شناسایی و اولویت بندی چالش های صادرات صنایع دستی ایران (مورد مطالعه: محصولات معرق) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
صنایع دستی بخش مهمی از گردشگری فرهنگی و تجربه گردشگران را شامل می شود. با وجود توانمندی های ایران در تولید صنایع دستی، جایگاه خوبی از نظر صادرات ندارد. هدف اصلی پژوهش حاضر، شناسایی چالش های موجود در صادرات محصولات معرق ایران است. در این پژوهش، که از نوع آمیخته است، در ابتدا با مرور ادبیات و سپس مصاحبه نیمه ساختاریافته با خبرگان صنعت صنایع دستی ایران تعداد 36 مانع صادراتی شناسایی شد. این عوامل در هفت دسته کلی براساس ماهیتشان دسته بندی شدند و در قالب پرسش نامه در اختیار جامعه آماری پژوهش قرار گرفتند. جامعه آماری پژوهش شامل تولیدکنندگان، صادرکنندگان و فعالان میراث فرهنگی و صنایع دستی بود که درنهایت به 158 پرسش نامه پاسخ داده شد. روایی پرسش نامه ازطریق خبرگان تأیید شد و پایایی از آزمون کرونباخ با ضریب آزمون 0.853 تأیید شد. داده های پژوهش با استفاده از نرم افزار اس پی اس اس و آزمون فریدمن تجزیه و تحلیل شد. نتایج تحقیق نشان داد که چالش های صادرات صنایع دستی ایران به ترتیب عبارت اند از: عوامل مالی و اقتصادی، عوامل سیاسی، عوامل قانونی، عواملی بازاریابی و فروش، عوامل فرهنگی اجتماعی، عوامل مربوط به محصول و عوامل حمل ونقل.Identifiying and Prioritizing the Iran’s Handicrafts Export Challenges (the Case of Marquetry)
Handicrafts are the significant part of cultural tourism and tourist experience. Despite Iran’s capabilities in producing handicrafts but in terms of exporting it has not gained the proper rank. The main purpose of this research is identifying the existing challenges in exporting marquetry products of Iran. As a mixed method research, primarily the literature reviewed and then through semi-structured interview with experts of iran's handicraft industry, 36 export challenges were identified and next categorized in 7 groups based on nature. The questionnaire distributed amount research population including producers, exporters and cultural heritage and handicrafts practitioners, ultimately 158 questionnaires received. The validity of the questionnaire was confirmed by experts and reliability Cronbach's test with a coefficient of 0.853. the data were analyzed via SPSS software Friedman test and findings revealed that Iran’s handicrafts export challenges include following factors: Financial and economical, political, legislative, marketing and sales, cultural and social, products and logistics. Keywords: Handicrafts, Marquetry, Export Challenges, Handicrafts Export 1. Introduction In numerous nations, handicrafts serve as integral components of cultural tourism, embodying the art, civilization, culture, and tradition of a particular region. They symbolize the destinations visited by tourists and encapsulate their cultural immersion experiences. Beyond cultural significance, handicrafts wield economic influence by generating income, fostering employment, and impacting the tourism value chain, thus contributing to poverty alleviation. In Iran, handicrafts epitomize the nation's historical, cultural, and social fabric, serving as a magnet for tourists. With a millennia-old legacy in handicraft production, Iran boasts a rich array of artisanal products, positioning it alongside China and India as a leading producer. Despite Iran's prowess in handicrafts, its international market presence remains suboptimal, translating to inadequate economic productivity, employment opportunities, and income. While existing studies have explored facets of the handicraft industry, a comprehensive examination of export-related challenges and their prioritization is lacking. Consequently, this research endeavors to delineate the impediments to exporting Iranian handicrafts and ascertain their relative priority levels. 2. Literature Review Handicrafts, as defined by UNESCO, encompass products crafted entirely by hand or with the aid of tools, with the artisan's manual skill being paramount in their production. These items possess multifaceted attributes, ranging from aesthetic and artistic to practical and culturally significant. The World Intellectual Property Organization (2016) delineates key characteristics of handicrafts, emphasizing their handmade nature, cultural roots, diversity in materials, and uniqueness in each piece. Handicrafts serve as tangible expressions of a nation's culture and artistry, weaving together historical, social, and cultural narratives. They play a pivotal role in cultural tourism, alongside ancient landmarks and heritage sites, by providing economic sustenance and employment opportunities to local communities. With a legacy spanning millennia, handicrafts hold particular importance in Iran, where they are considered vital professions. Iran stands as one of the world's foremost hubs for handicraft production, boasting an unparalleled diversity of crafts across various fields, as recognized by UNESCO. Among the myriad handicraft arts, marquetry stands out as a distinctive form of artistic expression. Unlike traditional painting on canvas, marquetry involves assembling pieces of wood, stone, tile, glass, or leather of different colors and textures to create intricate designs. This craft, which is one of many sub-branches of wooden handicrafts, has enjoyed a longstanding tradition in Iran, contributing to the richness and diversity of the country's artisanal heritage. 