Exploring the antecedents of emotional marketing on tourist perception of handicraft value: A study in Lamphun, Thailand

Ratchapan Karapan; Korawan Sangkakorn; Sansanee Krajangchom; Pachernwaat Srichai; Sudarat Auttharat; Thitinadda Chinachan; Thanuset Chokpiriyawat

doi:10.34624/j05m1g02

Authors

Ratchapan Karapan Chiang Mai University , Chiang Mai University
Korawan Sangkakorn Chiang Mai University
Sansanee Krajangchom Chiang Mai University , Chiang Mai University
Pachernwaat Srichai Chiang Mai University
Sudarat Auttharat Chiang Mai University
Thitinadda Chinachan Chiang Mai University
Thanuset Chokpiriyawat Khonkaen University

DOI:

https://doi.org/10.34624/j05m1g02

Keywords:

Handicraft value, Emotional marketing, Tourist behaviour, sufficiency economy

Abstract

The present quantitative research examines how tourists perceive the value of handicrafts through emotional marketing. A purposive sampling method was used to collect 400 valid responses from tourists and handicraft buyers in Lamphun, Thailand, between October and December 2023. The results show that the four dimensions of handicraft value - functional, social, experiential, and destination values - have a significant impact on emotional marketing. This study helps community enterprises better understand how local handicrafts influence tourists' perceptions, which can improve emotional marketing strategies and boost profitability. It also provides guidance for handicraft businesses by recommending emotional marketing strategies to attract visitors, ultimately benefiting the tourism industry. Theoretically, this study advances understanding by connecting perceived handicraft value with Lancaster’s theory of consumer behaviour, especially in tourism, and extending the definition of emotional marketing. The findings could lead to increased revenue for local communities and promote sustainable tourism development.