Dimensions that motivate the purchase of Mexican crafts

Abstract

Purpose: Understand the motivations behind the purchase of Mexican crafts considering the valuations: artistic, functional, commercial, belonging, reputational, symbolic, and social.

Design/Methodology: The research was carried out through surveys applied to national and international tourists in 3 tourist areas of Mexico City. The sample was analyzed using PLS-SEM.

Results: Symbolic and artistic value are the reason that have the most influence on the purchase of crafts, followed by the marketing strategies. However, the model only explained 50% of the reasons.

Practical implications: Knowing the reasons that drive the purchase of crafts will allow the development of programs to strengthen the craft sector. In addition, knowing them can improve the lives of artisans in the region.

Originality / Value: The study is part of a line of research that begins to explore one of the most neglected activities of the cultural industries: the artisan sector.