Advances in Tourism, Technology and Smart Systems: Proceedings of ICOTTS 2019 [1st ed. 2020] 978-981-15-2023-5, 978-981-15-2024-2

Table of contents :
Front Matter ....Pages i-xviii
Front Matter ....Pages 1-1
Naturalistic analysis of tourist pedestrians’ spatial cognition (Andreas Gregoriades, Loukas Dimitriou)....Pages 3-13
Extracting Feeling From Food Colour (Vicente Casales-Garcia, Lledó Museros, Ismael Sanz, Zoe Falomir, Luis Gonzalez-Abril)....Pages 15-24
Social Media Influence: A Comprehensive Review in General and in Tourism Domain (Marlon Santiago Viñán-Ludeña, Luis M. de Campos, Luis-Roberto Jacome-Galarza, Javier Sinche-Freire)....Pages 25-35
Using Data Analytics to understand visitors online search interests: the case of Côa Museum (Aida Carvalho, Arlindo Santos, Carlos R. Cunha)....Pages 37-46
Cultural Tourism: using Google Arts & Culture platform to promote a small city in the North of Portugal (Sara Pascoal, Laura Tallone, Marco Furtado)....Pages 47-56
Smart Experiences in Tourism (Noelia Araújo Vila, Diego R. Toubes, Jose Antonio Fraiz Brea)....Pages 57-65
An Importance-Performance Matrix Analysis of the Factors Influencing US Tourists to Use Airbnb (Alicia Palmer, Suzanne Amaro, Luisa Andreu)....Pages 67-76
Most Important Contents in Travel Blogs: A Perspective from Brazilian Tourists (Josmar Andrade, Marcelo Fukuyama Sobata)....Pages 77-91
Virtual Accessibility on Digital Business Websites and Tourist Distribution (Agostinho Sousa Pinto, Eusébio Costa, Isabel Borges, Fátima Silva, António Abreu)....Pages 93-103
Infoaccessibility on the Websites of Inbound Markets of Portugal Destination (Isabel Borges, Fátima Silva, Eusébio Costa, Agostinho Sousa Pinto, António Abreu)....Pages 105-117
The Feedback Channels in a DMO: Case Study in Porto and North Tourism Association (Dália Liberato, Bárbara Carvalho, Pedro Liberato)....Pages 119-130
Innovative Destination Branding: “Porto.” (Teresa Dieguez, Oscarina Conceição)....Pages 131-140
Web Accessibility in the Tourism Sector: An Analysis of the Most Used Websites in Portugal (Maria José Angélico Gonçalves, Ana Paula Camarinha, António José Abreu, Sandrina Teixeira, Amélia Ferreira da Silva)....Pages 141-150
Construction of a Specific Glossary in Spanish of Tourism on the Moodle Platform: A Challenge and a Temptation for Students due to the Danger of Plagiarism (Maria Ivone Osório Cardoso)....Pages 151-160
The Implications of Digital Marketing and e-Commerce in the Tourism Sector Growth (Sandro Carvalho, João Vidal Carvalho)....Pages 161-170
Front Matter ....Pages 171-171
CRM as a Key Element in Online Commercialization: Analysis of Tourism Search and Metasearch Engines (Trinidad Domínguez Vila, Elisa Alén González)....Pages 173-188
Moving Toward Audio-Visual Narrative and Communication-Making Skills on Adults Education (Maria João Castro, Paula Peres)....Pages 189-198
The Video Guides at the Musei Civici in Rome: An Example of Technological Innovation in Touristic Cultural Heritage Experiences (Adele Magnelli, Davide Pantile, Roberta Falcone, Valeria Pizziol)....Pages 199-209
Forecasting and Estimation of Medical Tourism Demand in India (Manoj Ahire, Paula Odete Fernandes, João Paulo Teixeiral)....Pages 211-222
Administrative Management and Quality of Service: A Diagnosis in the MiPymes of the Hotel Sector of the Salinas Canton (Emanuel Bohórquez, Maritza Pérez, William Caiche, Arturo Benavides)....Pages 223-230
Discovering Tourist Attractions of Cities Using Flickr and OpenStreetMap Data (Farzad Vaziri, Mirco Nanni, Stan Matwin, Dino Pedreschi)....Pages 231-241
Mobile Tourist Recommendation System for Metro do Porto (Susana Martins, Milena Carvalho, Juliana Rodrigues)....Pages 243-252
The Workforce of the Future - Projects and Initiatives to Overcome the Challenges Enacted by the Digital Transformation (Anabela Mesquita, Adriana Oliveira, Arminda Sequeira, Luciana Oliveira, Paulino Silva)....Pages 253-262
Spatial and Temporal Concentration of Tourism Supply and Demand in Northern Portugal. Application of the Herfindahl-Hirschman Index (Paula Odete Fernandes, Alcina Maria Nunes, Cláudia Miranda Veloso, Eleonora Santos, Fernanda A. Ferreira, Manuel José Fonseca)....Pages 263-273
Knowledge Creation and Transfer in Tourism Innovation Networks (Filipa Brandão, Carlos Costa, Zélia Breda, Rui Costa)....Pages 275-287
Price-Setting Hotel Competition Under Uncertain Demand (Fernanda A. Ferreira, Flávio Ferreira)....Pages 289-295
Organizational Model for Public Sector Auditing Bearingin Mind Time Factor (Tatiana Antipova)....Pages 297-305
Machine Learning for Prediction of Business Company Failure in Hospitality Sector (José Henrique Brito, José Manuel Pereira, Amélia Ferreira da Silva, Maria José Angélico, António Abreu, Sandrina Teixeira)....Pages 307-317
Front Matter ....Pages 319-319
The Paradoxes in Development of Silk Way Tourism Product and Overcome of Them (Mukhambetov Temirkhan)....Pages 321-333
Women in Tourism Entrepreneurship in South Africa: Is it a Man’s World? (Athenkosi Ntanjana, Jacqueline Mangwane)....Pages 335-344
Promoting Firms’ Sustainability in Tourism Planning Through Employment (Eleonora Santos)....Pages 345-355
Differences in the Behavior of Tourist Expenditure According to the Sports Category of the Event: Evidence for a Master and Absolute Championship (Jesyca Salgado Barandela, Patricio Sánchez Fernández, Ángel Barajas Alonso)....Pages 357-367
Implementing Responsible Tourism Management Practices Without Support: A South African Case Study (S. Nanabhay, H. van der Watt, N. Tshipala, T. Madzunye, F. Sumbana, E. Oseifuah)....Pages 369-381
Do Cultural Tourism Firms Perform Better Than Their Rivals? (Eleonora Santos)....Pages 383-393
The Factors Deciding about the Popularity of Kayaking Tourism on Industrial Areas (Jaroslaw Cholewa)....Pages 395-404
Health Perception, Travel Concerns, and Senior Tourist Satisfaction (Teresa Medeiros, Osvaldo Silva, Sheila Furtado, Ana Moniz, Virgílio Vieira, Licínio Tomás)....Pages 405-414
The Effects of Senior Tourists’ Characteristics on Travel Motivation (Ana Isabel Moniz, Teresa Medeiros, Osvaldo Silva, Joaquim Ferreira)....Pages 415-425
Tourists’ Characteristics, Travel Motivation and Satisfaction (Osvaldo Silva, Teresa Medeiros, Ana Isabel Moniz, Licínio Tomás, Sheila Furtado, Joaquim Ferreira)....Pages 427-436
Strategic Direction and Customer Satisfaction: Case of the Tourist Transport Company Liberpesa S.A. (Emanuel Bohórquez, Maritza Pérez, Humberto Peña, Andrés Padilla)....Pages 437-446
Effects of Experience on Valuing a Tourist Event: A Theoretical Review and Propositions (Ana Pinto de Lima, Jorge Pacheco, Pedro Silva)....Pages 447-458
Dark Tourism Roadmap Proposal Using New Technologies: The Portuguese Chapels of Bones Example (Maria Inês Ribeiro Basílio de Pinho, Isabel Maria Ribeiro Tavares de Pinho)....Pages 459-475
Shopping Tourism: A Destination Management Perspective (Rui Silva, Zélia Breda, Filipa Brandão, Rui Costa, Carlos Costa)....Pages 477-487
Ecocultural Heritage, Tourism, Resilience and Landscapes Dynamics in Border Mountains of the Iberia Central Range (Gonçalo José Poeta Fernandes)....Pages 489-504
Literary Tourism: A Cultural Trip? (Ana Ferreira, Elisa Alén, Pedro Liberato, Dália Liberato)....Pages 505-515
Culinary Tourism and Food Trends (Pedro Liberato, Teresa Mendes, Dália Liberato)....Pages 517-526
Social Tourism Development and the Population Ageing: Case Study in Portugal and Spain (Maria Carlos Lopes, Dália Liberato, Elisa Alén, Pedro Liberato)....Pages 527-536
The Role of Events and Music Festivals in Urban Tourism: Case Study (Dália Liberato, Elga Costa, Pedro Liberato, Joaquim Ribeiro)....Pages 537-549
Local Accommodation in Portugal Provided by Autonomus Housing Unit. The Dichotomous Issue: Relevance to Tourism Development vs. Protect the Rights of Subjective Condomins (Olímpio Castilho, Iva Carla Vieira)....Pages 551-566
Experiential Marketing as Leverage for Growth of Creative Tourism: A Co-creative Process (Jéssica Ferreira, Bruno Sousa)....Pages 567-577
Front Matter ....Pages 579-579
Wellness Tourism in South Africa: Development Opportunities (Jacqueline Mangwane, Athenkosi Ntanjana)....Pages 581-592
A Framework for Universally Accessible Cultural Heritage Tourism Development and Management in Botswana (Olivia Nthoi)....Pages 593-598
Analysis of Scientific Production- Smart Tourism Destination, Technology and Sustainability (Célia Rafael)....Pages 599-613
Medical Tourism in Portugal – A Potential Niche Market (Fernanda A. Ferreira, Conceição Castro)....Pages 615-625
Landscape as a Tourism Resource: A Case Study in the Northern Region of Portugal (Dália Liberato, Fernanda A. Ferreira, Ana Filipa Azevedo)....Pages 627-639
An Analysis of the Shopping Behaviour of International Tourists: The Case of Porto (Rui Silva, Zélia Breda, Filipa Brandão, Rui Costa)....Pages 641-654
Eurocity Chaves-Verín, Cross-border Tourism Experience in the Iberian Peninsula (Dália Liberato, Elisa Alén, Pablo Rivera Búa, Pedro Liberato)....Pages 655-668
Visit Motivation Influenced by Distribution Channels: The Case of Paiva Walkways (Dália Liberato, Verónica Bernardo, Pedro Liberato, Elisa Alén)....Pages 669-680
Differentiation and Market Loyalty: An Approach to Cultural Tourism in Northern Portugal (Bruno Sousa, Armandina Silva, Alexandra Malheiro)....Pages 681-690
Tourism, Culture and Creativity: The Case of the CREATOUR Project in the Alentejo/Portugal Region (Noemi Marujo, Maria do Rosário Borges, Jaime Serra)....Pages 691-704
The Creative Tourist Experience in the Alentejo Region: A Case Study of the CREATOUR Project in Portugal (Noémi Marujo, Jaime Serra, Maria do Rosário Borges)....Pages 705-714

