Evolving Host Socio-Demographical Determinants Towards Himalayan Handicraft Industry

Himachal Pradesh is widely known for its beauty, culture and heritage. The handicrafts of this region maintain cultural integrity among themselves and show it to the rest of the world. This paper aims to investigate the dynamics of socio-demographic variables based on community based host motivators (CBHM) involved in handicraft tourism in Himachal Pradesh. To conduct this study, a field survey of 277 members of the host community was piloted from December (2020) to January (2021) using a structured questionnaire. Four factors of motivation at the community level were derived: tourism, government efforts, advertising and social indicators, and employment indicators. The results highlighted the relationship between government efforts and all CBHMs; qualifications strongly influenced tourism, government efforts and advertising factors; while government initiatives have greatly contributed to the empowerment of women. In contrast, the nuclear family has more decision-making power than the joint family with regard to CBHMs.