Search results

This paper attempts to fill the gap that exists in research regarding 20th-century heritage and its social appreciation. The purpose of this paper is to explore different ways of evaluating the heritage value and tourism potential and to propose an innovative model validated in the Zarzuela Hippodrome as an example of cultural asset from 20th century with important economic, social, cultural, aesthetic and architectural aspects.

This study opted for an interpretation of heritage from an ecosystem, integrating and global paradigm, understanding the asset as a set of resources that interact with each other, generating a common and enriched tourist experience among all the elements that make it up. From this perspective, it is conceived that by modifying one of the elements, the whole (tourist) ecosystem will be equally influenced. On the other side, it was incorporated non-parametric techniques based on the implementation of surveys for the validation of the tool to the case study of the Zarzuela hippodrome.

The results suggest that the hippodrome's internal values have been evaluated very positively, while its external values are low. Through this study, the paper has identified several weaknesses that impede its functioning as a viable “tourist product.” The distance from the city center, the lack of available information and the scarce diffusion and tourism promotion are its main weaknesses. The proposed analysis tool reveals the importance of the active participation of visitors to evaluate cultural assets through the combination of aspects related to the conservation of cultural assets and, in turn, elements that encourage their commodification as tourist products, break down barriers between these two disciplines.

The management tool proposed in this study can be used to underpin the creation of tourism experiences in cultural or heritage assets by diagnosing the current state of its tourist potential, quantifying its value in relation to the visitors’ perception and making visible those problematic aspects to develop actions to solve them. Although the present study is support for future research, as well as for improving the marketing of heritage in tourist settings, an in-depth analysis of the technical elements of heritage, as well as of its intervention (if applicable), will be necessary for the managers who want to use the tool.

One of the most differentiating characteristics between the construction typology of 20th-century historical buildings is perhaps the scarcity of decorative ornamentation, with exposed concrete being the main surface coating. Many of these constructions have an important cultural and historical relevance, however, the social perception, as regards its consideration as architectural and artistic heritage seems to reflect discordant aspects. This study provides support as a decision-making tool to determine the existing valuation of a building and how to enhance it.

This study takes steps toward the creation of a model that supports decision-makers and owners of cultural assets through a measurement system that makes it possible to quantify and determine the current state of tourism use through the social evaluation of heritage criteria. It defines which are the elements that favor the resilience of the property or, on the contrary, which are those that undermine its enhancement.

The Gurgaon district in Haryana represents a region that has little-known remains from the past and craft traditions that are under threat because of the rapid pace of urban development and changing demography. The heritage resources of the towns in the district, such as Farrukhnagar and Sohna, are neither integrated in the development agenda nor acknowledged appropriately in formal hospitality and tourism planning. Local knowledge in the form of traditional crafts, food and building techniques has dwindled over the recent decades. Stories about the heritage resources are embedded in public memory and personal histories, though not necessarily explicit. The purpose of this study is to reveal the possible connections between sustenance of the cultural resources and skill development in the context of these small and medium towns.

The skills, stories, knowledge and historic built form are examined as a part of this research to establish existing and potential community connections. The research entails identification of areas where capacity building is required, to enhance visitor experience and to develop heritage tourism, drawing from existing skill sets and traditional knowledge systems rather than looking outwards.

One of the challenges is the discontinuation of use of traditional building techniques for the physical conservation of historic structures/buildings into heritage hotels/bed-and-breakfast locations and tourism visitation spots. Tackling this gap can help development of homestays or heritage hotels, offering a unique experience for visitors who appreciate historic built form. Poor appreciation and interpretation of the heritage resources by the local community is another significant issue, as is the lack of skills that can help increase the appeal of these towns for the visitor interested in heritage tourism. The question is whether these skills are accessible for the residents of these towns and how this gap is being addressed.

These explorations can result in informed approaches to capacity building and community engagement that are the key to establishing heritage-oriented hospitality and tourism in historic small and medium towns.

The paper brings the heritage of small and medium towns into focus and suggests an integrated approach for hospitality and tourism development through skill development, an area that has been neglected and disconnected till now.

Marketing.

The case is aimed at Business Administration students.

Udaipur based Aavaran – the echos of rural India – is a concept by COS-V, a leading non-governmental organization (NGO), which aims at connecting the tribal women of rural India with the mainstream. The NGO, set up in 1988 by Smt. Girija Vyas, was initially involved in imparting vocational training to the rural poor. Later, COS-V was taken up by Alka Sharma, a graduate from the Indian Institute of Crafts and Design, Jaipur, who completely changed the direction of the NGO. Her interest in textiles and crafts led to the genesis of the concept “Aavaran”. Aavaran is a retail outlet which was opened with a vision to provide the Indian market with traditional yet contemporary textiles and clothing. It offers a collection of women's and children's clothing and home textiles using a variety of traditional textiles and crafts. It is an artisan driven concept where the supply chain incorporates the essence of Indian textiles and crafts at every level. From the dyeing, printing, sampling and assembly of garments everything is done by the local women trained by COS-V with the support of DC-Handicrafts. The raw materials – the textiles, grey fabrics, etc. – are sourced directly from the rural weavers and artisans across India. The case study discusses how Aavaran developed the unique positioning of a retail platform for contemporary products made from traditional techniques, skills and hand-based processes; how it could revive the diminishing arts of Dabu and Phetia and how it carved a niche through its channelized marketing efforts.

