Abstract:
Handicraft products are one of the important products which can market in the tourism
and hospitality industry. The handicraft industry can be benefited from gaining
understanding about the tourists’ buying behaviour of handicraft products. The main
purpose of this study was to analyse the factors that affecting on tourists’ buying
behaviour of handicraft products. Marketing mix factors, situational factors, and personal
factors were considered as the influential factors of the buying behaviour of handicraft
products. This study was focused on the Galle district of Sri Lanka. This quantitative
study was mainly based on primary data that were gathered using a questionnaire with a
five-point Likert scale. The target population for this study was the local and foreign
tourists who visit handicraft shops in Galle District and from which a sample of 100 was
selected (10 tourists from 10 selected shops) using convenience sampling method.
Descriptive statistics and Pearson correlation analysis were used to analyse the data
collected. Results disclosed that marketing mix factors, situational factors, and personal
factors had a positive relationship with tourists’ buying behaviour of handicraft products
whereas the marketing mix factors showed the highest relationship and the situational
factors the least. The study revealed that there is a need for introducing modern
technology for creating a properly established market. Besides, it should re-establish the
art and craft villages and giving incentives to encourage locals for their creations. Further,
is influential vital to conduct training programs and workshops for traditional craftsman
to uplift the quality of their products and to attract the market.
Keywords: Tourist, Handicraft, Buying behaviour, Marketing mix, Situational factors,
Personal factors
