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Jeslin Simatupang et.al (The Transformation of Tourism Destinations....)
The Transformation of Tourism Destinations in the
Creative Economy Era: A Literature Review
Jeslin Simatupang
a,1
, April Marbun
b,2
, Benny Siringoringo
c,3
, Winni Lyn Pasaribu
d,4
a,b,c,d
Akademi Pariwisata ULCLA
1
jeslinsimatupang@gmail.com
;
2
aprilsmarbun@gmail.com
;
3
bennysiringoo@gmail.com
;
4
pasaribuwinnilyn@gmail.com
*
Corresponding Author: Jeslin Simatupang
INFO ARTIKEL
ABSTRAK
Sejarah Artikel:
Diterima: 13 Oktober 2024
Direvisi: 18 November 2024
Disetujui: 29 November 2024
Tersedia Daring: 1 Desember
2024
Transformasi destinasi wisata pada era ekonomi kreatif menjadi isu penting
dalam kajian pariwisata kontemporer. Perkembangan pariwisata global
semakin dipengaruhi oleh proses globalisasi, inovasi teknologi, serta
perubahan preferensi wisatawan yang mengarah pada pengalaman wisata
yang lebih bermakna. Penelitian ini bertujuan untuk mengkaji bagaimana
destinasi wisata mengalami transformasi dalam merespons perubahan
tersebut melalui pendekatan studi literatur. Literatur yang relevan dari tahun
20182023 dikumpulkan dari berbagai basis data akademik dan dianalisis
menggunakan metode analisis tematik. Hasil kajian menunjukkan bahwa
transformasi destinasi wisata dipengaruhi oleh tiga faktor utama, yaitu
dinamika globalisasi dan jaringan pariwisata global, pergeseran dari mass
tourism menuju experience-based tourism, serta integrasi ekonomi kreatif
dalam pengembangan pariwisata. Ekonomi kreatif berperan penting dalam
meningkatkan daya saing destinasi melalui pengembangan produk wisata
inovatif, penguatan branding berbasis budaya, serta peningkatan kualitas
pengalaman wisatawan. Selain itu, kolaborasi antara pemerintah, komunitas
lokal, dan pelaku industri pariwisata menjadi faktor penting dalam
mendukung pembangunan pariwisata yang berkelanjutan.
Kata Kunci:
transformasi destinasi
wisata, ekonomi kreatif
pariwisata berbasis
pengalaman
ABSTRACT
Keywords:
tourism destination
transformation
creative economy
experiential tourism
The transformation of tourism destinations in the era of the creative economy
has become an important topic in contemporary tourism studies. Global tourism
development is increasingly influenced by globalization, technological
innovation, and changes in tourist preferences toward more meaningful travel
experiences. This study aims to examine how tourism destinations transform in
response to these changes through a literature review approach. Relevant
academic publications from 20182023 were collected from major databases
and analyzed using thematic content analysis. The findings indicate that
tourism destination transformation is driven by three major factors: the
dynamics of globalization and global tourism networks, the shift from mass
tourism to experience-based tourism, and the integration of creative economy
activities into tourism development. The creative economy plays a crucial role
in strengthening destination competitiveness through the development of
innovative tourism products, cultural branding, and enhanced visitor
experiences. Furthermore, collaboration among stakeholdersincluding local
communities, government institutions, and tourism businessesis essential to
support sustainable tourism development. The study concludes that integrating
creativity, culture, and innovation into tourism strategies can enhance the
attractiveness and sustainability of destinations in the global tourism market.
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©2024, Jeslin Simatupang, April Marbun, Benny Siringoringo, Winni Lyn Pasaribu
This is an open access article under CC BY-SA license
1.
Introduction
The global tourism industry has experienced significant growth and transformation in
recent decades, becoming one of the most dynamic sectors of the global economy. Despite its
economic potential, tourism development remains highly vulnerable to global disruptions such
as financial crises, geopolitical tensions, and health emergencies. The dynamics of global tourism
are strongly influenced by the processes of globalization, which shape international tourist flows,
destination competitiveness, and the integration of tourism markets across regions (Chiu et al.,
2020; Kushnir & Brenzovych, 2019). Countries that are more integrated into global networks
tend to attract higher inbound tourism flows; however, the benefits derived from tourism are not
evenly distributed due to differences in infrastructure, policy responses, and regional
development strategies (Bode, 2018; Pestushko et al., 2023). These conditions highlight the
complexity of global tourism development and the need for adaptive strategies to maintain
resilience and competitiveness in a rapidly changing environment.
