Commercialization of Traditional Crafts of South and South East Asia: A Conceptual Model based on Review of Literature

Abstract

This article identifies, through a retrospective study of literature, the transitional dynamics of traditional crafts of South and South East Asia. It aims to explain the various factors that necessitate commercialization of crafts, the most important element in transitional dynamics. The review of literature functions at two levels: on the one hand, it reiterates the relationship between commercialization and transition of crafts, whereas, on the other hand, it reveals the changes which accrue to the crafts of the region. A significant number of researchers have documented the reasons behind commercialization and subsequent modification of crafts, which take place either through tourism or through the expansion of export markets. Some countries go into commercial production mode for the betterment of the extremely poor craft-making communities, whereas others try to revive decaying traditions. In such instances of commercialization, it is important to understand the extent of the producer–customer interface that acts as a catalyst in the commoditization and modification of crafts. In regions where tourism flourishes, producers often commercialize their crafts spontaneously, whereas in regions where direct tourists as customers are not adequate in number, organizations, particularly non-governmental organizations (NGOs), play a vital role in the process of sponsored commercialization by linking producers with customers.