'Until relatively recently, the tourism industry had apparently made relatively little use of creative approaches to development or engaged in real innovation (...). The majority of tourism products continued to be based on relatively static modes of consumption emphasizing traditional factors of production (such as sun, sea and sand). In recent years, however, signs of change have emerged as more attention has been paid to experience production and creativity as an element of both tourism consumption and production. In effect, there also seems to be a shift in the power relations in the tourism production system, with the role of the consumer changing from that of mere receiver of ready-made products into the co-producer of tourism experiences. In this new scenario, the consumer is able to exercise more creativity and consumption skills, which in turn forces the erstwhile producers to be more creative in (co-)producing tourism experiences.' p. 2
'Culture, seen as relatively static and generally anchored in the past, needed creativity to inject dynamism and release the potential of people and places.' p. 4
Greg Richards, Julie Wilson (eds.), Tourism, Creativity and Development, 2007, Routledge USA
