Handicrafts Perceived Authenticity and Purchase Behavior among Tourists in Bangladesh

Abstract

Global demand for handicraft products is rising, and it has contributed significantly towards the Bangladesh economy. In recent years, more handicraft centers have been built to better facilitate local handicraft operators reaching their customers (particularly tourists). Even small-scale and traditional handicraft operators are migrating to modern mass-production processes to cater the rising market demand. Given the scepticism as well as negative impression towards the authenticity of mass production handicrafts, this paper quantitatively examined tourists' perceived authenticity on local handicraft attributes and how it influences their purchase behaviour. From the analysis, respondents generally agreed that local handicrafts' attributes are unique and original, made from fine quality materials, promoting local culture and historical integrity, and reasonably priced. Except for uniqueness and originality, all these attributes were significantly linked to tourists' purchase behavior. Overall, outcome from this study would benefit both academicians and practitioners, particularly in the handicraft industry.