Cultural itineraries represent a favourable context for the development of creative processes and experiences.
This paper examines the creative activities and projects of a European Cultural Itinerary, The Phoenicians’ Route.
The aim was to explore the creative features related to the production and development of the cultural-tourist offer, through a survey of participants in a pilot project, and on a network of local partners that co-operate in running the itinerary.
The results of this research provide a rating of the total potential of itinerary itself, contributing to its definition as a ‘creative system’.
In recent years, many examples of programmes that follow these trends have been discussed (Richards & Wilson, 2006; Richards & Wilson, 2007; Richards & Wilson, 2008; Wurzburger et al., 2010).
Creativity in tourist production and consumption opens the door to a variety of themes, activities, experiences, combined with different levels of involvement and participation of tourists.
Looking at the examples that have been discussed in the literature to date, we can some main lines along which the production of offers of creative tourism moves and towards which the corresponding consumption is directed:
Workshops and experiential activities, that are generally associated with elements of local intangible culture, as for instance, crafts, gastronomy, enology, dance, music, etc.;
Routes that emphasize sensory faculties and the relationship between activities and the senses involved, such as tastings, itineraries of various kinds, etc.
Activities related to a new interpretation of traditional cultural heritage, for example entertaining and learning activities connected to archaeology, contemporary art, etc.
Happenings, festivals or cultural events offering new forms of promotion and exploitation of various aspects of material and immaterial culture, which constitute a sort of container for different experiences.
Being creative: an ‘obligation’ in tourism and cultural planning?
Ten years after the first research on the relationship between creativity and tourism, nowadays this area represents one of the most innovative research fields contributing to the debate on the transformations of touristic experience, in the light of the changes wrought by globalization, by the democratization of consumption and by postmodernism (Richards, 2007).
Such transformations have remarkably changed the subjects and objects of tourism, entailing the necessity to revisit, in a contemporary light, and the mechanisms involved in its production and consumption.
Creativity contributes to tourism in two major ways: on the one hand, it has become a synonym of new models of production and consumption, and of the new values and elements that contribute to the touristic growth of a locality; and on the other hand, creativity is a remedy, a claim, that may enable some regions to address the problems that contemporary tourism itself may cause.
Creativity, therefore, is a sign of contemporaneity and of change, but is also a resource and tool for ensuring that the results of tourism are as positive and beneficial as possible. This double meaning of creativity in tourism is particularly in the case of culture-based tourism.
Creativity, according to this approach, can promote a new way of doing and consuming tourism.
It embodies, in fact, both the inclination to experience of the post modern consumer, and the inclination to enhance local heritage, providing a possible alternative resource for tourism development.
Creativity therefore, concerns global processes, subjects, companies, processes, resources and experiences.
Cultural itineraries represent a favourable context for the development of creative processes and experiences. This paper examines the creative activities and projects of a European Cultural Itinerary, The Phoenicians’ Route. The aim was to explore the creative features related to the production and development of the cultural-tourist offer, through a survey of participants in a pilot project, and on a network of local partners that co-operate in running the itinerary. The results of this research provide a rating of the total potential of itinerary itself, contributing to its definition as a ‘creative system’.In recent years, many examples of programmes that follow these trends have been discussed (Richards & Wilson, 2006; Richards & Wilson, 2007; Richards & Wilson, 2008; Wurzburger et al., 2010). Creativity in tourist production and consumption opens the door to a variety of themes, activities, experiences, combined with different levels of involvement and participation of tourists.Looking at the examples that have been discussed in the literature to date, we can some main lines along which the production of offers of creative tourism moves and towards which the corresponding consumption is directed:Workshops and experiential activities, that are generally associated with elements of local intangible culture, as for instance, crafts, gastronomy, enology, dance, music, etc.;Routes that emphasize sensory faculties and the relationship between activities and the senses involved, such as tastings, itineraries of various kinds, etc.
Activities related to a new interpretation of traditional cultural heritage, for example entertaining and learning activities connected to archaeology, contemporary art, etc.
Happenings, festivals or cultural events offering new forms of promotion and exploitation of various aspects of material and immaterial culture, which constitute a sort of container for different experiences.
Being creative: an ‘obligation’ in tourism and cultural planning?
Ten years after the first research on the relationship between creativity and tourism, nowadays this area represents one of the most innovative research fields contributing to the debate on the transformations of touristic experience, in the light of the changes wrought by globalization, by the democratization of consumption and by postmodernism (Richards, 2007).
Such transformations have remarkably changed the subjects and objects of tourism, entailing the necessity to revisit, in a contemporary light, and the mechanisms involved in its production and consumption.
Creativity contributes to tourism in two major ways: on the one hand, it has become a synonym of new models of production and consumption, and of the new values and elements that contribute to the touristic growth of a locality; and on the other hand, creativity is a remedy, a claim, that may enable some regions to address the problems that contemporary tourism itself may cause.
Creativity, therefore, is a sign of contemporaneity and of change, but is also a resource and tool for ensuring that the results of tourism are as positive and beneficial as possible. This double meaning of creativity in tourism is particularly in the case of culture-based tourism.
Creativity, according to this approach, can promote a new way of doing and consuming tourism.
It embodies, in fact, both the inclination to experience of the post modern consumer, and the inclination to enhance local heritage, providing a possible alternative resource for tourism development.
Creativity therefore, concerns global processes, subjects, companies, processes, resources and experiences.
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