Citation preview

Smart Innovation, Systems and Technologies 171

Álvaro Rocha · António Abreu · João Vidal de Carvalho · Dália Liberato · Elisa Alén González · Pedro Liberato   Editors

Advances in Tourism, Technology and Smart Systems Proceedings of ICOTTS 2019

123

Smart Innovation, Systems and Technologies Volume 171

Series Editors Robert J. Howlett, Bournemouth University and KES International, Shoreham-by-sea, UK Lakhmi C. Jain, Faculty of Engineering and Information Technology, Centre for Artificial Intelligence, University of Technology Sydney, Sydney, NSW, Australia

The Smart Innovation, Systems and Technologies book series encompasses the topics of knowledge, intelligence, innovation and sustainability. The aim of the series is to make available a platform for the publication of books on all aspects of single and multi-disciplinary research on these themes in order to make the latest results available in a readily-accessible form. Volumes on interdisciplinary research combining two or more of these areas is particularly sought. The series covers systems and paradigms that employ knowledge and intelligence in a broad sense. Its scope is systems having embedded knowledge and intelligence, which may be applied to the solution of world problems in industry, the environment and the community. It also focusses on the knowledge-transfer methodologies and innovation strategies employed to make this happen effectively. The combination of intelligent systems tools and a broad range of applications introduces a need for a synergy of disciplines from science, technology, business and the humanities. The series will include conference proceedings, edited collections, monographs, handbooks, reference books, and other relevant types of book in areas of science and technology where smart systems and technologies can offer innovative solutions. High quality content is an essential feature for all book proposals accepted for the series. It is expected that editors of all accepted volumes will ensure that contributions are subjected to an appropriate level of reviewing process and adhere to KES quality principles. ** Indexing: The books of this series are submitted to ISI Proceedings, EI-Compendex, SCOPUS, Google Scholar and Springerlink **

More information about this series at http://www.springer.com/series/8767

Álvaro Rocha António Abreu João Vidal de Carvalho Dália Liberato Elisa Alén González Pedro Liberato •

•

•

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Editors

Advances in Tourism, Technology and Smart Systems Proceedings of ICOTTS 2019

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Editors Álvaro Rocha Department of Informatics Engineering University of Coimbra Coimbra, Portugal

António Abreu Institute of Accounting and Admn Polytechnic of Porto S. Mamede de Infesta, Portugal

João Vidal de Carvalho Institute of Accounting and Admn Polytechnic of Porto S. Mamede de Infesta, Portugal

Dália Liberato School of Hospitality and Tourism Polytechnic of Porto Vila do Conde, Portugal

Elisa Alén González Faculty of Business Sciences and Tourism University of Vigo Ourense, Spain

Pedro Liberato School of Hospitality and Tourism Polytechnic of Porto Vila do Conde, Portugal

ISSN 2190-3018 ISSN 2190-3026 (electronic) Smart Innovation, Systems and Technologies ISBN 978-981-15-2023-5 ISBN 978-981-15-2024-2 (eBook) https://doi.org/10.1007/978-981-15-2024-2 © Springer Nature Singapore Pte Ltd. 2020 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Singapore Pte Ltd. The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721, Singapore

Organizing committees

Honorary Chair Álvaro Rocha, University of Coimbra, Portugal

Honorary co-Chair Lakhmi C. Jain, University of Camberra, Australia

General Chairs António Abreu, Polytechnic of Porto, Portugal João Vidal de Carvalho, Polytechnic of Porto, Portugal Luis Ernesto Franchi, Universidad Abierta Interamericana, Argentina

Program Chairs Dália Liberato, School of Hospitality and Tourism, Polytechnic of Porto, Portugal Elisa Alén González, University of Vigo, Spain

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Organizing committees

Local Organizing Committee Vanesa Margarone, Universidad Abierta Interamericana, Argentina Natalia Salomón, Universidad Abierta Interamericana, Argentina Ezequiel Mateo Martinich, Universidad Abierta Interamericana, Argentina

Advisory Committee Ana García-Valcárcel, University of Salamanca, Spain André Riani Costa Perinotto, Federal University of Piauí, Brazil Carmen María Ramos, UNESCO Chair in Cultural Tourism Untref-Aamnba Buenos Aires, Argentina Carlos Costa, University of Aveiro, Portugal Eduardo Parra-Lopez, University of La Laguna, Spain Filipa Brandão, University of Aveiro, Portugal Francisco Javier Tejedor, University of Salamanca, Spain Hector Luis Vivas, National University of Río Negro, Argentina Jose Antonio Fraiz Brea, University of Vigo, Spain Juan Luis Nicolau, Virginia Tech, United States Juan Pulido-Fernández, University of Jaén, Spain Luis Paulo Reis, University of Porto, Portugal Maximiliano E. Korstanje, University of Palermo, Argentina Mirko Vera Campos, Instituto de Turismo - Universidad Austral de Chile, Chile Pedro Liberato, School of Hospitality and Tourism, Polytechnic of Porto, Portugal Ramiro Gonçalves, University of Trás-os-Montes e Alto Douro & INESC TEC, Portugal Stanislav Ivanov, Varna University of Management, Bulgaria Vicky Katsoni, University of Western Attica, Greece

Scientific Committee Agostinho Sousa Pinto, Polythecnic of Porto, Portugal Alejandro Peña, Universidad EIA, Colombia Alexandra Albuquerque, Polythecnic of Porto, Portugal Alina Badulescu, University of Oradea, Romania Amélia Silva, CEOS.PP & Polytechnic of Porto, Portugal Ana Azevedo, CEOS.PP & Polythecnic of Porto, Portugal Ana Branca Soeiro de Carvalho, Polytechnic Institute of Viseu, Portugal Ana Camarinha, Polythecnic of Porto, Portugal Ana Iglesias Rodríguez, University of Salamanca, Spain

Organizing committees

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Ana Lima, Polythecnic of Porto, Portugal Ana Paula Afonso, Polythecnic of Porto, Portugal Ana Paula Brandão, University of Minho, Portugal Anabela Mesquita, Polytechnic of Porto, Portugal Anacleto Cortez Correia, Portuguese Naval Academy, Portugal Anastasia Stratigea, National Technical University of Athens, Greece André Riani Costa Perinotto, Federal University of Piauí, Brazil António Fernandes, Polytechnic Institute of Bragança, Portugal Bruno Sousa, CITUR - Centre for Tourism Research, Development and Innovation, Portugal Cândida Silva, School of Hospitality and Tourism, Polytechnic of Porto, Portugal Carlos Peixeira Marques, University of Trás-os-Montes e Alto Douro, Portugal Catarina Nunes, Estoril Higher Institute for Tourism and Hotel Studies, Portugal Célia Ramos, ESGHT - University of Algarve, Portugal Célia Talma Gonçalves, Polytechnic of Porto, Portugal Clara Sarmento, Polythecnic of Porto, Portugal Conceição Castro, Polythecnic of Porto, Portugal Cristina Barroco, School of Technology and Management of Viseu, Portugal Daniel Pires Vieira, University of Brasília, Brazil Diana Foris, Transilvania University of Brasov, Romania Eduardo Parra-Lopez, University of La Laguna, Spain Elaine Scalabrini, Universidade da Região de Joinville - Univille, Brazil Eusébio Ferreira da Costa, Institute of Higher Studies of Fafe, Portugal Fernanda A. Ferreira, UNIAG & School of Hospitality and Tourism, Polytechnic of Porto, Portugal Fernando Oliveira Tavares, ISCET - Higher Institute of Business Sciences and Tourism, Portugal Filipa Brandão, University of Aveiro, Portugal Firmino Silva, Polythecnic of Porto, Portugal Flávio Ferreira, UNIAG & School of Hospitality and Tourism, Polytechnic of Porto, Portugal Francisco Silva, Estoril Higher Institute for Tourism and Hotel Studies, Portugal Gorete Dinis, Polytechnic of Portalegre, Portugal Guaracy Silva, Centro Universitário do Sul de Minas, Brazil Hector Luis Vivas, Universidad Nacional de Río Negro, Argentina Helena Costa Oliveira, Polytechnic of Porto, Portugal Hugo Sampaio, Polytechnic Institute of Cavado and Ave, Portugal Isabel Borges, Institute of Higher Studies of Fafe, Portugal Isabel Lopes, UNIAG & Polytechnic Institute of Bragança, Portugal Jimena Tomarelli, Universidad Abierta Interamericana, Argentina João Reis, Estoril Higher Institute for Tourism and Hotel Studies, Portugal Jose Antonio Fraiz Brea, University of Vigo, Spain José Avelino Moreira Victor, University Institute of Maia, Portugal José Braga de Vasconcelos, Universidade New Atlântica, Portugal Jose Luis Leiva Olivencia, University of Malaga, Spain

