The production of digital products and physical cultural and creative products, and the formation of related industrial chains, will help improve the resilience of village tourism. The embossed patterns, couplet stories, architecture and folk culture of traditional villages can be used for cultural and creative production. However, because of their unique traditional cultural connotations, traditional Chinese villages have the potential to enhance tourism resilience in the post-epidemic era through cultural excavation and cultural creative production. Through in-depth study of two case villages, the study finds that traditional Chinese villages, especially tourist-oriented traditional villages, are more vulnerable to the impact of the epidemic than cities and other places. This study focuses on the Chinese villages of Zhang Guying and Rebala in Hunan Province and uses a qualitative analysis method.
Improving resilience in the tourism industry in traditional villages in the post-pandemic era must be urgently reconsidered. Traditional villages constitute rural systems with rich cultural heritage resources and the potential for tourism development. Implications for the development of creative gastronomic proposals are presented. This group shows omnivore patterns, suggesting that viewing them as a distinct tourism segment is partly inaccurate. Those expressing a high level of involvement, interaction, and learning consume more often not just creative-based proposals, but all gastronomic activities. Findings show that creative needs explain travellers’Ĭhoices in the context of gastronomy tourism. Hierarchical cluster analysis was performed to create homogenous sub-segments. Data were collected through a nationwide survey of Italian travellers. Drawing from existing literature, this paper aims at evaluating to what extent the creative needs (i.e., involvement, learning and interaction) influence travellers’ participation in creative gastronomy activities, and whether a segmentation based on such needs reveals a distinct market segment to pursue. The development of such proposals has been recognized as challenging for destinations and suppliers, because of limited knowledge of what tourists seek in terms of creativity.
Novel culinary options, as well as co-created hands-on activities, have appeared, gaining increasing attention from travellers. Creativity has turned into a resource for innovating gastronomy tourism.
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