Turismo Criativo – A nova geração do Turismo. Um novo futuro para as Comunidades Locais -...
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Creative Tourism: The new generation of Tourism. A new future for local communities Greg Richards Tilburg University [email protected]
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Painel “Turismo Criativo – A nova geração do Turismo. Um novo futuro para as Comunidades Locais” apresentado por Greg Richards, durante a 1ª Conferência Brasileira de Turismo Criativo, no dia 22 de outubro de 2013.
Transcript of 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
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