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Organizing committees

José Luís Reis, University Institute of Maia, Portugal Josep Ivars Baidal, University of Alicante, Spain Juan Luis Nicolau, Virginia Tech, United States Juan Pulido-Fernández, University of Jaén, Spain Katarzyna Leśniewska-Napierała, University of Lodz, Poland Konstantinos Solakis, University of Ioannina, Greece Lorena Escobar, Universidad Autónoma de Encarnación, Paraguay Lorena Rodríguez Campo, University of Vigo, Spain Luis Mota, University of Madeira, Portugal Luís Silva Rodrigues, Polythecnic of Porto, Portugal Luciano da Silva, University of Brasília, Brazil Elisa Alén González, University of Vigo, Spain Mafalda Teles Roxo, LIAAD-INESCTEC & FEP - University of Porto, Portugal Manuel Enciso García-Oliveros, University of Málaga, Spain Manuel Moreira da Silva, CEOS.PP & Polythecnic of Porto, Portugal Marco António Furtado, Polythecnic of Porto, Portugal Maria Inês Pinho, ESE - Polythecnic of Porto, Portugal Maria Isabel Ribeiro, Polytechnic Institute of Bragança, Portugal Maria João Castro, Polythecnic of Porto, Portugal Maria José Angélico, Polythecnic of Porto, Portugal Marisol Correia, University of Algarve, Portugal Matheus Guedes, Faculdade de São Lourenço, Brazil Mirna Medeiros, Universidade Estadual de Ponta Grossa, Brazil Mónica Oliveira, School of Hospitality and Tourism, Polytechnic of Porto, Portugal Nadia Czeraniuk, Universidad Autónoma de Encarnación, Paraguay Olimpio Castilho, Polythecnic of Porto, Portugal Oscar Navós, Escuela Argentina de Negocios, Instituto Universitario, Argentina Pablo de Carlos, University of Vigo, Spain Patricio Sanchez-Fernandez, University of Vigo, Spain Paula Odete Fernandes, UNIAG & Polytechnic Institute of Bragança, Portugal Raul Laureano, ISCTE - University Institute of Lisbon, Portugal Rodrigo Franklin Frogeri, FUMEC University, Brazil Romeu Lopes, Polytechnic Institute of Guarda, Portugal Rui Humberto Pereira, Polytechnic of Porto, Portugal Sandrina Teixeira, Polytechnic of Porto, Portugal Sandro Carvalho, Polytechnic Institute of Cavado and Ave, Portugal Sara Pascoal, Polytechnic of Porto, Portugal Sérgio Dominique, Polytechnic Institute of Cavado and Ave, Portugal Sérgio Lousada, University of Madeira, Portugal Simona Riurean, University of Petrosani, Romania Sonia Ferrari, University of Calabria, Italy Stanislav Ivanov, Varna University of Management, Bulgaria Susana Martins, Polytechnic of Porto, Portugal Suzanne Amaro, Polytechnic Institute of Viseu, Portugal Tatiana Antipova, Perm University, Russia

Organizing committees

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Teresa Dieguez, School of Hospitality and Tourism, Polytechnic of Porto, Portugal Teresa Guarda, Universidad Estatal Peninsula de Santa Elena, Ecuador Vânia Costa, Polytechnic Institute of Cavado and Ave, Portugal Veronica Feder Mayer, Universidade Federal Fluminense, Brazil Yanina Plos, Universidad Nacional del Comahue, Argentina

Preface

This book is composed by the papers written in English and accepted for presentation and discussion at the 2019 International Conference on Tourism, Technology & Systems (ICOTTS’19). This Conference had the support of the UAI (Universidad Abierta Interamericana) and AISTI (Iberian Association for Information Systems and Technologies). It took place at Buenos Aires, Argentina, December 5th–7th, 2019. The 2019 International Conference on Tourism, Technology & Systems (ICOTTS’19) is an international forum for researchers and practitioners to present and discuss the most recent innovations, trends, results, experiences and concerns in the several perspectives of Tourism and/or Information Technologies and Systems. The Program Committee of ICOTTS’19 was composed of a multidisciplinary group of 125 experts and those who are intimately concerned with Information Systems and Technologies. They had the responsibility for evaluating, in a ‘double-blind review’ process, the papers received for each of the main themes proposed for the Conference: Technology in Tourism and Tourist experience; Generations and Technology in Tourism; Digital Marketing applied to Tourism and Travel; Mobile Technologies applied to sustainable Tourism; Tourism research in providing innovative solutions to social problems; Tourism, Wellness and Hospitality; Information Technologies in Tourism; Digital transformation of Tourism Business; Traveling for health/medical and wellness; Information Technologies in Ecotourism and Agritourism; Information Technologies in Food Tourism; Information Technologies in Education and Educational Tourism; eTourism and Tourism 2.0; Big data and Management for Travel and Tourism; Geo-tagging and Tourist mobility; Health Tourism; Information Systems in Tourism and Hospitality; Smart Destinations; Resilience and Tourism; Dark Tourism; Military Tourism; Tourism Management; Tourism Planning; Strategic Planning in Tourism; Destination Marketing Planning; Destination Partnerships and Team-Building; Destination Governance and Leadership; Destination Product Development; Destination Markets; Accessible Tourism; Cultural Tourism; Destination Quality; Education and Tourism; Human Resources development in Tourism; Robotics in Tourism; Destination Marketing Systems; Computer xi

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Reservations Systems; Global Distribution Systems; Electronic Information Distribution in Tourism and Hospitality; Organizational Models and Information Systems; Information Systems and Technologies. ICOTTS’19 received about 100 contributions from 20 countries around the world. The papers accepted for presentation and discussion at the Conference are published by Springer (this book) and by AISTI, and will be submitted for indexing by ISI, EI-Compendex, SCOPUS and/or Google Scholar, among others. We acknowledge all of those that contributed to the staging of ICOTTS’19 (authors, committees, workshop organizers and sponsors). We deeply appreciate their involvement and support that was crucial for the success of ICOTTS’19. Buenos Aires, Argentina December 2019

Álvaro Rocha António Abreu João Vidal de Carvalho Dália Liberato Elisa Alén González Pedro Liberato

Contents

Technology in Tourism and Tourist Experience Naturalistic analysis of tourist pedestrians’ spatial cognition . . . . . . . . . Andreas Gregoriades and Loukas Dimitriou

3

Extracting Feeling From Food Colour . . . . . . . . . . . . . . . . . . . . . . . . . . Vicente Casales-Garcia, Lledó Museros, Ismael Sanz, Zoe Falomir and Luis Gonzalez-Abril

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Social Media Influence: A Comprehensive Review in General and in Tourism Domain . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Marlon Santiago Viñán-Ludeña, Luis M. de Campos, Luis-Roberto Jacome-Galarza and Javier Sinche-Freire

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Using Data Analytics to understand visitors online search interests: the case of Côa Museum . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Aida Carvalho, Arlindo Santos and Carlos R. Cunha

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Cultural Tourism: using Google Arts & Culture platform to promote a small city in the North of Portugal . . . . . . . . . . . . . . . . . . Sara Pascoal, Laura Tallone and Marco Furtado

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Smart Experiences in Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Noelia Araújo Vila, Diego R. Toubes and Jose Antonio Fraiz Brea

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An Importance-Performance Matrix Analysis of the Factors Influencing US Tourists to Use Airbnb . . . . . . . . . . . . . . . . . . . . . . . . . Alicia Palmer, Suzanne Amaro and Luisa Andreu

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Most Important Contents in Travel Blogs: A Perspective from Brazilian Tourists . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Josmar Andrade and Marcelo Fukuyama Sobata

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Virtual Accessibility on Digital Business Websites and Tourist Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Agostinho Sousa Pinto, Eusébio Costa, Isabel Borges, Fátima Silva and António Abreu

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Infoaccessibility on the Websites of Inbound Markets of Portugal Destination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105 Isabel Borges, Fátima Silva, Eusébio Costa, Agostinho Sousa Pinto and António Abreu The Feedback Channels in a DMO: Case Study in Porto and North Tourism Association . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119 Dália Liberato, Bárbara Carvalho and Pedro Liberato Innovative Destination Branding: “Porto.” . . . . . . . . . . . . . . . . . . . . . . . 131 Teresa Dieguez and Oscarina Conceição Web Accessibility in the Tourism Sector: An Analysis of the Most Used Websites in Portugal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141 Maria José Angélico Gonçalves, Ana Paula Camarinha, António José Abreu, Sandrina Teixeira and Amélia Ferreira da Silva Construction of a Specific Glossary in Spanish of Tourism on the Moodle Platform: A Challenge and a Temptation for Students due to the Danger of Plagiarism . . . . . . . . . . . . . . . . . . . . 151 Maria Ivone Osório Cardoso The Implications of Digital Marketing and e-Commerce in the Tourism Sector Growth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161 Sandro Carvalho and João Vidal Carvalho Information and Knowledge Management CRM as a Key Element in Online Commercialization: Analysis of Tourism Search and Metasearch Engines . . . . . . . . . . . . . . 173 Trinidad Domínguez Vila and Elisa Alén González Moving Toward Audio-Visual Narrative and Communication-Making Skills on Adults Education . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189 Maria João Castro and Paula Peres The Video Guides at the Musei Civici in Rome: An Example of Technological Innovation in Touristic Cultural Heritage Experiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199 Adele Magnelli, Davide Pantile, Roberta Falcone and Valeria Pizziol Forecasting and Estimation of Medical Tourism Demand in India . . . . 211 Manoj Ahire, Paula Odete Fernandes and João Paulo Teixeiral

