Although cultural tourists increasingly seek to experience cultural events actively and to directly engage in creative activities, empirical knowledge about the creative tourist remains limited. This study aims to characterize the motivations and profile of creative tourists. The data was collected through a survey of participants in creative tourism activities in Portugal developed by 40 pilot institutions of the CREATOUR project during 2017 and 2018, with 814 usable questionnaires collected and validated. The questionnaire had 30 questions and marked the first time this kind of research was conducted in Portugal. The questionnaire included questions on: the composition of their travel companions, their previous participation in a creative tourism experience, reasons for visiting the destination, their characterization of the creative tourism experience, an evaluation of their creative tourism experience, and their socio-demographic profile. Using a cluster analysis to analyse the data, three clusters were found: Novelty-Seekers, Knowledge and Skills Learners, and Leisure Creative-Seekers.

The digitalization of cultural routes and virtual storytelling has emerged as a way of showcasing to individuals the heritage of different cultural universes. Regarding this fractional environment, and as a by-product of the international EU funded iHERITAGE project, (B_A.2.1_0056), the goal is to create, through an innovation-driven growth process and technological transfer, brand strategies for the affirmation and better knowledge of intangible realities in the Mediterranean region. The Sicilian Tourism Department in Italy is the project’s lead beneficiary, with representative partners throughout six Mediterranean countries (Italy, Egypt, Spain, Jordan, Lebanon, Portugal). The case study in Portugal is being developed in Tavira, through the intangible cultural heritage of the Mediterranean diet. The research based on the cultural experience, the history of the landscape and the sense of identity and continuity of knowledge is reassigned into a digital platform—the creation of apps and, within this, the design of a virtual route that navigates key geographical places. These apps will later revolve around one of the cultural elements of the Mediterranean, namely, the olive oil activity, with a detailed presentation of the manufacturing process, as well as its didactic interpretation and dissemination about the protection and conservation of Mediterranean research. The methodological approach is developed through the analysis and interpretation of a detailed list of references, fieldwork in a plurality of sites, contextual inquiries and interviews. As a powerful tool for internet marketing and research, these apps will reinforce identity, hospitality and tourism enterprises connected through the virtual itinerary, allowing a closer interaction between tourists and locals, endorsing the rise of technological development, as well as to drastically reduce environmental and ecological risks.

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Purpose The purpose of this paper is to demonstrate the relevance of developing literary tourism in Coimbra. Design/methodology/approach This exploratory qualitative research identifies existent resources and development potential of literary tourism. The instruments of data collection were bibliographic research, questionnaires, interviews and participant observation. Findings There are few literary tourism products in Coimbra, which contrasts with the number of literary places identified, namely, on the left bank of the River Mondego. Tourism development stakeholders in Coimbra have not paid enough attention to the emergence of literary tourism and the opportunities for the development of new sustainable cultural products related with it. Research limitations/implications This study is limited by the size and continual renewal of the corpus, which implies a constant updating of data regarding authors and texts. Practical implications This study will lead to the production of a database of Coimbra’s literary resources and a digital literary map, allowing any citizen or entity to design and implement literary tourism products. Originality/value To the best of authors’ knowledge, this is the first study reviewing the potential of Coimbra as a literary tourism destination. Moreover, it discusses literary heritage as a source of products and experiences to foster more balanced tourist flows throughout the city.

Creative tourism is characterized by the opportunity that gives visitors to develop their creativity through active participation in learning experiences that are characteristic of their destination. That implies a relationship between visitors and residents in which the exchange of knowledge is central. Being an interactive process, the learning and doing of a creative tourism activity is an exercise of self-affirmation that expresses the creative potential of each participant. That is to say, creative tourism experiences are co-created by tourists and their hosts. Tourists and residents are co-designers in creative tourism, as the CREATOUR experiences prove. In this chapter, the authors intend to present the project activities in the Algarve. After contextualizing co-creation within the creative processes, their research is centred on the creative experiences and discusses the opportunities resulting from co-created activities. They also look at the survey applied to the participants in the experiences to better understand their feelings towards co-creation and creative processes.