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Creative Strategies Adopted by the Tourism Industry of Paris

Role and Importance of Creativity in Tourism

 Table of Contents

  • Introduction
  • Literature Review
  • The Role and Importance of Creativity in Tourism
  • Strategies Adopted To Enhance Creativity in Tourism
  • Context/Case Study
  • Introduce Chosen European City Destination
  • Justification of Choosing Paris
  • Presence of Creative Industries in Paris
  • Creative Tourism Experiences in Paris
  • Creative Tourist Trail
  • Context/Background in Relation To Tourism and Creativity in Paris
  • Conclusions
  • References

Introduction

The growing importance of creativity has some the notion of experience economy. This has transformed the sector of tourism in a powerful manner. Based on these factors, tourism industry is initiating different methods and measures for increasing the level of creativity used in the specified industry. Different kinds of innovative technologies are used in the tourism industry. This has led to the growth and development of tourism industry along with the increase in the amount of profitability. There are various reasons that have led to the growing attractiveness of creativity. Creative tourism is considered as one of the renewable sources, which do not, required a large amount of investment for the maintenance as well as reservation. The Tourists receives the specified and desired tourism experience in the specified destination of tourism. Online advertisements and marketing is considered as one of the Strategies for the promotion of destination in a creative manner. With the help of online advertisements, large amount of information regarding the specified destination is given to the visitors. The tourism in which has been offered the opportunity of developing the creative potential with the help of active participation is considered as creative tourism. There are different activities that are associated with the creative tourism. The main intention of this assignment is to analyze the role as well as importance of creativity in tourism. Assignment is focused on creating the experience in the city of Paris. For this purpose, the creative strategies adopted by the tourism industry of Paris have been discussed in the assignment.

Literature Review

The Role and Importance of Creativity in Tourism

Creativity is considered at one of the important element in tourism. Creative tourism brings various benefits in different aspect. With the help of creativity, tangible as well as intangible value of tourism is preserved for a particular destination. It has been identified that with the help of creative tourism, heritage and Culture of a particular tourist destination is preserved within the specified region. This leads to the growth and development of the particular destination of tourism. It also helps in attracting a large number of tourists for the particular destination of tourism. Different forms of tourism provide experiences. Experience hunger is considered as a major driver for tourism. The level of experience could be increased with the help of enhancing creativity and innovation. The growing importance of creativity has some the notion of experience economy. This has transformed the sector of tourism in a powerful manner. Now days, the companies operating in tourism industry are able to attract new tourists with the help of creativity and innovation. Due to this reason, creativity has become an important part in the tourism sector. The tourism in which has been offered the opportunity of developing the creative potential with the help of active participation is considered as creative tourism. There are different activities that are associated with the creative tourism. This includes cookery, painting, photography, crafts, music and dance.

These kind of activities are carried out for the preservation and reflecting the culture of a specified tourist destination. This has been done with the help of creativity and innovation. On this basis, a large number of tourists developed a tendency of visiting the specified tourist destination. This increases the amount of profitability retained in the tourism industry of specified tourist destination. There are large numbers of cities that have transformed to creativity from the Metropolitan cities. Some of these cities are London and New York (Lavery, McDaniel and Schmid, 2018). There are various reasons that have led to the growing attractiveness of creativity. Creative tourism is considered as one of the renewable sources, which do not, required a large amount of investment for the maintenance as well as reservation. The monuments and museums located in a specified tourist destination are maintained within a lower budget along with maintaining proper amount of creativity and innovation. It has been identified that creative tourism has a wider scope for sustainable benefit for the destination. It helps in providing dynamism along with releasing creative potential in respect of inhabitants, visitors and places. With the help of creative tourism, the level of active participation is increased to a certain level for the specific tourist destination. This has been considered as one of the factors that have led to the increase in the importance of Creative tourism in the present scenario.

