Douglas, AnneliHoogendoorn, GijsbertRichards, Greg2024-10-312024-10-312024Anneli Douglas, Gijsbert Hoogendoorn & Greg Richards (2024): Millennials as potential creative tourists in South Africa: a CHAID approach to market segmentation, Journal of Policy Research in Tourism, Leisure and Events, DOI: 10.1080/19407963.2023.2205146.1940-7963 (print)1940-7971 (online)10.1080/19407963.2023.2205146http://hdl.handle.net/2263/98854Creative tourism has recently emerged as an important area of tourism development, particularly in the Global North. In the Global South, studies of the profile of creative tourists and their motives for partaking in creative tourism are limited. This paper investigates creative tourism demand among South African millennials, analysing what motivates their participation and developing a descriptive consumer profile. CHAID analysis was used for segmentation, revealing a group with a high participation intention and a second group with a low probability of creative tourism participation. Creative tourism intentions were linked to knowledge acquisition, skills and escape motivations, and demographic characteristics including relationship status and gender. Respondents were more likely to participate in domestic rather than international creative tourism, indicating the potential for creative tourism development in South Africa. The findings could help managers and policymakers meet the needs of creative tourists, addressing shortfalls in product development, experience design and marketing.en© 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/ licenses/by/4.0/).Creative tourismProfilesMotivationSouth Africa (SA)MillennialsSDG-08: Decent work and economic growthArticle