An International Overview of Certified Practices in Creative Tourism in Rural and Urban Territories

Abstract

A large number of destinations have been experimenting a changeover from the current massified cultural tourism to a creative tourism model. In this new model of tourism, urban territories have been privileged by its implementation, and in the past 20 years, urban studies on cultural and creative industries and initiatives have been taking place in large cities marginalizing small-sized cities and specifically rural areas. This article envisages assessing the differences between rural and urban institutions/platforms, mainly certified by the Creative Tourism Network, in what concerns the practices and offers in creative tourism worldwide. A database of 20 items was organized and a typology was used to categorize the type of territory of intervention for each institution. A total of 24 institutions from several countries were surveyed and a qualitative analysis was done and supported by the narratives of their leaders. Urban areas revealed to have a more active and diverse creative tourism activities. The results provide the need for more consolidated communication strategies and partnerships for these activities to become economically more sustainable. In addition, this research provides researchers and practitioners relevant information of how creative tourism is developed in rural and urban territories, the gaps and lack of information, and all the possible directions toward the development of the creative tourism industry.

Creative Tourism and Business Development in Akwa Ibom State

“…al [7] claimed it is a type of tourism that develops the tourists' creativity through their active participation in experiences which are characteristics of their destination. Creative tourism is a step forward in cultural tourism and a catalyst of regional and local development [22]. It is an extension of cultural tourism in which consumers seek interactive and dynamic experiences [4].…”

“…As such, those currently employed in the tourism industry and/or the creative sector need to be able to develop the performative, interpretative and pedagogic skills required to stage and facilitate Creativity in Tourism. Remoaldo et al [22] cited that creative tourism gives tourists the opportunity to develop creative potential and skills by being actively involved in the creative processes. Richards [23] posited that, the current movement in society is towards 'skilled consumption', including education, self-development, and creative activities, which depends on developing individual skill and creativity.…”

“…Visitors wish to increasingly engage with first-hand genuine experiences, by using simple materials and imagination and even take home unique pieces which they made themselves [15]. Visitors exchange experiences and engage with local people and local culture and are part of the process of co-creation together with them [22]. Creative tourism experiences are not only economically valuable, but may stimulate the development of new ideas, products, and services through the interactions, conversations, and co-creation experiences that occur [8].…”

“…One cannot forget that the opportunity to develop creative potential makes competition among tourist destinations fierce due to the growing number of territories that try to compete for international tourists. This forces producers (private and public) to develop initiatives where imagination and fantasy play a relevant role while trying to adjust to tourists' demands [22]. Creative tourism experiences combine different creative content elements and engage with creative lifestyles.…”

Electronic Systems and Offsite Touristic Activities Based on Geological Concepts: A Speculative Discussion

“…Even before the pandemic there were proposals for "a changeover from the current massified cultural tourism to a creative tourism model" [1] (which presents several examples).…”