Abstract
This study aims to investigate the determinants that contribute to the sustainable development of creative tourism, a transformative shift from traditional cultural tourism which possess high economic potential. Grounded in stakeholder theory, a qualitative approach was employed to explore the perspectives of 23 existing suppliers of creative tourism in the Greater Bay Area, China, through semi-structured, in-depth interviews with key management in exiting business, this study uncovers determinants for the development of creative tourism. The findings shed light on the significance of fostering creative synergies and their implications for sustainable growth in the industry. While a positive attitude from suppliers is crucial, this study emphasizes the importance of mutual understanding of creativity to generate momentum, integration of local culture and regional knowledge, and the development of creative products. Moreover, removing barriers faced by suppliers such as a lack of financial support, insufficient government policies and regulations, and inadequate infrastructure is imperative for sustainable development. This research significantly contributes to the existing body of knowledge by providing an overview of the current research status on suppliers' perspectives towards creative tourism. It offers valuable directions for future scholarly inquiry in this field. Moreover, the research offers valuable insights that can assist policymakers and destination planners in developing efficient policies and sustainable planning approaches.