In addition to globalization, technological development and the expansion of information
systems have significantly reshaped the tourism industry. Digital technologies, including global
distribution systems (GDS), online travel platforms, and integrated information management
systems, have enhanced connectivity between tourism markets and improved the efficiency of
tourism service delivery (Aamir & Atsan, 2020). Furthermore, recent studies emphasize the
importance of global tourism networks, where structural characteristics such as network density,
clustering, and regional centrality influence the performance of tourism destinations and the
distribution of tourist flows worldwide (Zhu & Liu, 2022). These technological and network-
based transformations have altered the production, marketing, and consumption patterns of
tourism products, making innovation and digital integration essential for destination
development.
Alongside structural transformations in the tourism system, there has also been a
conceptual shift in the nature of tourism demand. Traditional mass tourism models, which
emphasized standardized products, high visitor volumes, and cost efficiency, have increasingly
been criticized due to their environmental and socio-cultural impacts (Carvalho et al., 2020; Dias
et al., 2023). As a result, tourism has gradually shifted toward experience-based tourism, where
the value of tourism lies in authentic, meaningful, and participatory experiences rather than
simple consumption of attractions. Experiential tourism emphasizes emotional engagement,
sensory interaction, and cultural immersion, allowing tourists to actively participate in local
traditions, lifestyles, and creative activities (Alfifto et al., 2020; Yiannakou et al., 2022). This
transformation reflects changing tourist preferences and highlights the importance of experiential
value in shaping destination attractiveness and visitor satisfaction.
Within this evolving tourism landscape, the creative economy has emerged as a key driver
for enhancing the competitiveness and sustainability of tourism destinations. The integration of
creative industriessuch as arts, cultural heritage, design, culinary traditions, and cultural
performanceshas enabled destinations to develop innovative tourism products and strengthen
their unique identity in global markets (Li & Liu, 2022). Creative economy initiatives contribute
to destination differentiation, support local cultural preservation, and enhance the quality of
visitor experiences by fostering interaction between tourists and local communities (Fernández
et al., 2020; Lesmana et al., 2022). Moreover, the development of creative tourism products has
been shown to increase visitor engagement, extend tourism seasons, and generate higher
economic value for local communities (Aji et al., 2023).
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Despite the growing recognition of creative economy strategies in tourism development,
the transformation of tourism destinations in the creative economy era remains conceptually
fragmented in the academic literature. Previous studies have examined tourism globalization,
experiential tourism, and creative tourism separately, but comprehensive syntheses that integrate
these perspectives remain limited. Therefore, this study aims to conduct a literature review on
the transformation of tourism destinations in the creative economy era by examining the key
drivers, conceptual frameworks, and strategic implications identified in recent tourism research.
By synthesizing existing studies, this research seeks to contribute to a clearer understanding of
how tourism destinations adapt to global changes and how creative economy approaches can
support sustainable and competitive tourism development.
2.
Method
This study employs a literature review approach to examine the transformation of tourism
destinations in the era of the creative economy. The literature review method was chosen to
synthesize existing academic discussions regarding globalization, experience-based tourism, and
the role of the creative economy in tourism development. Relevant scholarly publications were
collected from major academic databases, including Scopus-indexed journals, Web of Science,
ScienceDirect, and Google Scholar, focusing on studies published between 2018 and 2023 to
ensure the inclusion of recent developments in tourism research. The selection process used
keywords such as tourism destination transformation, creative economy, creative tourism,
experiential tourism, and destination competitiveness. Articles were included if they discussed
tourism development, creative economy integration, tourism experience, or policy implications
related to destination transformation, while publications not directly related to tourism studies or
lacking academic rigor were excluded.
