EXPLORING THE NEXUS BETWEEN TOURISM DEVELOPMENT AND HANDICRAFT ENTREPRENEURSHIP: THE MEDIATING ROLE OF GOVERNMENT INITIATIVES IN KASHMIR VALLEY

The Kashmiri crafts are famous for their unique appeal and richness, which have been a significant contributor to the economy of the region through handicrafts and tourism. This paper examines the relationship between tourism development (TD) and handicraft entrepreneurship (HE), with a special focus on the role of government interventions (GI) as a mediator in the Kashmir Valley. The study used a self-administered questionnaire among tourism stakeholders and handicraft business owners to understand the ground realities. The data obtained was analysed using partial least squares structural equation modelling (PLS-SEM) to ensure that the results are accurate and reliable. The results show that tourism development does not directly contribute to the growth of handicraft entrepreneurship. Rather, government interventions have been identified as a critical factor in strengthening entrepreneurial performance. GI not only improves the performance of handicraft businesses but also helps to bridge the gap between tourism development and entrepreneurial development. Financial assistance, skill development, market development, and infrastructure development policies of the government have been found to play a decisive role in this regard. The study highlights that unless there is proper government intervention, artisans will continue to be marginalised despite the rising number of tourists. The study, therefore, emphasises the need for continuous government support in terms of financing, marketing, and training.