The Study of Foreign Tourists' Views about Iranian Handicrafts' Packaging Qualities (Case Study: Isfahan Handicrafts)

Samanifar, Sousan; Afhami, Reza; Hashemi, Seyed Moslem

doi:10.30475/isau.2019.87941

Document Type : Original Research Paper

Authors

¹ Master Student in Graphic Design, Faculty of Art and Architecture, Tarbiat Modares University

² Associate Professor in Art Research, Faculty of Art and Architecture, Tarbiat Modares University

³ Ph.D Candidate in Marketing, Faculty of Humanities, Tarbiat Modares University

https://doi.org/10.30475/isau.2019.87941

Abstract

Handicraft selling is an inseparable part of the tourism industry and is considered an invisible part of exports, showing the tangible cultural features of the country to tourists. The packaging, as the outermost layer of handicraft, is a crucial factor of the product's quality. The packaging should have cultural aspects, be relevant to its content and also have a high quality. Since the packaging is a tool used to introduce the products in a correct manner, and also plays to stimulate the consumers, it is an important factor in the economic growth of tourism. As a result, the packaging should have appropriate information and visual quality in order to encourage the consumer to buy it. In this research, different parts of visual qualities and informative aspects of handicrafts industry packaging has been investigated. The aim of this work is to determine the most important features of the packaging for tourists in Isfahan. Also, we are after determining weaknesses and strengths of packaging design. The questionnaire method is used for this and they are handed out to tourists to used to obtain information. Statistical analysis is carried out by (SPSS) and (SmartPLS) software. The results show tourists only considered the color and size of packaging as having average acceptability. Other visual aspects such as innovation, shape, design and all informative features did not satisfy their expectations. The results demonstrates the relative priority of the visual aspects to informative features. The other important parameters in order are are graphic design, packaging type, size, color, innovation and shape. Furthermore, using international language, the font size and type, and providing appropriate information based on the type of the product are the other expectations.

Keywords

References

1. ابراهیمی، الهام. 1388. بررسی تاثیر ابعاد بصری و اطلاعاتی بسته بندی بر تصمیم گیری خریداران شامپوهای تولید داخل. پایان نامه کارشناسی ارشد. دانشکده مدیریت. دانشگاه تهران.

2. استیری، مهرداد. 1386، بررسی رابطه میان بسته بندی و رفتار مصرف کنندگان محصولات غذایی. پایان نامه کارشناسی ارشد. دانشکده مدیریت. دانشگاه تهران.

3. اختر بروجنی، علیرضا. 1380، تعیین موانع توسعه صادرات صنایع دستی. پایان نامه کارشناسی ارشد. دانشگاه تهران.

4. بدری، سید علی، و صدراله طیبی 1391. بررسی عوامل موثر بر هزینه های گردشگری مذهبی، مطالعه ی موردی: شهر مقدس مشهد. برنامه ریزی و توسعه ی گردشگری1(1):177-153.

5. حکیمی طهرانی، اردشیر. 1388. موادشناسی و تکنیک های چاپ در بسته بندی (چاپ اول). تهران: فرهنگسرای میردشتی.

6. خزائی، محمد. 1392. عملکرد بنیادین صنایع دستی. کتاب ماه هنر184 (18):3-2.

7. داس ویل، راجر. 1379. مدیریت جهانگردی (چاپ دوم). تهران: دفتر پژوهش های فرهنگی.

8. رحمتی، یحیی. 1385. بسته بندی صنایع دستی در ایران صفر است. روزنامه ایران. شماره3574.

9. رحمتی، یحیی. 1386. بسته بندی راهکاری مناسب برای رضایت مشتری. نشریه دست ها و نقش ها(12):42-31.

10. رحمانی، روح اله. 1392. هنر بسته بندی، جلوه های نمود بسته بندی در محصولات صنایع دستی. ماهنامه هنر بسته بندی (12): 23.

11. رضوانفر، مرتضی. 1385. صنایع دستی و مدرنیته. کتاب ماه هنر(99):74-70.

12. سخن پرداز، کامران، و پریسا صحافی اصل. 1387. هنرهای سنتی، سفیرانی که پیام فرهنگ به فرنگ می برند( تحلیلی بر نقش صنایع دستی در توسعه فرهنگی و معرفی فرهنگ ایرانی). آینه خیال (12): 133-125.

13. شمس، فواد. 1391. گردشگری به مثابه ی صادرات نامریی: نقش توریسم در توسعه ی پایدار روستایی. دنیای اقتصاد (28): 28.

14. عسگر اولادی، اسداله. 1376. صادرات غیر نفتی. نشریه ی اتاق بازرگانی و صنایع و معادن ایران – نامه ی اتاق بازرگانی. 116.

15. کرمی، زکیه. 1389. بازاریابی صنایع دستی و اثرات آن بر گردشگری با تاکید بر گلیم برجسته ایلام. فرهنگ ایلام (26):59-68.

