THE ROLE OF SOUVENIR MARKETING IN SUSTAINING HANDMADE CRAFTSMANSHIP

Priya Chaturvedi; Jitendra Sharma; Aditya Ranjan

doi:10.29121/shodhkosh.v5.i3.2024.1401

Authors

Priya Chaturvedi School of Studies in Travel and Tourism Management, Jiwaji University, Gwalior, India
Dr. Jitendra Sharma Pandit Shyamcharan Upadhayay College, Morena, India
Dr. Aditya Ranjan School of Management, ITM University, Gwalior, India

DOI:

https://doi.org/10.29121/shodhkosh.v5.i3.2024.1401

Keywords:

Souvenir Marketing, Craftsmanship, Handmade

Abstract [English]

Globalization poses a threat to heritage values rooted in culture and the environment. As societies worldwide adapt to global trends and increasingly common lifestyles, traditional cultural elements have declined, relegating cultural artifacts to antiquity. Research indicates that these artifacts are prospective souvenirs for today's consumer market if their original meanings and aesthetics are revitalized. As a case in point, this study focuses on Batto Bai dolls, an indigenous craft, exploring how they could be transformed into souvenirs to enrich tourism experiences. Drawing upon the Heritage Tourism Development Model, the research assesses factors conducive to successfully commodifying Batto Bai dolls as souvenirs. This approach enhances tourism, safeguards indigenous crafts, and fosters entrepreneurial endeavors. The study highlights the potential synergy between cultural preservation, economic empowerment, and tourism development, underscoring the significant economic benefits of successfully commodifying Batto Bai dolls as souvenirs in an era of rapid change.

Abstract [Hindi]

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Author Biographies

Priya Chaturvedi, School of Studies in Travel and Tourism Management, Jiwaji University, Gwalior, India

With over 3+ years of teaching experience, I'm a dedicated educator and a Senior Research Fellow specializing in Intangible Cultural Heritage. My passion for preserving and promoting cultural heritage has led her to explore various aspects of this field. I've made notable contributions to the academic community through her research and publications. I've written chapters for edited books, shedding light on the significance of intangible cultural heritage. Furthermore, I've presented my ideas at numerous national and international conferences, fostering discussions and sharing insights with fellow researchers and scholars. As an accomplished author, I've authored several book chapters focused on intangible cultural heritage. My expertise extends to the Encyclopedia of Tourism Management and Marketing, where I've contributed manuscripts on various terms related to this field. In addition to my academic achievements, I've been actively involved in teaching various tourism-related subjects to undergraduate and postgraduate students. My dedication to imparting knowledge and nurturing the next generation of professionals in the tourism industry is commendable. My commitment to preserving cultural heritage extends beyond the classroom. I've volunteered for Bakri Chhap Agro Tourism & Natural Products Pvt. Ltd., a renowned organization dedicated to rural tangible and intangible cultural heritage preservation and rural tourism development activities in India. I served as a volunteer from January 2023 to June 2023, contributing her expertise and skills to support the organization's mission in Madhya Pradesh, India. My exemplary service has been recognized and acknowledged through a formal recommendation and experience letter provided by Bakri Chhap Agrotourism & Natural Products Pvt. Ltd. With my extensive knowledge, research contributions, and teaching experience, I continue to make valuable contributions to the field of intangible cultural heritage and tourism. My dedication to preserving cultural traditions and fostering sustainable tourism practices is an inspiration to my colleagues and students alike.

Dr. Aditya Ranjan, School of Management, ITM University, Gwalior, India

I am a seasoned professional with a diverse background spanning academia and industry, with a specialized focus on marketing. Currently, I hold the position of Assistant Professor (Marketing) at the School of Management, ITM University.

My academic journey culminated in a Ph.D. entitled "Deconstructing Rural Tourism in India," conferred by Jamia Millia Islamia (A Central University) in India. Throughout my doctoral studies, I actively engaged in a spectrum of academic and non-academic pursuits, imparting knowledge on consumer behavior to both undergraduate and postgraduate students. I played a pivotal role in organizing two international conferences and contributed to the NAAC committee, showcasing my proficiency in academic administration and event management.

Preceding my current role, I led the Consulting Vertical at Bakri Chhap Agro Tourism and Natural Products Pvt. Ltd. in Dehradun, India. In this capacity, I orchestrated the development, planning, proposal, execution, and implementation of rural tourism projects spanning multiple states in India. Prior to this, I served as an Assistant Professor at Chandigarh University, where I actively contributed to the education and mentorship of undergraduate and postgraduate students. My responsibilities included teaching, mentoring, and counseling students to foster their holistic growth and development.

My impactful contributions to the realm of rural tourism are underscored by my extensive research and publications, encompassing 6 Scopus-indexed papers, featuring both "A Category" and "B Category" papers listed by ABDC. I authored and co-edited several scholarly works, most notably the book "Rurality, Ruralism, and Rural Tourism: Challenges and Coping Strategies," closely aligned with the focus of my Ph.D. research. Furthermore, I have penned various book chapters and contributed terminologies to the Encyclopedia of Tourism Marketing and Management, showcasing my nuanced expertise in the field.

In addition to my academic pursuits, I have actively contributed to e-learning platforms, particularly in the development of destination marketing e-content for e-pg Pathshala. This underscores my commitment to advancing education through innovative digital resources. My professional journey is characterized by a dedication to academic excellence, impactful research, and a passion for leveraging digital platforms to enhance learning experiences.

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