The collected literature was analyzed using thematic content analysis to identify key
patterns, concepts, and research trends related to tourism destination transformation. The
analysis process involved several stages: initial screening of abstracts and keywords,
classification of selected studies into thematic categories, and synthesis of findings across
different research contexts. Based on this process, the literature was organized into three main
analytical themes: (1) globalization and global tourism dynamics, (2) the shift toward
experience-based tourism, and (3) the role of the creative economy in enhancing destination
competitiveness. This thematic synthesis enables a comprehensive understanding of how tourism
destinations evolve in response to global changes and provides a conceptual framework for
interpreting the role of creative economy strategies in contemporary tourism development.
3. Result and Discussion
a.
Global Tourism Dynamics and the Influence of Globalization
The development of global tourism has been strongly shaped by the process of
globalization, which influences international mobility, destination competitiveness, and tourism
market integration. Globalization facilitates the flow of information, capital, and people across
borders, thereby increasing the connectivity of tourism markets worldwide. As a result, tourism
destinations increasingly compete on a global scale, requiring them to adapt their development
strategies to changing global conditions. Several studies indicate that globalization contributes
positively to international tourist arrivals by improving accessibility, transportation networks,
and communication systems that connect destinations with global markets (Chiu et al., 2020;
Kushnir & Brenzovych, 2019).
However, the relationship between globalization and tourism development is not always
linear. While countries with higher levels of globalization tend to attract more international
visitors, the economic benefits of tourism are unevenly distributed due to differences in
infrastructure development, governance, and policy frameworks. Bode (2018) notes that regional
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structures significantly influence how destinations benefit from globalization, particularly in
terms of tourism investment and destination marketing strategies. In many developing countries,
tourism growth may occur without a proportional increase in local economic welfare due to
limited local participation in tourism value chains.
Recent global crises have further demonstrated the vulnerability of the tourism sector. The
COVID-19 pandemic, for example, caused a dramatic decline in international tourist arrivals
worldwide, forcing many destinations to reconsider their development strategies and focus on
resilience and diversification (Pestushko et al., 2023). In this context, domestic tourism and
regional tourism markets have emerged as important buffers that help destinations recover from
global shocks. Studies also emphasize the importance of long-term planning and risk
management strategies to mitigate future disruptions in tourism markets (Tsypko et al., 2022).
Another important dimension of globalization is the growing importance of international
tourism networks. Tourism flows increasingly follow network structures formed by
transportation hubs, economic ties, and cultural linkages. Destinations that occupy central
positions within these networks tend to receive higher levels of international arrivals and greater
tourism investment. According to Zhu & Liu (2022), tourism networks characterized by high
density and strong clustering tend to enhance regional tourism performance by facilitating
collaboration and knowledge exchange among destinations.
Overall, globalization has transformed the structure of the tourism industry by expanding
market access, intensifying competition, and encouraging innovation in tourism products and
services. Nevertheless, globalization also introduces challenges such as economic inequality,
environmental pressure, and cultural commodification. Therefore, tourism destinations must
develop adaptive strategies that balance economic growth with social and environmental
sustainability.
Table 1. Key Drivers of Global Tourism Development (20182023)
Author
Research Focus
Key Findings
Chiu et al.
Globalization and tourism
demand
Globalization increases international
tourist arrivals
Kushnir &
Brenzovych
Global tourism integration
Policy responses influence tourism
benefits
Bode
Regional tourism structures
Regional differences affect tourism
competitiveness
Pestushko et al.
Tourism recovery after
crisis
Tourism recovery requires resilience
strategies
Zhu & Liu
Global tourism networks
Network structure affects tourism
performance
Table 1 summarizes key studies examining the relationship between globalization and
tourism development between 2018 and 2023. These studies collectively highlight that
globalization not only expands tourism markets but also introduces structural inequalities and
risks that must be addressed through effective policy frameworks and strategic destination
management.
b.
Digital Transformation and Global Tourism Networks
The rapid development of digital technology has significantly transformed the global
tourism industry. The integration of information technology into tourism operations has changed
how tourism services are produced, marketed, and consumed. Online booking platforms, social
media, and digital marketing tools have enabled tourism destinations to reach global audiences
more efficiently than ever before (Pencarelli, 2020). This digital transformation has also
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empowered tourists to access information, compare destinations, and share their experiences
online, thereby influencing tourism demand patterns.
