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.
Table of Contents
1. Tourism Development Trajectories: From Culture to Creativity? Part 1: Spaces, Enclaves and Clusters 2. Creativity and Tourism in Rural Environments 3. From Fantasy City to Creative City 4. Creative Spaces, Tourism and the City 5. Tourists, the Creative Class and Distinctive Areas in Major Cities: The Roles of Visitors and Residents in Developing New Tourism Areas Part 2: Building Creative Tourism Supply 6. Creative Tourism Supply: Creating Culturally Empathetic Destinations 7. Tourist Quality Labels: An Incentive for the Sustainable Development of Creative Clusters as Tourist Attractions? 8. Creativity in Tourism Experiences: The Case of Sitges 9. Creative Tourism New Zealand: The Practical Challenges of Developing Creative Tourism Part 3: Consuming Lifestyles 10. Student Communities as Creative Landscapes: Evidence from Venice 11. Amsterdam as a Gay Tourism Destination in the Twenty-First Century 12. Ethnic Quarters in the Cosmopolitan-Creative City 13. Ethnic Entrepreneurs, Ethnic Precincts and Tourism: The Case of Sydney, Australia Part 4: Creative Industries and Tourism 14. Economic Clustering, Tourism and the Creative Industries in Plymouth: Developing a Practical Tool for Impact Assessment 15. Creative Industries and Tourism in the Developing World: The Example of South Africa 16. Creative Industries and Tourism in Singapore 17. Creativities in Tourism Development
Greg Richards is a partner in Tourism Research and Marketing (Barcelona) and a researcher at the Centre for Leisure, Tourism and Society at the University of the West of England, Bristol, UK.
Julie Wilson is an EU Marie Curie Postdoctoral Research Fellow in the Department of Geography, Autonomous University of Barcelona (Catalunya) and a researcher in the Centre for Leisure, Tourism and Society (CELTS), University of the West of England, Bristol, UK.