Creative tourism has recently emerged as an important area of tourism development, particularly in the Global North. In the Global South, studies of the profile of creative tourists and their motives for partaking in creative tourism are limited. This paper investigates creative tourism demand among South African millennials, analysing what motivates their participation and developing a descriptive consumer profile. CHAID analysis was used for segmentation, revealing a group with a high participation intention and a second group with a low probability of creative tourism participation. Creative tourism intentions were linked to knowledge acquisition, skills and escape motivations, and demographic characteristics including relationship status and gender. Respondents were more likely to participate in domestic rather than international creative tourism, indicating the potential for creative tourism development in South Africa. The findings could help managers and policymakers meet the needs of creative tourists, addressing shortfalls in product development, experience design and marketing.
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This chapter explains the role of authenticity in creative tourism in rural areas and identifies future research needs. Community-based tourism and creative tourism both use the concept of authenticity extensively, but uncritically. To develop creative tourism in rural areas and prevent commodification, the theoretical assumptions and definitions behind authenticity must be considered. The study analyses how different theories of authenticity are applied in creative and community-based tourism literature and suggests a synthetic theory of authenticity applicable to creative tourism development in rural areas. This theory was explored in the context of five Balinese villages using a microethnographic approach with participant observation and expert as well as tourist interviews. Findings extend the discussion in the literature and provide further evidence that the synthesized definition of authenticity is reasonable for creative tourism in rural areas. This definition of authenticity may develop differently in other cultural contexts. More research is also needed to classify expectations of authenticity among different types of creative tourists. Finally, as tourism influences how authenticity changes over time, future research on the carrying capacity of rural areas is essential for the development of creative tourism in rural areas.
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This research project started in 2014 and finalized in 2019, with CAPES funding. CAPES is the most important research institution in Brazil. This research project was developed in cooperation with NUFFIC/NL. During these 6 years several researchers from Brazil could develop their Ph.D thesis, Post-Doctorate and technical visitis at Breda University. The outcomes could also be observerd by the serveral articles published related to Creative Economy. Partners:CAPES, NUFFIC, Federal University of Pernambuco (Brasil)
The Academy for Leisure & Events has always been one of the frontrunners when it comes to the development, design and implementation of cultural tourism and creative industry business models as well as lifelong learning programmes.These programmes are attended by a variety of leisure and tourism professionals, including public authorities in leisure, culture and nature fields.The CULTURWB project addresses the need for strengthening the development of the cultural tourism industry.The experts from BUas together with the other project partners have utilised diverse research methodologies (marketing and branding, strategy business planning, digital tourism, sustainable development, strategy and action plan implementation, etc.) to develop and pilot a toolkit for Lifelong Learning courses in the field of cultural tourism and heritage. They have also designed and implemented a master’s programme in the WB countries and created an online platform for communication between stakeholders, industry leaders, managers, workforce, and academia.PartnersHochschule Heibronn, FH Joanneum Gesellschaft, World University Service - Österreichisches Komitee (WUS Austria), Dzemal Bijedic University of Mostar (UNMO), University of East Sarajevo (UES), The University of Banja Luka (UBL), University of NIS (UNI), University of Montenegro (UoM), Sarajevo Meeting of Cultures (SMOC), rovincial Institute for the Protection of Cultural Monuments (PZZZSK), Tourism Organisation of Kotor Municipality (TO Kotor)
I-DEMO aims at supporting EU tourism professionals in acquiring and developing key competences in game-based tourism in order to foster innovation and improve overall tourism organizations’ performance. Societal IssueIn the tourism sector occurs skills mismatch between offer and demand. The tourism market presents new needs, such as increasing employability of the tourism workforce. i-DEMO will foster and provide grounds for national and cross-border cooperation in the field of professional competencies.Benefit to societyThe specific objects on i-DEMO are: Enhancing specific skills and competences of DMO professionals and VET students in relation to creative game-based tourism.Designing an innovative and needs-oriented on-line training course “Game-based Tourism”, offered through an online platform, which integrates several sector-specific and transversal skills, including digital, entrepreneurial, and soft skills.Providing DMO professionals and VET students an I-DEMO toolkit to apply gamification and creative strategies in planning innovative and inclusive tourism offer and services. The toolkit includes guidelines and a Visual Virtual Map of EU good practices of creative strategies linked to game-based tourism.Enhancing the replicability potential of project results outside of the partners’ destinations.Collaborating partnersTIMESIS SRL, Italy (Lead Partner); The Phoenicians’ Route – Cultural Route of the Council of Europa based in Italy; Associazione Culturale Tuo Museo, Italy; Pafos Regional Board of Tourism, Cyprus; Stichting Breda University of Applied Sciences, Netherlands; Hellenic Open University, Greece; ACIF – Industrial and Commercial Association of Funchal – Chamber of Commerce and Industry of Madeira (Portugal); Wojewodztwo Kujawsko Pomorskie, Poland.
