Creative tourism: reviewing the past and charting the future

Ishani Sharma, Weng Marc Lim, Arun Aggarwal

Benchmarking: An International Journal

ISSN: 1463-5771

Open Access. Article publication date: 8 January 2025

468

Abstract

Purpose

With a growing preference for active, authentic, and cultural experiences over traditional ones, creative tourism has garnered significant academic interest. This study offers a comprehensive review of creative tourism research, delineating its evolution, prominent contributors, pivotal areas, and prospective trajectories through a bibliometric analysis.

Design/methodology/approach

Employing a bibliometric analysis using the biblioshiny and VOSviewer software, this study systematically reviews 198 articles on creative tourism identified and retrieved from the Scopus database.

Findings

A notable increase in creative tourism research is witnessed in recent times, with Portugal and the Netherlands leading in publications and citations, respectively. This review also pinpoints key authors, countries, institutions, and journals shaping the field, and presents emerging themes such as authenticity and creative experience, culture and heritage, urban and rural contexts, and co-creation in creative tourism.

Practical implications

Identifying core research contributors (authors, countries, institutions, journals) and contributions (themes, topics) assists academics in seeking collaborations and shaping future research. Practitioners are advised to adapt these trends (authenticity, co-creation, sustainability) into their strategic planning to meet market demands.

Originality/value

This study offers a seminal review of creative tourism through a bibliometric analysis, a technique that leverages the power of technology (data, software) to engage in retrospection and projection—the hallmark of benchmarking studies across fields, including tourism. Noteworthily, this study provides a detailed summary of the field’s trajectory and significant trends, positioning itself as an essential reference for academic scholars, industry professionals, and policymakers with a keen interest in creative tourism.

Keywords

Citation

Sharma, I., Lim, W.M. and Aggarwal, A. (2025), "Creative tourism: reviewing the past and charting the future", Benchmarking: An International Journal, Vol. 32 No. 11, pp. 109-149. https://doi.org/10.1108/BIJ-11-2023-0787

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Ishani Sharma, Weng Marc Lim and Arun Aggarwal

License

Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode


1. Introduction

Tourism significantly influences the economies of nations, affecting cultural, financial, environmental, mental, and social dimensions (). The United Nations World Tourism Organization (UNWTO) recognizes its role in stimulating economic and social development through job creation, increased export earnings, and infrastructure development (). Despite facing numerous challenges, the tourism industry has demonstrated robust growth over the past century, evidencing its capacity for recovery and resilience, particularly evident in the post-pandemic resurgence (). By 2022, the tourism industry had notably recovered, with international tourist arrivals returning to pre-pandemic levels. This recovery significantly benefited both developing and developed nations, underscoring tourism’s critical role in the global economy. In 2019, the industry contributed to one in seven new jobs worldwide, representing 10.3% of all employment, and accounted for 10.4% of global GDP (approximately US$10tn), with international visitor spending reaching US$1.9tn. The resurgence in 2022 further led to a substantial economic contribution of 7.6% to global GDP—a 22% increase from 2021—and generated 22 million new jobs, though still 11.4% below 2019 levels.

Recent trends have shifted tourist motivations toward deeper cultural experiences rather than traditional sightseeing (). Modern tourists increasingly seek active engagement with the culture, history, and traditions of their destinations, giving rise to creative tourism, a niche within cultural tourism (). This shift toward authentic, hands-on experiences marks a departure from mass-produced tourism activities. Tourists now view their travels as opportunities for personal growth and self-discovery, engaging in activities like cooking traditional dishes, crafting local handicrafts, or participating in storytelling sessions, which foster memorable experiences and stronger connections (). Creative tourism, emphasizing interactive rather than passive experiences, deepens tourists’ connection to destinations and their communities, enhancing cultural exchange and mutual understanding (). This approach also presents a sustainable alternative to traditional tourism by distributing tourist traffic more evenly and mitigating the effects of over-tourism (), thereby reducing the strain on popular sights and aligning with the consumer shift toward valuing experiences over possessions, reflecting the principles of the experience economy.

Despite its growing importance, research on creative tourism remains underdeveloped compared to other tourism types like cultural or heritage tourism. The intellectual structure of the field, which includes its developmental history, geographic spread, and thematic focus, lacks comprehensive and rigorous documentation and evaluation. As the tourism industry evolves, understanding these dimensions becomes crucial for both academic and practical advancements. Leading journals have only recently begun to explore this area, indicating a significant knowledge gap, wherein comprehensive summaries of advancements and trends are notably lacking (, ; ; ), which hinders the ability of researchers and practitioners to build upon existing knowledge effectively, leaving the field with no benchmark for future contributions to be positioned against. Key attributes such as co-authorships, citations, co-occurrences, co-citations, and thematic patterns are essential for identifying influential articles, authors, locations, and themes (; ), wherein the synthesis and sensemaking of such information are critical for fostering innovation and guiding the development of the field (; ; ; ). Hence, this study aims to bridge these gaps by conducting a bibliometric analysis to systematically map the intellectual landscape of creative tourism research, identifying leading contributors and indicating emerging trends and directions for future research. This review is not only necessary for filling the existing academic void but also crucial for supporting strategic planning and policy-making in tourism, ensuring that growth in this vibrant sector is both enriching and sustainable. The urgency for this study is underscored by the rapid shifts in tourist preferences and the pressing need for destinations to adapt to the increasing demand for active, authentic, culturally immersive experiences. The research questions (RQs) that will be addressed in this study are as follows:

RQ1.

How has creative tourism research evolved over time?

RQ2.

Which journals, countries, and institutions lead on creative tourism research?

RQ3.

Who are the leading authors in creative tourism research?

RQ4.

Which articles on creative tourism have had a significant impact?

RQ5.

What is the range of topics in creative tourism research?

RQ6.

What are the major themes of creative tourism research?

RQ7.

Which are the most promising areas for future research on creative tourism?

The contributions of this study to the field of creative tourism are both theoretical and practical. Theoretically, this study enriches the academic discourse by mapping the intellectual landscape of creative tourism, identifying the evolution and thematic concentrations of the field (, ). Analyzing the leading contributions (articles) and contributors (journals, authors, countries, institutions), this study provides a directory of key expertise and thus sets a benchmark for theoretical grounding and positioning in future research (, ). Practically, the findings offer tangible insights for policymakers and industry stakeholders. The identification of impactful articles and key topics informs strategic planning and policy formulation, enabling better alignment with evolving tourist preferences and demands (, ). Furthermore, by highlighting the most promising areas for future research (), this study guides investment in tourism research and development, ensuring that growth in this vibrant sector continues to be innovative and sustainable. Thus, this study not only maps the existing landscape but also paves the way for future explorations, fulfilling an urgent need within both the academic and practical domains of tourism studies.

The remainder of this article is structured as follows: examines the concept of creative tourism and bibliometric analysis, outlines the methodology, presents the results, and discusses the findings, implications, limitations, and future research avenues.

2. Background

2.1 Creative tourism

Creative tourism, a key component of cultural tourism, integrates creativity with travel experiences. Creative tourism has been defined variably by different authors (). Initially, characterized creative tourism as involving active participation and practical experiences for tourists. Later, broadened this definition to emphasize the relationship between residents and visitors, incorporating knowledge-based activities that produce creative content and intangible products using local talent and technology (). Activities within creative tourism expose visitors to local skills, traditions, and unique aspects of the destinations they explore (), allowing them to participate actively and create personal creative products (). Over time, the recognition of the importance of authentic experiences and the connection between tourists and local cultures has led to an expanded view of creative tourism. This evolution has moved from a narrow focus on specific activities to a broader framework that values genuine, friendly interactions between local communities and visitors.

Several scholars have made significant contributions to creative tourism research, notably and , who have reshaped our understanding of cultural destinations and the enrichment of cultural experiences for travelers. research has highlighted the potential of creative tourism in urban revitalization and in stimulating local creative industries. has focused on the significance of immersive and meaningful experiences that tourists gain through interactions with local cultures. Moreover, the work of has examined the definitions, driving forces, impacts, and management strategies of creative tourism, identifying key creative activities and the motivations of creative tourists.

Creative tourism has undergone several developmental stages (): Creative tourism 1.0, 2.0, 3.0, and 4.0. Initially, creative tourism 1.0 emerged in the 1990s as an extension of cultural tourism, focusing on hands-on and immersive learning experiences related to art and heritage (). The second phase, creative tourism 2.0, saw formalization and expansion from 2000 to 2010, supported by academic research and policy initiatives by organizations like UNESCO (). Creative tourism 3.0, spanning from 2010 to 2020, embraced the integration of digital technologies, enhancing the global reach and appeal of creative tourism through digital platforms and social media (). The most recent phase, creative tourism 4.0, emphasizes sustainability and the active participation of local communities in developing tourism experiences that support their well-being and local ecosystems. This stage also considers the resilience of creative tourism to challenges like global pandemics, highlighting the importance of local engagement and sustainable practices in tourism development (). In this regard, we define creative tourism as a cultural and interactive form of tourism that enriches visitors through hands-on, immersive learning experiences (1.0), enhanced by structured development (2.0), integrated digital technologies (3.0), and a focus on active community involvement and sustainable practices to support local ecosystems and resilience against global challenges (4.0).

