EMBAIXADA DE PORTUGAL NO BRASIL: Quinta do Douro no top 9 do enoturismo mundial

EMBAIXADA DE PORTUGAL NO BRASIL: Quinta do Douro no top 9 do enoturismo mundial

Tourism and the economy of dreams

Adriana Brambilla

Tourism plays a significant role in the global economy with the job creation, ,the multiplier effect on the economy, the contribution to Gross Domestic Product , among other things Recently tourism has emerged and found many opportunities in so-called economy of dreams. According to Pine and Gilmore (1999), the economy of Dreams, also called the experience economy, is characterized by presenting four factors: education, entertainment, aesthetics and involvement. By analyzing these factors from the point of view of tourism, we realize that this economy is a great opportunity for the further development of tourist areas. Tourism enables tourists to education, ie, the activities offered allow some kind of learning, even if the travel is for leisure purposes only; the entertainment that can be understood as a moment  to travelers  "breaking the routine," to relax.; the aesthetic that we can understand how the appearance, packaging, and in the case of tourism the natural landscapes and the historical monuments, for example; and the involvement that  can be seen as the growing interest of tourists in the know and join the reality of the place visited Therefore, we can perceive through literature and of  reports of tourists and of the tourism trade., the importance of tourism in the economy of dreams. It is essential to observe the needs of tourists and take advantage of tourism opportunities to increase its participation in the economy and the development of tourist areas.

Versão em Inglês

WINE TOURISM AND CULTURAL HERITAGE


Brambilla, Adriana

Abstract

Based on the understanding that tourism is an activity of great growth around the world, it’s possible to see its impact in places where it has developed haphazardly and without a sustainable management. In this case we can see the mass tourism, generally characterized by broad dissemination and little concern for infrastructure, protection of natural and cultural resources and with outcomes for local people. Contrary to this, some tourist segments for their own goals and profiles of tourists can generate benefits in a sustainable way for the receiver core. As an example we can mention the wine tourism. It may be noted that one of the main goals of wine tourism is to experience the local reality. Tourism activities linked to wine production for many countries are now alternatives for regional development. Dolgner and Costa (2003) explain that "the wine tourism, coupled with a marketing strategy, will have as primary objective the promotion of regional development in a perspective economic, social, cultural and environmental" Thus, this study intends to discuss wine tourism as a way innovative preservation of cultural heritage to be developed in destinations where you have the winemaking. To achieve the objective of this research literature searches were made in books, websites, scientific journals, in order to perform an initial exploratory study, which will continue in a doctoral program. The concept used in this paper for cultural heritage is that of Boyd (2002, p. 213) for presenting the entire breadth of the term, considering that "heritage should be divided into: natural (places of extraordinary beauty), culture (customs), industrial and personal (issues that have meaning to a person or group of persons) and also proposes that the forms of recreational tourism practiced within a heritage property, whether natural or cultural, are classified as cultural tourism. " The wine tourism, according to Hall and Sharples (2003), can be defined as the visit to the wineries, the wine festivals, the shows, in order to taste the wines produced in these regions visited. Costa (2009) adds that these activities, as the experience of watching the manufacture of wine, try out the different types of wines produced in a given region, taste the local cuisine and learn about the customs regionally is a special form of direct contact with the culture. According to Inácio and Cavaco (2010), "wine tourism has emerged after the Second World War, with visits to cellars and wineries, but only in the nineties, the phenomenon appears to be autonomous". Tourism has been divided into several segments and niches in order to meet consumer expectations. As a result of this division, has been the emergence of various tourism products that will not only adapting to the demand, but also the characteristics of the local, which has enabled the implementation of tourism activities in various locations, not just in large urban centers or in places of sun and sea. Regions before, from the point of view of mass tourism, without any tourist attraction have become highly attractive for tourism, after the definition of tourist segments. According to Oliveira (2003) the specificity of wine tourism lies in rural areas, especially in less developed regions, their place of development, since these areas retain their original features. The wine tourism to arouse interest in local heritage contributes to the conservation of buildings, history, crafts, food, among others. An example is the Biltmore House in North Carolina, United States, a house, with 250 rooms, that now has its main source of income from the wine tourism and gastronomic tourism. As a result, tourism has been a factor of economic revitalization and of cultural affirmation. (www.furb.br). According to Oliveira (2003), one of the great attractions of wine tourism is the high average daily spending of tourists, and the fact that wine tourist seek to know places that have retained the characteristics and ethnographic authenticity, encouraging the protection of traditions and the environment as a means of perpetuate tourism. By valuing these populations, encourages the preservation of national heritage, enables the active community participation in the organization of tourist activities and the insertion in the labor market. Keywords: wine tourism, culture, preservation

References

CAVACO, Carminda e INÁCIO, Ana Isabel. Enoturismo em Portugal: forma de desenvolvimento regional e afirmação cultural local. Revista Turismo e Desenvolvimento. Nº 13/14/2010. Vol.2.
COSTA, A; DOLGNER, R. O enquadramento legal do Enoturismo. 1º Encontro do Turismo em Espaço Rurais e Naturais. Escola Superior Agrária de Coimbra, 2003  COSTA,Ewerton Reubens Coelho. Enoturismo retomando o culto a Baco através do turismo. eGesta, v. 5, n. 3, jul.-set./2009, p. 27-38eGesta - Revista Eletrônica de Gestão de Negócios da Universidade Católica de Santos HALL, M., SHARPLES,L The Consumption of Experiences or the Experience of Consumption? An Introduction to the Tourism of Taste In Hall, M. et al. Food Tourism Around the World. Oxford: Elsevier,2003
OLIVEIRA, Simão Pedro Ravara de. O Turismo Gastronômico e o Enoturismo como potenciadores do Desenvolvimento Regional. Escola Superior de Tecnologia do Mar - IP

www.jornaldeturismo.com.br. < acesso em 30/03/2010>  www.gastroonline.com.br < acesso em 05/04/2010>
www.furb.br < acesso em 05/04/2010>

Versão em inglês