Local creativity and economic growth: Creative economic potential in developing village tourism area

The aim of this research is to identify the potential of the creative economy in depth and formulate a model for strengthening the creative economy that can increase the attractiveness of tourism in rural areas.
This research uses qualitative methods with a participatory action research approach. Data was collected through observation, structured interviews, and triangulation to obtain comprehensive information. The research results show that the villages that are the focus of the research have a variety of potential creative economic activities that can be a mainstay in supporting tourism activities. Support from tourism stakeholders is an important factor in strengthening creative economic activities in village areas. Thus, this research provides an in-depth view of the potential of the creative economy in rural areas and formulates a strengthening model that can increase tourism attractiveness and have a positive impact on the welfare of local communities.