Understanding the evolution of creative tourism is vital for grasping how creative destinations have emerged, evolved, and responded to the changing demands of tourists. This knowledge is crucial for destination managers and policymakers who aim to attract and retain tourists in the increasingly competitive and innovative field of creative tourism. For example, during the early stage, focusing on niche activities through targeted marketing can attract early adopters looking for new and unique experiences. As creative tourism matures, collaboration with local artists and cultural institutions can expand the range of offerings, enhancing the destination’s appeal during the development stage. Policymakers can use insights from these stages to support creative industries effectively, propose incentives for innovative tourism initiatives, and ensure the development of infrastructure conducive to the growth of creative tourism. Such strategic actions foster a supportive environment, attracting more tourists and providing enriching experiences that benefit both local communities and visitors. Notably, integrating creativity into tourism not only holds the potential to enhance visitors’ experiences but also promote cultural exchange, protect cultural heritage, and strengthen local economies.

The scholarly discourse on creative tourism is broadly categorized into themes that highlight the innovative efforts of tourism service providers and the desire of tourists to engage in genuine, immersive experiences. In this complex landscape, achieving theoretical clarity can be challenging (). A bibliometric analysis can address this challenge. Unlike traditional qualitative reviews that may carry inherent biases, a review predicated on a bibliometric analysis can provide objective insights by statistically examining scholarly works, thereby minimizing subjectivity (; ). Responding to calls for more comprehensive and relational bibliometric studies in the field of tourism (), the pursuit of a review in this direction using this method not only clarifies the multifaceted nature of creative tourism research but also sets the stage for future explorations.

2.2 Bibliometric analysis in scholarly research

Bibliometrics, also known as scientometrics, explores the development of scientific disciplines over time, focusing on their patterns and trends. This form of analysis has proven to be a foundational tool for pioneering research across domains, including business like consumer behavior (), corporate social responsibility () and sustainability (), firm performance (), global () and necessity entrepreneurship (), employability (), international trade (), organizational agility (), supply chain (), and workplace spirituality (), as well as technology like artificial intelligence (), blockchain (), and cloud computing (). Notably, bibliometric studies, when done well, provide a comprehensive overview, highlight gaps in existing knowledge, inspire new research ideas, and facilitate contributions (; ; ; ).

Researchers apply bibliometric analysis to examine the characteristics, growth patterns, and historical evolution of scholarly literature on specific topics (). This method offers a systematic, high-level summary of the scientific foundation, spotlighting pivotal research and prominent journals, authors, countries, and institutions involved in a given field (; ). Consequently, bibliometric analysis allows for an objective and efficient management of extensive research, providing a quantitative perspective that helps map the intellectual landscape of significant bodies of academic work, often encompassing over a hundred documents ().

More importantly, bibliometric analysis aids in understanding the complex and dynamic nature of established research topics and themes by systematically processing large volumes of unstructured data (). Bibliometric tools help identify emerging trends and shifts within the academic community (), serving as a valuable resource for researchers aiming to navigate and contribute to ongoing scholarly discussions (; ). Noteworthily, bibliometric analysis can be categorized into two distinct types: performance analysis and science mapping ().

Performance analysis assesses the productivity and impact of literature within a specific research domain, wherein productivity is gauged by the volume of publications while impact is measured by citations (; ). Various metrics can be employed, including differentiation between average and total publications, comparisons of single-authored versus multi-authored works, and citation metrics assessing average and total citations; other critical measures include publication-citation metrics like the h-index, g-index, and i-index, which offer a finer-grained understanding of research performance (; ).

Science mapping analyzes and systematically represents the knowledge structure of a research field, with techniques including co-citation analysis, bibliographic coupling, and co-occurrence analysis (keywords) (), which help identify and categorize the key topics and themes within the field (). These tools are essential for delineating the conceptual territory of a discipline and for tracking the development of its central ideas and methodologies ().

3. Methodology

3.1 Procedure

This study employed a bibliometric analysis following a four-step methodology recommended by . The first step, defining the scope of the search, involved selecting appropriate databases for data collection. This initial task primarily utilized the Scopus database to ensure comprehensive access to literature related to creative tourism. The second step, selecting analysis methods, focused on determining the development of the review narrative on creative tourism (i.e. which aspects will be reviewed). This was achieved through a careful selection of bibliometric analysis techniques, utilizing tools such as the biblioshiny and VOSviewer software. The third step, data collection, involved gathering data based on a predetermined search strategy. This step used various inclusion and exclusion criteria to collect 198 articles that formed the dataset for this bibliometric analysis of creative tourism. The fourth and final step, performing analysis, comprised two types of analysis: performance analysis and science mapping. Performance analysis was conducted to understand the growth and contributions within the field, evaluating the productivity and impact of research. Science mapping sought to uncover relationships among the collected literature, aiming to illustrate links within the scholarship. The outcomes of these analyses provide a comprehensive overview of the current state and future directions of research in creative tourism.

3.2 Database selection

Scopus and Web of Science are two of the most prominent bibliometric databases recognized for their comprehensive coverage (; ; ). Scopus is known as the world’s largest abstract and citation database of peer-reviewed literature, featuring over 43,000 titles from various publishers, whereas Web of Science indexes over 24,000 journals at the time of study. Despite their broad scopes, the coverage in Scopus is notably more extensive than in Web of Science, particularly in the social sciences, which often forms the basis for bibliometric studies (; ). Studies such as those by and have typically utilized a single database to maintain uniformity and avoid biases such as coverage bias, indexing inconsistencies, and disparities in citation practices across databases, which could affect the reliability and thus the comparability of the results. Following this rationale and aiming for a comprehensive data set, this study initially used both Scopus and Web of Science for an in-depth search, observing that what is available in Web of Science is also available in Scopus, rather than vice versa. Ultimately, due to duplications in Web of Science and wider coverage in Scopus, we opted for Scopus as the sole database for the final search, aligning with practices noted in recent research (, ; ).

3.3 Analysis selection

Selecting the appropriate analysis tools and techniques is critical for conducting effective bibliometric research (). Among the various bibliometric software available, this study employed biblioshiny, the graphical user interface of bibliometrix, a package in the R software (), to conduct the performance analysis and science mapping, and the VOSviewer software, with its superior network visualization, for science mapping (). Bibliometrix, developed in the R programming language, offers rapid and robust bibliometric capabilities and integrates seamlessly with other statistical tools (). For users who are less comfortable with coding, biblioshiny provides a user-friendly web interface that facilitates bibliometric analysis without the need for programming, wherein all data for this analysis was imported into biblioshiny in BibTex format, sourced from the Scopus database (). VOSviewer complements this setup by enabling the visualization of networks, which is particularly useful for examining relationships such as co-authorship links and keyword co-occurrences (), with a focus on creative tourism in the present study.

3.4 Data collection

The data collection process for this study of creative tourism was structured according to the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol (), which includes four stages: identification, screening, eligibility, and inclusion (; ; ; ).

Identification. The initial step involved defining the scope of the search to gather bibliometric data on creative tourism research. Using a carefully crafted search string, the study incorporated keywords such as “creative atmosphere,” “creative attraction,” “creative cultural tour,” “creative destination,” “creative experience,” “creative tour*,” “creative travel*,” and “creative visit*.” These keywords were used to search the Scopus database under the “title, abstract, keywords” category, utilizing the Boolean operator “OR.” The search spanned records from 1998, the year the first article on creative tourism was published, to July 2023, which is the time this study was carried out.

Screening. The initial batch of 951 records underwent a screening process. This phase focused on filtering records by document type, language, and source type. After screening, 502 records remained, all classified as article or review, published in English, and sourced from journals. The other 449 records were excluded due to not meeting these criteria in line with established guidelines ().

Eligibility. In the eligibility phase, the 502 remaining records were further assessed for their relevance to the core focus of “creative tourism”. Each record underwent a comprehensive evaluation of both the abstract and full text by two independent researchers, ensuring that every document was relevant and fit for inclusion in the study. This detailed assessment led to the selection of 198 records that directly addressed creative tourism topics, while 304 records were excluded for lacking subject relevance, in line with past scholars ().

Inclusion. The final inclusion phase involved a detailed review of the 198 records that met all the previous criteria. These records were included in the bibliometric analysis, which utilized performance analysis and science mapping techniques to investigate the development and impacts within the field of creative tourism.

4. Results

4.1 Performance analysis

An overview of creative tourism research unveils an annual growth rate of 13.74%, indicating a vibrant and expanding field. This growth is reflected in the dispersion of studies across 104 diverse journals, showcasing the interdisciplinary nature of creative tourism that spans business, cultural studies, and tourism. The collaborative nature of this research area is evident from the involvement of 422 authors in 198 studies, averaging 2.63 co-authors per publication. Despite the prevalent collaboration, there is a notable segment of the field where individual scholarship thrives: 34 authors have contributed solely through single-authored publications, and there are 39 single-authored publications, making up 19.7% of the total. This suggests a significant portion of researchers who still value and pursue independent research paths. Moreover, the 24.24% rate of international co-authorship not only accentuates the global resonance of creative tourism but also suggests that such cross-border collaborations often yield richer insights. These partnerships, by integrating regional specificities with universal concepts, significantly enhance the breadth and depth of scholarly work, further emphasizing the universality and widespread appeal of creative tourism, transcending cultural and regional boundaries.

