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DEMAND FOR CREATIVE TOURISM IN SLOVAKIA
Abstract
Creative tourism as part of the global creative economy has shown a significant increase in the world. However, Slovakia falls considerably behind these trends. The aim of the study is to analyse the current state of demand for creative tourism in Slovakia. In the paper we define creative tourism from supply and demand perspective and its growing importance for destinations as well as visitors. We characterize preferences and interest of Slovak tourists in domestic creative tourism activities, we define creativity and creative tourism activities with the greatest potential for future development. An electronic research was conducted in May 2017 and completed by 201 respondents. The data were interpreted by methods of descriptive statistics. Results of primary research proved weak interest of Slovak tourists in creative tourism, which indicates early phase of creative tourism development in Slovakia. According to the preferences and motivation of Slovak tourists to creative tourism we propose recommendation for strengthening of demand for domestic creative tourism. Findings provide valuable insight for all its stakeholders (public bodies, creative industry bodies, DMOs, tourism enterprises, local communities, artists, artisans, craftsmen, etc.) and add specific focus on creative tourism as a new tourism product in Slovakia.
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