КРЕАТИВЕН ТУРИЗЪМ ЧРЕЗ УСТОЙЧИВА ТРАНСФОРМАЦИЯ
CREATIVE TOURISM THROUGH SUSTAINABLE TRANSFORMATION

Author(s): Nadezhda Ilieva
Subject(s): Economy, Business Economy / Management, Tourism, Green Transformation
Published by: Икономически университет - Варна
Keywords: creative tourism; sustainable development; innovation and digitalization; transformation; creative experiences
Summary/Abstract: Creative tourism is an innovative way of experiencing travel that encourages the active participation of visitors in cultural and artistic events. In response to global challenges for sustainable development, this tourism model offers an alternative to mass tourism practices by preserving cultural heritage, supporting local communities and limiting the ecological footprint. The study explores the relationship between creative tourism and the sustainable transformation of tourism offerings in the sector. Key tools in creating creative experiences are digital technologies and innovative forms of cultural exchange. Joint efforts between the public and private sectors, as well as the engagement of tourists, are the basis for the sustainable transformation of consumer demand and supply through creative tourism. Recommendations are offered for destination planning, engagement of local communities and development of innovative tourism products. This study addresses the lack of clarity regarding how creative tourism contributes to the sustainable transformation of tourism destinations without compromising cultural authenticity and social equity. The main objective is to explore the mechanisms through which creative tourism practices can integrate sustainability principles while fostering innovation, local engagement, and cultural preservation.

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