Creativity as a Tool of Tourism Development

Abstract

This chapter shows how creativity is bounded with tourism development in the destination. It points out the influence of changes in visitors´ behavior on the destinations, defines creativity, and discusses the relation of culture and creativity in tourism. The chapter focuses on the relation between creativity and development of tourism in the Czech Republic´s regions in the pre-crisis, crisis and after-crisis period. The destinations were subjects to research using two multivariate methods i.e. canonical correlation analysis (CCA) and partial least squares (PLS). The chapter also makes suggestions for future studies.