Strategies Adopted to Enhance Creativity in Tourism

The strategy of personalizing the experiences of the target visitor is one of the strategies that are adopted for creative tourism. With the help of personalizing the experiences of the target visitors, the level of satisfaction among the target visitors is increased to a certain extent. Due to this reason, the tourism industry gets a positive response from the target in a powerful manner. Based on this factor, the tourism industry is gaining several advantages. Therefore, companies operating in tourism industry are adopting the strategies and policies for personalizing the experiences of the visitors in at effective manner. Nowadays, the tourism industry has become data driven industry. The companies operating in tourism industry are focused in getting a specific amount of data from the visitors. This helps the tourism industry in identifying the needs and wants of the visitors (Bachir et al., 2019). Based on this factor, the Tourists receive the specified and desired tourism experience in the specified destination of tourism. Online advertisements and marketing is considered as one of the Strategies for the promotion of destination in a creative manner (Lavery, McDaniel and Schmid, 2018). With the help of online advertisements, large amount of information regarding the specified destination is given to the visitors. Due to this reason, the visitors are able to take an informed decision regarding visiting a specified tourist destination. The places and monuments that could be visited in the specified tourist destination are also mentioned in online advertisement. This help the visitors in developing a proper plan for visiting the attractive places located in the specified destination. It has been identified that technology has become an important element for creative tourism. With the help of technology, the maintenance charges and expenses regarding the monuments and museums have reduced to a certain extent. The technology used for security of monuments and museums help enhanced to a certain extent. For this purpose, different kinds of security Technologies have been used by the tourism industry.

Social media platform is utilized by the tourism industry for the promotion of a particular destination. Different types of social media platforms are used by the tourism industry for reflecting the attractive places for a particular destination. This helps the tourism industry in attracting a large number of new visitors and tourist for the specified tourist destination. The tourism industry posts regarding the attractive places in a particular destination on different platforms of social media. Some of the social media platforms used in tourism industry includes Facebook, instagram and Twitter (Freytag, 2010). Now days, the visitor’s post that pictures and information regarding the particular destination visited on different social media platforms. This also helps the tourism industry in the promotion of a particular tourist destination among the visitors. With the help of above-mentioned study, the tourism industry is using creativity in different ways.

Context/Case Study

Introduce Chosen European City Destination

Paris is one of the most popular cities that are capital of country France; this is located in north pary of centre of France. The population related to residency of this city is approximately 2,148,271; this is estimated in the area of 105 square kilometers. The Paris is one of the main cities of Europe that play an important role that is related to finance of the country, commerce, fashion, art as well as art. The Paris is considered as centre of attraction of the government. In year 2017, the estimated GDP of Region Paris was around 808 billion dollar (Bachir et al., 2019). According to certain study that is related to living cost, the Paris is considered as top second costly city in all worldwide. This study is being done through Economist Intelligence Unit. Paris is ranked second as top most expensive city as Singapore is top most expensive city related to cost of living. Mainly the transportation line railway, airways as well as highway are being served through two airports that are international named as Charles de Gaulle and second one is Orly. Even there is metro in this city that give services to passengers around 5.23 million in each day basis. The central position of Paris is really well off that is related to region of agriculture. This city play very important role related to culture as well as commerce in the particular country. This county is well known among all over the world as Paris serves good chances related to business. Paris is also having very nice goodwill related to studies, painting as well as for its literature. This city is considered as one of the most valuable as well as beautiful city in all over the globe. Paris is one of the cities having crossroad that is connected with both water and land as well.

Justification of Choosing Paris

It has been identified that Eiffel Tower is listed among the seven wonders of the world. The Eiffel Tower is situated in the city of Paris. This has made the city of Paris one of the renowned destination places for the tourist. In the year 2018, the total number of visitors who visited city of Paris has been identified to near about 89.4 million. The number of visitors has increased by 3% in the year 2018 in comparison to the year 2017. In the present scenario, France is targeting to increase the number of visitors 100 million foreign tourists by the end of 2020 (Bachir et al., 2019). Due to this reason, the approach of creative tourism is applied in different regions and cities of France. The city of Paris is considered as one of the most renowned City of France for the visitors. In the year 2018, Paris tourism has set a record in respect of the number of visitors that has surpassed 40 million. It has been identified that more than 30000 artwork has been possessed in Musée du Louvre. Some of the art works are considered the masterpieces of the world. This kind of masterpiece is found to be antiquities belonging to European painting of 15th and 19 centuries. There is a spacious Park located in the lower part of the Champs-Elysées. This spacious is bordering the Place du Concorde. the Jardin des Champs-Élysées, and the Petit Palais are considered as two most renowned fine arts museum. Due to these factors, Avenue des Champs-Élysées has been considered as one of the point of attractions in Paris city. During the summer season, Ferris wheel has been circulated in the Place de la Concorde. This has been regarded as a point of attraction for the visitors for visiting Place de la Concorde.

