Importance of Creativity in Tourism Cities

This article discusses the importance of creativity in tourism cities and how it attracts a large number of tourists. It explores the strategies used to attract tourists and highlights the role of social media, creative tourism, valuable content, and reviews in attracting tourists. The case study focuses on London as a leading tourism destination.

Tourism Fieldwork

Table of Contents
INTRODUCTION......................................................................................................................3
LITERATURE REVIEW...........................................................................................................7
CONTEXT/CASE STUDY.......................................................................................................7
CREATIVE TOURIST TRAIL.................................................................................................9
CONCLUSION........................................................................................................................10
REFERENCES.........................................................................................................................11
Books and journals...............................................................................................................11

INTRODUCTION
According to Mostafanezhad and Hannam, 2016……Tourism is the act of travelling
to different places either for pleasure or for business purpose. This will change the
environmental conditions of the individual which will help in overall development of the
individual and also changes the attitude towards positivity. Travel means moving from one
place to another place which attracts the tourist through its creativity. Creativity helps in
introduction of innovation in the cities which makes them attractive to visit. Creativity is an
idea only but its implementation is innovation which combines human minds with creative
ideas for development of attractive cities to visit. Tourism is an essence which provides
beautiful memorable experiences to an individual. The aim of this literature review is to
identify the importance of tourism cities namely; London, Scotland, Edinburg, Manchester
for attracting large number of tourists. Creativity in tourism sector involves the utilisation of
resources for successful implantation of ideas combined with innovation and productivity.
This will also enhance the cultural value of the cities in front of tourists who will enhance
their knowledge about the cities. Creativity is a major tool which will attract the large number
of tourist as the innovative idea will beautify the cities inbuilt natural attractiveness.
Identification of different tourism cities with UK.
According to Rainer, 2016…….The United Kingdom is considered as the world’s 10th
biggest tourist destination which contributes major funds towards GDP. London is the most
visited city in UK and an array of tourist’s attraction. The London Eye is the most famous
place to visit which has attracted the tourist towards River Thames. Tourists visit this place to
admire London’s impressive monuments. London & Partner has worked to create a new
vision for tourism. The city will invest in Pre-visit promotion that will deliver the message to
convince the visitors to choose London. Also, the partner will focus on providing information
about the famous place to enhance their knowledge. Furthermore, the partners have worked
on development and maintenance of infrastructure of the city to ensure the competitive edge
between countries across the globe. Also, the partners promote tourism by organising
different business events which will strengthen the economic conditions of the city through
increased funding. Tourists visit the city as they are attracted towards the cultural
environment prevailing in the city. Tourism is also a source of introduction of new job

opportunities for unemployed people in the industry. It also helps in the development of less
industrialized areas which will benefit the economy and society.
According to Bakas, 2017……Tourism cities have many places to visit which will create
memorable experience for the tourist. The tourist will get the experience of sport, art and
food which will attract them towards the changing environment. It also aims at development
of internal and external infrastructure of the city. It will also help in maintaining the export
level and import level of goods of the city. The local people of the city will also get benefit of
indulging with new tourists which will enhance their societal relationships. International
tourist arrival will plants a sense of cultural exchange between the tourist and local people of
the city. London city is famous for their free attractions, luxury accommodations with
comfortable environment, Oxford Street and many more. River Thames is backdrop of the
London’s tourist attraction. The tourism industry is connected to a range of industry and
sectors ranging from trade to ecological conservation. Travelling has the ability to broaden
the way of thinking of the people as they experinces new culture and new ways of life. It also
enhances the educational value of the tourists and local people of the city.
Importance of Creativity in Tourism Cities.
According to Buda, 2016….Creativity acts as a source of strategy for the development
of city to make it attractive to visit. This leads to introduction of creative ecosystem as due to
industrialisation the ecosystem has affected the most. Tourists visit the city to explore the
greenery and ecosystem to gain knowledge and experience of attractive natural habitat.
Creativity is important for the socio economic growth and development of the city. It also
comprises of three interlinked components namely; economy, place and people. Creativity
focuses on these components to beautify the cities attractiveness. This also creates a balance
between the culture and creativity. In context with London, tourist gets attracted towards the
city’s culture, cuisine, wildlife, monuments and so on. It persuades them for frequent visits to
the city by different tourist across the globe. There are many events organised which
promotes tourism of the city. Likewise, Olympics have been organised in the London city
which has enhanced the city’s tourism and culture in a promotional way. Also, the city
introduces different advertisements that promote their city tourism across the globe which is a
creative promotional strategy.

