Developing creativity in tourist experiences: A solution to the serial reproduction of culture?

Greg Richards, Julie Wilson

    Research output: Contribution to journalArticleResearchpeer-review

    606 Citations (Scopus)


    As culture is increasingly utilised as a means of social and economic development, the cultural tourism market is being flooded with new attractions, cultural routes and heritage centres. However, many consumers, tired of encountering the serial reproduction of culture in different destinations are searching for alternatives. The rise of skilled consumption, the importance of identity formation and the acquisition of cultural capital in (post)modern society point towards the use of creativity as an alternative to conventional cultural tourism. This paper considers the development of creative spaces, creative spectacles and creative tourism from the perspective of supply and demand. The need for creativity in developing new products and how to address the challenge of serial reproduction are discussed, and examples of creative tourism projects are examined and contrasted to traditional models of cultural tourism. © 2005 Elsevier Ltd. All rights reserved.
    Original languageEnglish
    Pages (from-to)1209-1223
    JournalTourism Management
    Publication statusPublished - 1 Dec 2006


    • Creative tourism
    • Cultural tourism
    • Serial reproduction
    • Tourism development
    • Tourist experience


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