Presence of Creative Industries in Paris

Approximately, there was 38 million of number of visitors in year 2019 in Paris; this conclusion was done by doing study of number of tourist booked the rooms in hotel. There are huge collection related to impressive arts in Paris, this is considered as very artistic city and is very into art from its historic time.

Figure 1: international visitors in Paris

Creative Strategies Adopted by the Tourism Industry of Paris

(Source: Lavery, McDaniel and Schmid, 2018)

Paris is full of natural beauty, as there is variety of designed and well-maintained green places. The rating is being given to foods of restaurants, by this the trust quality in being enhanced among all over the world. In Paris there is huge market for availability of variety of option related to shopping, this huge market make tourist attract towards the city Paris. Some of the places that are very popular among tourist basis are Cathedral of NotreDame de Paris, Gothic royal chapel, Eiffel tower that is constructed for exposition of the Paris universal (Lavery, McDaniel and Schmid, 2018). Grand Palais, Petit Palais as well as Arc de Trimphe are also very popular and well known for tourist basis.

Creative Tourism Experiences in Paris

Eiffel Tower is considered as one of the most attractive tourist place in Paris. It has been positioned in the list of places for visiting in France (Warner, 2018). It has been identified that the structure of Eiffel Tower was dismissed as one of the monstrosity at the time of its construction. The Notre-Dame Cathedra has been established in the year 1163 by King Louis IX. it has been found that the construction of Cathédrale Notre-Dame de Paris was completed within more than 150 years (Gunter and Önder, 2015). The cathedral was created firstly in the style of Early Gothic. Musée d’Orsay was formerly considered the Belle Epoque-era Gare d’Orsay railway station in the city of Paris. The collection has been representing the work of some of the masters of Impressionism. Palais Garnier, Opéra National de Paris has been established by Napoleon III in 1860. This has been considered as the house that was designed by Charles Garnier. It has been identified that by Charles Garnier work hard on the project for more than a decade. The square has been offering some of the sensational views in respect of triumphal route that are directed towards the Arc de Triomphe and the Défense (Esculier et al., 2019). It also includes the direction towards Louvre as well as the Madeleine and the Palais-Bourbon.

Creative Tourist Trail

Paris is mainly popular as tourist place for its landmarks of architecture as well as for its museum. This city have huge collection of French Impessionist art, the Paris also have huge collection related to art of modern as well as contemporary by this tourists from other countries get highly attracted (Delaplace et al., 2014). The Seine is named as district of historical and is being classified as site of UNESCO Heritage; this is very popular as well as has good fame. Some of the places that are very popular among tourist basis are Cathedral of NotreDame de Paris, Gothic royal chapel, Eiffel tower that is constructed for exposition of the Paris universal. Grand Palais, Petit Palais as well as Arc de Trimphe are also very popular and well known for tourist basis. The construction of Effiel tower is been done in year 1889 and construction of Grand Palais and Petit Palasis was done in year 1900 (Haszeldine et al., 2018). Approximately, there was 38 million of number of visitors in year 2019 in Paris; this conclusion was done by doing study of number of tourist booked the rooms in hotel (Pagliara, Delaplace and Vassallo, 2015). The higher numbers of tourism are mainly from United Kingdom, Germany as well as China. Paris is ranked as second highest destination place related to purpose for tourism, as Paris is considered as most beautiful as well as attractive city all over the world. The food of Paris is quite different as well as very delicious; this is one of the reasons behind spotting Paris as destination related to tourism.

