turismo criativo – a nova geração do turismo. um novo futuro para as comunidades locais -...

Creative Tourism: The new generation of Tourism. A new future for local communities

Greg RichardsTilburg University

g.w.richards@uvt.nl

Content

• Why creativity is becoming more important in tourism

• The development of creative tourism• The differences between creative tourism and

conventional tourism• How local communities can benefit from

creative tourism

The drive to be creative

• Doing being• Adapting• Making• Creating becoming

The search for distinction:Copying as cultural strategy?

Drivers of creativity in tourism

Demand

Need for more authentic experienceNeed for self developmentDesire for meaningful relationships

Supply

Increasing competitionNeed to create distinction

Need to involve the citizen

Creative tourism

Extract commodities

Make goods

Deliver services

Stage experiences

Create transformations

Diff

eren

tiate

dU

ndiff

eren

tiate

d

Market PremiumPricing

Copr

oduc

tion

Prod

uct f

ocus

The development of the experience economy

Mass tourism

Cultural tourism

Creative tourism

Individual Collective

Tangible culture Intangible culture

Skills Knowledge Relationships

Creative tourism Creative Paris New Zealand (2002) Tourism Porto Alegre?

Barcelona (2005)

Developments in creative tourism

Cultural Creative Relational• Shift to intangible assets, symbolic economy

• Lifestyle, life strategies

• Everyday life becomes a source of creativity

• From tourists to temporary citizens

Forms of capital

Creative tourism – going beyond the tourist gaze

The personal perspective

• Aquiring skills and knowledge

Appreciati

on of other

cultu

res

Understan

ding of o

wn cultu

re

More sel

f-confiden

ce

Toler

ance

of cultu

ral differe

nce

Awareness

of socia

l justi

ce0%

10%

20%

30%

40%

50%

60%

Creative touristsOther travellers

The relational perspective

• Living like a local

Other travellers Creative tourists0%

10%

20%

30%

40%

50%

60%

70%

% li

ving

like

a lo

cal

Typica

l touris

t acti

vities /

popular desti

nations

Non-typica

l touris

t acti

vities /

off the beate

n trac

k0

20

40

60

Creative touristsOther travellers%

Choosing Destinations

Interact with

loca

l people

Experie

nce eve

ryday l

ife

Help people in th

e destination

0

10

20

30

40

50

60

70

Creative touristsOther travellers

% e

xtre

mel

y im

port

ant

Seeking Experiences

Apartment

Room in priv

ate house

Couchsu

rfing

Hotel 0

5

10

15

20

25

30

35

40

Creative touristsOther travellers%

Staying with locals

Creative tourists Other travellers0

500

1000

1500

2000

2500

3000

3500

4000

Tota

l spe

nd (e

uro)

Spending more

Creative tourists Other travellers0

10

20

30

40

50

60

70

80

90

100

Trip

leng

th (d

ays)

Staying longer

Creative tourists in Latin America

Costa Rica Peru Average all countries

Argentina Brazil Chile Colombia0

5

10

15

20

25

30

35

40

% d

oing

cre

ative

acti

vitie

s

What this means for the community

• Equal status with the visitor, based on mutual respect for skills and knowledge

• More direct contact – less economic leakage• Higher spend• Skill development in the local community• Adding creativity and vibrancy to the local

community

Creativity helps the development of tourism because it:

Links different actors, structures and networks

Shifts from bonding capital (culture as glue) towards bridging capital (culture as dialogue)

Facilitates interaction with increasingly diverse cultures

Develops the visibility and attractiveness of intangible resources

Links different elements of the value network (public, private, voluntary, etc)

Creates ‘atmosphere’

Adds to the quality of life

Tourism can support creativity because it:

• Puts places on the map

• Brings people in contact with each other

• Brings people into contact with new ways of life

• Facilitates the circulation of ideas

• Requires creative solutions

Examples

Thailand

Canada

Brazil

Korea‘The potential of connecting tourism and other industries through creative ideas is limitless. Simply put, in the area of creative tourism, there is no border between products and industries.’

Aim: develop creative tourism contents to improve the quality of tourism products and services, as well as marketing strategies to promote these products.

buzz KOREA

Place Making

Relational tourism

Cultural tourism

Creative tourism

DistinctionCultural capital

CULTURE

Symbolic capitalBrandingIndividual skill/talent

CREATIVITY

Collective knowledgeNetworks COLLABORATION

Holistic thinkingCo-creationInvolving all aspects of the location

Tangible

Intangible

Form

Content Learning Edutainment

Tangible cultural heritage

Intangible cultural heritage Creative industries

Leisure industries

Implications for destinations

• Destinations need to be creative in identifying and embedding creativity

• Need to recognise links between people as important source of attraction

• Thinking about relationships as a source of value(s)

• Rethinking the existing boundaries between tourism, leisure and everyday life

Obrigado!

g.w.richards@uvt.nl

http://independent.academia.edu/gregrichards