Creative tourism for the development of tourism entrepreneurship in Latin America

Innovation and entrepreneurship in tourism are favourable for the development of a diversified offer and according to the visitor's demands. At the same time, both are capable of generating new tourism benefits for the local economy with the emergence of new businesses that will generate jobs. These entrepreneurial companies offer tourism packages that include community activities based on local culture and history. The activities motivate the visitor, and the visitor becomes involved in the cultural experiences offered by the destinations; from that moment on, what is known as “creative tourism” is generated. The objective of this study is to analyse creative tourism for tourism business ventures in Latin America. A systematic review of the literature on creative tourism, which favours the development of tourism entrepreneurship, has been carried out. The search process followed the guidelines of the Prisma protocol, and the Scopus, WoS and ProQuest databases were used to carry it out. The results revealed that 20 papers were included in the review; the majority (10) presented a qualitative methodology, while the year 2021 presented the largest number of publications referring to creative tourism. It was found that there is little literature on creative tourism and tourism entrepreneurship as aspects examined together. On the other hand, it was established that investment in tourism favours entrepreneurship through the development of creative tourism. The most used tourism strategies in Peru, Brazil and Chile were the Poverty Reduction and Alleviation Project and Haku Wiñay, as well as workshops, book presentations, forums, talks and conferences. It was concluded that creative tourism plays an important role in the creation and development of tourism ventures in the towns, localities and cultural spaces of a country. In this way, the development of better tourism infrastructures and the obtaining of greater investments are promoted.