In Paris, the tourists able to get foods very easily, visitors do not have to give extra time and efforts for searching the foods. The rating is being given to foods of restaurants, by this the trust quality in being enhanced among all over the world. In Paris there is huge market for availability of variety of option related to shopping, this huge market make tourist attract towards the city Paris (Jalilvand and Samiei, 2012). The culture as well as the theme related to cafe is very unique and interesting, the culture of the Paris related to cafe is considered as worlds strongest culture around all over the world. Some of the popular café of Paris is Le Fouquet’s as this is known as good influencer related to guests, Holy Belly is famous for its varieties of different coffees and Café de Flore is very popular as this is one of the oldest café of Paris. There are huge collection related to impressive arts in Paris, this is considered as very artistic city and is very into art from its historic time (Gravari-Barbas, 2019). Paris is full of natural beauty, as there is variety of designed and well-maintained green places. For families that have kids mainly select Paris as this city have plenty of spacious as well as beautiful parks that are well maintained and suitable for kids to play on the open parks make family very attract. Some of the famous parks are Bio de Vincennes and Tuileries Gardens.

Context/Background in Relation to Tourism and Creativity in Paris

There are different attractive places situated in Paris. Some of these attractive places are discussed below.

Eiffel Tower:

Figure 2: Eiffel Tower

Creative Strategies Adopted by the Tourism Industry of Paris

(Source: Plunkett, Fulthorp and Paris, 2019)

Eiffel Tower is considered as one of the most attractive tourist place in Paris. It has been positioned in the list of places for visiting in France. It has been identified that the structure of Eiffel Tower was dismissed as one of the monstrosity at the time of its construction. This has been designed by Alexandre-Gustave Eiffel in the year 1889 (O’Connor, Flanagan and Gilbert, 2010). This has been considered as a mark of centenary in respect of French Revolution. Eiffel Tower comprises of more than 10000 sturdy iron sections, which has been weighing above 10,000 tons. All the sturdy iron sections have been held together with the help of 2.5 million rivets.

Musée du Louvre

Musée du Louvre has been considered as one of the top museums of Paris. Sumptuous palace has been found to be the home of France’s Kings, the Louvre. By entering the museum, the visitor Centre into the Courtyard of the palace, which is made of glass pyramid. This glass pyramid has been designed by Ieoh Ming Pei in the year 1917 (Plunkett, Fulthorp and Paris, 2019). It has been identified that more than 30000 artwork has been possessed in Musée du Louvre. Some of the art works are considered the masterpieces of the world (Novy and Huning, 2014). This kind of masterpiece is found to be antiquities belonging to European painting of 15th and 19 centuries. while visiting the Musée du Louvre, centre of attraction is a particular gallery, which includes classical sculpture, Italian Renaissance art, or 17th-century French paintings. Mona Lisa or La Gioconda is considered one of the famous feasts of painting that has been kept in this museum. this painting was made by Leonardo da Vinci in 1503-1505.

Cathédrale Notre-Dame de Paris

The Notre-Dame Cathedra has been established in the year 1163 by King Louis IX. it has been found that the construction of Cathédrale Notre-Dame de Paris was completed within more than 150 years. The cathedral was created firstly in the style of Early Gothic. However, later on, addition was made to the cathedral that led to the transition to High Gothic style (Gedikoglu, 2018). the ornamental design of the facade is considered as the point of attraction for the tourist in Cathédrale Notre-Dame de Paris. The ornamental design comprises of profusion of sculptures and gargoyles. the elaboration of flying buttresses has provided structural integrity in respect of enormous building. The sanctuary is considered as the second point of attraction in the specified Cathedral. It seems to be an endless as well as beckons visitors. The interior of Cathédrale Notre-Dame de Paris has been illuminated with the help of magnificent stained-glass windows.

Avenue des Champs-Élysées

It has been found by most of the monumental boulevard located in Paris is considered to be one of the desolate field of marshland till the 17th century. most of the monumental boulevard located in Paris has been landscaped by André Le Nôtre. After a century, the city of Paris planner Baron Haussman designed some of the boulevard’s elegant buildings. The Champs-Elysées has been divided into two different parts (Coca-Stefaniak and Morrison, 2018). Rond-Point des Champs-Elysées is considered as the intersection point of The Champs-Elysées. There is a spacious Park located in the lower part of the Champs-Elysées. This spacious is bordering the Place du Concorde. the Jardin des Champs-Élysées, and the Petit Palais are considered as two most renowned fine arts museum. Due to these factors, Avenue des Champs-Élysées has been considered as one of the point of attractions in Paris city.