4.1.1 Productivity and impact of creative tourism

The publication and citation trends in creative tourism research over the years offer key insights into its development in productivity and impact (). Beginning modestly in 1998 with a single publication that garnered 22 citations, the field has experienced fluctuating but generally increasing trends in both publications and citations. Notable peaks in citations, such as those in 2003, 2006, and 2011, where individual publications amassed 304, 633, and 775 citations respectively, highlight seminal works that have significantly influenced subsequent research. A marked increase in publications from 2019 onwards, peaking at 29 publications per year, indicates a surge in interest and research activity within this domain. However, the citation impact per publication has seen a noticeable decline in recent years, with 2022 and 2023 publications receiving significantly fewer citations on average. This trend is primarily attributed to the lag effect of citation accumulation, where newer articles have had less time to be discovered and cited in the academic community. This pattern highlights the inherent delay in the recognition and citation of new research, reflecting a normal trajectory in scholarly publishing rather than a decrease in the quality or relevance of recent contributions to the field of creative tourism.

4.1.2 Top contributions of creative tourism research

The analysis of the top 10 most-cited research in creative tourism highlights the field’s substantial impact and interdisciplinary appeal (). The data reveals a notable concentration of highly influential works published in high-ranking journals (A* and A), which have significantly shaped subsequent academic and practical advancements in creative tourism. Starting with the most cited article by in Tourism Management, which has garnered 633 global citations, the study illustrates a pivotal discussion on enhancing tourist experiences through creativity, addressing the challenge of cultural serial reproduction. This article not only leads in citation count but also sets a thematic cornerstone for integrating creativity with tourism, reflecting a significant academic interest and practical application in the field. Following closely, article in Annals of Tourism Research further explores the symbiotic relationship between creativity and tourism, receiving 529 global citations. This work deepens the discourse initiated in his earlier work, highlighting the evolving nature of tourism as a creative industry. The next most cited work by , also in Annals of Tourism Research, focuses on festivals as creative destinations, accruing 304 citations. This study underscores the role of events in fostering creative tourism, influencing a wide range of subsequent research focused on the event management aspects of tourism. Other notable works include and , which explore the psychological and experiential aspects of creative tourism. study on the influence of experiences on memories and behavioral intentions highlights the deep impact of creative tourism on tourists’ satisfaction and revisitation intentions, marking it as a key study with 254 citations, whereas examination of co-creation experiences in creative contributions presents a crucial link between creative engagement and its qualitative and quantitative outputs, evidenced by 243 citations. Significantly, the list reveals a prominent presence of studies from Annals of Tourism Research and Current Issues in Tourism with three articles each, thus making up 60% in the top 10. These journals, along with others like Tourism Management and Journal of Travel and Tourism Marketing, are known for their rigorous and impactful scholarship, further validating the importance of creative tourism research within top-tier academic publications.

4.1.3 Top contributors of creative tourism research

The top contributors of creative tourism research can be understood through the lens of journals, authors, countries or territories, and institutions ().

In terms of top contributing journals on creative tourism research, Current Issues in Tourism leads with 10 publications accumulating 616 citations, indicating a strong focus on contemporary issues in creative tourism. Annals of Tourism Research follows closely with nine publications but boasts the highest citation count at 1,336, reflecting its critical role in shaping foundational research in the field. Other notable journals like Tourism Management and International Journal of Culture, Tourism and Hospitality Research also significantly contribute, with Tourism Management featuring seminal works such as article on the state of the art of creativity and tourism, highlighting its influence on creative tourism studies.

In terms of top contributing authors on creative tourism research, Álvaro Dias emerges as the most prolific contributor with eight publications and 102 citations, often collaborating with Mafalda Patuleia and Maria Rosario González-Rodríguez, wherein their joint studies examine issues such as attracting and retaining creative tourism entrepreneurs (), enhancing destination competitiveness (), and developing poor communities through creative tourism (), which not only reflect a focus on sustainable and inclusive growth within tourist destinations but also highlight the critical role of academic research in supporting practical interventions. Greg Richards, another prolific author, has significantly shaped the discourse with his seminal work on the intersection of creativity and tourism, specifically in his 2011 publication, which remains highly cited and influential in defining the scope and direction of creative tourism research (). Dwi Suhartanto and her collaborators have contributed to understanding the psychological aspects of tourism, particularly through their exploration of tourist loyalty driven by experience quality, value, satisfaction, and motivation (), thus enriching the discussion on customer engagement and retention strategies in creative tourism settings. Fiona Eva Bakas, Nancy Duxbury, and Paula Remoaldo have partnered to investigate the social utility of small-scale art festivals and the catalyzation of artisan entrepreneur networks in rural Portugal, highlighting the community and cultural development aspects of creative tourism and underscoring its potential to foster cultural preservation and local economic development (; ). Whereas, Elisabeth Kastenholz, focusing on specific niches like food tourism, contributed on studies that consider the co-creation of experiences from tourists’ perspectives, shedding light on immersive and interactive tourism experiences, pivotal for enhancing tourist satisfaction and deepening cultural exchanges () while Chih-Hsing Liu has explored the impact of cultural contact on satisfaction and attachment, identifying the mediating roles of creative experiences and cultural memories, thus further enriching the discourse on the experiential dimensions of creative tourism (). In addition, illustrates the application of Lotka’s Law to creative tourism research, revealing that 87.44% of authors have published only a single document, while a mere 12.56% have multiple publications. This distribution suggests that the field of creative tourism is still in its nascent stages, with a high number of researchers contributing singular works rather than engaging in prolonged research trajectories. The concentration of single-publication authors indicates that while the field is attracting interest, it has yet to mature into a stage characterized by ongoing, cumulative research efforts. This insight is critical, as it suggests that there are vast opportunities for growth and development within the field (see on how to develop new research streams). The need for more extensive, interconnected research is evident, which would help in developing a more robust nomological network within creative tourism studies. Comparisons with other creative industries, as noted in previous research (), show similar trends, further validating the observation that creative tourism is still emerging as a distinct area of scholarly investigation.

In terms of top contributing countries and territories on creative tourism research (), Portugal stands out with the highest number of publications (44) and significant citations (505), emphasizing its role as a vibrant hub for creative tourism research. Taiwan and Thailand also show strong publication records, with Taiwan’s research noted for its depth given the high citation count (874). These regions reflect diverse cultural contexts in which creative tourism is both studied and practiced, highlighting the global relevance and applicability of the research conducted. In addition, the global footprint of creative tourism research is vividly shown in , with notable concentrations of activity in Asia, Europe, and North America. This distribution not only reflects the international scope of creative tourism as a field of study but also indicates regions where it has garnered particular academic and practical interest. The markers also spread across diverse geographical regions from South America to Africa and Australia, which reflect the universal appeal and applicability of creative tourism studies. These regions, though less densely marked than Asia or Europe, suggest emerging areas of interest and potential new frontiers for research and practical applications in creative tourism.

In terms of top contributing institutions on creative tourism research, Universidade Lusófona leads with the highest number of publications among institutions (13), followed by the University of Algarve (11) and Universidade De Aveiro (10). These institutions are pivotal in advancing research in creative tourism, particularly in Portugal, which correlates with the country’s active role in this field. The spread of institutions from Europe to Asia, like Chulalongkorn University in Thailand, showcases the international interest and collaborative potential within creative tourism research.

4.2 Science mapping

Science mapping explores the connections and interactions among research elements (), shedding light on their intellectual ties and structural relationships (; ; ; ). The present study explores the co-citation, co-occurrence, and bibliographic coupling networks of creative tourism research.

4.2.1 Foundational knowledge for creative tourism through co-citation analysis

Co-citation analysis delineates three distinct clusters of references that have been cited at least six times, which provide a deeper understanding of the underpinning literature that creative tourism research relies upon to shed light ( and ). Each cluster groups articles commonly cited together, indicating shared thematic concerns and influences within creative tourism research.

4.2.1.1 Co-citation cluster #1: digital and experiential foundations of creative tourism

This cluster is characterized by a focus on the intersection of digital technology, experiential processes, and their impacts on tourism. discuss how digital technology enhances the co-creation of city experiences, pivotal in the context of creative tourism. This theme is complemented by studies such as those by and , which explore the modeling of creative experiences and their influence on tourist satisfaction and behavioral intentions. Together, these works suggest a model where digital engagement and experiential factors such as memorability and revisit intentions, explored by , play crucial roles in enhancing tourist experiences. While these studies collectively underscore the importance of integrating digital technology with creative and memorable tourism experiences to foster more engaging and sustainable tourism practices, it is noteworthy that these foundations are often supported by structural models, as seen through the methodological reference to criterion for variance-based structural models, and structural model of tourist experiences.

