The overall creative potential of the itinerary system
The results of this research allow us to understand the functioning of the route, and the contribution of creativity to the processes necessary to develop the tourist-cultural offer.
The main finding is that it is important to see the itinerary as a system which links the users of the tourist-cultural offer and the network of suppliers that develop it. (figure 1).
The driving force for this system and at the same the link between users and suppliers is creativity.
Despite the weak points found both in the tourist offer and in the composition and functioning of the network, which both serve to limit the creativity of the route, there is clearly creative potential which can be developed in future.
On the one hand creativity the development of the tourist-cultural offer is represented by experiences and activities that enhance the local heritage and which because of their experiential, emotional and authentic contents, permit personal growth and development, both as an individual and also as a part of a group and a community.
Creativity is thus, above all a reworking of themes and suggestions received during the travel experience, which allows a greater understanding of the area, its cultural heritage, its community, and which contributes directly or indirectly to personal growth.
On the other hand, creativity in the local partners network entails the use and spread of mechanisms, procedures and resources, specific to a place that can develop links and relationships: between different agencies operating within the network, between partners and the itinerary, between partners and the region and between partners and users of the tourist-cultural offer.
Stimuli resulting from the extension of creative and innovative mechanisms within the network of partners are pursuing a variety of purposes: first, they allow different resources to be exploited (internal resources of organizations involved in the network, and resources of the entire region); second, they improve competitiveness; and third they determine the creation of products and ‘creative’ services in the field of tourism and cultural development, moving in line with the demand trends and requirements.
Creativity expressed by the network and by users of the ‘creative’ attractions of the region, exerts beneficial effects on the entire system, which is primarily the itinerary, but in a wider context encompasses the whole region in which these mechanisms operate.
The benefits for the region are, in short: an enhancement of heritage and regional resources; an improvement of competitiveness and economic development and an attenuation of the effects of commodification and cultural globalization on the resources and on the tourist offer related to local heritage.
If, within the system itinerary, creativity favours the constant regenerating of resources, operating systems and development patterns, this can allow the cultural itinerary to develop as a container and expression of cultural heritage, serving the purposes of promotion and protection, and of activating cultural and economic development through activities and projects that can bring together capital resources and entrepreneurial know-how.
From this point of view, the Phoenicians’ Route has solid and concrete elements which can strengthen the tourist-cultural offer.
From the point of view of the existing activities and experiences, there are models related to the new cultural tourism trends, such as the ‘Voyages of Interculturality’.
There are also diverse heritage resources that can provide a basis for future development and which can involve a wide range of tourism and cultural operators.
Although there is a need for a greater connection between actors and for greater professionalism and more rigorous methodologies for implementation, the commitment and the common goals seem sufficient to support future growth of the route.
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