Background and Objective: The development and implementation of creative tourism indicators, as one of the key pillars of urban regeneration and sustainable development, is inextricably linked to cultural, artistic capacities, and local potentials in attracting human and symbolic capital. In the meantime, the metropolis of Ahvaz, despite its rich cultural and ethnic diversity, tangible and intangible attractions (such as the Karun River and modern industrial heritage), faces specific challenges such as harsh climatic conditions, the phenomenon of micro-dust, and the lack of regenerative infrastructure, which impose special structural vulnerabilities on its tourism sector. Therefore, it is essential to move beyond traditional tourism management and move towards creative approaches. The present study aims to identify and prioritize the indicators and criteria of creative tourism in the metropolis of Ahvaz in order to provide a platform for enhancing the capabilities of this metropolis in facing environmental challenges and optimally utilizing its cultural capacities and creative potentials.
Methodology: The present study was conducted using a mixed approach (qualitative-quantitative). In the qualitative section, through a review of the research literature and semi-structured interviews with experts and specialists in the fields of urban planning, tourism management, and cultural studies in the metropolis of Ahvaz, the initial indicators of creative tourism were identified. In the quantitative section, multi-criteria decision-making methods (SIWEC) were used to weight, screen, and prioritize the identified indicators based on the opinions of the elites. The statistical population of this study included university professors, managers, senior experts of the Cultural Heritage and Tourism Organization, and experts active in the fields of urban management and planning in the city of Ahvaz. The statistical sample in the qualitative section was selected purposefully (theoretical saturation) and in the quantitative section using the judgmental sampling method.
Results and Findings: The results of the study showed that the indicators of “cultural and artistic capacities” (0.171) and “identity and authenticity” (0.161) have the highest priority in Ahvaz’s creative tourism, while “smart tools” are ranked the lowest. This prioritization proves that the flourishing of tourism in this metropolis requires, above all, reliance on an experience-oriented and participatory approach. Finally, from the experts’ perspective, strengthening the soft flows of identity and immersing tourists in the local atmosphere (such as local music, historical storytelling, and the revitalization of industrial buildings) has much greater effectiveness and immediate priority than hardware and digital infrastructure.