THE IMPLEMENTATION OF DUAL PATHWAY CREATIVITY MODEL IN TOURISM SECTOR IN WEST SUMATRA

Mega Asri Zona, Arif Adrian

Abstract


This research examined the implementation of the Dual Pathway Creativity Model (DPCM) as a function of cognitive flexibility and cognitive persistence in employees working at companies engaged in the tourism sector in West Sumatra. Dual Pathway Creativity Model (DPCM) suggests a more comprehensive theory about employee creativity. DPCM argues that a flexible and pleasant environment can encourage flexibility and creativity. However, problems and a less flexible environment might also encourage creativity, but through a different process compared to a flexible environment. This research used a purposive sampling technique with 96 respondents, consisting of employees working in the tourism sector. The results showed that cognitive flexibility had a positive effect on employee creativity in the tourism sector in West Sumatra, while cognitive persistence had a negative effect on employee creativity in the tourism sector in West Sumatra.

Keywords


creativity, cognitive flexibility, cognitive persistence, dual pathway creativity model (DPCM), tourism

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DOI: http://dx.doi.org/10.26487/hebr.v3i2.1993

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Hasanuddin Economics and Business Review (ISSN Print: 2549-3221 | ISSN Online: 2549-323X ) is licensed under a Creative Commons Attribution 4.0 International License. Preserved in LOCKSS, based at Stanford University Libraries, United Kingdom, through PKP Private LOCKSS Network program.

 

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