عنوان مقاله [English]
Handicrafts value chain is an economic system that includes a set of actors and commercial activities whose business along each other leads to the evolution and trade of the product, from the primary producers to the final consumers, and for each of the actors in the network, economic value. creates On the other hand, the tourism industry is also the closest industry to handicrafts, which can play a vital role in creating and expanding the handicrafts market. Because buying souvenirs is one of the most important and popular activities of tourists, and about 33% of the total travel time is spent on shopping, and on the other hand, souvenirs in the form of handicrafts are very popular among tourists, especially tourists with high income levels. Therefore, the purpose of this research is to create situations and opportunities for local people and enable them to participate in the tourism sector and help local producers in providing the necessary goods and services and reducing the import of those products.
This applied research has analyzed the value chain structure of handicrafts in Metkazin village with documentary and field methods in 2019. Data processing and analysis were done using SPSS V.23 and Smart PLS V.3 software.
Results and Discussion
This study is divided into 4 general sections; 1- Preparing a questionnaire to determine the value chain of handicrafts on rural tourism. 2- Completing the questionnaire by experts (professors, experts from related organizations, craftsmen). 3- Data analysis and 4- Identification of the most effective factors on the development of rural tourism; Done.Findings: The hypothesis of the effect of handicrafts value chain on the development of rural tourism was confirmed with a regression coefficient of 0.749. The results show that the two actors of this chain, namely the producer and the government facilitator, had the highest direct and positive impact on the development of rural tourism, and the two activities of supplying raw materials and finishing (packaging) had negative and inverse effects on the development of the tourism economy.
According to the results, the influence coefficient of the two levels of wholesalers and retailers is small and insignificant, and in reality, the physical presence of merchants and physical and virtual stores, permanent and local markets, and distribution networks in the region are weak and the sale of these Products have been limited to seasonal exhibitions and partial orders, and the need to use new technologies and e-commerce for market development is obvious and necessary.
Keywords: value chain; handicrafts ; tourism; tourist; rural areas; Mazandaran