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Administrative Management and Quality of Service: A Diagnosis in the MiPymes of the Hotel Sector of the Salinas Canton . . . . . . . . . . . . . 223 Emanuel Bohórquez, Maritza Pérez, William Caiche and Arturo Benavides Discovering Tourist Attractions of Cities Using Flickr and OpenStreetMap Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231 Farzad Vaziri, Mirco Nanni, Stan Matwin and Dino Pedreschi Mobile Tourist Recommendation System for Metro do Porto . . . . . . . . 243 Susana Martins, Milena Carvalho and Juliana Rodrigues The Workforce of the Future—Projects and Initiatives to Overcome the Challenges Enacted by the Digital Transformation . . . . . . . . . . . . . 253 Anabela Mesquita, Adriana Oliveira, Arminda Sequeira, Luciana Oliveira and Paulino Silva Spatial and Temporal Concentration of Tourism Supply and Demand in Northern Portugal. Application of the Herfindahl-Hirschman Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 263 Paula Odete Fernandes, Alcina Maria Nunes, Cláudia Miranda Veloso, Eleonora Santos, Fernanda A. Ferreira and Manuel José Fonseca Knowledge Creation and Transfer in Tourism Innovation Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 275 Filipa Brandão, Carlos Costa, Zélia Breda and Rui Costa Price-Setting Hotel Competition Under Uncertain Demand . . . . . . . . . . 289 Fernanda A. Ferreira and Flávio Ferreira Organizational Model for Public Sector Auditing Bearingin Mind Time Factor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297 Tatiana Antipova Machine Learning for Prediction of Business Company Failure in Hospitality Sector . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 307 José Henrique Brito, José Manuel Pereira, Amélia Ferreira da Silva, Maria José Angélico, António Abreu and Sandrina Teixeira Tourism Planning and Product Management The Paradoxes in Development of Silk Way Tourism Product and Overcome of Them . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 321 Mukhambetov Temirkhan Women in Tourism Entrepreneurship in South Africa: Is it a Man’s World? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 335 Athenkosi Ntanjana and Jacqueline Mangwane

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Promoting Firms’ Sustainability in Tourism Planning Through Employment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 345 Eleonora Santos Differences in the Behavior of Tourist Expenditure According to the Sports Category of the Event: Evidence for a Master and Absolute Championship . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 357 Jesyca Salgado Barandela, Patricio Sánchez Fernández and Ángel Barajas Alonso Implementing Responsible Tourism Management Practices Without Support: A South African Case Study . . . . . . . . . . . . . . . . . . . 369 S. Nanabhay, H. van der Watt, N. Tshipala, T. Madzunye, F. Sumbana and E. Oseifuah Do Cultural Tourism Firms Perform Better Than Their Rivals? . . . . . . 383 Eleonora Santos The Factors Deciding about the Popularity of Kayaking Tourism on Industrial Areas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 395 Jaroslaw Cholewa Health Perception, Travel Concerns, and Senior Tourist Satisfaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 405 Teresa Medeiros, Osvaldo Silva, Sheila Furtado, Ana Moniz, Virgílio Vieira and Licínio Tomás The Effects of Senior Tourists’ Characteristics on Travel Motivation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 415 Ana Isabel Moniz, Teresa Medeiros, Osvaldo Silva and Joaquim Ferreira Tourists’ Characteristics, Travel Motivation and Satisfaction . . . . . . . . 427 Osvaldo Silva, Teresa Medeiros, Ana Isabel Moniz, Licínio Tomás, Sheila Furtado and Joaquim Ferreira Strategic Direction and Customer Satisfaction: Case of the Tourist Transport Company Liberpesa S.A. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 437 Emanuel Bohórquez, Maritza Pérez, Humberto Peña and Andrés Padilla Effects of Experience on Valuing a Tourist Event: A Theoretical Review and Propositions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 447 Ana Pinto de Lima, Jorge Pacheco and Pedro Silva Dark Tourism Roadmap Proposal Using New Technologies: The Portuguese Chapels of Bones Example . . . . . . . . . . . . . . . . . . . . . . 459 Maria Inês Ribeiro Basílio de Pinho and Isabel Maria Ribeiro Tavares de Pinho

Contents

xvii

Shopping Tourism: A Destination Management Perspective . . . . . . . . . 477 Rui Silva, Zélia Breda, Filipa Brandão, Rui Costa and Carlos Costa Ecocultural Heritage, Tourism, Resilience and Landscapes Dynamics in Border Mountains of the Iberia Central Range . . . . . . . . . 489 Gonçalo José Poeta Fernandes Literary Tourism: A Cultural Trip? . . . . . . . . . . . . . . . . . . . . . . . . . . . 505 Ana Ferreira, Elisa Alén, Pedro Liberato and Dália Liberato Culinary Tourism and Food Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . 517 Pedro Liberato, Teresa Mendes and Dália Liberato Social Tourism Development and the Population Ageing: Case Study in Portugal and Spain . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 527 Maria Carlos Lopes, Dália Liberato, Elisa Alén and Pedro Liberato The Role of Events and Music Festivals in Urban Tourism: Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 537 Dália Liberato, Elga Costa, Pedro Liberato and Joaquim Ribeiro Local Accommodation in Portugal Provided by Autonomus Housing Unit. The Dichotomous Issue: Relevance to Tourism Development vs. Protect the Rights of Subjective Condomins . . . . . . . . 551 Olímpio Castilho and Iva Carla Vieira Experiential Marketing as Leverage for Growth of Creative Tourism: A Co-creative Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 567 Jéssica Ferreira and Bruno Sousa Destination Planning and Management Wellness Tourism in South Africa: Development Opportunities . . . . . . . 581 Jacqueline Mangwane and Athenkosi Ntanjana A Framework for Universally Accessible Cultural Heritage Tourism Development and Management in Botswana . . . . . . . . . . . . . . 593 Olivia Nthoi Analysis of Scientific Production- Smart Tourism Destination, Technology and Sustainability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 599 Célia Rafael Medical Tourism in Portugal – A Potential Niche Market . . . . . . . . . . . 615 Fernanda A. Ferreira and Conceição Castro Landscape as a Tourism Resource: A Case Study in the Northern Region of Portugal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 627 Dália Liberato, Fernanda A. Ferreira and Ana Filipa Azevedo

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An Analysis of the Shopping Behaviour of International Tourists: The Case of Porto . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 641 Rui Silva, Zélia Breda, Filipa Brandão and Rui Costa Eurocity Chaves-Verín, Cross-border Tourism Experience in the Iberian Peninsula . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 655 Dália Liberato, Elisa Alén, Pablo Rivera Búa and Pedro Liberato Visit Motivation Influenced by Distribution Channels: The Case of Paiva Walkways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 669 Dália Liberato, Verónica Bernardo, Pedro Liberato and Elisa Alén Differentiation and Market Loyalty: An Approach to Cultural Tourism in Northern Portugal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 681 Bruno Sousa, Armandina Silva and Alexandra Malheiro Tourism, Culture and Creativity: The Case of the CREATOUR Project in the Alentejo/Portugal Region . . . . . . . . . . . . . . . . . . . . . . . . . 691 Noemi Marujo, Maria do Rosário Borges and Jaime Serra The Creative Tourist Experience in the Alentejo Region: A Case Study of the CREATOUR Project in Portugal . . . . . . . . . . . . . . 705 Noémi Marujo, Jaime Serra and Maria do Rosário Borges

Part I

Technology in Tourism and Tourist Experience

Naturalistic analysis of tourist pedestrians¶ spatial cognition Andreas Gregoriades1 and Loukas Dimitriou2 1

Cyprus University of Technology, Limassol, Cyprus [email protected] 2 University of Cyprus, Nicosia, Cyprus [email protected]

Abstract. Urban pedestrians are the most vulnerable road users worldwide. The cause of pedestrian accidents is mainly attributed to human error, mental workload and situation awareness. Tourists belong to a special category of pedestrians that exhibit different behavior due to unfamiliarity with the environment, or the road traffic rules. Eye tracking technology has emerged as a popular method for addressing problems in pedestrian spatial cognition and decision making. However, most eye tracking studies, use stationary technology under a set of assumptions. These methods may miss out important properties that relate to environmental dynamics that cannot be accurately simulated in controlled settings, such as perception of environmental information in accordance to body movements and orientation. This work presents a naturalistic approach to pedestrian behavior analysis using mobile eye tracking technology. The paper present preliminary results and emphasizes on pedestrian workload estimation through pupil dilation and gaze analysis in 2 scenarios: road intersection under 2 different lighting conditions(night/day). Two categories of pedestrians are considered: tourists and resident users, to identify differences in workload levels and visual search behaviors among them under the effect of different lighting conditions. The paper presents an exploratory study with preliminary results. Keywords: Cognitive Workload; Tourists behavior; Eye-tracking.

1

Introduction

3HGHVWULDQVDUHFRQVLGHUHGDVWKHPRVWYXOQHUDEOHURDGXVHUVZRUOGZLGHZLWKWRXULVWV¶ injury mortality being the higher compared to residents. According to the World Health Organization, [1], pedestrian accidents constituting the 22% of all road deaths with most accidents observed in urban environments. According to the Attention Restoration Theory [2], living in urban environments has an increased effeFWRQSHRSOHV¶ information processing demands in contrast to natural environments that require less cognitive processing. This overloading could lead people to inaccuracy, impulsivity and irritability, [3], properties that could influence pedestrian vigilance and safety. Therefore, there is a need to further analyze pedestrian behavior in urban settings [4] that are characterized by variety of information relating to the road infrastructure, WUDIILF GHQVLW\ DQG YHKLFOHV¶ VSHHG DXGLWRU\ DQG YLVXDO QRLVH DQd other pedestrian