One of the most important technological developments in tourism is the emergence of
global distribution systems (GDS) and integrated tourism information platforms. These systems
allow airlines, hotels, and travel agencies to coordinate their services and reach international
markets in real time. According to Pencarelli (2020), the use of advanced tourism information
systems has increased the efficiency of tourism operations and improved the competitiveness of
tourism enterprises in global markets.
At the same time, digital technology has reshaped tourism networks. Tourism flows are
increasingly influenced by digital communication channels and online travel communities,
which create new forms of connectivity between destinations. Zhu & Liu (2022) emphasize that
tourism networks with strong digital integration tend to attract higher levels of international
tourism because they enable faster information exchange and better coordination among tourism
stakeholders.
The influence of digital technology extends beyond marketing and distribution. It also
affects the design of tourism experiences. Many destinations now use digital technologies such
as augmented reality, virtual tours, and smart tourism systems to enhance visitor experiences and
improve destination management. These innovations allow tourists to interact with cultural
heritage sites, museums, and natural landscapes in new and engaging ways.
Nevertheless, digital transformation also introduces new challenges for tourism
destinations. Smaller destinations and rural areas often face limitations in digital infrastructure
and technological capacity, which may reduce their ability to compete in global tourism markets.
Furthermore, excessive reliance on digital platforms may lead to the homogenization of tourism
experiences, as destinations adopt similar marketing strategies and product designs.
Table 2. Digital Technologies in Tourism Development
Application
Impact on Tourism
Travel booking coordination
Increased market
accessibility
Destination marketing
Higher tourist engagement
Destination management
Improved visitor experiences
Cultural heritage interpretation
Enhanced immersive tourism
Table 2 illustrates the major technological innovations that have influenced tourism
development in recent years. These technologies contribute to the digital transformation of
tourism destinations by improving marketing strategies, enhancing visitor experiences, and
strengthening connectivity within global tourism networks.
Diagram 1. Global Tourism Transformation Framework
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The diagram above illustrates the conceptual framework of tourism destination
transformation in the creative economy era. Globalization and digital technology serve as
foundational drivers that shape tourism networks. These networks then facilitate the emergence
of experience-based tourism, which emphasizes meaningful interactions between tourists and
destinations. The integration of creative economy practices further enhances destination
competitiveness by providing innovative tourism products and authentic cultural experiences.
c.
The Shift from Mass Tourism to Experience-Based Tourism
The transition from mass tourism to experience-based tourism represents one of the most
significant paradigm shifts in contemporary tourism studies. Traditional mass tourism models
focused primarily on increasing visitor numbers and standardizing tourism products in order to
maximize economic returns. However, such approaches have increasingly been criticized for
their negative environmental impacts, cultural commodification, and lack of meaningful
engagement between tourists and local communities (Carvalho et al., 2020).
In response to these criticisms, tourism researchers and practitioners have begun to
emphasize the importance of experiential value in tourism development. Experience-based
tourism prioritizes emotional engagement, cultural immersion, and interactive activities that
allow tourists to participate actively in the life of the destination (Yiannakou et al., 2022). Rather
than simply observing attractions, tourists are encouraged to interact with local communities,
learn traditional skills, and participate in cultural events.
Empirical studies across different regions support the growing importance of experiential
tourism. Research conducted in Spain, for example, shows that urban food markets have become
important spaces for experiential tourism because they allow visitors to engage with local
culinary traditions and social environments (Henche, 2018). Similarly, studies on island tourism
indicate that experiential tourism can enhance visitor satisfaction and strengthen destination
loyalty by offering unique and authentic cultural experiences (Pafi et al., 2020).
The rise of experiential tourism is also closely related to the increasing influence of social
media. Tourists frequently share their travel experiences through digital platforms, which
amplifies the visibility of destinations that offer unique and memorable experiences. As a result,
tourism destinations are increasingly focusing on storytelling, cultural interpretation, and
participatory activities to create distinctive tourism experiences.
Nevertheless, the shift toward experiential tourism also raises several challenges.
Maintaining authenticity while accommodating increasing tourist demand can be difficult,
particularly in destinations where cultural traditions are deeply rooted in local community life.
If experiential tourism is not carefully managed, it may lead to cultural commodification or the
loss of cultural authenticity.
