Exploring consumer behaviour based on handicraft and creative programmes in Hungary

ABSTRACT Within cultural tourism, creative tourism is gaining popularity in international and domestic tourism. Primary research in creative tourism, however, especially from the point of view of consumers, is still in its infancy. Therefore, the aim of this article is to explore a niche market in creative tourism. Specifically, the demand for handicraft, and creative motivation, is researched using a quantitative consumer behaviour survey of 252 respondents carried out in Hungary in April and May, 2021. The survey examined the awareness and image of handicraft activities and workshops, as well as consumer behaviour related to these activities. Results contribute to deepening the knowledge of the market segment of creative tourism and, through this, new aspects are added to further studying and understanding rural development.