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Advisor(s)
Abstract(s)
O autor propõe uma reflexão sobre o contributo da valorização do património cultural como suporte da diferenciação, atractividade e autenticidade, elementos essenciais para a qualificação de determinado lugar ou região, se devidamente enquadrados numa estratégia de consolidação e valorização da imagem. Estuda o fenómeno vivido em Mértola, na sequência das acções de revitalização empreendidas, ancoradas, em larga medida, na divulgação pública e na pesquisa científica desenvolvida sobre achados arqueológicos de origem romana, islâmica (a maioria), e cristã, que vieram transformar uma região empobrecida em algo que representa um caso exemplar e diferente de valorização do património histórico/cultural no território nacional. Este caso serve para o autor sugerir um conjunto de medidas de carácter estratégico, apoiado na reflexão científica produzida no domínio do marketing de lugares ou destinos turísticos, procurando contextualizar a valorização do património cultural no desenvolvimento sustentável do território na época da globalização cultural.
The cultural heritage of a nation, or a people, should be counted as one of the key differentiators along with other attributes that make a location attractive to visitors. As such, authentic exam¬ples of local cultural heritage play a significant role in adding value to initiatives that draw at¬tention to a particular area or attempt to utilize its image. This study recounts a unique example in Portugal which occurred at Mértola, and highlights the sequence of initiatives to transform an impoverished region into a showcase example of how to leverage cultural and historical heritage for revitalization purposes by drawing public attention to the scientific studies surrounding artefacts, mostly of Arab origin, but including Roman and Christian artefacts as well, that were found on the site. Using this case as an example, the author suggests a series of strategic measu¬res that could be used for leveraging local cultural heritage in its entirety along with scientific or archaeological findings as key differentiators from the marketing perspective to attract visitors, and thus make tourism a more viable option in the long term development of a region during this time of relentless cultural globalization.
The cultural heritage of a nation, or a people, should be counted as one of the key differentiators along with other attributes that make a location attractive to visitors. As such, authentic exam¬ples of local cultural heritage play a significant role in adding value to initiatives that draw at¬tention to a particular area or attempt to utilize its image. This study recounts a unique example in Portugal which occurred at Mértola, and highlights the sequence of initiatives to transform an impoverished region into a showcase example of how to leverage cultural and historical heritage for revitalization purposes by drawing public attention to the scientific studies surrounding artefacts, mostly of Arab origin, but including Roman and Christian artefacts as well, that were found on the site. Using this case as an example, the author suggests a series of strategic measu¬res that could be used for leveraging local cultural heritage in its entirety along with scientific or archaeological findings as key differentiators from the marketing perspective to attract visitors, and thus make tourism a more viable option in the long term development of a region during this time of relentless cultural globalization.
Description
Mestrado em Marketing
Keywords
património cultural turismo território ambiente memória imagem Cultural heritage tourism territory environment memory image
Pedagogical Context
Citation
Pedroso, Pedro Manuel de Azevedo e Silva. 2007. "Valorização do Património Cultural: o caso de Mértola". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão