Global competition has challenged destinations in devising new ways to enhance image and awareness, so they can be perceived as attractive to visitors. Storytelling is gaining increasing importance in destination marketing by adding emotional value to products. Stories impact positively on tourist involvement in experiences, as well as on destination differentiation. Furthermore, visitors' identification with destination stories seems to increase whenever stories are perceived as authentic. Ílhavo's history as a fishing community deeply connected with the sea developed from traditional cod fishing techniques. The history of this Portuguese community has helped shaping a new and distinctive narrative that sustained its positioning as a cultural destination around the identity “the Portuguese cod fishing capital”, the gem of Portuguese cuisine, and a major symbol of the country itself.
A Região Demarcada do Douro (Portugal), a mais antiga, maior e mais heterogénea região vinícola do mundo, foi criada em 1756. Desde aí tem vivido um contínuo processo de evolução, sendo de destacar os efeitos positivos da entrada de Portugal na União Europeia e, sobretudo, a mais recente classificação do Alto Douro Vinhateiro como Património Mundial pela UNESCO. Mas como vive a região o seu dia a dia, como se organiza, que relações são estabelecidas dentro dela e fora dela, como se concretizam, como e quem detém o poder, que momentos na sua história causaram mudanças, quais os seus efeitos, como influenciaram o seu desenvolvimento? O objetivo base deste trabalho é analisar e interpretar a Região Demarcada do Douro, e assim responder a estas questões, recorrendo à teoria semiótico-cultural de Iuri Lotman, numa abordagem inovadora, incidindo em especial sobre conceitos essenciais como semiosfera, fronteira, centro e periferia, explosões e tradução. Foi possível identificar na sua estrutura, organização e vivência, nas relações que se estabelecem dentro dela e fora dela, as principais características do pensamento de Lotman, nomeadamente ao nível das fronteiras, do centro e da periferia, das explosões e da tradução. São ainda apontados caminhos a seguir pela Região no futuro, à luz dos princípios da semiosfera lotmaniana.
Experience co-creation has received much attention in tourism, events, and festivals literature. Often shared and consumed collectively, those experiences positively affect visitors’ satisfaction, the volume of expenditure, and levels of happiness, being essential for businesses, attractions, and destinations. As add-ons, co-creation experiences can play a significant role in diversifying and differentiating the supply of cultural events while contributing to fostering events and festivals as tools of territorial development. Within this context, this exploratory research aims to analyse the characteristics of co-creation experiences developed in three cultural events. Considering participation and personalisation as two relevant dimensions of experience co-creation, this paper analyses how they can be applied in the context of cultural events. The study follows a comparative approach, describing three cases of cultural events on the central coast of Portugal (Aveiro region). The methodology was based on participant observation and documental analysis of secondary data, namely the events and festivals characteristics, cultural programs, websites, and promotional materials. Major results indicate that two of the three events analysed have better conditions for the participation of visitors and the local communities, mainly due to the considerable number of activities that provide active participation and learning. On the other hand, one of the festivals fosters better conditions for the personalisation of services and experiences compared to the others, mainly due to the venue's characteristics and the way the program is designed. In that sense, the paper highlights the potential for the inclusion of co-creation experiences in events and festivals, providing a set of good practices for events and festival organisers and other tourism agents such as tourism businesses, tourism professionals, and local communities.
Tourism is considered an important tool for the economic growth of territories. However, in an increasingly competitive market, for destinations to stand out from others, it is crucial to build their image considering attributes that are important not only for tourists but above all, for local communities and stakeholders. Additionally, for territories to preserve their functional and symbolic dimensions, it is important to invest in clustering and networking strategies that may strengthen them at local and global levels. In that sense, this chapter presents the trajectory of Ílhavo, a municipality in central Portugal, that reformulated its territorial strategy by defining the sea as the core element that links its past, present, and future. Furthermore, the chapter describes the implementation of the aforementioned strategy, from 1998-2018, reflecting on their implications in terms of brand image and tourism development.
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