INVESTIGATE THE ISSUES AND CHALLENGES FACED BY THE HANDICRAFT INDUSTRY IN THE SOUTHERN COASTAL AREA OF SRI LANKA DURING THE COVID-19 PANDEMIC

Abstract

Sri Lanka is one of attractive destination among tourists .Handicraft tourism is a growing niche industry in Sri Lanka. However, the handicraft tourism industry in Sri Lanka collapsed rapidly due to the impact of the COVID-19 pandemic. The main objective of this study was to identify the issues and challenges faced by the handicraft industry during the COVID-19 pandemic. A qualitative study was carried out/was conducted as a case study covering the Southern Coastal Area in Sri Lanka. The researcher collected data through face-to-face semi-structured interviews and telephone interviews and used the convenience sampling technique. Ten interviews were conducted with handicraftsmen and officers of the National Crafts Council as the sample. Data were analyzed through the content analyzing technique. The results revealed that the financial issues, lack of knowledge of handicraftsmen, leaving off the skillful employees, difficulties of getting raw materials, high dependence on tourism, lack of proper integration with the tourism value chain, law demand, low price in the local market, importing handicrafts from foreign countries, difficulty to find customers and handicraftsmen shifting to other industries as the main issues and challenges faced by handicraft industry during the COVID-19 pandemic. Finally, the researcher identified the strategies to develop the handicraft tourism industry like facilitating raw materials, giving financial support, giving knowledge of handicraft to next-generation, properly integrating with the tourism industry, opening new showrooms, organizing projects, and using E-marketing. It would be worthwhile for the relevant authorities to implement strategies to minimize the impact and provide maximum support to develop the handicraft tourism industry in Sri Lanka.