Musée d’Orsay

This has been considered as one of the splendid collections in respect of Impressionist arts. Musée d’Orsay has been presented in a beautiful manner within an expansive space. It was formerly considered the Belle Epoque-era Gare d’Orsay railway station in the city of Paris. The collection has been representing the work of some of the masters of Impressionism. The artist whose works has been presented in Musée d’Orsay belongs to the classic Impressionist masters  Edgar Degas, Edouard Manet, Claude Monet, and Pierre-August Renoir (Ingallina and Park, 2014).  Impressionist masters belonging to Post-Impressionist artists includes Pierre Bonnard, Paul Cézanne, and Vincent van Gogh; the Pointillists. It also includes Bohemian artists such as Toulouse Lautrec. there are some of the famous pieces that have been represented in the museum (Heo, Blal and Choi, 2019). This includes Claude Monet’s The Magpie, Gare Saint-Lazare, Poppy Field, and Luncheon on the Grass; Vincent van Gogh’s self-portrait and Starry Night; and Renoir’s Dance at Moulin de la Galette.

Palais Garnier, Opéra National de Paris

Palais Garnier, Opéra National de Paris has been established by Napoleon III in 1860. This has been considered as the house that was designed by Charles Garnier (Law et al., 2011). It has been identified that by Charles Garnier work really hard on the project for more than a decade. For completing the construction of the house, the years taken by Charles Garnier includes 1862 to 1875. In the present scenario, Palais Garnier, Opéra National de Paris has been considered as one of the symbol for Imperial regime of Napoleon. Some of the characteristics of the monument include classical columns and eight sculptures. The sculptures represented in the monuments include allegorical figures such as Poetry, Music, Idyll, Recitation, Song, Drama, and Dance. The whole building has been completed with under 11,000-square-meter interior. This is one of the factors due to which the visitors are dazzled by visiting the monument.

Place de la Concorde

Place de la Concorde has been established between the year 1755 and 1775. This monument was developed by the architect of King Louis XV. It has  majestic dimensions due to which it is considered as one of the most attractive place in the city of Paris. The square has been offering some of the sensational views in respect of triumphal route that are directed towards the Arc de Triomphe and the Défense. It also includes the direction towards Louvre as well as the Madeleine and the Palais-Bourbon. an Egyptian obelisk has been established in the centre of the square. the Egyptian obelisk has been presented to Charles X by the Viceroy of Egypt. During the summer season, Ferris wheel has been circulated in the Place de la Concorde (Freytag and Bauder, 2018). This has been regarded as a point of attraction for the visitors  for visiting Place de la Concorde.

Conclusions

The Paris also have huge collection related to art of modern as well as contemporary by this tourists from other countries get highly attracted. The Seine is named as district of historical and is being classified as site of UNESCO Heritage, this is very popular as well as has good fame. The higher numbers of tourism are mainly from United Kingdom, Germany as well as China. Paris is ranked as second highest  destination place related to purpose for tourism, as Paris is considered as most beautiful as well as attractive city all over the world. There are huge collection related to impressive arts in Paris, this is considered as very artistic city and is very into art from its historic time. Paris is full of natural beauty, as there is variety of designed and well-maintained green places. For families that have kids mainly select Paris as this city have plenty of spacious as well as beautiful parks that are well maintained and suitable for kids to play on the open parks make family very attract. Eiffel Tower has been designed by Alexandre-Gustave Eiffel in the year 1889. This has been considered as a mark of centenary  in respect of French Revolution. Eiffel Tower comprises of more than 10000 sturdy iron sections, which has been weighing above 10,000 tons. Paris is one of the most popular cities that are capital of country France, this is located in north pary of centre of France. The population related to residency of this city is approximately 2,148,271, this is estimated in the area of 105 square kilometers.

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