Developing a regional economy through creative industries: Innovation capacity in a regional Australian city

Abstract

Creative industries are driving economic growth across the world with their employment of innovation methodologies, including Co-creation and Design Thinking, which has spawned disruptive but beneficial business models. Creative industries are, therefore, cross-pollinating their ideas within other business sectors, primarily in major urban areas. This study examined whether those same innovation methodologies are used and can grow a regional economy, specifically in Townsville, Australia. Surveys and interviews were employed to gauge local business demand for creative industries services and also the creative industries sectors? understanding of human-centred innovation methodologies and the potential for their use. Survey and interview results indicate confusion about the specifics of innovation methodologies ? particularly in engaging with the end-users of services ? but there is a general support for their use in the wider business community. Interviews with business owners highlighted a willingness to engage with regional creative industries, but concerns were raised about the affordability of such business services when compared to services offered in major urban centres. The findings propose that there is strong potential for creative industries to grow a regional economy, in this case Townsville in northern Australia, but only if the creative sector markets itself better to the wider business community.