CREATIVE ECONOMY AS AN ALTERNATIVE FOR LOCAL DEVELOPMENT: PUBLIC POLICIES AND THE CONTRIBUTIONS OF CULTURE AND TOURISM IN THE MUNICIPALITY OF GUARATINGUETÁ/SP

Abstract

The Creative Economy (CE) is defined as a set of economic activities based on knowledge. The intensive use of creative talent, incorporating techniques or technologies, adds value to the intellectual and cultural capital. Furthermore, the association between culture, tourism, and creative economy generates wealth and favors development. Thus, this study investigates how the creative economy is structured in Guaratinguetá-SP from the cultural and tourism dimensions and its contribution to local development. The methodology used was a bibliographical survey and documentary research referring to the CE, with a qualitative approach. The data were collected from the Transparency Portal of the City Hall, public sites such as IBGE, and reliable private sites such as FIRJAN.  In the latter, data were collected regarding the mapping of the Creative Economy in the municipality, carried out by the FIRJAN Institute for Municipal Development between the years 2010 and 2017. The results showed that, even with the reduction in the participation of the creative sector in the Brazilian market between the years 2015 and 2017, the sector shows a strong growth trend. It was also found that the territorial heritage of the municipality of Guaratinguetá is an important vector regarding to the growth of the creative sector, and tourism, aligned with the historical-cultural aspects, is the basis of CE in the municipality in question. The investment policies aimed at tourism and culture have increased, based on the understanding that the cultural sector, along with the tourism sector, can contribute to economic growth and development. In conclusion, one can affirm that the CE constitutes a crucial vector for local development, contributing to the generation of employment and income for the municipality.