Creative Tourism In Destination Brand Identity

Abstract

This paper analyses the emerging trends in creative tourism, as well as the possibilities of developing creative offer as a means of sustainable development (protection of resources, socio-cultural elements, natural elements and improving the local population's standard of living) of small historic towns on the Opatija Riviera (Volosko, Kastav, Lovran, Veprinac, Mošćenice, Brseč). It further analyses the current state of creative offer, sets the goals and suggests some possible strategies for developing creative tourism (educational workshops, creative workshops, etc.) as both the basic and additional element of the tourist offer based on sustainable principles, and for creating a recognizable destination brand identity through a valorisation of uniqueness and diversity. The paper also answers the key questions of creative tourism offer enrichment and enhancement, and defines the means to innovate the promotional strategy with the goal of repositioning. The reconception of development in small historic towns and, ultimately, attracting future tourists , requires a synergy of all offer stakeholders, local communities and indigenous residents in forming new elements of creative initiatives through a valorisation of the past and the present.

Exploring Creative Tourism Potential in Protected Areas: The Kruger National Park Case

“…This difference was also shown to be significant. This result confirms Shore (as cited in Stipanovic & Rudan, 2014), who suggested that the demand for local cultural experiences is gaining prominence among international travelers who want a more authentic experience when they travel overseas. International visitors not only want to see the main cultural heritage sites, but they also want to immerse themselves in the culture.…”

“…Developing creative tourism as part of the tourism product of a destination is however dependent on various aspects, for example: the stakeholders of the destination’s own creativity are vital for creative tourism; the cultural and natural values and assets of the destination should not be destroyed by the development of tourism, in other words, the development should be built on the principles of sustainability; and last, even destinations that do not possess ample cultural assets can develop creative tourism, which could improve the destination’s current tourism product (Stipanovic & Rudan, 2014).…”

“…According to Jelincic (as cited in Stipanovic & Rudan, 2014), the major reason for visiting some destinations is often not the creative offer, but rather the desire to discover the destination, with creative programs as part of the added offer. Since our results showed that visitors deem biodiversity and aesthetics more important than the local community, we propose that creative tourism should be developed as an added offer when visiting the KNP.…”

Marketing Communication and Creative Tourism: An Analysis of the Local Destination Management Organization

“…In conjunction with the now-congested global market, it has been suggested that to truly involve tourists and remain competitive, products and services should be replaced with experiences and activities. Hence, cities and regions are choosing creative and sustainable strategies that complement the distinctive and notable images of their destinations [18,19].…”

“…Moreover, the tourism destination office is compelled to offer appealing experiences such as local traditions to visitors, which encourages active interactions between them and the tourism destination as well as the residents [6]. Regardless, market analyses to understand the type of co-creating activities that tourists are seeking should be taken into consideration due to the disparity between tourists' desires and consumption [19]. As specified by Bosnić et al [26], DMO ought to plan, organize, and control, but also inspire their workers to invest in education and training.…”