Investigating the Socio-Economic Impacts of COVID-19 Pandemic on Jordanian Traditional Handicraft Sector

Abstract

Objectives: The traditional Handicraft sector in Jordan is encountering significant challenges due to the measures adopted by the Jordanian government to curb the spread of COVID-19. These measures threaten the handicrafts sector’s sustainability and compromise artisans’ livelihoods. This research aims to examine the socioeconomic impact of COVID-19 on the Traditional Handicraft sector in Jordan.
 Methods: The research utilizes a qualitative methodology to collect and analyze data. The research attempted to cover mostly widespread handicrafts in Jordan. These crafts were concentrated in Jordan's capital 'Amman'. A random sample of craftsmen working in ceramics, mosaics, olive wood carving, embroidery, and accessories was chosen. Semi-structured interviews, with open-ended questions, were conducted to collect the essential data.
 Results: The research results revealed that the pandemic badly affected the business activity and operational environment. The research also shows the low and marginal support workers within the sector received during the pandemic were not adequate to help the artisans. Furthermore, it shows a relationship between changing strategies in the conduct of business and the sustainability of the studios.
 Conclusions: The research concluded that changing the management strategies of the studios and the marketing methods for handicraft products greatly helped the sustainability of handicraft studios during the pandemic. The research recommends training the artisans to be familiar with the social media platforms and utilize those platforms to sell their products, training courses in e-marketing managerial, packaging, and design skills are highly recommended for building capacities of the artisans and sustaining their studios.