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.

1. Creative Tourism: The new
generation of Tourism. A new future
for local communities
Greg Richards
Tilburg University
g.w.richards@uvt.nl

2. 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

3. The drive to be creative
•
•
•
•
Doing
Adapting
Making
Creating
being
becoming

4. The search for distinction:
Copying as cultural strategy?

5. Drivers of creativity in tourism
Demand
Supply
Need for more authentic experience
Need for self development
Desire for meaningful relationships
Increasing competition
Need to create distinction
Need to involve the citizen
Creative tourism

6. Create
transformations
Creative tourism
Coproduction
Differentiated
The development of the experience economy
Stage
experiences
Deliver services
Cultural tourism
Product focus
Undifferentiated
Make goods
Mass tourism
Extract
commodities
Market
Pricing
Premium

7. Developments in creative tourism
Individual
Collective
Tangible culture
Intangible culture
Skills
Knowledge
Relationships
Creative tourism
New Zealand (2002)
Creative
Tourism
Paris
Porto Alegre?
Barcelona (2005)

8. Forms of capital
Cultural
Creative
Relational
• Shift to intangible assets, symbolic economy
• Lifestyle, life strategies
• Everyday life becomes a source of creativity
• From tourists to temporary citizens

9. Creative tourism – going beyond the tourist gaze

11. The personal perspective
• Aquiring skills and knowledge
60%
50%
40%
30%
Creative tourists
Other travellers
20%
10%
0%
Appreciation of Understanding
other cultures of own culture
More selfconfidence
Tolerance of
cultural
difference
Awareness of
social justice

12. The relational perspective
• Living like a local
70%
% living like a local
60%
50%
40%
30%
20%
10%
0%
Other travellers
Creative tourists

13. Choosing Destinations
70
60
50
40
Creative tourists
% 30
Other travellers
20
10
0
Typical tourist activities
/popular destinations
Non-typical tourist activities
/ off the beaten track

14. Seeking Experiences
70
% extremely important
60
50
40
Creative tourists
30
Other travellers
20
10
0
Interact with
local people
Experience
everyday life
Help people in
the destination

15. Staying with locals
40
35
30
%
25
20
Creative tourists
15
Other travellers
10
5
0
Apartment
Room in
private
house
Couchsurfing
Hotel

16. Spending more
4000
3500
Total spend (euro)
3000
2500
2000
1500
1000
500
0
Creative tourists
Other travellers

17. Staying longer
100
90
80
Trip length (days)
70
60
50
40
30
20
10
0
Creative tourists
Other travellers

18. Creative tourists in Latin America
40
% doing creative activities
35
30
25
20
15
10
5
0
Costa Rica
Peru
Average all Argentina
countries
Brazil
Chile
Colombia

19. 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

20. 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

21. 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

23. Examples

24. Thailand

25. Canada

26. Brazil

27. 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.

28. buzz KOREA

29. Cultural tourism
Distinction
Cultural capital
CULTURE
Creative tourism
Symbolic capital
Branding
Individual skill/talent
CREATIVITY
Relational tourism
Collective knowledge
Networks
COLLABORATION
Place Making
Holistic thinking
Co-creation
Involving all aspects of the location

30. Form
Intangible
Intangible cultural heritage
Content
Creative industries
Learning
Edutainment
Tangible cultural heritage
Leisure industries
Tangible

31. 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

32. Obrigado!
g.w.richards@uvt.nl
http://independent.academia.edu/gregrichards