Abstract

• The title of this paper is hand-painting as a cultural tourism product: a case study in Bagan, Mandalay region, Myanmar. The main purpose of this paper is to explore the role of hand-painting art within the tourism sector in Bagan. The specific objectives are to analyse the impact of tourism on hand-painting artists and to describe tourists’ perceptions and preferences regarding hand painting. Qualitative research method is used in this research. The findings reveal that hand painting has evolved from a creative pursuit into a thriving business, generating income and creating employment opportunities for local artists. This activity allows visitors to connect deeply with Myanmar's heritage, serving as a unique and memorable souvenir. Tourists, particularly domestic travelers, often choose designs inspired by temple murals, and the service is offered in temporary stalls adorned with traditional elements like Pathein umbrellas and puppets to attract customers. Despite its commercialization, hand-painting maintains its cultural significance by merging traditional art with modern tourist experiences. As tourism grows in Bagan, the demand for hand-painting is expected to rise, further solidifying its role as a distinctive cultural tourism product that enhances visitors’ cultural immersion and appreciation of Myanmar’s artistic heritage.