Main Article Content
craft, tourism, scale development, visitor, measurement, role-reversal
Although perennial and transgenerational practice of local and traditional crafts have been recognized as factor a priori to segmental differentiation of destinations, inadequate research effort has been observed to understand and analyze the cognitive involvement of visitors to enact as craftsmen and to develop a scale to measure the motivation which brings out this role reversal. Destination marketing organizations are quick to enlist this role-reversal of visitors, nomenclated as Craftourism by the researcher, as tourism-product offer based on acculturation. This study focuses on development and validation of a robust scale to measure visitor motivation to enact in this role-reversal. The scale development procedure yielded a five factor measurement instrument with acceptable levels of reliability and validity. The five dimensional spread of motivation related to Craftourism were identified as experiential learning, creative thrill, sensory gratification, socialization and self esteem. The scale was tested for predictive capability of behavioural intentions of visitors with respect to two specific intentions namely repeat visit and positive referrals and was found to be significantly effective. The implications of the scale developed were discussed in both theoretical and managerial perspectives.