4.2.1.2 Co-citation cluster #2: creative tourism in urban and rural contexts

This cluster revolves around creative tourism’s role in urban and rural innovation and its implications for local development. and lay the groundwork for understanding how urban environments can foster creative tourism, whereas and extend this understanding to rural settings. The articles in this cluster suggest that both urban and rural areas have unique potentials to leverage their cultural resources for tourism development through creative practices. Noteworthily, this cluster reflects a broader discussion on how tourism can be a vehicle for cultural expression and economic innovation in diverse geographical settings, supporting the growth of local communities through creative engagement.

4.2.1.3 Co-citation cluster #3: conceptual and theoretical advancements in creative tourism

This cluster highlights significant theoretical contributions that have shaped the understanding of creative tourism. Central to this cluster are the works of , ) and , , which offer comprehensive insights into the integration of creativity with tourism practices and the challenges of avoiding cultural standardization. These foundational texts propose frameworks and strategies for developing tourist experiences that are both authentic and innovative, suggesting ways to nurture creativity in tourism settings. The consistent citation of these works points to their seminal role in defining creative tourism’s conceptual and theoretical dimensions, as well as influencing ongoing academic discussions about how to effectively integrate creativity into the tourism sector.

The knowledge generated within a field can be effectively mapped using bibliometric analysis techniques such as bibliographic coupling and keyword co-occurrence analysis, wherein these methods allow for the clustering of documents based on referencing similarity and the analysis of commonly used keywords, respectively (; ). Employing both bibliographic coupling and keyword co-occurrence analysis enhances methodological rigor by enabling the triangulation of themes (). This approach starts by identifying broad thematic patterns through keyword co-occurrence analysis, providing an initial overview of the field’s key knowledge areas, and subsequently, bibliographic coupling dives deeper, connecting these themes through the analysis of related articles, thereby offering a more detailed and interconnected view of the research landscape (), enabling better sensemaking (scanning, sensing, and substantiating) of the field ().

4.2.1.4 Keyword co-occurrence clusters of knowledge on creative tourism

Using a keyword co-occurrence analysis with a minimum of five occurrences for a keyword listed by creative tourism research, the knowledge produced by this field of research were revealed through four clusters, encompassing 36 keywords signifying four major themes: authenticity and creative experience in tourism, culture and heritage in creative tourism, creative tourism in urban and rural contexts, and co-creation in creative tourism ( and ). Central to all these clusters is “creative tourism,” serving as a cornerstone that connects various themes within the network. Positioned at the heart of the network with links extending in all directions, the keyword “creative tourism” underscores the field’s conceptual tenets by serving as a linchpin that integrates elements from each cluster—authentic and creative experiences, culture and heritage, urban and rural development, and co-creation practices—demonstrating its pivotal role in advancing our understanding of how tourism can function as an immersive and multifaceted industry. This central positioning highlights the integrative approach that characterizes contemporary research in creative tourism.

Keyword co-occurrence cluster #1: Authenticity and creative experience in creative tourism. This cluster explores the relationship between “authenticity,” “creative experience,” and “tourist behavior,” reflecting a deep focus on the perception and quality of tourist experiences. The inclusion of “China” and “Taiwan” suggests a significant geographical focus where these concepts are particularly resonant. Keywords like “experience quality” and “tourist destination” further emphasize the critical role of creating genuine and immersive environments that engage tourists on multiple sensory levels. This cluster therefore indicates a strong emphasis on enhancing the experiential aspects of tourism through authenticity and creativity, aiming to meet the increasingly sophisticated demands of global tourists.

Keyword co-occurrence cluster #2: Culture and heritage in creative tourism. Focusing on the preservation and promotion of “cultural tourism” and “heritage tourism,” this cluster underscores the importance of integrating “art” and “marketing” within the tourism sector. “Sustainable development” and “tourism development” are prominent, illustrating the need for strategies that not only bolster tourism activities but do so in a manner that respects and conserves cultural heritage. This cluster thus reveals how destinations utilize their unique cultural assets as a sustainable resource, contributing to and benefiting from the global tourism market.

Keyword co-occurrence cluster #3: Creative tourism in urban and rural contexts. This cluster deals with the dynamics of “creative cities” and the overarching concept of “creative tourism” within both “urban tourism” and “rural tourism” settings. The presence of keywords such as “creativity” and “entrepreneur” highlights the entrepreneurial and innovative approaches being employed to cultivate tourism in varied geographical contexts. “Sustainability” within this cluster connects to the growing trend of integrating environmentally and socially sustainable practices into the development of tourism models that are adaptable to both urban and rural environments.

Keyword co-occurrence cluster #4: Co-creation in creative tourism. This cluster focuses on “co-creation” processes within tourism, emphasizing collaborative efforts between locals and tourists in creating meaningful tourism experiences. “Cultural heritage” and “tourist attraction” suggest that these co-creative processes often center around cultural sites and experiences. “Portugal” appearing in this cluster indicate specific contexts where co-creation is notably prevalent, guiding the design of tourism experiences that are deeply embedded in local cultures and societal structures.

4.2.1.5 Bibliographic coupling clusters of knowledge on creative tourism

Using a bibliographic coupling of 198 creative tourism studies based on referencing similarity, the knowledge produced by creative tourism research were revealed through four clusters signifying four major themes: authenticity and creative experience in tourism, culture and heritage in creative tourism, creative tourism in urban and rural contexts, and co-creation in creative tourism ( and ). Upon analyzing the bibliographic coupling network of creative tourism, it is clear that the clusters are deeply interconnected, revealing a complex network of interdependencies. Notably, the red (authenticity and creative experience in tourism) and yellow (co-creation in creative tourism) clusters function as crucial connectors between the blue (creative tourism in urban and rural contexts) and green (culture and heritage in creative tourism) clusters, suggesting that elements like authenticity and contextual adaptation are vital for both preserving cultural heritage and enabling innovative co-creative practices within tourism. This configuration highlights that integrating these fundamental aspects is critical for the advancement of creative tourism, emphasizing a comprehensive approach that respects culture while encouraging dynamic tourist engagement. This structural connectivity points to the importance of blending conceptual (red and yellow) with contextual (blue and green) understanding to develop effective and sustainable creative tourism strategies.

Bibliographic coupling cluster #1: Authenticity and creative experience in creative tourism. This cluster is centered on authenticity and creative experience in creative tourism, emphasizing the need to innovate beyond the commodified cultural tourism experiences. address the challenge of serial reproduction in tourism by proposing creative alternatives that offer genuine cultural engagement, thereby enriching the tourist experience. Building on this, , ) further discusses the transformation of cultural tourism through creativity, emphasizing the integration of tourism with creative city strategies to enhance tourist engagement and authenticity. explore how festivals can act as creative destinations, although their impact on altering traditional destination images may be limited. study contributes by examining how everyday city life can be perceived as an opportunity for creative tourism, offering tourists personalized experiences and narrative-rich interactions. Together, these studies collectively highlight a shift toward more dynamic and participative forms of tourism, where authenticity and creativity play crucial roles in enhancing the tourist experience.

Bibliographic coupling cluster #2: Co-creation in creative tourism. This cluster is focused on co-creation in creative tourism, highlighting how collaborative efforts between local hosts and tourists are crucial for enhancing the tourism experience. examine the profound effects of creative experiences on tourist satisfaction and behavioral intentions, emphasizing how these experiences can shape memories and future actions. Their findings suggest that co-created experiences in tourism are not just about entertainment but about meaningful engagement that leads to lasting impacts on tourists. Whereas, explore virtual design competitions as platforms for co-creation, revealing that such interactions not only enhance the quantity and quality of creative contributions but also deepen the engagement of participants, thus enriching their experience. further investigate this theme by examining the dynamics between tourists’ motivation, experiences, perceived value, and revisit intentions, underscoring the critical role of creative engagement in fostering repeat visitation. focus on tourist loyalty within creative tourism contexts, identifying experience quality, perceived value, and tourist satisfaction as key factors that underpin loyalty. round out this cluster by analyzing the motivational factors that drive visitors’ behavioral intentions, highlighting how both push and pull motivations are influenced by the quality and value of the creative experience. Together, these studies underscore the significance of co-creation in transforming tourist experiences into interactive, memorable, and meaningful engagements that resonate with tourists long after they return home.

