Identify and prioritize the factors affecting the export of handicrafts (Case study: Enameling of Isfahan)

Handicrafts are one of the arts that have a high potential to generate income and attract tourists. Some countries, such as China and India, have relied heavily on foreign exchange earnings, relying on the export capabilities of handicrafts. In Iran, too, liberation from an oil-dependent economy through non-oil production and exports such as handicrafts seems necessary. Enameling as a subset of handicrafts has many capabilities in exports due to the variety of products, the use of original Iranian designs and high resistance in different climatic conditions, low weight and appropriate packaging. The question posed in this article is what factors are effective in the export of enamel products and how are these factors prioritized? This research is a descriptive-survey type and data collection has been done by library and field methods. The purpose of this study is to identify and prioritize the factors affecting the export of enameling. The statistical methods used in this study were descriptive and inferential statistics (t-test of one population and Anova multi-population comparison test) and Kolmogorov-Smirnov test was used to determine the normality of the statistical population. Data were analyzed by SPSS and SMART-PLS software and Cronbach's alpha coefficient was used to calculate the reliability of the questionnaire. The results show that the components of quality, product design, price, export rules and regulations, managers' awareness of market opportunities and type of distribution channel, respectively, affect the export of enamel products and the advertising component has no significant effect on the export of enamel products. Also, the quality and design of the product has the highest rank and the advertisements have the lowest rank.