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_1

3

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A. Gregoriades and L. Dimitriou

movements. Cognitive workload has been recognized as a key influence to human reliability [9, 13,21,22] and refers to the limited cognitive resources that human possess at any given time that are consumed by information stimuli. When cognitive resources become scarce either due to time constraints or information overload, people make sub-optimal decisions that could jeopardize safety. Under-loading refers to the case when a person is disengaged from the task due to insufficient stimuli. When cognitive demand of a decision task is reasonable, people use more effortful strategies which typically yield better results. Digital navigation systems can assist pedestrians in navigating unfamiliar environments [5], however these consume significant cognitive resources and could hinder safety. Research within the EU [6] has shown that tourists have a higher injury mortality rate than residents. Therefore, with the increase of tourist mobility, micro scale pedestrian movements at tourist destinations is becoming important to minimize accident ULVNVZKLOHHQKDQFLQJWRXULVWV¶H[SHULHQFH,QFRQWUDVWWRUHVLGHQWVWRXULVWVDUHFKDUDcterized by unfamiliarity with the environment and traffic rules, combined with curiosity and enthusiasm for exploration. Therefore, tourists may experience higher cognitive load during a safety critical incident, due to unfamiliar visual information that require more cognitive processing to comprehend and interpret in comparison to resident users. The literature [7] highlights this problem with evidence reporting that, 54% of tourists experience problems crossing the road as pedestrians when they are XQIDPLOLDU ZLWK WKH FRXQWU\¶V¶ URDG FRQYHQWLRQ  :X >@ KLJKOLJKWV WKDW PDQ\ DFFidents involving tourists are attributed to attentional factors while adapting to the new traffic environments. Specifically, not knowing where to look at an intersection and therefore from where to expect oncoming cars requires greater amount of cognitive resources. This could lead to attentional tunneling problem [9] in which the pedestrian allocates excessive attentional resources to an information processing, for a duration that is longer than optimal, to the expense of other safety critical information. This is affected by exogenous and endogenous factors. The former refers to sudden onsets of events or silent information, while the latter on habits emerging from prior knowledge [10]. This is linked to cognitive workload, with both, high and low levels of workload affecting human reliability. The importance of workload has been recognized in driver safety. Drivers experience fluctuations in mental workload due to interaction with in-vehicle systems [11], distractions from passengers [12] and changes in driving dynamics such as traffic and pedestrian density [13]. Similarly, pedestrians experience the same workload variations due to information variability incurred by changing environmental conditions, traffic dynamics, unknown information, noise, mobile navigation systems or mobile recommenders. Overloading become critical when pedestrians cross roads. Therefore, studies that examined the effect of environmental distractions on driving behavior could provide insights into potential effects of enviURQPHQWDOGLVWUDFWLRQVRQSHGHVWULDQ¶V ZRUNORDG6SHFLILFDlly, evidence that external stimuli like ads and billboards distract drivers causing slower response times, and too much visual information at intersections interfere ZLWK GULYHUV¶ YLVXDO VHDUFK VWUDWegies [14]. To make safe crossing decision, pedestrians need to eliminate distractions from, ads billboards, noisy sirens, and traffic dynamics or use of mobile apps. These may consume significant cognitive capacity that could lead to missing critical safety information from a road crossing environment. Therefore, it is essential to better under-

Naturalistic analysis of tourist pedestrians’ spatial cognition

5

stand the differences among workload and eye-scan strategies between resident and tourist pedestrians at intersections to better understand which visual elements consume more mental resources and how these elements impacW RQ SHGHVWULDQV¶ VDIHW\ This work is exploratory and aims to lay the foundations for further analyses. The paper is organized as follows. Next section addresses the literature on pedestrian workload and workload assessment methods. Next an outline of the methodology using mobile eye tracking technology is presented followed by the data collection and analysis of preliminary results before concluding with our main findings.

2

Literature review

'HVSLWHWKHPDQ\VWXGLHVLQYHVWLJDWLQJGULYHUV¶YLVXDOEHKDYLRU in simulators through an eye-tracker [15], limited work is reported on eye tracking methods to analyze peGHVWULDQ¶V YLVXDO EHKDYLRU DQG VDIHW\ XVLQJ PRELOH H\H WUDFNLQJ WHFKQRORJ\ 0RELOH eye tracking studies are more difficult to conduct than fixed based eye tracking due to the variability of the environmental context with [16] reporting on differences between lab and field findings. Moreover, according to [17] fix-based studies may miss important factors, because body movement and orientation as well as the complexity of real-world perceptions have a strong influence on the processing environmental information and on spatial decision making. Field based applications with mobile eye tracking technology have been conducted on wayfinding strategies by concentrating on map usage [18] and analysis of visual fixations of pedestrians [19] , reporting that pedestrians fixate more on ground surfaces rather than on obstacles, and pay more attention to static obstacles than moving pedestrians. Work by [20] evaluate pedestrian level of workload using a secondary task method reporting that visual distractions impair reaction times in a dual-WDVN DSSURDFK 7KH\ DUJXH WKDW SHGHVWULDQV¶ YLVXDO behavior needs to be considered during designing of street lighting. According to the literature there are three main methods to measure cognitive workload: subjective, performance-based, and physiological. Subjective knowledge acquisition techniques such as surveys, interviews, and observations are commonly used to assess cognition workload during tasks [21]. Performance based measures are usually classified as either primary task or secondary task performance. Physiological measures encompass, audiology, cardiovascular, respiratory, neurophysiology, and ophthalmic physiology [22]. The latter refers to pupil dilation as an indication of a VXEMHFW¶V ZRUNORDG OHYHO 8VLQJ SK\VLRORJ\ LV DGYDQWDJHRXV DV DVVHVVPHQW RFFXUV continuously in real-time. The present study uses pupil dilation as an indication of pedestrian workload level. Research suggests that workload evoke changes in pupil dilation due to the attentional demands imposed by a cognitive task [23]. Pupil dilates with problem difficulty [24], as well with increased demand on short term memory. Pupil sometimes shows a negative response when memory load exceeds capacity limits, [25], with individuals no longer being able to allocate additional resources to the task. Research [19, 26] suggest that pupil dilation is a reliable and valid psychophysiological marker of attentional allocation and provide an online indication of the amount of attentional effort devoted to a given visual item. Pupil dilation is also linked to emotional arousal which could be an indication of a tourist attraction to stimuli. Eye-tracking technology enables the DVVHVVPHQWRILQGLYLGXDOV¶SXSLOGLDPe-

6

A. Gregoriades and L. Dimitriou

ter and hence provide the means to assess pedestrian workload [27]. Moreover, eyetracking technology provide information regarding fixation and saccadic behavior that are the movements between fixations. Studies that utilized eye trackers to evaluate the HIIHFWRILQIRUPDWLRQRYHUORDGRQGULYHUV¶YLVXDODWWHQWLRQUHSRUWLQJWKDWKLJKOHYHOV of information load caused more peripheral glances and longer fixations at the stimuli [28] with the location of the stimuli in rHODWLRQWRWKHFHQWHURIDQLQGLYLGXDO¶VILHOGRI view, being a significant influencing factors towards a fixation [29]. In this study we utilize pupil diameter along with eye fixations to comprehend the visual search strategies of tourist and resident pedestrians.

3

Methodology

A repeated measures approach was used with six participants engaging two experimental conditions at two road intersections. Each repeating the experiment 5 times, yielding 30 scenario observations for each road intersection, corresponding to an average of 4min duration per participant, and an aggregate of 187K datapoints per participant, for 7 variables of interest. Both tourists and residentV¶ groups had at least one male and one female member. The tourists group had no previous knowledge of the road network under study, while the locals were familiar with the route. The experiment included free walk in a pre-specified route in the old city-center of Limassol. The eye tracking data collected focused on 2 road intersections. Participants repeated the experiment 5 times, with 2 day-walk scenarios and 3 night-walk scenarios. The DYHUDJHDJHRISDUWLFLSDQWVZDV\HDUVROG6'ௗ ௗ 7RELL3UR*ODVVHVDSSaratus was used to rHFRUGLQIRUPDWLRQUHJDUGLQJWKHIROORZLQJYDULDEOHVSDUWLFLSDQWV¶ eye movements in terms of x/y coordinates, eye fixations, engagement with prespecified Areas of Interest (AOI) and pupil dilations. The main research question of the study aims to identify differences in visual behavior and workload, in the two groups. For the workload analysis, readings of pupil dilations were obtained from eye tracking glasses. Differences between tourist and residents could indicate discrepancies in the level of stress experienced by participants in each group, due to unfamiliarity with the environment or the road traffic convention rules or infrastructure. To minimize the effect of environmental dynamics in each scenario iteration, such as more cars passing the road in one scenario in contrast to another, and to control the conditions of the experiment, video footages were manually processed to identify intervals that had highest similarities before extracting the eye tracking data. The road network under study was selected due to its simple traffic conditions, hence it was possible to eliminate footage that exhibited outlier behavior. In this experiment the selected scenario intervals that were common among all iterations, included situations with no passing vehicles while participants were engaging with the experimental conditions (intersections). To achieve this level of standardization we manually examined the eye-scan behavior of participants in accordance to the events that they were experiencing and eliminated irrelevant datapoints. In this way it was possible to conduct our analysis of eye scan behaviors under relatively standardized conditions. The process followed during the experiment included the following steps. Reception and briefing, explanation of the steps to follow and consent. Participants were briefed of the purpose of the study and the steps to follow. Signed a consent form and illustrated

Naturalistic analysis of tourist pedestrians’ spatial cognition

7

the route that they need to follow during the experiment. The sequence of particiSDQW¶VHQJDJHPHQWZLWKWKHVFHQDULRZDVVSHFLILHGLQDGYDQFH3DUWLFLSDQWVZHUHLnformed to behave in a normal walking and looking behavior. Mobile eye tracking calibration process. A one-point calibration process was conducted at the beginning of each experimental scenario. Specifically, for the calibration procedure, the subjects were instructed to successively focus on the center of a black dots until the eye tracker calibrated. Engage the experimental scenario. Participants walked in the pre-specified route wearing the eye tracking glasses with the researchers following them closely without interfering. Participants were instructed to behave in a natural way. Each participant underwent a 2 min familiarization session before engaging the experimental conditions.

