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Abstract Creativity has been engaged as a new way of developing tourism destinations, and this brings consequences for tourists and for the destinations themselves. Hence the need to measure the levels of creativity displayed by a specific tourist destination. To this end, an aggregate composite index is proposed, labelled Creacity , capable of evaluating spatial, environmental and institutional creativity in Spain's urban‐cultural destinations, taken as an example. The findings and methodology proposed pave the way to apply creativity as a key element in tourism competitiveness, in a clear bid to promote the Economics of Creativity, moving beyond the concept of Creative Economics.
Fernández et al. (Tue,) studied this question.