The Role of Souvenir Marketing in Sustaining Handmade Craftsmanship

Globalization poses a threat to heritage values rooted in culture and the environment. As societies worldwide adapt to global trends and increasingly common lifestyles, traditional cultural elements have declined, relegating cultural artifacts to antiquity. Research indicates that these artifacts are prospective souvenirs for today's consumer market if their original meanings and aesthetics are revitalized. As a case in point, this study focuses on Batto Bai dolls, an indigenous craft, exploring how they could be transformed into souvenirs to enrich tourism experiences. Drawing upon the Heritage Tourism Development Model, the research assesses factors conducive to successfully commodifying Batto Bai dolls as souvenirs. This approach enhances tourism, safeguards indigenous crafts, and fosters entrepreneurial endeavors. The study highlights the potential synergy between cultural preservation, economic empowerment, and tourism development, underscoring the significant economic benefits of successfully commodifying Batto Bai dolls as souvenirs in an era of rapid change.