According to Crossley, 2019……The London city organises the creative spectacles or events
which will promote the production of creative experiences for passive consumption by the
tourists across the globe. Creative spaces are also a vital factor which attracts the tourists as
the city has vibrant atmosphere. Creative tourism is also important which a convergence of
creative spectacles and creative spaces is. Creativity for tourist city is important as this will
enhance their image in the field of marketing of different cities. This will also help in
development of soft infrastructure. The atmosphere will also get attractive that’s why tourist
visit the city and make memorable experiences. The introduction of technology and
combining it with innovative techniques will also attract a large number of tourists. This will
also improve the tourism business operations of the industry. This will also help in driving
the exports across the world which will enhance the local creativity and stimulate tourist
visitation. Many tourist places require guidance for which the city has to devise the creative
tourism strategy which will attract the tourist. It also aims to promote the trend prevailing in
the city and popularizes the cities and its regions and will welcome potential visitors who are
seeking artistic experiences with human touch. This will also enhance the profitability and
productivity of the London city.
The cultural infrastructure of London city will be endowed with quality tourism. Also
creativity is a mean resource for maintaining authenticity and sustainability. The geographical
outsourcing of the London city will attract the tourist attraction and contributes to the better
distribution of attractiveness within the destination. The heritage of the city will diversify the
tangible and intangible heritage of the city. The heritage of the city is a symbol of its legacy
which will diversify the operations of the industry. This will also promote destination which
will characterize the creative atmosphere. Also, the resources of the city will get utilised
properly to innovate the creative demand of the tourist. This will create a link between the
tourists of different segments of the society which will promote a sense of belongingness
among the tourists. It is concept which is developing rapidly and has contributed towards the
growth of GDP of the country. The guide for the tourism will try to persuade the tourist and
share the valuable knowledge about city’s culture to them. Creativity in tourism city is
important to attract them which will sustain a competitive advantage for the country across
the globe.
How to attract a large number of tourists with the application of strategies.

According to Dwyer and et.al., 2019,...........in the modern world, tourism is one of the sectors
that continuously grow very rapidly. It is the new emerging sector which gives contribution
in the GDP of country. It becomes one of the most important factor for sustainable growth
and success of the country. In UK there are four main countries which are knowingly for
tourism sector. They are London, Scotland, Edinburgh and Manchester. In now a days these
cities are growing very fast in tourism sector because they have many attractive cities and
places which are found for their uniqueness. As it already knows that London as one of the
first position and Edinburgh is on second. But apart from this, there are many cities in UK
which are known for tourism and travelling. Because of tourism becomes important factor
that gives our great contribution to the economy and their GDP. So it considered that it is
necessary for taking actions to develop and grow more attractiveness in the tourism city so
that they attract or invite large number of customers. Cities tourism is cosmopolitan in nature
but the government and people are not aware of the importance of tourism in cities. So for the
tourism cities, it is very important to adopt strategies and methods for attracting the
customers in their cities. There are many strategies which are commonly used for attracting
the tourist to travel in in tourism cities, that are explained in the following paragraphs.
Edinburgh is the capital of Scotland that have many cities which are are best for tourism.
Manchester is another modern city that invite the tourist looking for their architecture art,
music scenes, etc. These cities have potentials to attract the large number of tourist for
travelling that helps to generate and increase the GDP growth of the UK.
According to Hubspot........first strategy that should be adopted by these tourism cities is to
update a post of story telling on specific social media of tourism cities. It is one of the most
effective strategy that used by the tourism cities for attracting the large number of tourists in
UK. It is analysed that in today's world a consumers operate digital software 100500 words a
day. This result shows that, social media and digital media becoming one of the important
marketing tool that are used by the organisations, tourism cities. It can be used because their
reach in audiences very wide in numbers. It needs less supports and gat a large number of
tourist invited for travelling and tour. Because people don't purchase what is serving, the
purchase why it serving.
The second strategy that is used by tourism cities for attracting a large number of tourist in
the city is creativity in tourism. -Creativity one of the important element used in tourism, that
please a crucial role for developing and growing the business. With the help of creative
tourism, conventional tourism problem can be solved easily. Creativity has not a single

