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VOL. 8, ISSUE 1 (2026)
Analysis of the marketing mix of souvenir products with special reference to wood crafts in and around Kaziarnaga National Park
Authors
Dr. Bidyut Jyoti Kalita
Abstract
Souvenir products play a
significant role in linking tourism with local culture, heritage, and
livelihood generation. Among such products, wood crafts have emerged as popular
souvenirs in contemporary tourist markets due to their eco-friendly nature, cultural
symbolism, and artistic craftsmanship. Traditionally produced on a small scale
for domestic use, these products have gradually transformed into commercially
viable souvenir items, especially in destinations with strong cultural and
natural appeal. The region surrounding Kaziranga National Park, a globally
renowned tourism destination, offers a favorable environment for the growth of
such indigenous crafts. Despite these advantages, bamboo crafts from Assam have
not yet achieved a strong position in the organized tourism souvenir market.
This study aims to analyze the marketing mix of souvenir products with special
reference to wood crafts in and around Kaziranga National Park. The paper
focuses on examining the prospects and challenges of wooden handicrafts as
tourism souvenirs through the elements of product, price, place, and promotion.
A field survey was conducted among craftsmen selected using the snowball
sampling method. The study evaluates the sustainability and continuity of
crafts production, changes and innovations in product design over time, and the
scope for viable solutions to the constraints faced by craftsmen.
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Pages:43-45
How to cite this article:
Dr. Bidyut Jyoti Kalita "Analysis of the marketing mix of souvenir products with special reference to wood crafts in and around Kaziarnaga National Park". International Journal of Commerce and Economics, Vol 8, Issue 1, 2026, Pages 43-45
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