Placemaking as a driver for co-creation in cultural tourism in rural Zimbabwe - the scope for creative entrepreneurs and tour operators

Conference Presentation

Lawson, A., Masiye, T. and Banwait, K. 2023. Placemaking as a driver for co-creation in cultural tourism in rural Zimbabwe - the scope for creative entrepreneurs and tour operators. The British Academy of Management (BAM) Conference. Newcastle 06 - 08 Sep 2016 British Academy of Management (BAM).
AuthorsLawson, A., Masiye, T. and Banwait, K.
TypeConference Presentation
Abstract

African rural communities are the custodians for cultural heritage, and this presents a unique potential for cultural tourism. Co-creation as a product development strategy or a product promotion strategy would serve to provide skills and resources to sustain placemaking and to give authenticity to the cultural tourist’s experience. Placemaking in rural tourism is predicated by the inclusion of local
communities as the custodians of the culture which is the central product in cultural tourism. Creative Entrepreneurs, particularly producers of cultural artifacts, can contribute to the stories and heritage of the people who live in rural communities. This paper will be a qualitative investigation designed to explore previous research on placemaking and the appropriateness of co-creation in placemaking.

Keywords Placemaking; Co-creation; Cultural Tourism; Rural Tourism; Creative Entrepreneurship
Year2023
ConferenceThe British Academy of Management (BAM) Conference
PublisherBritish Academy of Management (BAM)
Web address (URL)https://www.bam.ac.uk/events-landing/past-conferences/bam2023-conference.html
Accepted author manuscript
License
All rights reserved
File Access Level
Open
Publication dates
OnlineSep 2023
Publication process dates
Deposited08 Dec 2023
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