THE ROLE OF COOPERATION IN CREATIVE TOURISM DEVELOPMENT IN CHINA

Abstract

Creativity and innovation of tourism economy as well as the meaning of creativity in tourism business are intensely discussed.The article aims to present the role of New Values of Creative Tourism in China. Creative tourism aims to bring about smart growth. In order to do this in China it needs to promote cross-boundary development and achieve seamless linkages and healthy interactions between industries. The expansion of the tourism industrial chain needs to focus on breaking through the limited cycle of the ‘six elements of tourism’. To achieve this, tourism industries need to take advantage of the experiential demand of the entertainment age and make creative tourism an ‘input factor’ and ‘value-added capital’ for business growth.Creative tourism resources will cover all 3 levels of culture including: 1) High culture including cultural heritage such as palaces, historical sites, antiques, art galleries, museums, etc. 2) Popular culture including, folk performances such as folk music performances, performing dance, drama, festival, tradition, etc. 3) Everyday culture including crafts, arts, and community way of life, local foods, markets, houses etc.