Factors motivating visitors for attending handicraft exhibitions: Special reference to Uttarakhand, India

This study makes an effort to analyze the variables that motivate visitors to attend a handicraft exhibition. The study has been carried out in Indian context, with special reference to the northern state of Uttarakhand. The methodology used is primary in nature and data has been collected with the help of a questionnaire. The outcomes of the study suggest that there are numerous motivations that are responsible for attendance at a handicraft exhibition. On the basis of Factor Analysis, four factors emerged namely learning, maintaining awareness, purchasing and attraction. The study also trifurcates the visitors into three different clusters, namely shoppers, casual visitors and knowledge-seekers depending upon the characteristics that individual in each cluster share. The study shall be useful for the artisans and exhibitors to analyze the trends in the handicraft industry and thus improve their business performances by developing a better understanding of the visitor behaviour.