Bibliographic coupling cluster #3: Culture and heritage in creative tourism. This cluster emphasizes the dynamic integration of cultural heritage with creative tourism practices, exploring how these elements contribute to placemaking and community empowerment. discusses the strategic use of creativity in placemaking within tourism destinations, highlighting the importance of context-sensitive design strategies that blend resources, meaning, and creativity. This framework is pivotal for developing tourism spaces that authentically reflect local culture while engaging tourists. Extending this discussion to community-driven initiatives, examine how organic “folkloric” placemaking can enhance public spaces in ways that benefit both local residents and tourists, showcasing the potential for community-led projects to enrich local environments and tourism offerings simultaneously. In a similar vein, investigate how creative tourism initiatives like creative spectacles and spaces contribute to urban regeneration in Cape Town, revealing the significant role of creative tourism in fostering urban cultural growth and integration into the wider tourism mix. Moving from urban to rural settings, explore creative tourism’s potential in Balinese rural communities, focusing on how it can empower local communities and enhance intercultural exchanges by leveraging intangible cultural heritage. round out the cluster by offering a review that maps out key research topics and future directions in creative tourism, affirming the sector’s role in bridging tourist experiences with cultural and creative engagements. Together, these studies underscore the significant impact of creative tourism in promoting cultural heritage and innovation across various settings, enriching both the tourist experience and local cultural preservation efforts.

Bibliographic coupling cluster #4: Creative tourism in urban and rural contexts. This cluster explores the deployment of creative tourism strategies in diverse settings, highlighting the engagement of local communities and the leveraging of cultural assets. assess how creative tourism practices differ between rural and urban areas, emphasizing the need for robust communication strategies to enhance their economic sustainability. investigate the integration of creative tourism with traditional handicrafts in Barcelos, Portugal, demonstrating how such synergy can rejuvenate local cultural industries and contribute to regional development. Similarly, ) examine the role of artisan entrepreneur-mediators in rural Portugal, who facilitate creative tourism by connecting artisans directly with tourists, thus enriching the tourism experience through authentic cultural engagement. discuss transformations in Cuba’s tourism sector, where local entrepreneurs develop creative tourism offerings that go beyond conventional tourism to include more personalized and innovative experiences. Lastly, introduce “participatory experience tourism,” advocating for an approach that combines active tourist participation with creative and social engagement, thereby deepening tourists’ cultural interactions and experiences. Together, these studies illustrate the dynamic ways in which creative tourism can be effectively implemented across different geographical contexts to promote cultural exchange, community involvement, and sustainable development.

The triangulation of bibliographic coupling and keyword co-occurrence elucidates the thematic pillars of creative tourism research, confirming its alignment with the earlier definition of creative tourism. Noteworthily, the findings reaffirm creative tourism as a cultural and interactive form of tourism that enriches visitors through hands-on, immersive learning experiences, enhanced by structured development, and integrated digital technologies. The themes uncovered—authenticity and creative experience, culture and heritage, co-creation, as well as urban and rural contexts—illustrate how creative tourism serves as a dynamic interface between culture, locals, and tourists, actively involving community participation and sustainable practices. These themes deepen our understanding of the multifaceted nature of creative tourism and its impact on local and global scales. From a theoretical perspective, they provide insights into the complex interplay between authenticity, cultural heritage, and participatory experiences. Managerially, the findings guide the development of culturally enriched tourism products that resonate deeply with both host communities and visitors. Policy-wise, they underscore the necessity for frameworks that foster sustainable tourism development, preserve cultural integrity, and promote economic benefits across diverse settings. Overall, this analysis not only maps the current state of creative tourism research but also paves the way for future explorations, strategic management practices, and policy formulation in the field.

4.2.2 Thematic evolution of creative tourism research

The evolution of creative tourism can be observed across three distinct phases from 1998 to 2023, as illustrated in . Each phase marks a significant shift in focus and development within the field, corresponding to broader trends in tourism (e.g. creativity, sustainability; ).

4.2.2.1 1998–2007: cultural tourism

In the initial decade, the primary focus was on cultural tourism, which involved promoting destinations through their cultural heritage, historical significance, and festivals. highlighted how festivals served as creative destinations, offering tourists a rich cultural experience, although this did little to alter the traditional images of destinations like Scotland. also discussed the shift from cultural to creative tourism in Europe, noting that cultural tourism was driven by an increase in cultural attractions and tourists, leading to market fragmentation and heightened competition among destinations. underscored the need for creativity in destination development, emphasizing that creativity should be integrated into tourism offerings to enhance the competitiveness of destinations. This phase set the foundation for the emergence of creative tourism by recognizing the limitations of traditional cultural tourism and the need for more innovative approaches.

4.2.2.2 2009–2017: creative tourism, co-creation, and cities

The next decade marked the formalization and expansion of creative tourism as a distinct concept, characterized by an emphasis on co-creation and the role of cities as creative hubs. , explored the essence of creativity in tourism, identifying how tourists co-create their experiences by interacting with their environment and fellow travelers. This period also saw the introduction of virtual design competitions as a platform for co-creation, as discussed by , highlighting the importance of participatory experiences in enhancing the quality and quantity of creative contributions. and further expanded on the role of cities in fostering creative tourism, examining how urban areas could leverage creativity to differentiate themselves in a competitive market. This phase reflected a growing recognition of the need to move beyond passive cultural consumption toward more interactive and personalized experiences that engage tourists as active participants.

4.2.2.3 2018–2023: creative tourism, co-creation, sustainable development, and authenticity

The most recent phase has been characterized by a continued focus on co-creation, alongside a growing emphasis on sustainable development and authenticity. Researchers such as have emphasized the significance of co-creation in the hospitality industry, where interaction and engagement with customers are key to enhancing business performance. explored the impact of creative tourism on tourists’ perceptions of authenticity and memorability, highlighting how creative experiences contribute to a deeper sense of connection with a destination. This phase also saw the integration of sustainable development goals (SDGs) into creative tourism practices, as discussed by , who examined the role of creative tourism in promoting environmental preservation and social inclusion. This period reflects a maturation of the creative tourism concept, where authenticity and sustainability have become central to the development of tourism products and services that not only meet the needs of tourists but also contribute to the well-being of local communities and the preservation of cultural heritage.

The evolution of creative tourism over these three phases underscores its transformation from a subset of cultural tourism to a more complex and multidimensional field. The trajectory of creative tourism reflects broader shifts in tourism trends, where the focus has moved from mere cultural consumption to active participation, co-creation, and the pursuit of authentic and sustainable experiences. This evolution aligns with the earlier established definition of creative tourism as a form of tourism that enriches visitors through immersive learning experiences, structured development, digital integration, and a strong focus on community involvement and sustainability.

4.2.3 Futurecasting of creative tourism research

The future trajectory of creative tourism research is shaped by its current thematic and topical landscape, as revealed through a four-quadrant thematic map and a timeline of topical mapping ( and ). The mapping of themes and topics across centrality (importance) and density (development) dimensions not only highlights the areas that require more scholarly attention but also offers insights into how research can evolve to address emerging challenges and opportunities in the field (; ). The futurecasting of creative tourism research, therefore, involves a deliberate focus on advancing underdeveloped yet central areas, as well as reinforcing and expanding upon already well-established areas.

Basic themes, which include high centrality but low density areas, focus on culture and creativity in creative tourism, highlighting the need to deepen understanding of how cultural elements can be more effectively integrated with creative processes in tourism. Future research should develop frameworks that incorporate artificial intelligence (AI) and extended reality (augmented and virtual reality, metaverse) to create immersive experiences () that preserve and enhance intangible cultural heritage. This is crucial because as creative tourism increasingly intersects with digital technologies, the potential for fostering global cultural exchange through cross-cultural programs becomes more significant. Furthermore, authenticity and experience in creative tourism should explore how multisensory elements like soundscapes and scents () can be used to enhance the authenticity of experiences, which is essential in an era where tourists seek deeper, more meaningful engagements. Understanding the long-term psychological impacts of these authentic experiences on tourist behavior and loyalty can offer valuable insights for destination management and experience design. Similarly, sustainable and rural creative tourism needs to develop comprehensive case studies that inspire local entrepreneurship and sustainable livelihoods, particularly in rural settings where tourism can act as a catalyst for community and environmental preservation (). Exploring eco-friendly practices within these contexts will be vital in promoting the sustainability of creative tourism and ensuring that it aligns with greater socio-environmental goals.

Motor themes, characterized by both high centrality and density, represent areas where research is more developed but still central to the advancement of creative tourism. Community-based creative tourism must examine the role of community currencies () as tools for promoting local economic resilience, which can help to mitigate the economic vulnerabilities faced by communities engaged in creative tourism. Furthermore, research should explore the impact of such tourism on intergenerational knowledge transfer and social cohesion (), as these factors can be crucial for maintaining the cultural integrity and continuity of local communities. In gastronomy creative tourism, there is a growing need to develop personalized culinary experiences () that align with tourist preferences while promoting local cuisines. As gastronomy plays a key role in creative tourism (), fostering cross-border culinary tourism networks can enhance regional food heritage and support collaborative tourism initiatives across different cultural and geographical contexts.

Niche themes, while peripheral, are highly developed and offer unique opportunities for innovation in creative tourism. In art and entrepreneurship in creative tourism, the potential role of non-fungible tokens (NFTs) as a revenue stream for artists presents an exciting avenue for future research. NFTs could revolutionize how artistic contributions are valued and monetized () within the tourism sector. In addition, art incubators and creative hubs () could serve as catalysts for tourism entrepreneurship, fostering new business models that leverage artistic creativity for tourism development. In participatory behavior in creative tourism, the use of gamification to enhance participatory experiences () could significantly alter how tourists engage with creative tourism activities, including in sustainable ways (). Understanding the socio-psychological drivers of participatory behavior across different cultures is also crucial for designing inclusive and engaging tourism experiences. Destination positioning through creative tourism should focus on the impact of influencer marketing (), which can be a powerful tool for enhancing the branding and attractiveness of creative tourism sites. Digital storytelling, which can vividly communicate the unique value propositions () of destinations, also deserves further exploration as it can significantly influence how tourists perceive and value creative tourism experiences.

