Creative Tourist Experience

The chapter explores the role and importance of Destination Management Organizations in managing the delivery of creative tourist experience. The study is divided in two parts whereby the first part adopts a qualitative methodology of exploration in regard to Destination Management Organizations and Creative Tourist Experiences while the second part is a case study of the tourism organizations of the UAE. The role of creativity in managing the total tourist experience is the core theme of the study. The study finds that co-creation of tourist experiences have a lasting memory value. Creative tourist experience can be achieved in the creative-theatre by a combination of designed aesthetics, choreographed activities and co-created souvenirs as the major elements.

Using Social Networks to Create and Share Experiences in Creative Tourism

The presented chapter deals with creative tourismwhich is often considered marginal, however is a form of tourism with the great potential for future growth. The Slovak Republic has, thanks to the historical context, all necessary preconditions to exploit this potential. There is a large number of customs and traditions, which can be attractive to visitors by their nature, historical or cultural-religious value. There is also a big potential to create new experiences, spirituality, singing, dancing in customs and traditions. Religious and pilgrimage sites are also sites where visitors can experience strong emotions. Sharing these experiences on social networks is quite frequent during the last decades. This chapter therefore deals with the legal possibilities of sharing these experiences by using social networks that represent a powerful marketing communication tool.

Enhancing Coopetition Among Small Tourism Destinations by Creativity

This chapter addresses on coopetition among tourism destinations with a focus on small ones and investigates on existing experiences, elaborating on the benefits of combinations with creative strategies and actions. Small destinations can achieve competitive advantages and access to strategic resources by adopting a cooperative behavior that, as observed, has no borders both geographical and of contents. Creativity can enhance coopetitive strategies and, consequently, gives positive impacts and advantages to tourism destinations. This area of research can be enriched with more contributes to assess costs and benefits in order to allow an evaluation of results and the designing of effective strategies. When adopting a coopetition strategy among destinations, the author foresees positive impacts and the achievement of economies and synergies that allow the increasing of the competitive advantage.

Doing, Using, Interacting

Innovation is a critical factor for long-term economic development, including in tourism. This chapter examines the processes that lead to new products and services in a tourism context. It does so based on two commonly referred to modes of innovation (Jensen et al., 2007); that is, two types of innovation processes: science, technology, and innovation (STI) and doing, using, and interacting (DUI). DUI appears to capture the essence of innovation in tourism enterprises better than STI because it acknowledges the intrinsic nature of services and the typical size and working modes of touristic actors. The case study of Icehotel illustrates how working in partnerships and in close cooperation with customers enhances the advantages of the DUI model. The handling of externally induced events and difficulties and the critical partnerships are better understood through the DUI than through the STI lens. The DUI framework leads to a more correct picture of tourism innovation and could also provide a better guidance for policy processes in the field.

Creativity as a Tool of Tourism Development

This chapter shows how creativity is bounded with tourism development in the destination. It points out the influence of changes in visitors´ behavior on the destinations, defines creativity, and discusses the relation of culture and creativity in tourism. The chapter focuses on the relation between creativity and development of tourism in the Czech Republic´s regions in the pre-crisis, crisis and after-crisis period. The destinations were subjects to research using two multivariate methods i.e. canonical correlation analysis (CCA) and partial least squares (PLS). The chapter also makes suggestions for future studies.

Innovation in Tourism Service Development in Budapest

Both food tourism and literary tourism are increasingly popular products in the global market, but there is relatively limited collaboration between the two areas. In addition to providing an overview of the role of creativity and innovation in tourism development, with special emphasis on gastronomic tourism and literary tourism, the paper presents a unique hospitality concept that fuses gastronomy with literature, demonstrating the use of creativity in successful tourism product development. The research is based on qualitative methods: interviews with the business owners were used to explore the innovation process and the factors affecting the company's operations, and content analysis of customers' reviews on social media sites and the restaurant's media coverage were used to evaluate the role of creativity in the restaurant's success.

Social Media and Creativity

The usage of social media is vital part of businesses practices and lives of individuals today, tourism being not exception. Yet, despite the wide reach of social networks there is a lack of understanding which factors contribute to becoming an influencer on social network services. This chapter particularly focuses on the largest video-sharing platform YouTube. It analyzes common success factors in three different countries: Canada, Germany, Italy and concludes by explaining which factors can be considered as relevant in order to succeed on YouTube. The objective is to find common factors which enable Youtubers to succeed. Predict which quantitative and qualitative elements can actually influence the success of a Youtuber and through ANOVA, Descriptive Analysis and Linear Regression find if there's actually a link between these elements and the number of subscribers. Lastly, it will try to assess on three case studies, how different tourist destination use the power of YouTube.

Marketing Communication of SMEs Acting in Creative Tourism

The author aims to combine so important firms ‘processes as creating of marketing communication and making creative tourism by small and medium-sized enterprises is. It offers to view of some chosen examples of good practice in Czech SMEs. Marketing plays significant role in business. Unfortunately, SMEs (including many travel agencies) aren´t able to take full advantages of marketing. The author discusses this issue and is looking for possible solutions. In additional the author deals with the patterns of marketing communications in SMEs describe the situation of tourism in Europe and discuss the creative tourism and its role not only for tourism but also for SMEs and national economy.

Tourists' Motivations and Repeater Segments in Japanese Spa Destinations

This chapter attempts to answer two research questions related to Japanese spa tourists: how to grasp tourists' motivations, and who will be repeaters. Benefit segmentation was employed to answer the first question, the results yielded seven motivations and divided spa tourists into three segments. For the second question, the relationship between overall satisfaction and revisit intentions in the short and the long term were tested, and key factors for repeaters were different for each segment. Destinations and stakeholders should change their strategy as it relates to their target market, to create repeaters by segment. Contrasting these results with some efforts of spa destinations, examples from Hakone are introduced. Local government considered the theoretical fan that visits Hakone constantly. NARAYA CAFÉ, a representative effort of young people in the area, creates a “release and relaxation” atmosphere for tourists.

Creativity as a Driver of Tourism Growth

The chapter discusses the role of creativity in the development of tourism. Given the different approach to measuring the level of tourism development in regions and creativity, the study included two measures of each of these factors. Therefore, creativity is seen through the prism of the dimension of human capital by the European Science Foundation - European Social Survey and Global Creativity Index. In contrast, the development of tourism - through the number of overnight stays of residents and Travel and Tourism Competitiveness Index. The aim of the chapter is to present and analyse the issues related to creativity in the development of tourism, with particular emphasis on creativity stimulators and analysis of the relationship between creativity and competitiveness of tourism in Europe as well as of the number of overnight stays of residents.