3. Methodology This study adopts a descriptive and analytical approach, employing both qualitative and quantitative methodologies. Initially, data on the challenges facing Iran's handicraft exports were gathered through a combination of library research, fieldwork, and semi-structured interviews with experts. The Delphi technique was employed to validate the identified factors. In this method, a panel of experts formulates hypotheses regarding the future state of the subject under investigation, without the need for physical gatherings. For the interviews, the statistical population was selected using a combination of selective and snowball sampling methods. The population comprised experts in the handicraft industry, including producers, exporters, cultural heritage officials, and members of chambers of commerce. Subsequently, the factors derived from the interviews were compiled into a questionnaire and presented to the experts for further scrutiny and refinement. Following final approval and validity verification by the experts, the questionnaire was administered to the statistical sample, consisting of individuals with prior experience in handicraft exportation. The reliability of the questionnaire was assessed using Cronbach's alpha coefficient, yielding a confirmed value of 0.853. Data analysis was conducted using SPSS software, employing Friedman's test method to ascertain the relative significance of identified factors. 4. Results The study identified and prioritized seven distinct groups of challenges: Economic and financial, political, legal, marketing and sales, socio-cultural, product, and transportation.marketing emerged as a significant challenge within the handicraft industry. Key issues included inadequate product presentation, such as the absence of catalogs and price lists, and a lack of utilization of e-commerce and social media platforms. Many artisans lacked understanding of market competition dynamics and strategies for market entry. Additionally, deficiencies in the marketing mix, particularly in pricing and distribution channels, were notable. Insufficiently trained personnel, absence of export plans, and weak branding further compounded marketing challenges. Product-related factors also presented notable challenges. Weak packaging, the presence of cheaper substitute goods, low practical utility of handicraft products in daily life, and a lack of creativity and innovation were highlighted. Some handicrafts were deemed impractical, primarily serving decorative purposes, which diminished their perceived value and market demand. Political factors significantly influenced handicraft exports. Government support for non-oil exports was lacking, and political instability hindered market access. Moreover, government entities provided minimal assistance in promoting handicrafts through official channels. Monetary and banking sanctions posed obstacles to currency transfers, while limited integration with international online marketplaces like Amazon further constrained market reach. Additionally, Iran's failure to negotiate preferential tariffs on its products contributed to export challenges. Financial and economic challenges were paramount, with internal inflation and currency exchange fluctuations impacting practitioners. Limited investment in the handicraft sector, inadequate working capital among artisans, and low incomes further exacerbated economic difficulties. Legal challenges encompassed incomplete and cumbersome export laws, legislators' unfamiliarity with export-related issues, and problems related to residence and travel. Cultural and social challenges included a lack of export-related training and societal apathy towards export initiatives. Conflicting interests between merchants and producers, with merchants seeking lower prices to maximize profit margins and producers desiring direct sales to bypass intermediaries, further complicated the socio-cultural landscape. Transportation challenges centered on non-compliance with international standards in Iranian customs and high shipping costs, which hindered export logistics. 5. Conclusion Based on the prioritization of factors, financial and economic challenges emerge as the foremost obstacles to Iran's handicraft exports. Consequently, it is recommended to not only enhance Iran's overall economic landscape but also provide support facilities specifically tailored to handicraft practitioners, addressing issues such as capital scarcity and low income. Failure to address these challenges may jeopardize the future viability of Iranian handicrafts. Political issues rank as the second priority, necessitating proactive management by handicraft and export authorities, including mitigation strategies for export-related sanctions. Legal considerations represent the third priority, urging a review of existing legal barriers and the establishment of specialized working groups to resolve them. Given Iran's substantial potential in handicraft production, overcoming these challenges could significantly benefit the economy. Marketing and sales factors, although of lesser priority, warrant attention from artisans and export companies to enhance skills in product presentation, market targeting, and sales strategies. Environmental factors emerge as crucial concerns, indicating the need for review and modification to unlock the full potential of Iranian handicrafts in the global market. While this study focuses on wood carving, future research could delve into other types of handicrafts to comprehensively understand export challenges and potential success factors. Additionally, future studies could explore the success factors of handicraft marketing to provide a comprehensive understanding for industry stakeholders.
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