The hybrid discourse on creative tourism: illuminating the value creation process

Abstract

Purpose This paper aims to identify the nature of creative tourism and the roles of interrelated concepts especially those of creative industries in the value creation process, by analyzing the trends in existing practices. Design/methodology/approach Based on a thorough literature review of the multidisciplinary “creative” related research, this paper provides a conceptual insight of the value creation process in creative tourism. Findings A conceptual framework is provided to consolidate the value creation process of a creative economy by considering the nature of creative tourism and interrelated concepts. Research limitations/implications This study contributes to the literature because it provides a valid research base and insights for future research, based on a clear perspective that amalgamates essential information. Practical implications Creative tourism offers immense opportunities in the global context as tourists are constantly looking for new experiences and opportunities. This study provides insights for creative workforces, entrepreneurs and organizations in formulating appropriate management and marketing strategies by considering all relevant components and the roles they can play to capitalize on this opportunity. Originality/value Creative industries play a critical role in introducing new strategies in the service sector by enabling an upgrade of value-added activities to those that are currently offered, in a sustainable manner. However, studies so far have not taken into consideration the nature of the sector and have not attempted to clarify its relevance (for example, creativity, creative industries and creative workforces) in the value creation process. The study contributes to filling the gap from a conceptual perspective.

Criatividade no turismo como promotora de sustentabilidade – Uma revisão de literatura

“…A manifestação da criatividade, em contexto turístico, inclui formas de existentes e/ou novos produtos, experiências, resultados económicos, técnicas e atmosfera dos lugares (Chen & Mak, 2021). A criatividade no turismo tem um papel relevante para a experiência turística e, consequentemente, para a satisfação turística .…”

Searching for possible potentials of cultural and creative industries in rural tourism development; a case of Rudkhan Castle rural areas

“…Thus, the idea of creative tourism emerged to encourage active tourists’ experiences of tangible cultural industries such as crafts and gastronomy both in urban and rural areas (Tan et al , 2013) through developing other means of collaboration such as getting involved in the everyday life of the host community (Richards and Raymond, 2000). This is the biggest difference between cultural tourism and creative tourism, where the collaborative practices employ intangible cultural resources from taster experiences or shopping to other elements of culture such as festivals and lifestyles (Chen et al , 2021). These practices are able to form a tourism industry to meet the socio-economic and cultural needs of hosts and guests as an authentic indigenous tourism experience (Remoaldo et al , 2020).…”

“…Subsequently, creative tourism has been classified as a component of the CCIs sector to encourage co-creation experiences (Chen et al , 2021). CCIs are growing rapidly as a result of their dynamics in producing creative economy potentials and creating jobs in the new cultural sector with respect to technology (Pourzakarya and Fadaei Nezhad Bahramjerdi, 2019a).…”

“…These practices are able to form a tourism industry to meet the socio-economic and cultural needs of hosts and guests as an authentic indigenous tourism experience (Remoaldo et al, 2020). Subsequently, creative tourism has been classified as a component of the CCIs sector to encourage co-creation experiences (Chen et al, 2021). CCIs are growing rapidly as a result of their dynamics in producing creative economy potentials and creating jobs in the new cultural sector with respect to technology (Pourzakarya and Fadaei Nezhad Bahramjerdi, 2019a).…”

“…However, most academic debates focus on the integration of CCIs and policy agendas rather than evaluating their potential in a local context (Tan et al , 2013). Despite similar efforts to illustrate the relationship between cultural tourism, creative tourism and CCIs (Catalani, 2013; Chen et al , 2021; Richards, 2018), there is still a lack of measurement of local cultural and creative assets as well as stakeholders’ viewpoints regarding creative tourism industry. As a result, this paper attempts to evaluate the positive and negative effects of boosting CCIs in the tourism industry by incorporating co-creation experiences and cultural and creative practices in planning development policies in an empirical study of Rudkhan Castle rural areas in Iran.…”