4

Data collection

Tobii-pro-lab software was utilized to extract the data from the eye tracker. Datapoints for each area of interest (intersections) were extracted from the original dataset, WRDQDO\]HKRZSDUWLFLSDQWV¶DWWHQWLRQZDVGLVWULEXWHGDFURVVWKH YLVXDOVWLPXOL7ZR snapshots were used for each intersection, each corresponding to daytime and nighttime conditions. Snapshots were used with Tobii-pro-lab to automatically map SDUWLFLSDQWV¶H\H-fixation coordinates on corresponding snapshot scenes. The process was repeated 3WLPHVIRUHDFKLQWHUVHFWLRQWRJHQHUDWHSDUWLFLSDQWV¶H\H-fixation heatmaps of Fig 2. Within each snapshot of the two intersections, a number of AOI were defined as illustrated in Fig 1. AOIs were clustered into pedestrian-safety and touristrelated visual areas. The AOI were specified based on domain knowledge and included 5 safety/task-related AOIs and 8 tourist-related AOIs. Tobi-pro-lab was used to assess eye-fixation duration per AOI. Fig. 1 illustrates the 2 intersections and their associated AOIs under two lighting conditions. Each AOI was assigned a name. In addition to AOI, the tool was used to extract data pertaining to the following variables: eye-fixation coordinates, pupil diameter for each eye, type of eye gaze, acceleration and gyroscopic data.

5

Preliminary analysis

Pupil¶V diameter and fixation coordinates data that was obtained directly from the Tobii Pro Glasses Analyzer, was comprised of 30 excel files, one for each participant. To eliminate cases where pupil dilations were caused from ambient illuminations, pupil dilations data were manually filtered using the Tobii pro Lab analyzer and the eye movement videos. Through this process we eliminate dilations incurred due to illuminations alone.

8

A. Gregoriades and L. Dimitriou

Fig. 1. Manually specified AOI for two intersections under different lighting conditions. Overlaid text denotes the name of the AOI

Prior to the comparative analysis, it was necessary to further improve the quality of the data collected using the mapping software. This was necessary, since the automated mapping software, in certain cases incorrectly mapped eye fixations from the eye tracker on the scene snapshots (intersection). Therefore, secondary processing was carried out to correct fixation points that were automatically captured by the tool. Eye PRYHPHQWYLGHRVRISHGHVWULDQV¶YLsual fixation coordinates were checked against the auto-identified fixations on each intersection snapshot. After validating the automapped fixations on the snapshots that was generated by the tool, the new dataset was used to generate the heat-maps of Fig. 2 for the two intersections, under two lighting conditions.

Fig. 2. Attention heatmaps for Tourists (top row DQG5HVLGHQWV¶IL[DWLRQVIRUWZRLQWHUVHFWLRQV under two lighting conditions.

From a coarse-grain interpretation of the heatmaps in Fig. 2, it could be indicated that the eye fixation patterns of tourist and residents differ with regards to the visual elements they concentrate and the span of their visual activity. This however needs to be verified with a larger sample. Specifically, locals seem to demonstrate a more task focused eye fixation behavior, while tourist show a wider eye-scan pattern and more fixations on the road infrastructure along with the surroundings. This is also showed in the AOI analysis of Fig. 3 that illustrates the distribution of pedestrian fixation among four categories of AOI. The categories showcased in Fig. 3 include areas that relate to the road infrastructure (obstacle, pavement, road) and areas that mostly refer to tourist related visual cues (shop window, interesting architecture). The chart in Fig. 3 shows aggregate AOI duration analysis results for all scenarios, intersections and lighting conditions. From a visual interpretation of the heatmaps, the main differences

Naturalistic analysis of tourist pedestrians’ spatial cognition

9

between tourists and residents seem to focus on the distribution of eye fixations, with tourists concentrating more on safety related areas such as: the road, pavement and obstacles and lampposts. Locals demonstrate more fixation time on irrelevant areas such as the walls that could indicate lack of interest in route surroundings. This is clearer in low lighting conditions were residents show increased focus on path to be followed while tourist show a wider eye scan behavior. A preliminary analysis of the effect of learning and lighting on participants eye scanning and fixation behavior is showcased in Fig. 3. Scenario iterations 1 and 2 were undertaken under daylight conditions while iterations 3-5 under night conditions. The results in Fig. 3 VKRZVWRWDOIL[DWLRQV¶GXUDWLRQSHUJURXS, gender and sceQDULR LWHUDWLRQ )L[DWLRQV RQ ³WRXULVW UHODWHG´ YLVXDO FXHV VXFK DV VKRSV UHVWDXUDQWV and architecture, is higher for both groups during the first 2 iterations which represent daytime scenarios and the first engagement with the experimental conditions. This gradually decreases as participants learn the route and its surroundings. A more dramatic decrease in interest is observed in the WRXULVW¶V group. With regards to the safety related visual cues such as: route obstacles, road infrastructure and pathway, the tourists show a higher fixation duration compared to the locals in almost all scenario iterations. During night condition the tourist group show an increase fixation duration on safety related areas possibly due to unfamiliarity with the environment. While the locals show a relatively smother increase in vigilance, due to their familiarity with the route.

Fig. 3. Aggregate AOI fixation duration between groups (solid bars refer to locals). Fixation duration per group and gender for all scenario iterations for two categories of AOIs (line charts)

For both intersections, the following dependent variables were used to identify pedesWULDQV¶YLVXDODWWHQWLRQ-allocation patterns: (1) pupil diameter - the average mean pupil diameter of both eyes was XVHG WR UHIOHFW WKH HIIRUW RI WKH LQGLYLGXDO¶V information processing (2) fixation points: x and y coordinates of all fixations. On an aggregate level, the analysis concentrated on the identification of centroid coordinates of each SDUWLFLSDQW¶V VFHQDULR Lteration per intersection as illustrated in Fig. 4, for the two intersections. Subsequently, these were compared between the two groups to reveal KRZLQGLYLGXDO¶VYLVXDODWWHQWLRQallocation differ.

10

A. Gregoriades and L. Dimitriou

Fig. 4. 3DUWLFLSDQWV¶H\HIL[DWLRQVFHQWURLGVIRULQWHUVHFWLRQDORQJZLWKDJJUHJDWHFRRUGLQDWHV of 2 centroids for the 2 groups in red(tourists) and green.

5.1

Comparative Analysis

To examine possible differences between fixation patterns among the two groups, the preprocessed dataset was analyzed to find the centroid-FRRUGLQDWHV RI SDUWLFLSDQWV¶ eye-fixations. Subsequently a comparative analysis was performed in SPSS based on the estimated centroids coordinates. The experiment was treated as an independent measures design and hence, the comparison between the two groups was performed using a t-test. The comparative study was performed for both the x and y coordinates of each of the 30 centroids for each intersection. The t-test revealed a significant difference in the Y coordinates of the centroids of tourist from that of residents with t(28) =2.22;p=0.03. This could indicate that throughout the scenario tourists looked more towards the ground compared to locals. This could be attributed to their unfamiliarity with the road infrastructure. Unlike the y coordinates the X coordinates of the centroids were not significantly different among the two groups A subsequent comparative analysis of the differences of the standard deviations among the fixation coordinates of the two groups showed significant differences on the y-axis t(28)-3,7,p=0.01. This could indicate that tourist (M=162, SD=23) were scanning more frequently their path (more vigilant) hence the deviations from the mean value for the Y coordinates ZKLFKLV³ORRNLQJDKHDG´ZDVVLJQLILFDQWO\JUHDWHUWKDQRIORFDOV0 6'  For the identification of differences in workload among the two groups, we anaO\]HGSDUWLFLSDQWV¶YDULDWLRQVLQSXSLOV¶GLDPHWHUFig. 5 illustrate an indicative visualL]DWLRQRISXSLO¶V diameter fluctuation for one participant in time-interval. The points of interest in the time-VHULHV DUH WKH VKDUS LQFUHDVHVGHFUHDVHV RI SXSLO¶V GLDPHWHU ZKLFK DFFRUGLQJ WR WKH OLWHUDWXUH FRXOG LQGLFDWH SDUWLFLSDQWV¶ FRJQLWLYH RYHUORDGLQJ [19, 26] due to increased stress or information processing. The assumption here is that SDUWLFLSDQWV ZLWK KLJKHU YDULDWLRQV LQ SXSLO¶V GLDPHWHU GXULQJ WKHLU HQJDJHPHQW ZLWK the two intersections scenarios, experience higher workload variations which on aggregate could be interpreted as having higher cognitive load. The results of the t-test show significant differences between tourists (M=0.0952; 0.045) and residents (M=0.054;0.026) with t(28)=-2.492,p=0.023. This could indicate that, lack of prior knowledge regarding the infrastructure and unfamiliarity with traffic convention rules NHSWWRXULVWZRUNORDGOHYHOKLJKHUWKDQUHVLGHQWV¶OHYHOZKLFKFRXOGEHLQWHUSUHWHGDV being more vigilant or thorough due to the unfamiliarity with the environment.

Naturalistic analysis of tourist pedestrians’ spatial cognition

11

To automate the identification of pupil variations, structural breakpoints analysis was performed to determine sharp change in trend in a time series that could have been associated with increased cognitive demand. For this analysis we initially evaluated the Chow test and multiple structural change models [29].

Fig. 5. Example time-series of pupil-diameter oscillations, with six sharp pupil fluctuations that could be attributed to overloading not associated with lighting variations.

6

Conclusions

This study investigated the application of eye tracking technology in identifying differences in mental workload and eye-scanning behaviors among tourists and resident pedestrians. An experiment with participants in naturalistic settings was performed. Preliminary results from this work show that tourists are more overloaded than residents in the two intersection scenarios. The analysis utilized eye pupil diameter for the assessment of cognitive workload and eye fixation data for visual behavior analysis. Additional results showed that tourist eye-scan behavior is different than residents, with tourist scanning the ground more regularly than residents while at the same time demonstrating a more active peripheral eye-scan behavior compared to locals. Results from this work can be used by safety management practitioners to guide policy making or inform safety engineers during road infrastructure re-design, by XWLOL]LQJWRXULVWV¶YLVXDOEHKDYLRUparticularities, to minimize their road accident risks. The main issue in naturalistic studies such as this is the identification of tourist participants to take part in experiments. In future work, we intent to evaluate the use of ³SHUVRQDV´WKDWFRUUHVSRQGWRUHSUHVHQWDWLYHFDWHJRULHVRIWRXULVWVWRUHGXFe the number of participants that can take place in experiments such as this one. Moreover, we aim to evaluate the scan-path behavior of pedestrians using data mining techniques to further investigate the effect of learning on eye-fixation and workload. Further plans aim to investigate possible link between head movements data, obtained via gyroscope and accelerometers, with workload, along with the relationship of saccadic behavior with workload and the effect of lighting on tourist behavior. As usual, in naturalistic studies the environmental conditions, such as the traffic GHQVLW\RURWKHUSHGHVWULDQV¶EHKDYLRUFDQQRWEHIXOO\FRQWUROOHG The use of alternative approaches such as pedestrian simulators however do not provide the required level of realism, while suffering from other problems such as simulation sickness.

