Bibliometric mapping on creative tourism in Scopus. Implications for its implementation in the Hotel Ordoño of the Gibara tourist destination

Abstract

Creative tourism has become an excellent alternative for those destinations that seek to satisfy the new
tourist consumer, characterized by the search for authentic and memorable experiences. The objective
of the research was to map the scientific production on creative tourism in Scopus in order to identify
key factors for its implementation in the Hotel Ordoño, in the Gibara tourist destination. The methodology was structured in four stages that included the search for information in the Scopus database, the calculation of bibliometric indicators using Biblioshiny and VOSviewer, the identification of key factors of creative tourism through the content analysis of impact articles, and the SWOT analysis for
the implementation of creative tourism in the Hotel Ordoño, of the Gibara tourist destination, and the
SWOT analysis for the implementation of creative tourism at Hotel Ordoño. The results highlighted
237 articles on the subject, Álvaro Dias being the most prolific author. The journals Current Issues in
Tourism and Annals of Tourism Research were identified as the most relevant. The following thematic axes were identified: the co-creation of the creative tourism experience, the practice of innovation in the tourism experience and the use of the local community as a resource for creative tourism. The implications for tourism management highlighted the importance of creative tourism in the creation of authentic experiences, far from traditional mass tourism. The Hotel Ordoño in Gibara was presented as an example of potential for the development of this type of tourism. The study concluded that creative tourism offers an alternative to extend tourist stays and mitigate seasonality.