definition it has many more. It cannot be covered in the single sentence, it is the wider
concept. Creativity can be done in four ways such as creative in person, creative in
environment, creative product and creative process. So it cannot be apply in a single area,
because it is pervasive in nature that applies in all activities. In London city, the tourism
sector always tries to give new and creative thoughts and ideas for serving the travel and
tourism to their tourist. Today creativity becomes a strategy that used by companies for
sustainable growth and development of the business in the market. Creative tourism helps to
to take competitive advantage in the tourism sector because no other organisation give
creativity in their tourism.
The third strategy that London can use for attracting tourist is creating up valuable content on
blogs and websites of the cities. It can really help for attracting more tourist in tourism cities.
Through the blogs on website, tourist get to know the detail information of tourism cities
such as London, Scotland, Manchester, etc. Blogs gives suggestions and advisers to the
tourist with the relevant information of specific tourism cities. They also provide valuable
information such as prices for seeing the tourism city. But the content provided to the tourist
is not false; they should be accurate in numbers and letters. it gives wrong assumptions and
expectations to the tourist, so if their experienced become bad and low compared to the
presented information of tourism cities then it creates a vast problem for the tourism cities. It
give the adverse effect on tourism cities, that it declines the number of tourist for travelling in
their cities.
Another strategy that used by tourism cities to attract their tourist for travelling is to provide
data regarding reviews of experienced tourist on their websites. So that they get to know the
reality of tourism city which they will be experienced in future. It is very helpful because it
gives the basic idea to the tourist who who is going for travelling in the London. Tourism
companies can also make their own apps for boosting their tourism trade in the city.
The other methods can be to highlight the main attractions, to provide review points of
experienced tourist, using of SEO strategy, etc. From the discussion it is analysed that there
are number of reasons means to attract the large number of customers in the tourism cities.
The most effective way is creative tourism. They are very important for the survival and
continue growth of tourism sector because it invites a large number of customers or tourist in
their cities.

LITERATURE REVIEW
CONTEXT/CASE STUDY
There are number of tourism destinations in the current scenario which are performing
with the tourism industry and using appropriate system in order to meet the requirements of
tourism. In context of the current research report choose a destination is London. London is
one of the world's leading tourism destination and a city which is famous for different
tourism attractions. London is attracting more than 21 million international visitors every
year which is continuously increasing from 2015. In context of international visits, London is
the world one of the most visited organisation more than 28 million individuals visited
London. London is home of different notable attractions which provide to the tourist as well
as has them and enjoy their vacations. In present time, the notable attraction with the London
or the London eye. It is a giant Ferris wheel which is located at the edge of river themes. It is
a 135 metres tall and 120 metre diameter wheel. To short distance there is London aquarium
Elizabeth tower House of the parliament and various other destinations which can be visited
by tourist. There are also number of tourism destinations which can be visited by the tourist
which include tower of London, Buckingham palace tower bridge experience, Madame
Tussaud and many others. London is also home of different parks and open spaces which
help the tourist in relaxing. Identify the best destination which is improving its function day
by day where the central and the orders of London provide effective public transportation
system which help in bringing tourism from one place to another as well as provide the
appropriate system so that they can easily travel to different destinations with the London as
well as help a tourist in achieving better experience. One more thing which is included as that
in London of a very different forms of public transport which are underground double decker
red buses taxis and various other which help in maintaining appropriate transportation system
transferring tourists from one place to another.
Best of London this is following appropriate system of creativity which help in
attracting the customer as well as maintaining appropriate position so that organisation can
perform its responsibilities and roles and identify the correct requirements of the market.
Creativity at essential element which help the organisation in improving its function and
managing customers by establishing better relations. In context of London as a tourism
destination it is operating with appropriate system where various authorities who tried to
promote the tourism the London use different strategies as well as creative ideas in order to

