (1996). Cities of Iran in the Working Day of Parthians and Sassanids. translated by Reza, Enayatollah, Tehran: Scientific and Cultural Publications. [In Persian].
- Popelka, C. A., & Mary Ann Littrell, M. A. (1991). Influence of tourism on handcraft evolution. Annals of Tourism Research, 18(3), 392-413. https://doi.org/10.1016/0160-7383(91)90048-G
- Proença, S. & Soukiazis, E. (2008). Tourism as an Economic Growth Factor: A Case Study for Southern European Countries. Tourism Economics, 14(4), 68-81.DOI: 10.5367/000000008786440175
- Qajavand, K., Ahmadi Mehr, M., & Tabesh, M. H. (2010). the position of handicrafts in attracting tourists and prosperity to the tourism industry of Isfahan province. Conference on tourism industry regions, Islamic Azad University of Khomeini Shahr, Iran, March 2011. [In Persian].
- Rabino, H. L. (1986). Mazandaran and Star Abad. translated by Yohid Mazandarani, Gholam Ali, Tehran: Ministry of Culture and Higher Education Publications. [In Persian].
- Rahmani, R. (2013). Objectives and executive measures of expanding packaging in handicraft products. Journal of Packaging Art, 11(2), 27. [In Persian].
- Ramezanzadeh Lasboyee, M., & Zaal M. H. (2016). Analysis of the characteristics of handicrafts in the development of cultural heritage tourism (Case study: Mazandaran province). Journal of Spatial Planning (Geography), 5(4), 102-87. Doi: 20.1001.1.22287485.1394.5.4.6.3 [In Persian].
- Rezakhah, H, (2006). The Relationship between Handicrafts and Tourism. Journal Of Green Roads, 20, 1-12. [In Persian].
- Richards, G. (2011). Creativity and tourism: The State-of-the-Art Review Article. Annals of Tourism Research, 38(4), 1225-1253. https://doi.org/10.1016/j.annals.2011.07.008
- Roberta MacDonald, R., & Lee Jolliffe, L. (2033). Cultural rural tourism: Evidence from Canada. Annals of Tourism Research, 30(2), 307-322. https://doi.org/10.1016/S0160-7383(02)00061-0
- Rogerson, C. M. (2006). Creative Industries and Urban Tourism: South African Perspectives. Urban Forum, 17(2), 149-166. DOI: 10.1007/s12132-006-0003-x
- Rogerson, C. M. (2013). Informal Sector Business Tourism in the Global South: Evidence from Maseru, Lesotho. Urban Forum, 24(4), 485–502. DOI: 10.1007/s12132-013-9196-y
- Rogerson, C. M. (2018). INFORMAL SECTOR CITY TOURISM: CROSS-BORDER SHOPPERS IN JOHANNESBURG. Geo Journal of Tourism and Geosites, 22(2), 381-392. DOI: 10.30892/gtg.22209-296
- Rostami, M. (2004). A Survey of the Employment Status of Women in Mazandaran Province in the Handicrafts Sector (Index Region: Sari County). Journal of Humanities and Social Sciences, 4(13), 39-65. [In Persian].
- Royo-Vela, M. (2009). Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement. Tourism Management, 30(3), 419-428. DOI: 10.1016/j.tourman.2008.07.013
- Shishmanova, M. V. (2015). Cultural Tourism in Cultural Corridors, Itineraries, Areas and Cores Networked, Original Research Article. Procedia - Social and Behavioral Sciences, 188(1), 246-254. DOI: 10.1016/j.sbspro.2015.03.382
- Singh R. B, & Mishra, D. K. (2004). Green Tourism in Mountain Regions Reducing Vulnerability and Promoting People and Place Centric Development in the Himalayas. Journal of Mountain Science, 1(1), 57-64. https://doi.org/10.1007/BF02919360
- Soyoung Kim, S., Mary, A., &Littrell, M. A. (2011). Souvenir buying intentions for self-versus others. Annals of Tourism Research, 28(3), 638-657. DOI: 10.1016/S0160-7383(00)00064-5
- Taghvaei, M., Gholami, Y. B., & Mousavi, A. (2010). A Study of Factors Affecting the Sustainability of Urban Tourism with Emphasis on Improvement and Revitalization of Urban Textures (Case Study of Central Texture of Mashhad). Journal of Geography and Planning (University of Tabriz), 16(36), 86-59. [In Persian].
- Timothy, D. J. (2005). Shopping tourism, retailing, and Leisure, Channel view publications. First edition, Clevedon. [In Persian]
- Yavari, H. (2011). Recognition of Iranian Handicrafts. Eleventh Edition, Tehran: Mahkameh Publications. [In Persian].
|
