THE ROLE OF IMAGINATION AND CREATIVITY IN THE PRODUCTION AND CONSUMPTION OF AVITOURISM

Abstract

Creativity and imagination can be said to serve as cornerstones in the nexus of science, philosophy, and the humanities. Similarly, creativity and imagination can serve as the foundation for the way in which avitourism is produced and consumed. Avitourism involves the practice of travelling to places outside one’s usual environment and engaging in birdwatching activity. This study is an investigation into the role of creativity and imagination in how avitourism destinations as well as service providers develop birdwatching experiences for tourists. The conception of avitourism products, such as birdwatching tour packages including the facilities and ancillary services that are offered to visitors, are a reflection of creativity and innovative use of natural and man-made resources combined with scientific knowledge. The ultimate goal is to ensure engaging, fulfilling, and sustainable birdwatching experiences for tourists. On the operational level, birding guides use their communicate their knowledge of science and natural history, reinforced by years of experience in the field, to inform and enrich avitourists’ experiences. The skills in communicating this knowledge in a way that engages the audience cannot be understated. Similarly, birdwatching destinations harness creativity and imagination in developing infrastructure that maximises their birding potential and visitor experiences, but is also aligned with sustainability principles. Through this analysis, this paper underlines the importance of creativity and innovation in providing satisfying avitourist experiences, while also promoting sustainability and conservation of birds and their habitats.