The Role of Women’s Creativity in the Development of Intangible Cultural Heritage with Creative Tourism Approach (Case Study: Uraman Region)

Nowadays, creativity has become a strategy in tourism development; cities and regions that want to increase their attractiveness to the creative class must support creative industries. Intangible cultural heritage (ICH), as a unique advantage in the tourism industry, provides global competitiveness for the community, and sustainable tourism approaches are needed to achieve successful transition and promote ICH as a sustainable tourism resource. . Accordingly, the purpose of this study is to investigate the role of women's creativity in the development of intangible cultural heritage with a creative tourism approach. The statistical population of this study is women in the Uramanat region as well as tourists in the region and a sample of 360 people from each community was selected by purposive and available sampling. Creativity with measurement approach and value creation and development of intangible cultural heritage with the dimensions of preserving originality, empowerment, preserving the meaning of content, emphasizing identity, parallel development of tourism, and heritage protection was measured by a researcher-made questionnaire whose validity was assessed using construct validity. Cronbach's alpha and composite reliability were used for instrument reliability, both of which were acceptable. The studied model was tested using the least-squares approach. Findings showed that creativity has a significant positive effect on the development of intangible cultural heritage. The conclusion is that in many destinations, not only the development of creative tourism, which is one of the