Impact of Smith's 4Hs Framework on Marketing Effectiveness of Indigenous Tourism in Jharkhand: An Empirical Analysis

Abstract

This study empirically examines the impact of Smith’s 4Hs Framework—Habitat, Heritage, History, and Handicrafts—on the marketing effectiveness of indigenous tourism in Jharkhand, India. Using primary data collected from 385 respondents comprising tourists and indigenous artisans, the research adopts a quantitative approach employing descriptive statistics, Exploratory Factor Analysis (EFA), and one-way ANOVA. The reliability of the measurement scale is strongly supported by a Cronbach’s alpha of 0.932, while construct validity is confirmed through a KMO value of 0.834 and significant Bartlett’s Test of Sphericity. ANOVA results (F = 12.45, p < 0.001) lead to the rejection of the null hypothesis, establishing that the implementation of the 4Hs framework has a significant influence on tourism marketing effectiveness. Among the four dimensions, Handicrafts emerged as the most influential component (mean = 3.88), highlighting their visibility and economic relevance, whereas Habitat recorded the lowest mean score (3.45), indicating infrastructural and accessibility gaps. Descriptive findings show that 59.74% of respondents agree that current promotional campaigns reflect the 4Hs framework. The study concludes that an integrated and balanced application of the 4Hs model can enhance indigenous tourism promotion in Jharkhand. Policy implications emphasize strengthening habitat-related infrastructure, increasing digital visibility of artisans, and ensuring culturally authentic, community-led marketing strategies for sustainable tourism development.