Emerging or declining themes with low centrality and density, such as tourism marketing and development, point to areas that are currently underexplored but hold potential for significant impact. Research should investigate how AI can be leveraged to develop personalized marketing strategies () that resonate with specific tourist segments, thus optimizing return on value (ROV) in both monetary and non-monetary terms. In addition, the use of big data analytics in marketing () could enhance the precision and effectiveness of campaigns, making them more responsive to market dynamics. In the context of development, there is a pressing need to explore how policy frameworks can support the growth of creative tourism clusters, particularly in emerging markets where such clusters could drive economic development (). Public-private partnerships () will also be critical in scaling creative tourism initiatives, offering a collaborative approach to overcoming the challenges of resource allocation and market penetration.

Taken together, these directions are not just about filling gaps in the literature but about positioning creative tourism to meet the evolving demands of tourists and the needs of host communities in a rapidly changing global context. As creative tourism continues to grow, the insights generated from these future directions will be essential in shaping an inclusive and sustainable future for creative tourism and the tourism industry at large.

5. Conclusion

Tourism contributes to socio-economic development, both in terms of community livelihoods and economic growth (; ). The present study adds to the literature by shedding light on the state of the art of creative tourism as a specific segment of tourism.

From a theoretical perspective, this study contributes by exploring the evolution of creative tourism using a bibliometric analysis—an analytical technique commonly used in reviews relying on quantitative metrics to provide an objective overview of the field’s performance (productivity, impact), patterns (themes, topics), and trends (evolution) (; ; ; ). Unlike conceptual and empirical research that often assume a narrow concentration (e.g. nomological network of relationships at the construct level), review studies typically adopt a broad focus (e.g. nomological network of themes at the topical level), indicating that review studies such as the present one can produce evidence or insights on a scale that no single conceptual or empirical study can arguably provide (; ). Notably, this study shows that creative tourism has grown in scope over time, both in terms of its conceptual boundaries—leading to the establishment of a comprehensive definition for creative tourism ()—and the research constituting its body of knowledge, which encompasses the thematic tenets of authenticity and creative experience, culture and heritage, urban and rural contexts, and co-creation in creative tourism. These insights, triangulated through mapped clusters from bibliographic coupling and keyword co-occurrence analyses based on 198 creative tourism studies (), reaffirm the rigor underpinning the thematic tenets of creative tourism, which future research can use to position their theoretical contributions (i.e. identifying the stream of research they are contributing to or extending). This study also reveals the thematic evolution of creative tourism research—beginning with cultural tourism and expanding over time to include authenticity, co-creation, cities, and sustainable development ()—thus reflecting the field’s developments in light of global trends, such as the introduction of United Nations Sustainable Development Goals, which emphasize the importance of sustainable development and supporting innovations (), as well as the rise of service-dominant logic, which highlights the demand for and value of co-creation (, , , ). Importantly, this study engages in futurecasting of creative tourism research by presenting thematic and topical trends, upon which future directions, complete with accompanying rationales and readings, are provided to advance the field. These include developments involving AI, big data analytics, case studies, community currencies, cross-border collaborations, cultural exchange, eco-friendly practices, extended reality, gamification, influencer marketing, intergenerational knowledge transfer, multisensory approaches, NFTs, personalization, policy frameworks, public-private partnerships, socio-psychological drivers and impacts, as well as storytelling, among others ().

From a managerial perspective, the insights from this study offer actionable recommendations for the strategic development and enhancement of creative tourism products and experiences. Understanding the significance of authenticity and creative experiences enables tourism managers to design offerings that foster deep emotional connections with tourists, moving beyond superficial cultural displays. Integrating elements such as multisensory experiences () and storytelling () can create more immersive and memorable encounters that resonate with the modern tourist’s desire for authenticity. The emphasis on culture and heritage highlights the importance of leveraging local traditions and historical assets to differentiate tourism offerings. Curating experiences that not only preserve but also creatively reinterpret cultural heritage adds unique value to the tourism experience while supporting cultural conservation. The adaptability of creative tourism in urban and rural contexts suggests that tourism strategies must be tailored to fit the specific characteristics of different locales. In urban settings, managers might emphasize innovation and the use of digital technologies to enhance visitor engagement (), whereas in rural areas, the focus could be on sustainable practices that highlight the natural and cultural richness of the region (). The theme of co-creation underscores the growing importance of involving tourists in the creation of their experiences. Developing platforms and initiatives that facilitate this participatory approach enables tourists to co-create their journeys, fostering greater engagement and satisfaction (). These recommendations, grounded in the study’s findings, offer a roadmap for tourism managers to enhance the appeal and effectiveness of creative tourism initiatives, ensuring they meet the evolving expectations of tourists while benefiting local communities.

From a policy perspective, the findings from this study emphasize the critical need for robust frameworks that support the sustainable development of creative tourism while preserving cultural integrity and fostering economic benefits across diverse settings. Given the multifaceted nature of creative tourism, policies must be designed to protect and promote cultural authenticity, ensuring that local traditions and heritage are not diluted in the process of commercialization. Policymakers should focus on creating supportive environments that encourage innovation in tourism practices, particularly by leveraging new technologies and co-creation strategies that engage both tourists and local communities. This can be achieved through incentives for sustainable tourism practices, regulations that safeguard cultural heritage, and initiatives that facilitate the integration of creative tourism into broader regional development plans. Moreover, there is a need for cross-sectoral collaboration in policy formulation, involving stakeholders such as cultural experts, local communities, technology developers, and tourism managers to ensure that creative tourism contributes to economic resilience, environmental sustainability, and social cohesion. In light of the global trends such as the United Nations Sustainable Development Goals, policies should also align with broader objectives of inclusivity, innovation, and sustainability, ensuring that creative tourism not only enhances visitor experiences but also contributes to the long-term well-being of host communities and the preservation of their cultural identities.

Notwithstanding the extant contributions of this study, several limitations are acknowledged, which pave the way for future reviews. First and foremost, there are many ways to review the literature, wherein a bibliometric analysis was chosen and implemented in this study. While this method allows us to uncover and make sense of the nomological network of themes and topics (; ; ; ) in creative tourism research, it did not enable us to reveal the nomological network of constructs in the field, which can be addressed in future reviews that employ a content analysis guided by a framework, for example, the antecedent, mediator, moderator, outcome, and control variable (AMMO-CV) framework (). Next, this study was not able to identify and reconcile conflicting or uncertain relationships that typically happen in reviews with a micro-concentration (e.g. construct relationships) due to its macro focus (e.g. themes, topics). Hence, future reviews are encouraged to adopt a meta-analysis approach, which can reveal insights into conditions and relationships (e.g. when something does and does not happen) (), thereby shedding light on the conditions of observed phenomena in creative tourism. Last but not least, there may be literature on creative tourism that was not published in English or journals. Though the decision to pursue this focus was justified in our study’s methodology (; ), we do not discount the possibility of insights on creative tourism that were not represented in the themes of our study. In this regard, we encourage future reviews conducted by authors who have alternative language proficiency and access to alternative sources such as books and conference proceedings, which the present authors do not.

Figures

Evolution of creative tourism

Figure 1

Evolution of creative tourism

Overview of bibliometric analysis

Figure 2

Overview of bibliometric analysis

Review procedure

Figure 3

Review procedure

Publication and citation trend of creative tourism research

Figure 4

Publication and citation trend of creative tourism research

Lotka’s law

Figure 5

Lotka’s law

Map of creative tourism research

Figure 6

Map of creative tourism research

Co-citation network of foundational knowledge for creative tourism

Figure 7

Co-citation network of foundational knowledge for creative tourism

Keyword co-occurrence network of knowledge on creative tourism

Figure 8

Keyword co-occurrence network of knowledge on creative tourism

Bibliographic coupling network of knowledge on creative tourism

Figure 9

Bibliographic coupling network of knowledge on creative tourism

Thematic evolution of creative tourism

Figure 10

Thematic evolution of creative tourism

Futurecasting of creative tourism research

Figure 11

Futurecasting of creative tourism research

Key definitions of creative tourism

Author(s) and yearDefinition
Creative tourism allows visitors to develop their creative potential through active participation in courses and learning experiences, characteristic of the holiday destination where they are undertaken
Creative tourism is travel directed toward an engaged and authentic experience, with participative learning in the arts, heritage, or unique character of a place, providing a connection with those who reside in and create this living culture
Creative tourism now includes a wide range of creative experiences where the “creative” content can be foregrounded or used as a “creative backdrop,” with varying levels of tourist and “local” involvement in producing the experience

