Creative tourism and creative tourists: a review
Li, Junxiong and Shaw, Gareth (2022) Creative tourism and creative tourists: a review. In: Creative business education: exploring the contours of pedagogical praxis. Palgrave Macmillan, Cham, pp. 199-219. ISBN 9783031109287
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Over the last two decades, creative tourism has been used in many countries to create tourism products, enhance the destination image, and develop sustainable tourism. This new type of tourism shifts the experience away from tangible sites towards the intangible heritage of the destination. Visitors develop their creativities through participation and engagement in the learning experience that is characteristic of local destinations. Due to its nature of growing the local economy through local skills and intellectual property relating to creativity and culture, creative tourism is seen as an extension of culture tourism that contributes to the creative economy. The concept and framework of creative tourism brings together an ecosystem that enhances the destination attractiveness and stimulates creative exports (OECD, Tourism and the Creative Economy, OECD Studies on Tourism. https://doi.org/10.1787/9789264207875-en, 2014). This paper reviews the birth and growth of creative tourism and the marketing theory underpinning this new type of tourism. A meta-analysis follows this to exhibit the recent output relating to the motivation to take creative tourism.
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