Tourist consumer behavior during the purchasing process. Case study: San Salvador National Handicrafts Market

Abstract

El Salvador has successfully positioned itself in the tourism market as a competitive destination both nationally and internationally, promoting domestic and inbound tourism as key drivers of foreign exchange and job creation. Handicrafts not only represent cultural expressions with deep historical roots but also serve as a source of income for thousands of families who depend on this informal sector. Indeed, artisanal traditions are one of the best examples of the connection between art and industry.

The main venue for showcasing these cultural pieces in El Salvador is the National Handicrafts Market in San Salvador, which features artisanal products from every department in the country, making it a rich cultural attraction for both domestic and international tourists. This has become a significant economic driver, attracting the attention of government authorities.

For this reason, analyzing tourist consumer behavior during the purchasing decision process for handicrafts, and identifying the economic, demographic, and psychographic factors that influence this behavior, is crucial. This is in order to maintain the relevance of the artisan sector, which represents an important form of production, a source of employment, support for the local economy and an opportunity to promote national identity and culture.