Destinations across the world are beginning to replace or
supplement culture-led development strategies with creative
development. This book critically analyzes the impact and
effectiveness of creative strategies in tourism development and
charts the emergence of 'creative tourism'. Why has creativity
become such an important aspect of development strategies and of
tourism development in particular? Why is this happening now,
apparently simultaneously, in so many destinations across the
globe? What is the difference between cultural tourism and creative
tourism? These are among the important questions this book
answers.
It critically examines the developing relationship between
tourism and creativity, the articulation of the creative turn in
tourism, and the impact this has on theoretical perspectives and
practical approaches to tourism development. A wide range of
examples from Europe, North America, Asia, Australia and Africa
explore the interface between tourism and creativity including:
creative spaces and places such as cultural and creative clusters
and ethnic precincts; the role of the creative industries and
entrepreneurs in the creation of experiences; creativity and rural
areas; the 'creative class' and tourism; lifestyle, creativity and
tourism and marketing creative tourism destinations. The
relationship between individual and collective forms of creativity
and the widely differing forms of modern tourism are also
discussed. In the concluding section of the book the contribution
of creativity to tourism and to development strategies in general
is assessed, and areas for future research are outlined.
The diverse multidisciplinary contributions link theory and
practice, and demonstrate the strengths and weaknesses of
creativity as a tourism development strategy and marketing tool. It
is the first exploration of the relationship between tourism and
creativity and its consequences for tourism development in
different parts of the world."
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