attract the customer as well as battery the experience of tourism within this industry. In
context of London, there are a number of authorities which are using different functions.
These functions are useful to the organisation and achieve its business objective as well as
maintaining an appropriate system with support better development. In context of the current
scenario of business activities it is identified that London is operating with number of creative
ideas which are helpful in achieving the objectives as well as maintaining an appropriate
system. Ladder is a destination which is operating with the number of sites which can be
visited by the tourist so it is essential for the destination to attract number of customer as well
as with their appropriate system. Ladder is used blood is used as a creative study at this
functional this is because there are a number of working areas on which this destination is
working currently. Destination is offering better system which promotes effective functions
as well as help in achieving appropriate results. These results will promote operate within
company as well as help in maintaining better functions. London is a famous tourism
destination which is working in an appropriate manner in order to attract the customer within
the market as well as improving their system so that they can easily perform their functioning
and manage them in accordance with current requirement. There are number of creative ideas
which are followed by London which are helpful in achieving its objective and performing in
an appropriate way so that it business objectives can be achieved.
CREATIVE TOURIST TRAIL
A destination marketing operation can be defined as a set of plan which is used by
organisation or a destination in order to improve its functioning as well as attract tourist at
their destination. Under this activity organisation use a creative system which will help in
improving the tourism visit ability at the place as well as improve the function in an
appropriate manner. In context of London, it is operating at efficient level within the tourism
industry of world. In order to maintain its function and achieve better profitability London
use various kind of approaches which are helpful in managing the function as well as
improving its performance. In context to this, the major creative system which is used by
London is to provide double decker buses for different tourism in sectors so that individual
can visit each and every tourism destination by the use of these double-decker buses. This is
the creative system which is helpful to the London in promoting tourism as organisation is
using separate buses and different sites which provide route for tourist destinations. This is
directly related to impacting the profitability and functioning of organisation where it make

sure that there are various resources which can be used as well as improvement within the
visit system of a particular tourism destination. In context of this the authorities working with
the London tourism industry also ensure that they provide a specific package to customers so
that they can visit the London as well as can use these tourist places to get satisfaction and
identify the culture and background of tourism within London . Organisation is also a user
can create a function where it provide discount vouchers with flight tickets of local flights
such as British airways and various other. This is also a creative idea which is helpful in
marketing about the products and services offered under the tourism industry to the tourist.
This help in promotion of London as a destination as by providing discount vouchers will
attract number of customer toward the destination as well as help we can be in boosting its
function by attracting number of customers. It is analysed that it is a useful system which can
be it used by the organisation in order to be the function and create appropriate system to
manage functioning.
It is also determined that there are a number of functions which can be performed
under the system where our organisation can use appropriate methods in order to analyse the
current market situation and observe an appropriate system. A proper destination marketing
system can be established firm can use to identify a number of functions which will help in
improving the position of the current destination. In context of London there are a number of
destinations which can be visited by the tourist which provide a large number of options to
the tourist so that they can easily identify appropriate place and can work on it according to
their needs and requirements. In context of this function, this system is also useful in
managing appropriate functioning as well as using them in order to meet the requirements of
customers. There are a number of functions which are performed by this system which help
in motivating the employees as was gaining maximum advantage and the current system.
This is also helpful in boosting the performance of individual as well as guiding them in
accordance with the needs and requirements of the current business scenario. This also
provides a present table system which is helpful to the London in attracting the customer so
that it can easily manage the beauty of the London by providing information about different
destinations. One more creative campaign which is followed by London is related to
providing information about the history and culture of London so tourism destinations such
as London oval and various other can attract the customer according to the system of history
by enabling them to search about the history of England and get discussion about number of
systems and rules under the British empire. This is also helpful in identifying the current

situation and using them in an appropriate way to market about the tourism destination and
improve the functioning of organisation in this system.
CONCLUSION
UK is the emerging and fastest growing tourism country that have many cities that
invite tourist for travelling. So the tourism sector of UK is stronger than others'. That's why it
is very necessary for UK to do all essential activities that make their tourism sector stronger.
Because it gives the contribution in GDP of economy. This essay covers the identification of
different tourist in UK such as Edinburgh, Scotland, Manchester, London, etc. These tourism
cities is very important for the UK so they always try to explore more new opportunities for
inviting and improve icing their production services in cities. It also covers the importance of
creative tourism in the tourism sector. Creativity is very essential for sustainable growth and
survival in the business environment. Creativity needs in every situation; it can be present in
the person, process, product and environment. But it creates only by human resource that
helps to meet the organizational goals and targets. Creativity invites the people by making
attracting cities which give a new experience to the tourist in in travelling and tour. It is very
necessary for survival of tourism sector in the business environment. Because the business
environment is in dynamic nature, that have several factors that influence the market growth
which include one important factor that is technological. It needs up gradation with the
changing of time. That's why creativity pleases an important role in the tourism sector for
attracting the large number of tourist in their cities. The essay also covers the ways and
strategies used for attracting the large number of customers or tourist in their tourism cities.
There are many strategies that are discussed in the above section; some of them are social
media marketing, digital marketing, etc. This method helps to meet the challenges and
organizational goals and objectives in the tourism sector.

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