Local identity and creative capital in tourism: some examples in Italy

Purpose - The purpose of this paper is to analyze the increasing importance of creativity in the field of tourism, starting from the hypothesis that creativity is able to strengthen the local identity of a destination. Since in literature the analysis of creative capital in tourism is recent and not yet developed, the paper wants to systematize and give additional value to current studies on the subject, identifying the forms of creative experience, the main assets and the contexts in which is possible to develop the tourism based on the creativity. Design/methodology/approach - Methodologically, the analysis was conducted from a theoretical point of view supported by documentary analysis. In the first part, the paper analyzes the interplay between the local identity and the creative capital in tourism; subsequently it examines the transition from cultural tourism to new forms of creative experience: creative spectacles, creative spaces, and creative tourism. On the basis of features and contexts emerged from the theoretical analysis, the paper examines some examples of creative supplies in Italy analyzing: - The ways of tourists' participation (active and passive), their involvement and the developed skills; - The interaction between creativity and local identity; - The different contexts where creativity develops (urban and rural). Findings - The analyses developed in the paper highlight the importance of creativity in the field of tourism and culture and confirm the hypothesis that creativity is able to strengthen the local identity of a destination. The findings of the theoretical analysis and of the presented examples underline that supply systems based on the creative capital develop synergies between visitors, local identity and creativity. Creative supply systems can also contrast the phenomenon of serial reproduction of culture and stimulate a genuine and direct link between visitors and local identity, with the aim of making them co-producers of their travel experiences. Originality/Value - The paper contributes to broaden the literature and knowledge on creativity in tourism, identifying its forms, features and development contexts. A next step from this explanatory research could be the development of a new conceptualization which might be later empirically tested.