engleski

Constructing sustainable tourism strategies in rural territories – the role of creative tourism in southern Europe

The role of creative tourism assumes relevant differences in the development of urban and rural territories. In times of saturation of the growth model of large cities, climate change, and the COVID-19 disease, new development dynamics in the tourism sector are needed. This scenario can be taken advantage of by rural territories, in new creative initiatives to attract investments and tourists, and offer sustainable models different from those applied to urban territories. Thus, one of the objectives is to analyse some examples of the most sustainable ways to make less urbanized territories more attractive for Creative Tourism. This study uses primary and secondary sources. The primaries are supported by a quantitative and qualitative analysis of the offer of institutions around the world, focused on Southern Europe, such as Italy, Croatia, Portugal, Spain, and Austria. Differences in the supply of creative activities organized in urban cities versus small towns and rural areas are analyzed. Part of this work results from research on Creative Tourism carried out in four Portuguese regions and coordinated by five Portuguese universities within the scope of the CREATO UR Project. As the main result, the more holistic approach to Creative Tourism seems to have more opportunities for success and to be more sustainable over time. Each institution brings problems of a different nature, regardless of the typology of the territories in which they operate.

creative tourism ; rural communities ; sustainability ; Italy ; Croatia ; Portugal ; Spain ; Austria

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