Table 3. Dimensions of Tourism Experience
Dimension
Description
Example
Sensory
Physical and sensory engagement
Local cuisine, traditional crafts
Emotional
Emotional connection with place
Cultural storytelling
Cultural
Learning local traditions
Workshops with local communities
Social
Interaction with residents
Community-based tourism
Table 3 presents the main dimensions of tourism experiences identified in recent tourism
literature. These dimensions highlight the multidimensional nature of experiential tourism,
which integrates sensory, emotional, cultural, and social aspects to create meaningful and
memorable travel experiences.
d.
Creative Economy as a Driver of Destination Competitiveness
The concept of the creative economy has gained increasing attention in tourism studies as
a strategic approach to enhancing destination competitiveness. The creative economy refers to
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economic activities that generate value through creativity, cultural expression, and intellectual
capital. In the context of tourism, creative industries such as arts, crafts, design, music, culinary
traditions, and cultural festivals play a crucial role in shaping unique tourism experiences.
Research indicates that the integration of creative industries into tourism development can
significantly enhance destination attractiveness. Creative tourism products provide opportunities
for visitors to engage directly with local culture and participate in creative activities, thereby
creating memorable travel experiences (Fernández et al., 2020). Such experiences often generate
higher levels of tourist satisfaction and encourage repeat visits.
Another important contribution of the creative economy is its role in strengthening
destination branding. Destinations that successfully integrate creative industries into their
tourism strategies can develop distinctive identities that differentiate them from competing
destinations. Studies on rural tourism in China, for example, demonstrate that creative branding
strategies based on local culture can significantly enhance destination visibility and visitor
satisfaction (Zheng, 2022).
Furthermore, the creative economy contributes to local economic development by
supporting small and medium-sized enterprises (SMEs) in the tourism sector. Local artisans,
performers, and cultural entrepreneurs often benefit from tourism activities that showcase their
creative products and cultural heritage. This interaction between tourism and creative industries
creates a mutually reinforcing relationship that supports sustainable local development.
However, the successful implementation of creative tourism strategies requires effective
collaboration among multiple stakeholders, including local communities, government
institutions, tourism businesses, and cultural organizations. Without such collaboration, creative
tourism initiatives may fail to achieve their full potential.
Table 4. Creative Economy Contributions to Tourism Competitiveness
Impact on Tourism
Dimension
Unique tourism offerings
Creative products
Strong destination identity
Cultural branding
Local economic empowerment
Community participation
Enhanced visitor experiences
Innovation
Table 4 illustrates the major ways in which the creative economy contributes to tourism
destination competitiveness. By integrating cultural creativity, community participation, and
innovation, destinations can develop tourism products that are distinctive, sustainable, and
capable of competing in global tourism markets.
Figure 2. Creative Tourism Ecosystem
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The diagram above illustrates the ecosystem of creative tourism development. The model
highlights the interaction between local communities, creative industries, tourism businesses,
government policies, and tourists. These stakeholders collectively contribute to sustainable
tourism development by fostering innovation, cultural preservation, and economic growth within
tourism destinations.
4.
Conclusion
The transformation of tourism destinations in the era of the creative economy reflects
broader structural changes in the global tourism industry driven by globalization, technological
innovation, and evolving tourist preferences. The literature reviewed in this study indicates that
globalization has expanded tourism networks and intensified competition among destinations,
while digital technologies have reshaped tourism marketing, distribution systems, and visitor
engagement. At the same time, the traditional mass tourism model has gradually shifted toward
experience-based tourism, where tourists increasingly seek authentic, meaningful, and
participatory experiences. This transformation requires tourism destinations to move beyond
standardized tourism products and focus on creating immersive experiences that integrate local
culture, community participation, and emotional engagement.
Furthermore, the creative economy has emerged as a key strategic driver for enhancing
destination competitiveness and sustainability. By integrating creative industries such as arts,
culture, culinary traditions, and local craftsmanship into tourism development, destinations can
create distinctive tourism products and strengthen their branding in global markets. The literature
also highlights the importance of collaborative governance involving governments, local
communities, tourism businesses, and creative industry actors in developing creative tourism
ecosystems. Overall, the transformation of tourism destinations in the creative economy era
requires innovative policy frameworks, strong stakeholder collaboration, and sustainable
management strategies to ensure that tourism development generates economic value while
preserving cultural authenticity and environmental sustainability.
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