ENFORCING SUSTAINABILITY PRINCIPLES IN TOURISM VIA CREATIVE TOURISM DEVELOPMENT
ENFORCING SUSTAINABILITY PRINCIPLES IN TOURISM VIA CREATIVE TOURISM DEVELOPMENT

Summary/Abstract: In this paper we argue that present economic, social and environmental challenges of the world economy call upon new tools for achieving a nation's international competitive advantages and sustainability, respectively. In the age when the developed economies have to compete on the strength of their skills base, and when art and culture play an important role in moderating a technocratic vision of the world, culture-based creativity is gaining in significance. Due to these changes and sustainability concerns, cultural tourism is looking for new forms. One of them is creative tourism, which offers self-development possibilities and co-creation experiences to tourists. In the paper we introduce several demand and supply challenges for contemporary cultural tourism as well as several demand factors for culture-based creativity and sustainable development in contemporary societies. By developing a model of sustainable creative tourism, we show how to achieve a suitable balance between the economic, social and environmental aspects via creative tourism development. In the empirical analysis we show that international competitiveness of travel and tourism industry is not only closely linked to its sustainability but it also depends on several other aspects of individual economy's competitiveness and has to be discussed from the systemic point of view.

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