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A. Gregoriades and L. Dimitriou

Therefore, further work is required to define new methodologies to structure naturalistic eye-tracking experiments.

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17. Schwarzkopf S, Von Stülpnagel R, Büchner SJ, Konieczny L, Kallert G, Hölscher C (2013) What lab eye tracking tells us about wayfinding a comparison of stationary and mobile eye tracking in a large building scenario. In: 1st international workshop on eye tracking for spatial research 18. Kiefer P, Straub F, Raubal M (2012) Location-aware mobile eye tracking for the explanation of wayfinding behavior. In: AGILE 19. Kitazawa K, Fujiyama T (2008) Pedestrian vision and collision avoidance behaviour: investigation of the information process space of pedestrians using an eye tracker. In: Klingsch WWF, Rogsch C, Schadschneider A, Schreckenberg M (eds) Pedestrian and Evacuation Dynamics 2008. Springer, London: pp 95±108 20. Fotios S, Uttley J, Hara N (2013) Critical pedestrian tasks: using eye-tracking within a dual task paradigm. In: CIE centenary conference: pp 234±240 21. Gregoriades A, Pampaka M (2018) Evaluating a custom-made agent-based driving simulator. In: ATT@IJCAI 2018: pp 15±23 22. Rebecca LC, Nixon J (2019) Measuring mental workload using physiological measures: a systematic review. Applied Ergonomics 74:221±232 23. Goldinger SD, Papesh MH (2012) Pupil dilation reflects the creation and retrieval of memories. Current directions in psychological science 21:90±95 24. Hess EH, Polt JM (1964) Pupil size in relation to mental activity during simple problem solving. Science 143:1190±1192 25. Van Gerven PWM, Paas F, Van Merrienboer JJG, Schmidt HG (2004) Memory load and the cognitive pupillary response in aging. Psychophysiology 41:167±174 26. Kahneman D (1973) Attention and effort, Prentice Hall, Upper Saddle River 27. Fehrenbacher D, Djamasbi S (2017) Information systems and task demand: an exploratory, pupillometry study of computerized decision making. Decision support systems 97:1±11 28. Perez W, Bertola MA (2011) The effect of visual clutter on driver eye glance behavior. In: 6th international symposium on human factors in driver assessment, training and vehicle design: pp 180±186 29. Crundall D, Van Loon E, Underwood G (2006) Attraction and distraction of attention with roadside advertisements. Accid. Anal. Prev. 38 (4):671±677 30. Bai J, Perron P (2003) Computation and analysis of multiple structural change models. Journal of applied econometrics 18:1±22

Extracting Feeling from Food Colour Vicente Casales-Garcia1 Lledó Museros2, Ismael Sanz2, Zoe Falomir3, and Luis Gonzalez-Abril1 1

Universidad de Sevilla, Depto. Economía Aplicada 1, Ramón y Cajal 1, E-41018, Sevilla Spain 2 Universitat Jaume I, Dept. of Engineering and Computer Science, Av. Vicent Sos Baynat s/n, E-12071 Castelló, Spain 3 University of Bremen, Faculty of Computer Science and Mathematics, Bremen, EnriqueSchmidt-Str. 5, 28359 Bremen, Germany

[email protected]

Abstract. Color influences the sensations that people perceive when eating. People from different regions apply colouring in food differently, or use different cooking procedures that provoke distinct coloured dishes. In this paper we present an application of a cognitively inspired qualitative colour theory, QCharm, which is able to construct harmonic colour palettes based on a model for qualitative colour description. Using Kobayashi’s colour space, cognitive keywords representing a feeling or a lifestyle can be assigned to QCharm harmonic colour palettes. QCharm is applied to several food images and set of feeling is obtained from these. The results of this approach can be useful to create a recommender system of Gastronomic marketing materials in the future.

Keywords: Food colour, sentiment analysis, tourism, data science.

1

Introduction

The impact of tourism today is characterized by the increase in travelers year after year. According to the World Tourism Organization (WTO) [17], it exceeded the record of 1326 million tourists in 2018. At first sight, the main and the most quantifiable impact is the economic one. According to Marketline [5], in 2017 tourism grew by 4.5% compared to prior year. It generated a value of $6,663.5 billion dollars, having also social and environmental impacts. Diverse typologies of tourism have developed through decades. One of the most recent trends is gastronomic tourism. Although food is intrinsic to the human being, gastronomic tourism is, according to WTO [16], “an emerging phenomenon of tourism, in the development of new products due to the fact that more than one third of the expenditure is dedicated to food, therefore the cuisine of the destination is an aspect of utmost importance in quality and vacation experience”[9].

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_2

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According to Global Tourism and Travel [5], the good service sector obtains 56.7% of the value of the tourist industry. This share is higher than that of the travel intermediaries industry, which amounts to 12.1%, and to that of other industries such as hospitality. Colour and gastronomy are very related to each other. Since the beginning of humanity, people had to make a correct judgment of the color of food, because it could mean the difference between life and death: colour is essential to identify ripe fruits or avoid toxic or spoiled food [1]. Colour in foods constitutes one of the most outstanding visual signals that determines sensory properties such as the flavor of food and drinks [15]. Therefore, the colour of food can be considered the most important intrinsic sensory cue of the product, since it governs the sensations and hedonic expectations that the consumer has with regard to the foods and beverages they seek, buy and then consume [11,12]. A growing group of researchers suggests that the taste and taste experience is largely determined by expectations that are generated from the color of food [13]. An important study was carried out by Velasco C. et al. [14], in which they asked Jozef Youssef, a very famous chef, about his gastronomic expertise. They conducted a study on the Internet and on restaurant where they presented four spherifications of different colors which corresponded to a flavor in the following form: white (salty), brown-black (bitter), green (acid), and red (sweet). These colours were proposed by the chef mentioned above. The experiment consisted of the diners being asked which of the spherifications represented each flavor (salty, bitter, acid and sweet) and they chose the spherification with the colour that represented each flavor. The result was that 75% of the people placed the spherification in the order previously said by the chef. They concluded that the flavor may be associated with the colour of food. On the other hand, colour harmony has been defined [6] as “a set of colours that look good when seen together”. When people are asked about how much they like a colour combination, they are asked about their colour preference. When people are asked about how well two colours go together – regardless the preference –, they are asked about the harmony of colours [9]. In the literature, harmonic colours have been defined as sets of colours that hold some special internal relationship that provides a pleasant visual perception [13]. A cognitively inspired colour harmony theory, QCharm, was presented in [7]. QCharm is able to define harmonic palettes using qualitative colour descriptors (QCD) [18] and four operators (monochromatic, analogous, triad, and split-complementary). Regarding colour preference, QCharm maps harmonic palettes to the well-known and 2-dimensional Kobayashi’s space [6] that associate colour combinations to emotions and moods. Also, the harmonic colour palettes generated in QCharm can be ranked

Extracting Feeling from Food Colour

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using as a basis a large dataset of socially contributed rankings of colour palettes (COLOURlovers)1. In this paper it is shown how images of food – created by our gastronomy expert can be rated and associated with an emotion and mood based on the colours of the image. The rest of the paper is organized as follows. Section 2 summarizes the Qualitative Colour Descriptor (QCD) used to define the Qualitative Harmony theory (QCharm) presented briefly in Section 3. Section 4 presents the experiments carried out using food images dataset in order to rate their colour palettes and associate an emotion following Kobayashi’s model [4]. Finally, conclusions and future work are discussed.

2

Overview of the Qualitative Colour Descriptor (QCD)

The QCD model [19] defines a reference system in the HSL colour space for qualitative colour description, which is built according to Figure 1 and defined as: QCRS = {uH,uS,uL,QCNAME1..5,QCINT1..5} where uH is the unit of Hue; uS is the unit of Saturation; uL is the unit of Lightness; QCNAME1..5 refers to the colour names; and QCINT1..5 refers to the intervals of HSL coordinates associated with each colour. The chosen QCNAME and QCINT are: QCNAME1 = {black, dark grey, grey, light grey, white} QCINT1 = {[0, 20), [20, 30), [30, 50), [50, 75), [75, 100) ∈ uL | ∀ uH ∧ uS ∈ [0, 20] } QCNAME2 = {red, orange, yellow, green, turquoise, blue, purple, pink} QCINT2 = {(335, 360] ∧ [0, 20], (20,50], (50, 80], (80, 160], (160, 200], (200, 260], (260, 300], (300, 335] ∈ uH | uS ∈ (50, 100] ∧ uL ∈ (40, 55] } QCNAME3 = {pale-red , pale-orange, pale-yellow, ..., pale-blue, pale-purple, palepink} QCINT3 = {∀ QCINT2 | uS ∈ (20, 50] ∧ uL ∈ (40, 55] } QCNAME4 = {light-red, light-orange , light yellow , ..., light blue , light purple , light pink} QCINT4 = {∀ QCINT2 | uS ∈ (50, 100] ∧ uL ∈ (55, 100] } QCNAME5 = {dark red , dark orange , dark yellow , ..., dark blue , dark purple , dark pink} QCINT5 = {∀ QCINT2 | uS ∈ (50, 100] ∧ uL ∈ (20, 40]} As a baseline, the QCRS was calibrated according to the vision system used.

1

https://www.colourlovers.com/

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(a)

(b)

Fig. 1. Diagram for describing QCD: (a) Discretization of the HSL colour space; (b) CND corresponding to QCD.

