Wellness Tourism As A Driver Of Cultural Identity: Examining Purchase Intentions For Indian Handloom And Handicraft Apparel

Abstract

This study investigates the role of wellness tourism in enhancing cultural identity and its impact on tourists' purchase intentions for Indian handloom and handicraft apparel, employing a mixed-methods approach with data from 300 wellness tourists and 20 stakeholders, including artisans and tourism professionals. Findings reveal that wellness tourism significantly boosts cultural awareness, which in turn positively influences tourists' intention to buy traditional crafts, with sustainability perceptions moderating this relationship. Tourists with a heightened sense of sustainability show a stronger preference for eco-friendly, ethically produced goods, emphasizing the demand for sustainable practices in artisanal production. The research offers practical recommendations for stakeholders, advocating the integration of cultural experiences into wellness tourism to drive economic growth for artisanal communities. It highlights the potential for wellness tourism to foster deeper consumer engagement with cultural heritage while promoting the sustainable development of rural economies. Future research should assess the long-term economic effects of wellness tourism on the handloom sector and explore the role of digital wellness tourism in shaping consumer behaviour.