The Role of Packaging Design in Preserving and Revitalizing Gilan’s Handicrafts and Increasing the Added Value of Travel Souvenirs

Background: Handicrafts and traditional souvenirs are vital expressions of regional identity and heritage, embodying the cultural memory and economic resilience of local communities. In Iran’s Gilan province—a region renowned for its rich traditions in weaving, pottery, woodwork, and culinary crafts—these art forms serve as both tangible connections to the past and as economic assets in tourism-driven development. However, despite their intrinsic value, the survival of these crafts is increasingly threatened by market saturation, diminished cultural visibility, and outdated marketing strategies. Among these, the role of packaging is often neglected, although it significantly influences consumer decisions, especially in competitive markets. Packaging not only protects the physical integrity of products but also enhances their visual appeal and communicates their cultural significance to diverse audiences. Internationally, packaging is a strategic tool for brand representation and cultural transmission (Kotler & Keller, 2016). It also contributes to product differentiation in tourism economies, where consumers often make emotional, rather than utilitarian, purchasing decisions (Wu, 2020). In Gilan, however, packaging for handicrafts and local souvenirs remains largely underdeveloped—limited by high costs, inadequate materials, and insufficient design expertise. Consequently, these products often fail to capture the attention of tourists who increasingly seek unique, aesthetically pleasing, and sustainable items that carry cultural depth. Studies such as Dawood and El-Din (2019) and Dong (2018) underscore the value of culturally meaningful packaging in enriching tourist experiences and strengthening destination branding. In this context, there is an urgent need for an integrated packaging strategy that can connect Gilan’s rich cultural heritage with modern consumer expectations.
Objectives: This study aims to investigate the multifaceted role of packaging design in preserving and revitalizing Gilan’s traditional handicrafts and enhancing their value as tourism commodities. It specifically explores how packaging influences buyer perceptions and behavior, especially among domestic and international tourists. Additionally, the study seeks to identify the expectations of key stakeholders—tourists, artisans, and vendors—regarding packaging aesthetics, functionality, and sustainability. Finally, it proposes a strategic packaging model tailored to Gilan’s local identity and market conditions, integrating elements of cultural symbolism, ecological responsibility, and economic feasibility.
Method: To achieve these objectives, the study adopted a descriptive-analytical methodology based on a mixed-methods approach that combined both qualitative and quantitative techniques. Data collection was carried out in three phases: first, through qualitative methods involving in-depth, semi-structured interviews with 20 artisans, 15 vendors, and 30 tourists to explore their experiences, expectations, and challenges regarding the packaging of local handicrafts; second, using quantitative methods, structured surveys were administered to assess preferences and attitudes toward key packaging attributes such as durability, visual appeal, informational content, and environmental sustainability; and third, through secondary research, a thorough review of relevant literature and comparative analysis of successful international packaging strategies was conducted to establish a conceptual framework. For the qualitative data, Grounded Theory methodology was used, involving open coding to extract primary themes, axial coding to organize these into broader categories, and selective coding to construct a theoretical model linking packaging quality to consumer engagement and market effectiveness. Quantitative data were analyzed using descriptive statistics, including mean scores and frequency distributions, as well as correlation analysis to examine the relationships between packaging design features and consumer behavior within the sample.
Result: Findings from the study yielded several key insights across different dimensions of packaging design and its impact. Among the most significant packaging challenges reported by artisans were high design costs (35%), lack of locally available raw materials (25%), and insufficient knowledge of packaging standards (20%). Vendors also pointed to inconsistencies in visual identity and a lack of sustainable practices as factors that weakened market appeal and discouraged repeat purchases. Tourists demonstrated a strong preference for packaging that offered durability (40%), visual appeal (30%), and informative labeling (16.6%), with an average importance score of 4.7 out of 5, underscoring packaging’s decisive influence on purchase decisions. From an economic perspective, 70% of vendors observed increased sales linked to attractive packaging, while 48% acknowledged that well-designed packaging enabled them to raise product prices, emphasizing the role of design in boosting perceived value and allowing for price flexibility. In response to these findings, a five-pronged strategic packaging model was proposed: (1) cultural grounding, by incorporating traditional symbols such as the Marlik goat, Masuleh architecture, and local textiles like chadorshab and ghalamkar fabrics; (2) sustainability, through the use of recyclable, biodegradable materials and reusable containers like bamboo baskets and fabric wraps; (3) luxury branding, involving premium presentation with woodcraft, Persian calligraphy, and refined aesthetics for export markets; (4) experiential packaging, by integrating sensory features such as scented boxes and QR codes linking to digital storytelling; and (5) accessibility and practicality, with small, lightweight formats that cater to varying tourist needs and budgets. Furthermore, packaging that conveyed the narrative of a product—highlighting its origin, craftsmanship, and cultural significance—was found to foster stronger emotional connections with consumers, significantly increasing both their willingness to purchase and their brand loyalty.
Conclusion: Packaging design, when aligned with cultural values, sustainable practices, and strategic branding, emerges as a powerful lever for revitalizing Gilan’s handicrafts and expanding their appeal in both domestic and international tourism markets. This study emphasizes that packaging is not merely a functional component but a cultural and emotional interface that can redefine consumer engagement with local products. Effective packaging elevates the symbolic value of handicrafts, supports cultural storytelling, and enhances the economic viability of craft-based livelihoods. To implement such strategies, coordinated efforts from local authorities, artisans, design experts, and marketers are required. Educational programs on packaging design, subsidies for sustainable materials, and collaborative branding platforms could further facilitate this transformation. Lessons from global markets, such as Japan and Italy, show that combining traditional aesthetics with modern presentation standards can significantly enhance both brand identity and export capacity. In Gilan, a strategic investment in culturally grounded, experience-driven packaging could strengthen the region’s tourism economy, support craft sustainability, and preserve its unique cultural legacy for future generations.