Source(s): Authors’ own compilation

Highly-cited creative tourism research

RankAuthor(s)YearTitleJournalJournal rankGlobal citations (GC)Local citations (LC)LC/GC ratio (%)Average citations
1Richards and Wilson2006Developing creativity in tourist experiences: A solution to the serial reproduction of culture?Tourism ManagementA*633579.0037.24
2Richards2011Creativity and tourism. The state of the artAnnals of Tourism ResearchA*5295710.7844.08
3Prentice and Andersen2003Festival as creative destinationAnnals of Tourism ResearchA*304103.2915.20
4Ali et al2016Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourismJournal of Travel and Tourism MarketingA254218.2736.29
5Füller et al2011Why co-creation experience matters? Creative experience and its impact on the quantity and quality of creative contributionsR and D ManagementA24310.4120.25
6Richard2014Creativity and tourism in the cityCurrent Issues in TourismA1912211.5221.22
7Tan et al2013A model of “creative experience” in creative tourismAnnals of Tourism ResearchA*1773419.2117.70
8Chang et al2014Creative tourism: A preliminary examination of creative tourists’ motivation, experience, perceived value and revisit intentionInternational Journal of Culture, Tourism, and Hospitality ResearchC1521711.1816.89
9Hung et al2016Creative experiences, memorability and revisit intention in creative tourismCurrent Issues in TourismA1502315.3321.43
10Suhartanto et al2020Tourist loyalty in creative tourism: The role of experience quality, value, satisfaction, and motivationCurrent Issues in TourismA12532.4041.67

Note(s): Average citations = Global citations ÷ (2023–publication year). Global citations = Citations inside and outside of creative tourism. Local citations = Citations inside creative tourism. Journal rank as per Australian Business Deans Council (ABDC) Journal Quality List (JQL), where A* is the highest rank, followed by A, B, and C

Source(s): Authors’ own compilation

Top journals, authors, countries or territories, and institutions

RankPanel A. journalPublications (citations)Panel B. AuthorPublications (citations)Panel C. country or territoryPublications (citations)Panel C. institutionPublications (citations)
1Current Issues in Tourism10 (616)Álvaro Dias8 (102)Portugal44 (505)Universidade Lusófona13 (127)
2Annals of Tourism Research9 (1,336)Mafalda Patuleia6 (96)Taiwan17 (874)University of Algarve11 (56)
3Journal of Tourism and Development8 (10)Greg Richard6 (1,478)Thailand17 (113)Universidade De Aveiro10 (108)
4Tourism Management6 (929)Dwi Suhartanto5 (245)United States17 (466)University of Seville10 (139)
5International Journal of Culture, Tourism and Hospitality Research6 (275)Maria Rosario González-Rodríguez5 (87)China16 (167)University of Minho9 (101)
6Tourism Review6 (192)Chih-Hsing Liu5 (109)Spain14 (804)University of The Azores8 (42)
7Journal of Tourism and Cultural Change6 (94)Nancy Duxbury4 (118)United Kingdom12 (632)University of Johannesburg8 (148)
8Journal of Hospitality and Tourism Research6 (55)Elisabeth Kastenholz4 (31)Indonesia10 (258)Politeknik Negeri Bali8 (372)
9Revista Portuguesa De Estudos Regionais6 (37)Paula Remoaldo4 (53)South Africa10 (150)Polytechnic Institute of Viana Do Castelo8 (90)
10International Journal of Tourism Research5Fiona Eva Bakas3 (84)Netherlands9 (897)Chulalongkorn University6 (30)

Source(s): Authors’ own compilation

Co-citation clusters of foundational knowledge for creative tourism

Author(s) and yearArticle titleSource titleCitations
Co-citation cluster #1: digital and experiential foundations of creative tourism
Co-creating the city: Digital technology and creative tourismTourism Management Perspectives12
A model of “creative experience” in creative tourismAnnals of Tourism Research12
Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourismJournal of Travel and Tourism Marketing11
Creative experiences, memorability and revisit intention in creative tourismCurrent Issues in Tourism11
A new criterion for assessing discriminant validity in variance-based structural equation modelingJournal of the Academy of Marketing Science6
Measuring experience economy concepts: Tourism applicationsJournal of Travel Research6
Festival as creative destinationAnnals of Tourism Research6
Towards a structural model of the tourist experience: An illustration from food experiences in tourismTourism Management6
Co-citation cluster #2: creative tourism in urban and rural contexts
Creativity and tourism in the cityCurrent Issues in Tourism16
Exploring creative tourismJournal of Tourism Consumption and Practice13
A taxonomy of creative tourists in creative tourismTourism Management11
Facing the challenge? Creative tourism in CroatiaJournal of Tourism Consumption and Practice7
Archaeological tourism: A creative approachAnnals of Tourism Research7
Creative outposts: Tourism’s place in rural innovationTourism Planning and Development6
Creative tourism in Saint Petersburg: The state of the artJournal of Tourism Consumption and Practice6
Creative tourism in destination developmentTourism Review6
Co-citation cluster #3: conceptual and theoretical advancements in creative tourism
Creativity and tourism: The state of the artAnnals of Tourism Research55
Creative tourismATLAS News48
Developing creativity in tourist experiences: A solution to the serial reproduction of culture?Tourism Management43
Agenda for co-creation tourism experience researchMarketing of Tourism Experiences14
Designing creative places: The role of creative tourismAnnals of Tourism Research9
Tourism, creativity and developmentRoutledge8

Source(s): Authors’ own compilation

Keyword co-occurrence clusters of knowledge on creative tourism

KeywordTotal link strengthOccurrencesAverage citationsAverage publication year
Keyword co-occurrence cluster #1: authenticity and creative experience in creative tourism
Authenticity15520.62020.4
China2568.72020.7
Creative atmosphere957.42021.6
Creative experience20855.82017.6
Creative industry35739.12019.4
Experience quality6545.82020.2
Perception471145.32017.7
Taiwan24787.12017.6
Tourism652342.72018.7
Tourist behavior531257.92018.2
Tourist destination751763.82015.9
Keyword co-occurrence cluster #2: culture and heritage in creative tourism
Art155174.62014.8
Cultural tourism632278.12017.0
Heritage tourism4613103.02014.9
Marketing23664.02016.5
Strategic approach20568.02018.6
Sustainable development2488.12017.8
Tourism development992489.52016.2
Tourism economics235144.42016.8
Tourism market449173.02015.8
Keyword co-occurrence cluster #3: creative tourism in urban and rural contexts
Creative cities21642.32018.7
Creative tourism21410633.32019.1
Creativity612251.92017.9
Entrepreneur23618.32020.5
Rural tourism7510.02021.6
Sustainability16128.32021.1
Tourism management37988.92018.3
Urban tourism22548.82017.6
Keyword co-occurrence cluster #4: co-creation in creative tourism
Co-creation201221.62020.0
Cultural heritage19628.22019.0
Culture1664.72016.8
Portugal18715.62019.6
Tourism experience566.22020.7
Tourist attraction398146.12013.3
Tourist experience26894.62019.3

Source(s): Authors’ own compilation

Bibliographic coupling clusters of knowledge on creative tourism

Author(s) and yearArticleSourceCitations
Bibliographic coupling cluster #1: authenticity and creative experience in creative tourism
Developing creativity in tourist experiences: A solution to the serial reproduction of culture?Tourism Management633
Creativity and tourism. The state of the artAnnals of Tourism Research529
Festival as creative destinationAnnals of Tourism Research304
Creativity and tourism in the cityCurrent Issues in Tourism191
Everyday life as a creative experience in citiesInternational Journal of Culture, Tourism and Hospitality Research95
Bibliographic coupling cluster #2: co-creation in creative tourism
Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourismJournal of Travel and Tourism Marketing254
Why co-creation experience matters? Creative experience and its impact on the quantity and quality of creative contributionsR and D Management243
Creative tourism: A preliminary examination of creative tourists’ motivation, experience, perceived value and revisit intentionInternational Journal of Culture, Tourism and Hospitality Research152
Tourist loyalty in creative tourism: The role of experience quality, value, satisfaction, and motivationCurrent Issues in Tourism125
The formation of visitor behavioral intention to creative tourism: The role of push–pull motivationAsia Pacific Journal of Tourism Research71
Bibliographic coupling cluster #3: culture and heritage in creative tourism
Designing creative places: The role of creative tourismAnnals of Tourism Research111
Organic “folkloric” community driven place-making and tourismTourism Management46
Creative tourism in Cape Town: An innovation perspectiveUrban Forum39
Creative tourism in Balinese rural communitiesCurrent Issues in Tourism38
Mapping creative tourism research: Reviewing the field and outlining future directionsJournal of Hospitality and Tourism Research34
Bibliographic coupling cluster #4: creative tourism in urban and rural contexts
Encouraging the subsistence artisan entrepreneurship in handicraft and creative contextsJournal of Enterprising Communities50
)Creative tourism: Catalysing artisan entrepreneur networks in rural PortugalInternational Journal of Entrepreneurial Behaviour and Research47
Cuba in transition: Tourism industry perceptions of entrepreneurial changeTourism Management40
Toward extending creative tourism: Participatory experience tourismTourism Review38
An international overview of certified practices in creative tourism in rural and urban territoriesJournal of Hospitality and Tourism Research34

