The moderating effect of handicraft goods in influencing the tourists’ intention to select sustainable tourist destination

Purpose The purpose of this research is to look at the factors and reasons why people travel, with a focus on how handicraft goods affect the reasons of people travel, both locally and from different tourist sites. Design/methodology/approach A survey design was used to send 630 self-administered surveys, available in both online and hard copy formats, to travellers in various tourism areas. Six hundred three surveys were collected and processed using structural equation modelling with the AMOS Software. Findings The study revealed that motivation, place image, reputation and culture of a location had a substantial impact on travellers’ desire to choose a sustainable tourism destination. Moreover, this study shows that handcrafted products moderate the favourable impact of attitude on tourists’ inclination to choose a sustainable tourism site. Practical implications This study provides significant information for people associated with tourism such as tourism policymakers and industry stakeholders seeking sustainable tourism and destination competitiveness. The practitioners may use destination marketing tactics to promote sustainable tourist destinations’ distinctive cultural experiences, environmental activities and handcraft products. They can also work with local craftsmen, community organisations and tourist stakeholders to promote responsible tourism and authentic cultural heritage. Originality/value This research enhances understanding of sustainable tourist destinations within emerging markets. It also analysed the impact of demographic variables and travel motivations among domestic and international leisure travellers in the context of India.