Creative Economy Development and Tourism Competitiveness in Local Destinations
DOI:
https://doi.org/10.62731/rgjeb.v2i1.15Keywords:
Creative Economy Development, Digital Promotion, Local Destinations, Tourism Competitiveness, Tourism InnovationAbstract
This study aims to examine the effect of creative economy development on tourism competitiveness in local destinations. The research addresses the problem that many local destinations have strong cultural and creative potential but still face challenges in product innovation, digital promotion, stakeholder collaboration, and institutional support. This study used a quantitative explanatory design with primary data collected through a structured questionnaire. The sample consisted of 218 tourists who had visited local destinations and experienced creative economy products or activities, such as local culinary products, crafts, cultural performances, festivals, creative workshops, or digitally promoted local experiences. The data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling with SPSS 26 and SmartPLS 4. The results show that creative economy development has a positive and significant effect on tourism competitiveness, with a path coefficient of 0.672, t-statistic of 14.287, and p-value of 0.000. The model explains 45.2% of the variance in tourism competitiveness. Digital promotion has the strongest effect, followed by creative product innovation, use of local culture, institutional support, and collaboration among creative actors. The study concludes that creative economy development is an important strategy for strengthening local destination competitiveness. The findings contribute to tourism competitiveness theory and provide practical guidance for local governments, destination managers, and creative economy actors in designing more competitive, culturally grounded, and digitally visible tourism destinations.
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