Creative tourism

In the era of economic globalization and fashion consumption, paradoxically a growing number of tourists seek authentic and unique experiences on vacation. In this context, cultures are turned to valuable assets in order to enhance the demand for a destination. Considering that creativity confers distinctive authenticity and improves the economy of a place (Zukin 2010), especially in cities, its cultural resources become priceless and unique selling propositions. This bears in mind that culture is a source of creative experience, so one may argue that creative tourism experience entails cultural elements. In some cases, this form of tourism is considered a cultural and creative market segment focusing on daily activities instead of artistic production.

Creativity is the production of something new, original, and useful (Batey 2012). Since this is an intrinsic human feature, everyone has the potential to be creative. While there are many opportunities for exhibiting creativity, this...