Does visiting a traditional art and handicraft market enhance well-being? Exploring visitor experience through the lens of self-determination theory

Purpose The accelerating popularity of the art and handicraft sector in recent years has attracted notable academic attention. Several studies examined the potential of this sector to generate positive outcomes for the associated communities. However, what is currently missing from the line of scholarly discussion is a comprehensive understanding of the experiential value of such marketplaces for consumers. The present study, therefore, seeks to explore the dimensions of visitor experience at traditional art and handicraft markets and identify how such marketplaces facilitate the fulfillment of an individual’s deeply embedded psychological needs and promote well-being through positive emotions and self-empowerment. Design/methodology/approach Study data was obtained through semi-structured interviews, field visits and on-site observations conducted at the Dilli Haat, INA, Delhi, India. The conceptual framework of self-determination theory (SDT) is employed to analyze the perspectives of the visit experience of 35 visitors who arrived at Dilli-Haat. Findings Findings indicate that visitors’ interest in participating in the traditional art and handicraft market was influenced by their fundamental psychological needs. By offering an opportunity to experience autonomy, competency and relatedness, such marketplaces can contribute to generating positive emotions and lead toward visitor well-being. Originality/value Study outcomes added a new perspective on the less studied subject of traditional art and handicraft market consumption. Findings contribute to enhancing the understanding of visitors’ experiences and the role of the traditional art and handicraft market in the context of well-being. Further, the current study highlights the influence of market attributes on visitor satisfaction and positive experience and offers useful implications for the efficient performance of such marketplaces.