Creative tourism is a relatively new field of research with most attention directed to creative tourism activities in large cities. Little research has been conducted on creative tourism development strategies in extra-metropolitan contexts. The CREATOUR project aimed to improve understanding of the processes (under different conditions and situations) through which creative tourism activities can be developed, implemented, and made sustainable. This article reports on a national analysis of approaches developed by the project’s participating organizations to offer creative tourism initiatives. At an organizational level, we found five main models: Stand-alone offers, repeated; series of creative activities and other initiatives under a common theme; localized networks for creative tourism; small-scale festivals that include creative tourism activities; and creative accommodations. At a broader community level, creative tourism initiatives can inspire new ideas and avenues of activity and contribute to cultural vitality and potential regeneration dynamics through reinforcing distinctive elements of local identity, instigating flows and connections between the locale and the external, and serving as platforms for local collaboration, exchange, and development. In the time of COVID-19, enhancing connections with other organizations locally and regionally can contribute to wider initiatives and the development of community-based regeneration strategies.

Purpose: Given limited research about how artisans become integrated into tourism, the purpose of this paper is to investigate the emergence of artisan entrepreneur–mediators who link artisans to tourism in rural areas and small cities in Portugal. Using social embeddedness as a conceptual framework, this paper views artisan entrepreneur–mediators as existing within an entrepreneurial ecosystem. The paper investigates their role within this ecosystem and how social networks influence the artisan entrepreneur–mediators’ roles in connecting artisans to creative tourism. Design/methodology/approach: The paper is based on new (2017 and 2018) empirical evidence developed through two rounds of semi-structured interviews of five artisan entrepreneur–mediators. Findings: This paper finds that artisan entrepreneur–mediators in rural areas or small cities take on multiple roles as networking agents who organize and offer creative tourism experiences, providing the missing link between artisans and tourists. An analysis of the nuances of the operations of these artisan entrepreneur–mediators suggests that high levels of social embeddedness within local rural communities are important in order for these neo-rural entrepreneurs to attain their goals. Originality/value: Originality lies in the identification of a gap in artisan entrepreneurship literature in a rural context. It is the first time that a critical analysis of artisan entrepreneur–mediators who facilitate the link between artisans and tourism is carried out in terms of social embeddedness, their roles and connections to creative tourism, and types of community engagement.

Purpose: This paper aims to contribute to entrepreneurship theorising by highlighting the salience of feminine caring positions in creating novel entrepreneurial roles and investigating how these roles contribute to community resilience. Using a critical feminist economics lens, alternative conceptualisations of the economy are expanded upon to reveal how an economic externality influences entrepreneurial discourse, gender roles and community resilience.Design/methodology/approach: In this interpretive approach, empirical evidence is drawn from six months of intensive ethnographic research with 20 tourism handicraft micro-entrepreneurs in Crete and Epirus, Greece, in 2012 and hence in the context of a macroeconomic crisis. Ethnographic interviewing and participant observation are used as the methods to achieve the research objectives.Findings: Thematic analysis is used to investigate how gender roles and entrepreneurial roles interact and how this interaction influences community resilience to an economic crisis. Using the critical theory to critique neoclassical economics interpretations of entrepreneurship, it becomes evident that politico-economic structures perpetuating feminised responsibility for social reproduction configure feminine entrepreneurial roles, and these roles have a positive effect on increasing community resilience. By conceptualising entrepreneurial involvement as being primarily for community gain, participants highlight how feminine entrepreneurial discourse differs from the neoclassical economics entrepreneurial discourse of entrepreneurial involvement being primarily for individual gain.Social implications: This paper contributes to theoretical advancements on the role of gender in entrepreneurship and community resilience by investigating the entrepreneurs’ gendered responses to an exogenous shock. Providing insight into the role gender has in entrepreneurial adaptation and sustainable business practices means that new policies to combat social exclusion and promote rural development can be formulated.Originality/value: The theoretical interplay between gender and entrepreneurship is investigated from a novel angle, that of critical feminist economics. The relationship between feminised interpretations of entrepreneurship and community resilience is brought to light, providing a unique insight into entrepreneurial resilience.

Purpose: The purpose of this paper is to address the gaps in research on strategic planning for the social impacts of small-scale events in rural areas and small cities. This is achieved by investigating the social utility inferred by small-scale art festivals with a creative tourism element in terms of increasing social capital and positive social change, from an event stakeholder perspective.Design/methodology/approach: The identified gap in knowledge is addressed by using interviews and fieldnotes from participant observation to co-create meaning with the organizers of four small-scale art festivals in small cities and rural areas in Portugal. Theoretical frameworks relating to creative tourism development and social capital creation are used to analyze the social utility of small-scale art festivals.Findings: Creative tourism activities are integrated within small-scale art festivals in small cities and rural areas in various ways, mainly through art-related workshops. Significant empirical data give insight into how small-scale art festivals create social value by increasing the host community’s pride and reinforcing the social fabric of the festival’s local and “portable” community, in part through these creative tourism activities.Research limitations/implications: One of the limitations of this study is that it focuses on the perspectives and insights of the festival organizers. An analysis of the festival participants’ views, local community stakeholder analysis and community impact analyses would offer further insights into how the creative tourism experiences and other moments of shared meaning generation within small-scale art festivals influence the creation of social utility.Originality/value: This paper offers insights into how creative tourism activities are being integrated into small-scale art festivals in small cities and rural contexts, and how these activities foster social connections among festival participants and with the local community. This addresses significant gaps in the literature on strategic planning for the social impacts of events, particularly in the context of small-scale events in rural areas/small cities, and the strategic value of including creative tourism activities within small-scale festivals.