International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 5 (September-October 2026) Submit your research before last 3 days of October to publish your research paper in the issue of September-October.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 8 Issue 5
September-October 2026

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Promoting Andhra Pradesh Tourism through Traditional Handicrafts: A Study of Tourist Preferences, Shopping Behaviour and Destination Image

Author(s) Dr. Rajesh Kakumanu, Mr. Abdul Rahiman Saheb Shaik
Country India
Abstract Traditional handicrafts serve multiple functions within the tourism sector, acting simultaneously as expressions of cultural identity, authentic tourism souvenirs, distinctive shopping attractions, and important sources of livelihood for local artisans and craft communities. This research paper examines the role of traditional handicrafts in promoting tourism in Andhra Pradesh, with particular emphasis on tourist experiences, shopping behaviour, cultural identity, and destination image. It analyses tourists’ awareness of traditional crafts, their purchasing preferences, and the influence of handicrafts on their perception of Andhra Pradesh as a cultural tourism destination. The study particularly focuses on the promotional role of the Andhra Pradesh Tourism Authority (APTA), the Andhra Pradesh Handicrafts Development Corporation Limited (APHDC)–Lepakshi, handicraft exhibitions, and craft bazaars. By integrating craft heritage with tourism promotion, the study evaluates how traditional handicrafts can enhance destination attractiveness, create meaningful cultural experiences for visitors, support local artisans, and strengthen the overall tourism image of Andhra Pradesh.
The research paper is based on both primary and secondary data. Primary data were collected from 220 tourists through a structured questionnaire. Secondary data were obtained from official sources, including the Annual Reports of the Ministry of Tourism, domestic and foreign tourist statistics published by the Andhra Pradesh Tourism Authority; Andhra Pradesh Handicrafts Development Corporation Limited (APHDC–Lepakshi) reports; Intellectual Property India reports; and One District One Product (ODOP) records. The statistical tools used for data analysis include percentage analysis, weighted mean, standard deviation, ranking, chi-square goodness-of-fit tests, one-sample proportion z-tests, annual growth rates, compound annual growth rate (CAGR), and spatial concentration measures.
The primary survey indicates high craft awareness, an 85.91% handicraft purchase rate, strong recognition of Kondapalli toys, Etikoppaka toys and Kalamkari, and an 85% willingness to recommend Andhra Pradesh for handicraft experiences. Price and uniqueness jointly recorded the highest purchase-factor mean (3.78), followed by authenticity (3.66). The findings show that the initiatives of the Andhra Pradesh Tourism Authority, Lepakshi’s retail and marketing channels, handicraft exhibitions, craft bazaars, live demonstrations, and GI-based authenticity can transform traditional handicrafts from stand-alone products into experiential tourism assets. The paper recommends developing integrated craft circuits, strengthening destination-level souvenir retail, enhancing artisan–tourist interaction, improving GI-related communication, promoting digital discovery, and establishing systematic mechanisms to measure handicraft sales and visitor engagement.
Keywords Tourism, Handicrafts, Lepakshi, Tourist Shopping, Destination Image, Craft Bazaars, Andhra Pradesh Tourism, Craft circuits.
Field Sociology > Tourism / Transport
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-02-03
DOI https://doi.org/10.36948/ijfmr.2026.v08i01.87770
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com
Powered by Sky Research Publication and Journals