16. محسنی، رضا علی. 1388. گردشگری پایدار در ایران: کارکردها، چالش ها و راهکارها. مجله ی فضای جغرافیا. (9). 171-149.

17. نادری، ابوالقاسم، احمد اخوی، و شیرین حکیمی.1384. بررسی مسائل و مشکلات صادرات غیرنفتی. جهان اقتصاد (8). 474-469.

1. Asgar Ouladi, Asadallah. 1997. non-oil exports. Journal of Iran Chamber of Commerce, Industries and Mines - Letter chamber: 358.

2.Smith, Dominic, Riethmuller, Paul . 1999 . Consumer concerns about food safety in Australia and Japan. International Journal of Social Economics (26)6:724-742

3. Doswell, Roger. 2000. Tourism Management. Tehran: Cultural Research Center.

4. Ebrahimi, Elham. 2009. The effect of visual dimensions and packaging information to make decisions locally produced Buyers Shampoo. Master's Thesis. Faculty of Management. University of Tehran.

5. Estiri, Mehrdad, Yazdani, Hamidreza, Nejad, Jafar, and Rayej, Hamzeh. 2010. Food products consumer behaviors: the role of packaging elements. Journal of applied sciences 10(7): 535-543.

6. Akhtar Broujeni, Alireza. 2001. Export Development barriers crafts. Faculty of Management. University of Tehran.

7. Badri, Seyed Ali, Tayebi, Sadrolah. 2012. Factors affecting the cost of religious tourism, Case study: the holy city of Mashhad. Planning and development of tourism 1(1):153-177.

8. Gale, Richard P, Cordray, Sheila M. 1994. Making sense of sustainability: Nine answers to What should be sustained?. Rural sociology 59(2): 311-332.

9. Hakimi Tehrani, Ardeshir. 2009. Materials Science and In packaging printing techniques. Tehran: Mirdashti Cultural Center.

10. Karami, Zakiye. 2010. Marketing Crafts and its effects on tourism, focusing on outstanding products of Ilam City. Ilam Culture: (26).

11. Karimi, Poolad, Mahdieh, Omid, and Rahmani, Mahmud. 2013. The study of relationship between packaging elements and purchase behavior: consumers of food, cosmetics and health products. Interdisciplinary Journal of Contemporary Research in Business 5(3): 93-281.

12. Kotler, Philip, Armstrong, Gary. 2008. Principle of Marketing. New Jersey, Prentice Hall.

13. Kotler, Philip., & Armstrong, Gary. 2010. Principles of marketing. London: Pearson education.

14. Mitul, M. Deliya, Bhavesh, J. Parmar. 2012. Role of packaging on consumer buying behaviour. Global Journal of Management and Business Research 12(10).

15.Mohsen, Reza Ali. 2009. Sustainable tourism in Iran: Functions, Challenges and Solutions. Journal of Geography space (9)149-171.

16. Naderi, Abolghasem, Akhavi, Ahmad, and Hakimi Shirin. 2005. The Study on the problems of non-oil exports. The world economy (8):463-474.

17.Vila, Natalia, Ampuero, Olga. 2007. The Role of Packaging in Positioning an Orange Juice. Journal of Food Products Marketing (13)3:21-48.

18.Rahmati, Yahya. 2006. Packaging handicrafts in Iran is zero. Iran newspaper. 3574 Number.

19.Rahmati, Yahya. 2007. Packaging solution for customer satisfaction. Hands and roles Publication (12):31-42.

20.Rahamani, Roohallah. 2013. Arts Package, The effects of packaging on products crafts. Monthly Art of Packaging Jornal (12):23.

21.Rettie, Ruth., Brewer, Carol. 2000. The verbal and visual components of package design. Journal of product & brand management 9(1): 56-70.

22.Rezvanfar, Morteza. 2006. Crafts and modernity. Mahe Honar Book (99):70-74.

23.Shams, Foolad. 2012. Tourism as an invisible export: The role of tourism in rural sustainable development. the world of economy (28):28.

24.Sokhanpardaz, Kamran, Parisa, Sahafi Asl. 2008. Arts, Culture abroad are ambassadors message(Analysis of the role of crafts in the cultural development and introduce Iranian culture). Ayene Khiyal Jornal (12):125-133.

25. Yang, Sha, & Raghubir, Priya. 2005. Can bottles speak volumes? The effect of package shape on how much to buy. Journal of Retailing 81(4): 269-281.

Journal of Iranian Architecture & Urbanism(JIAU)

The Study of Foreign Tourists' Views about Iranian Handicrafts' Packaging Qualities (Case Study: Isfahan Handicrafts)

References

References

Volume 9, Issue 2
March 2019
Pages 185-194

The Study of Foreign Tourists' Views about Iranian Handicrafts' Packaging Qualities (Case Study: Isfahan Handicrafts)

References

References

Volume 9, Issue 2March 2019Pages 185-194

Volume 9, Issue 2
March 2019
Pages 185-194