Business models for creative tourism

Creative tourism has grown and diversified in recent years, but
little attention has been paid to changing business models. We use the Business
Model Canvas to compare creative tourism business models linked to the
evolution of creative tourism from basic arts and crafts learning experiences to
the incorporation of creative experiences in global platforms such as Airbnb and
TripAdvisor. We identify a shift in focus from individual learning to destination
platforms, the integration of the creative economy and tourism to models based
on placemaking. These developments also imply the integration of a growing
range of stakeholders into the creative tourism ecosystem and more focus on
collective, place-based creativity rather than individual creative skill
development. These different business models are also linked to different types
of value creation, with intrinsic value for the consumers and instrumental value
for the producer increasingly being joined by institutional and integrative value
creation processes.