DRIVERS AND CHALLENGES OF CREATIVE AND INNOVATIVE SUSTAINABLE ENTREPRENEURSHIP: CASE OF SOUVENIRS AND CRAFTS PRODUCTION IN MAURITIUS
Prabha Ramseook-Munhurrun[1]
Perunjodi Naidoo[2]
Soolakshna Lukea-Bhiwajee[3]
Sadhiska Bhoojedhur[4]
Original Scientific Article
DOI: 10.35666/25662880.2021.7.25
UDC: 338.487[39:688.3](698.2)
Abstract: The purpose of this study was to explore the key drivers and challenges in souvenirs entrepreneurship and to broaden understanding of souvenir production through the examination of creativity and innovation in craft souvenirs. Despite the importance of innovation to all sectors of the economy, creativity and innovation has not been sufficiently studied from the perspective of SMEs in the tourism industry in Mauritius. A qualitative approach was used to explore the entrepreneurs’ understanding and experiences of creative and innovative sustainable approaches in designing and producing sustainable locally made artefacts for the tourism industry. Semi-structured interviews were conducted with 25 SMEs using purposive and snowballing samplings to facilitate the access to hard-to-reach SMEs. The qualitative data was content analysed for prominent themes. The criteria used by the SMEs to explain creative and innovative sustainable crafts and souvenirs were workmanship, eco-friendly, originality and uniqueness of local heritage, and local inspiration. The findings further revealed that challenges such as lack of skilled labour, labour cost, availability and price of raw materials, unfair competition, and sales and marketing support impacted on the production of locally handmade and authentic crafts and souvenirs. The findings of this study can provide useful information for souvenir producers/retailers, tourism decision-makers and tourism authorities when developing crafts and souvenirs that reflect aspirational experiences for travellers and also an opportunity to use these tourism products as a powerful destination marketing tool.
Key words: Crafts and Souvenirs, Creativity and innovation, Sustainability, Destination marketing, Mauritius