TY - JOUR KW - World Heritage Site (WHS) KW - Creativity KW - Culture KW - Intangible cultural heritage (ICH) KW - Sustainability AU - Siow-Kian Tan AU - Hui-Hui Lim AU - Siow-Hooi Tan AU - Yon-Sin Kok AB - The purpose of this study is to understand the elements of creativity, as well as to what extent and how creativity serves as a tool in preserving the intangible cultural heritage (ICH) at World Heritage Sites (WHSs). A WHS will lose its uniqueness if the ICH disappears. Hence, it is important to determine how creativity may sustain the ICH. In-depth interviews, and participant and nonparticipant observations were conducted, and a 5As—actor, audience, affordance, artifact, and apprentice—cultural creativity interaction model was constructed. These elements of cultural creativity may serve as a guideline for different stakeholders in sustaining the status of a WHS. BT - Journal of Hospitality and Tourism Research DA - mar DO - 10.1177/1096348019886929 LA - English M1 - 3 N1 - Publisher: SAGE Publications Inc. N2 - The purpose of this study is to understand the elements of creativity, as well as to what extent and how creativity serves as a tool in preserving the intangible cultural heritage (ICH) at World Heritage Sites (WHSs). A WHS will lose its uniqueness if the ICH disappears. Hence, it is important to determine how creativity may sustain the ICH. In-depth interviews, and participant and nonparticipant observations were conducted, and a 5As—actor, audience, affordance, artifact, and apprentice—cultural creativity interaction model was constructed. These elements of cultural creativity may serve as a guideline for different stakeholders in sustaining the status of a WHS. PY - 2020 SP - 439 EP - 471 T2 - Journal of Hospitality and Tourism Research TI - A Cultural Creativity Framework for the Sustainability of Intangible Cultural Heritage UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85075029970&doi=10.1177%2f1096348019886929&partnerID=40&md5=fc310573003b360a080d6720500606ad VL - 44 SN - 10963480 (ISSN) ER -