Abstract
With the demand for high-quality and personalized tourism experiences, creative tourism has flourished as a novel form of tourism activity. However, there is limited knowledge regarding the viewpoint of suppliers and the essential creative elements that support business sustainability. To bridge this research gap, the current study conducted a qualitative study to uncover critical creative elements (CCE) from experienced suppliers. The data were derived from interviews with 20 key informants who were members of a leading creative tourism business. Inclusion of recommendations for destination decision-makers, attraction managers, and aspiring entrepreneurs interested in engaging in the creative tourism industry is provided.
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