THE MEANING OF CREATIVE ECONOMY IN THE MINANGKABU COMMUNITY IN THE WEST SUMATRA TOURISM DESTINATION AREA, INDONESIA

The aim of this project was to analyze the meaning of the creative economy in the Minangkabau community in the tourist destination area of West Sumatra. This research uses a descriptive qualitative approach. This research was from the province of West Sumatra. Data collection by observation, Focus Group Discussion (FGD), and in-depth interviews. The results showed that the creative economy had created economic added value, increased tourism, and strengthened local culture. Economic actors' actions in tourist destination areas prioritize rational economic actions and do not consider economic motives. The creative economy is not influenced by local habits or culture in taking action so that economic actors prioritize earning profits. The meaning of the Minangkabau community's creative economy in the tourist destination area is action prioritizing profit, action-oriented towards prospects, the action being accessible to all levels, action prioritizing opportunities, and actions have attractiveness and habits. It is shown that these creative economic actions tend to ignore the socio-cultural elements of local products. Cultural values drive the development of the creative industry in West Sumatra. The attractiveness and habits of local tourists and tourists from mancanagara (foreign tourists) become capital and action in the creative economy.