The case will familiarize management students with the concept of niche marketing with Udaipur based firm Aavaran as an example which developed a unique positioning through its traditionally developed products. It will also acquaint students with a basic understanding of a supply chain with a cooperative firm in focus.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

This case is about SEWA – the Chikankari concept of Runa Banerjee, which started with the objectives of skill development, training and improving the livelihood conditions of Chikankari artisans by encouraging self-sustenance through employment opportunities and entrepreneurial ventures. In recent years, SEWA has been working for export and domestic orders and has been retailing through exhibitions and its only outlet in Hazratganj, Lucknow. The company over the years due to its social initiatives and good quality Chikankari work has become a known brand name but is also facing stiff competition from the organized market, various other retailers and substitute products. The case discusses the competitive and the market forces with respect to the brand.

The case has been designed for the students of business administration who have completed their basic module on marketing. The students need to have understood the concept of marketing mix, competition, segmentation, targeting and the basics of marketing strategy to ensure effective learning.

The case discusses the competitive and market analysis for Lucknow-based firm SEWA in focus. SEWA started as a firm indulged in social upliftment of Chikankari workers which was achieved through trainings in skill upgradation, design and technical development, entrepreneurship development and linkages for social security. The various types of competition, such as direct competition from local retailers, secondary competition from unorganized markets of Chauk and Nazirabad and indirect competition from substitute products, have been studied and analysed. The problem of similar brand names adopted by various Chikankari retailers selling similar products has been highlighted as a major threat in the case. SEWA has adopted the strategy of product innovation to attain competitive advantage. SEWA has developed various traditional and contemporary designs which have fared well in the market.

Familiarizing management students with the concept of competitive analysis with the case of SEWA, Lucknow., and acquainting students with the basic understanding of market forces and competition with a firm supporting a traditional art form in focus, are the expected learning outcomes.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing.

Purpose: Preserving a country’s culture is crucial for its sustainability. Handicraft is a key draw for tourism destinations; it protects any civilisation’s indigenous knowledge and culture by managing the historical, economic, and ecological ecosystems and perfectly aligns with sustainable development. It has a significant role in creating employment, especially in rural regions and is an essential contributor to the export economy, mainly in developing nations. The study focuses on the skills required and existing gaps in the handicraft industry, its development and prospects by considering women and their role in preserving and embodying the traditional art of making handicrafts.

Approach: A framework has been developed for mapping and analysing the skills required in the handicraft sector using econometric modelling; an enormous number of skills have been crowdsourced from the respondents, and machine learning techniques have been used.

Findings: The findings of the study revealed that employment in this area is dependent not only on general or specialised skills but also on complex matrix skills ranging from punctuality to working in unclean and unsafe environments, along with a set of personal qualities, such as taking initiatives and specific skills, for example polishing and colour coding.

Implications: The skills mapping technique utilised in this study is applicable globally, particularly for women indulged in casual work in developing nations’ handicrafts industry. The sustainable development goals, tourism, and handicrafts are all interconnected. The research includes understanding skills mapping, which provides insights into efficient job matching by incorporating preferences and studying the demand side of casual working by women in the handicraft sector from a skills perspective.

The study aims to analyse the challenges faced by the Indian Handloom Sector with a special focus on the state of Uttar Pradesh before and during the COVID-19 pandemic. This study further explores the benefits of AatmaNirbhar Bharat Abhiyan for the betterment of the livelihood of the COVID-19–hit handloom weavers and allied workers.

A total of 400 handloom weavers and allied workers from ten cities of Uttar Pradesh were contacted through telephone. Descriptive statistics were applied to measure the awareness about the government welfare schemes and the benefits of these schemes. Furthermore, satisfaction and opinion of the handloom weavers and allied workers regarding the benefits and sufficiency of the funds received under these schemes have also been measured.

Based on the results, the least awareness has been noted about government welfare schemes. However, a small number of weavers and allied workers were found beneficiaries of the schemes. Additionally, the majority of the respondents were found dissatisfied with the benefits. The COVID-19 pandemic is an addendum to the plight of handloom weavers and allied workers. The measures of AatmaNirbhar Bharat Abhiyan could be used to aid weavers and allied workers to restore their lost revenue.

This study has limitations. Firstly, the research is limited to the handloom industry of Uttar Pradesh. Future researchers could consider the handloom sector of other states like Maharashtra and Andhra Pradesh, known for hand-woven clothes. Secondly, this study aims to analyse the role of AatmaNirbhar Bharat Abhiyan in improving the living conditions of handloom weavers and allied workers and not to measure the impact of the Abhiyan on handloom weavers or the handloom sector. Researchers could measure the impact in future studies. Thirdly, the authors have not applied any behavioural theory or marketing models such as the Theory of Reasoned Action or the Blackwell model, which may be applied to study the attitude of handloom weavers towards welfare schemes. This may prove to be a potential direction for future research. Additionally, master weavers and handloom cooperatives societies were excluded while collecting the data. Future researchers could consider them to examine the role of the government’s welfare schemes for uplifting the socio-economic condition of the handloom weavers, allied workers, master weavers and the business of cooperative societies. Finally, due to lockdown and travel ban, the authors were forced to limit their survey to telephone only because of which they could not get the qualitative information in full. Researchers for future studies could visit the handloom concentrated areas personally or take the help of an enumerator for data collection.

The research holds significance for the young and competent designers, handloom weavers and allied workers. Designers could work with and hire handloom weavers of Uttar Pradesh. If designers and weavers work together, it will help them restore their business and generate revenue that they have lost due to the COVID-19 pandemic. Furthermore, policymakers can collaborate with designers, which will help enhance the socio-economic condition of handloom weavers and allied workers, which has deteriorated due to the COVID-19 crisis.

The research holds significance from the point of view of exploring the challenges faced by handloom weavers and allied workers of the state of UP before and during the COVID-19 period while examining the role of AatmaNirbhar Bharat Abhiyan in setting off these challenges.