Source(s): Authors’ own compilation

Mapping of cluster / thematic findings in creative tourism research and their implications

Keyword co-occurrence clusters / themesBibliographic coupling clusters / themesFocus of mapped clusters / themesTheoretical implicationsManagerial implicationsPolicy implications
Cluster #1: Authenticity and creative experience in tourismCluster #1 (Red): Authenticity and creative experience in tourismExploring authentic, creative experiences that transcend commodified cultural offeringsEnhances understanding of the relationship between authenticity and creativity in tourismHelps tourism managers design experiences that resonate deeply with tourists’ desires for authenticityGuides policy in safeguarding cultural authenticity while promoting innovative tourism practices
Cluster #2: Culture and heritage in creative tourismCluster #3 (Blue): Culture and heritage in creative tourismIntegration of cultural heritage into creative tourism to enrich visitor experiences and preserve heritageOffers insights into the synergies between cultural preservation and tourism developmentProvides strategies for leveraging heritage to create distinctive, culturally rich tourist experiencesEncourages policies that support heritage conservation alongside tourism development
Cluster #3 (Blue): Creative tourism in urban and rural contextsCluster #4 (Yellow): Creative tourism in urban and rural contextsExamines how creative tourism adapts to and flourishes within diverse urban and rural settingsIlluminates the variable impacts of creative tourism across different geographic contextsAssists in tailoring tourism strategies to fit specific local conditions, maximizing community benefitPromotes regional development strategies that capitalize on local uniqueness and creative potential
Cluster #4 (Yellow): Co-creation in creative tourismCluster #2 (Green): Co-creation in creative tourismFocuses on the collaborative creation of tourism experiences that engage both locals and touristsAdvances theories of participatory experiences and co-creation in the tourism sectorInforms the development of interactive platforms and initiatives that facilitate visitor engagementSupports the formulation of policies that foster collaborative tourism practices and stakeholder involvement

Source(s): Authors’ own compilation

Futurecasting of creative tourism research

ThemeCentrality (importance)Density (development)ThemeDescriptionKey topicsFuture directions
BasicHigh (central)Low (underdeveloped)Culture and creativity in creative tourismFocuses on the foundational integration of cultural elements with creative processes in tourismCreative tourism, Cultural tourism, Creativity
  • Develop artificial intelligence (AI) relevant frameworks for integrating intangible cultural heritage with extended reality (augmented and virtual reality, metaverse) to create immersive experiences

  • Explore cross-cultural creative tourism programs that foster global cultural exchange

Authenticity and experience in creative tourismFocuses on the creation of authentic tourist experiences that resonate deeply with travelers, enhancing engagement and satisfaction with creative tourismCreative experience, Authenticity, Experience quality
  • Develop innovative experience frameworks that integrate multisensory elements (e.g. soundscapes, scents) to enhance perceived authenticity

  • Explore the psychological impacts of authentic experiences on long-term tourist behavior and loyalty

Sustainable and rural creative tourismFocuses on the development of sustainable tourism practices, including in rural areas, emphasizing community and environmental preservation through creative tourismSustainable tourism, Rural tourism, Case study
  • Develop case studies on creative tourism to inspire and promote local entrepreneurship and sustainable livelihoods

  • Explore the role of eco-friendly practices in enhancing the sustainability of creative tourism

MotorHigh (central)High (developed)Community-based creative tourismFocuses on creative tourism initiatives that are deeply embedded in local communities to foster community participation and heritage preservationHeritage, Aesthetics, Community
  • Examine the role of community currencies in promoting local economic resilience through creative tourism

  • Explore the impact of community-based creative tourism on intergenerational knowledge transfer and social cohesion

Gastronomy creative tourismFocuses on the exploration and promotion of food traditions and local cuisines as key attractions in creative tourismTourism experience, Local food, Gastronomy
  • Develop personalized culinary experiences that match tourist preferences with local gastronomy

  • Explore cross-border culinary tourism networks that promote regional food heritage and tourism collaboration

NicheLow (peripheral)High (developed)Art and entrepreneurship in creative tourismFocuses on artistic creativity and entrepreneurial ventures in creative tourismEntrepreneurship, Tourism development, Art
  • Examine the role of non-fungible tokens (NFTs) in creating new revenue streams for artists within creative tourism

  • Explore art incubators and creative hubs as catalysts for tourism entrepreneurship

Participatory behavior in creative tourismFocuses on active tourist participation in the creation of experiences, emphasizing co-creation and engagement in creative tourismCo-creative experience, Active participation, Behavioral intention
  • Examine the role of gamification in enhancing participatory experiences in creative tourism

  • Explore the socio-psychological drivers of participatory behavior across cultures for creative tourism

Destination positioning through creative tourismFocuses on the use of creative tourism to enhance the image and attractiveness of destinations, leveraging cultural capital and inspirationCultural capital, Inspiration
  • Examine the impact of influencer marketing on the destination branding of creative tourism sites

  • Explore the role of digital storytelling in enhancing the perceived value of creative tourism destinations

Emerging or decliningLow (peripheral)Low (underdeveloped)Tourism marketingFocuses on strategies to promote creative tourism destinations, products, and experiences to target audiencesTourism marketing
  • Explore the role of AI in developing personalized marketing strategies for creative tourism

  • Explore the use of big data analytics to optimize marketing campaigns and improve return on value (ROV) (monetary, non-monetary) in creative tourism

DevelopmentFocuses on the processes and strategies for the growth of creative tourism as a viable industryDevelopment
  • Examine the role of policy frameworks in fostering the development of creative tourism clusters

  • Explore public-private partnerships in creative tourism development in emerging markets

Source(s): Authors’ own compilation

Notes

CrediT author statement: Ishani Sharma (Conceptualization, Investigation, Methodology, Data curation, Formal analysis, Visualization, Writing – Original write-up). Weng Marc Lim (Conceptualization, Investigation, Methodology, Data curation, Formal analysis, Supervision, Visualization, Writing – Original write-up, editing, and reviewing). Arun Aggarwal (Conceptualization, Investigation, Methodology, Project administration, Supervision, Validation, Writing – Original write-up).

Data availability statement: Data is available on Scopus.

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Corresponding author

Weng Marc Lim is the corresponding author and can be contacted at: lim@wengmarc.com

About the authors

Ishani Sharma is attached to Chitkara University, Punjab, India. Specializing in quantitative methods like bibliometric analysis and structural equation modeling with research interests that include creative tourism and destination marketing, Ishani’s research is characterized by a deep commitment to enhancing the understanding of tourist behavior and the development of the tourism industry. In this regard, her research not only furthers academic knowledge but also offers practical insights for the industry. Passionate about fostering collaboration and driving innovation, Ishani is open to inquiries and partnerships.

Weng Marc Lim is Distinguished Professor and the Dean of Sunway Business School at Sunway University, ASU-Cintana Alliance Global Partner Affiliate Faculty at Arizona State University and Adjunct Professor at Swinburne University of Technology‘s home campus in Melbourne, Australia, and international branch campus in Sarawak, Malaysia, where he served as Dean and Head of School. He is the Editor in Chief of Global Business and Organizational Excellence; Deputy Editor of Journal of Global Marketing; Associate Editor of Journal of Business Research, Journal of Consumer Behaviour and Journal of Strategic Marketing and Regional Editor of The Service Industries Journal. He has authored more than 100 manuscripts in journals ranked ‘A*’ and ‘A’ such as Australasian Marketing Journal, European Journal of Marketing, Industrial Marketing Management, Journal of Business Research, Journal of Business and Industrial Marketing, Journal of Consumer Behaviour, Journal of Consumer Marketing, International Journal of Consumer Studies, Journal of Brand Management, Journal of Product and Brand Management, Journal of Retailing and Consumer Services, Journal of International Marketing, Journal of Marketing Management, Journal of Strategic Marketing, Marketing Theory, Marketing Intelligence & Planning, and Psychology & Marketing, among others. He has also led high-level discussions at the AppliedHE, Association to Advance Collegiate Schools of Business (AACSB), Association of MBAs (AMBA), Business Graduates Association (BGA), Quacquarelli Symonds (QS), Times Higher Education (THE), United Nations Educational, Scientific and Cultural Organization (UNESCO) and Principles of Responsible Management Education (UNPRME) and World Economic Forum (WEF). Contact: @limwengmarc on Instagram and Twitter (X), LinkedIn or his personal homepage at https://www.wengmarc.com.

Arun Aggarwal is an Assistant Professor at Chitkara Business School, Chitkara University, Punjab, India. His research interests include creative tourism and destination marketing. He has published in numerous international journals such as Benchmarking: An International Journal, European Business Review, International Journal of Tourism Research, Tourism Analysis, Tourism and Hospitality Research, Tourism Review, Journal of Public Affairs, Journal of Retailing and Consumer Services, Journal of Strategic Marketing, and The Service Industries Journal, among others.

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