Tourism Creative Product Modeling: Development of 4P's Model (People, Process, Place and Product)

Dynamic environments of tourism industry and also immediate changes in tourist demands, have created the needs to provide creative products and services. This study aims to evaluate the 4P model (People, Process, Place and Product) in areas of Activists Creativity in Tourism Industry. This study used quantitative and survey research. And the population of the study consisted of activists of tourism industry in the city of Ramsar which itself consisted of 1009 people. The sampling method used was simple random and the sample included 278 participants through Morgan Table. After distributing 350 questionnaires, only 324 usable questionnaires were collected. Hypotheses Test was performed through techniques of structural equation modeling (SEM) by using LISREL 8.5 software. Findings showed that all relationships in the 4P model of creativity (the effects of people on place, of people on process, of place on Product and of process on Product) have significant coefficient and all the hypotheses have been confirmed. Creativity in Activists of Tourism Industry in the city of Ramsar needs to integrate its features (people, place, process and product), especially by focus on creative people and identify them during recruiting; because of it provide field of incidence creative place, creative work process and therefore creative product.