| Summary: | <p style="text-align: justify;">Practice of traditional handicrafts play a significant role in enhancing destination attractiveness. Visitors assign considerable weightage to local craft practices to satisfy their desire to participate in the learning and production process, a case of role-reversal. Promoting this scope of role-reversal has been used by the Destination Marketing Organizations as differentiators. Craftourism has gained considerable momentum. This paper focuses on examining the moderating effects of craftourism on place attachment and destination loyalty. Dimensions of craftourism were identified by applying suitable statistical procedure. The results revealed craftourism, with option for visitors to enact role-reversal, improves the chances of destination loyalty following antecedent effects of place attachment.</p> <p><strong>Keywords: </strong>craftourism, place attachment, destination loyalty, visitor, moderating</p>
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