The QCD model has a relational structure and it can be organized in a conceptual neighborhood diagram (CND) [3] according to how a colour can be transformed into another by changing its luminosity, saturation or hue. For example, the colours red and orange are conceptual neighbors since a continuous change in hue causes a direct transition from red to orange. However, blue and red are not conceptual neighbors, since a continuous transformation of hue from blue to red finds other colours in between. A CND for the computational QCD is built and shown in Figure 1(b).

3

The Qualitative Harmony Colour Naming Theory (QCharm)

QCharm [7] is defined for QCNAME2 to QCNAME5. The gray-scale colours defined in QCNAME1 are not included, because previous research shows they can harmoniously combine with all the rest of colours. The basic, and most common, colour combination operators are these: monochromatic, analogous, triad, split-complementary operators (see Figure 2 for examples), which are also applied for the QCD model. These four basic operations all return palettes of three elements. Except for the case of the monochromatic operation, the other three operators are defined for each QCNAME independently. Thus, it was necessary to define a fifth operation, the combining operation, which allows the creation of palettes of three colours belonging to different sets (QCNAME), and using colours that are not in the same hue (see Figure 3 for an example). To formalize the QCharm colour operators, the colours in the CND are represented by an index based on colour neighborhood, as follows: 0-red, 1-orange, 2-yellow, 3green, 4-turquoise/cyan, 5-blue, 6-purple, and 7-pink/magenta. Note that the relationships are circular. Analogously, it is possible to assign a value to each semantic colour prefix for the cases 𝑄𝐶𝐿𝐴𝐵2 – 𝑄𝐶𝐿𝐴𝐵5, as follows: 0–light, 1–without prefix, 2–dark, and 3–pale. Thus, using the set of hues as 𝐻={0,1,⋯,𝑁−1} , and the set of prefixes as 𝐴={0,1,2,…, M-1}, any colour can be written as a pair (ℎ,𝑎) where ℎ∈𝐻 and 𝑎∈𝐴. For example, the colour red without a prefix can be represented as (0,1).

Extracting Feeling from Food Colour

19

Hence, it is possible to define the following four basic operators for each QCD from the corresponding hues and from its semantic colour prefixes, mod𝑁 and mod𝑀−1, that is, mod8 and mod4, respectively: Monochromatic operator: QCharm (h,a) = {(h,a+ 1),(h,a+ 2),(h,a+ 3)}(mod , mod ). Analogous operator: 𝑄𝐶ℎ𝑎𝑟𝑚𝐴(ℎ,𝑎)={(ℎ−1,𝑎),(ℎ,𝑎),(ℎ+1,𝑎)}(mod𝑁,mod𝑀). Triad operator: 𝑄𝐶ℎ𝑎𝑟𝑚𝑇(ℎ,𝑎)={(ℎ−𝑟𝑜𝑢𝑛𝑑(𝑁/3),𝑎),(ℎ,𝑎),(ℎ+𝑟𝑜𝑢𝑛𝑑(𝑁/3),𝑎)}(mod𝑁 ,mod𝑀 ) Split-Complementary operator: 𝑄𝐶ℎ𝑎𝑟𝑚𝑆𝐶(ℎ,𝑎)= N−2 N+2 89h + , aA , (h, a), 9h + , aAD (𝑚𝑜𝑑E , 𝑚𝑜𝑑F ) 𝑖𝑓 𝑁 𝑖𝑠 𝑒𝑣𝑒𝑛. 2 2 7 N−1 N+1 , aA , (h, a), 9h + , aAD (𝑚𝑜𝑑E , 𝑚𝑜𝑑F ) 𝑖𝑓 𝑁 𝑖𝑠 𝑜𝑑𝑑. 89h + 2 2 Mn

N

(a)

M

(b)

(c)

(d)

Fig.2. Examples of QCharm colour combinations based on the red colour (a) monochromatic; (b) analogous; (c) triadic and (d) split-complementary.

Figure 3. An example of a palette variation in QCharm, based on the analogous palette for the red colour shown in Figure 2.

3.1

Rating a QCharm palette

In order to obtain a ranking for all the palettes obtained by the 𝑄𝐶ℎ𝑎𝑟𝑚 theory, a simple LASSO regression model was designed which learns user preferences based on the COLOURlovers dataset. This dataset provides a score for 5-colours palette expressed in RGB coordinates, according a voting on a 1-to-5 scale provided by users. These palettes are processed in order to translate them into the corresponding palettes of the QCharm model (composed of 3 colours). After this process, 47,844 palettes out of the 174,882 palettes in the COLOURlovers dataset were extracted and considered in these experiments [6]. An example of QCharm palettes rated using this method is depicted in Figure 4.

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Fig.4. An example of QCharm palettes and their score and mood associated.

3.2

Associating an emotion to a QCharm palette

To assign cognitive emotions, or “feelings” (“mood”) semantics to a colour combination obtained by 𝑄𝐶ℎ𝑎𝑟𝑚, Kobayashi’s well-known model [6] was used. It was derived following a set of psychological investigations in which 103 basic colours and 1152 three-colour combinations were matched to 202 keywords belonging to cognitive concepts related to feelings and moods. The process for calculating the corresponding relations between 𝑄𝐶ℎ𝑎𝑟𝑚 and Kobayashi’s model was done in two steps: i. For each colour in a QCD palette, denoted by C, the coordinates in the 2dimensional space defined by Kobayashi were obtained by using a SVMbased regression model. Figure 5 represents graphically the results obtained. ii. Next, for each 3-harmonic-colour palette, and its corresponding Kobayashi colour coordinates, a semantic keyword regarding mood/lifestyle was obtained applying the 𝑘-NN learning technique. See Figure 4 for examples of palettes and the emotion associated to them.

Fig. 5. Graphical representation of the QCD palette in Kobayashi’s space.

Extracting Feeling from Food Colour

4

21

Experimentation

An application of QCharm is presented in this section. It involves extracting the colour palettes from real digital images of food in order to associate a feeling or mood to them. Note that the QCharm model defines cognitive labels based on colour palettes only, and no extra information about the image is used. To be able to apply the proposed method to images, the following steps are necessary: first, colours in each image are discretised and the corresponding colour names (QCLAB) are obtained. Then, all palettes based on the 5 most frequent chromatic colours in the image are considered, but only if the combined frequency of all colours is at least 30% of the total of colours (including also grey scale colours). This prevents assigning mood keywords to palettes that are not representative enough. It also prevents assigning no relevant keywords to images where grey scale colours predominate. The results of the experiment on several food images can be seen in Table 1. The table contains four columns: (i) the digital images used for extracting the colour palettes, (ii) the name of the dish, (iii) the keywords (semantic adjectives representing a mood following Kobayashi’ model) assigned using 𝑄𝐶ℎ𝑎𝑟𝑚; and (iv) the palette score (between 1-5) computed using the model trained on COLOURlovers data. In the third column, the six most relevant semantic adjectives for each image are shown, in order of relevance (not all are equally relevant). The most important results are summarized in the following list: 1. It is worth noting that the mood “mature” is repeated in five of the six digital images. In these images it can be seen that these are more elaborated food than Rice (black), in which it is less elaborated and the mood mature is not relevant. 2. The image with the highest score is Rice (black). Its first four adjectives (dry, feminine, agreeable to touch and innocent), are not repeated in any other image, and the last two (calm and pleasant) are repeated just one more time and in different images. From the cognitive point of view, the main colours are black and white, which are very harmonic. 3. In the Spinach image, the semantics of the most relevant adjectives associated with this dish are: mellow, provocative and fascinating, which are not repeated in any of the other dishes. We think that the feature of the colour (black green) and the texture of the dish are the source of these adjectives. 4. The Vegetables and Rice with Serrano Ham images that are the most colourful. There are can emphasize the adjective “alluring”, so that with more diversity of colours of a dish these tend to make it more attractive. It is well-know that the colour of food provoke feelings and moods [12] and the approach given in this paper provides some of them. This adjective have been evaluated by several Master´s Chef and they are agreed in some cases. Nevertheless a survey must be carried out in order to test these results.

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Table 1. Moods and Rating of colour palettes obtained by QCharm in food images. Image Digital

Dish Dis name Di

QCharm-based semantic adjectives

Rice with Serrano ham

Decorative Mature Extravagant Ethnic Alluring Rustic

Vegetables

Mature Extravagant Ethnic Alluring Elaborate Rustic

Paella

Pork meat

Pleasant Extravagant Decorative Nostalgic Aromatic Mature Nostalgic Mature Elaborate Aromatic Showy Calm

Spinach

Mature Decorative Mellow Provocative Fascinating Ethnic

Rice (black)

Dry Feminine Agreeable to the touch Innocent Calm Pleasant

QCharm Palette rating

2.71

2.91

2.98

2.99

3.00

3.14

Extracting Feeling from Food Colour

5

23

Conclusions and Future Work

In this paper we have applied a Qualitative Harmony theory (QCharm) [7], which is able to define harmonic palettes based on a colour label (QCD) by applying a set of operations. We have shown its applicability by describing the mood associated to food images. Preliminary results of this application seem to be consistent with psychological studies about gastronomic tourism preference for food colour. With this information, the restaurants inside the food service industry could be able to design menus using colours of food that may satisfy their future clients’ expectations without the need of doing a massive investment. A formal assessment of the experiments done is outside of the scope of this paper, but as future work we intend: (i) to test if the moods associated to the images of food effectively corresponds to the ones future clients have when seeing the images, and (ii) to perform further experiments to verify the hypotheses stated in [12], including to verify if the culture of people modify those preference and emotions. Also, as future work, we want to be able to create a recommender system for the set of colour palettes to be used in order to inspire a feeling, or mood. This system will be useful for creating gastronomic marketing materials, and also for attracting and satisfying gastronomic travellers’ and gastronomic experience. Furthermore, by adding other cognitive aspects, the system can be used to design customized materials for different types of tourist. Acknowledgments The funding and support by the Spanish Ministry of Economy and Competitiveness (project TIN2017-88805-R and PGC2018-102145-B-C21), the Spanish Ministry of Education, Culture and Sport (FPU-17/00014), Universitat Jaume I (project UJI-B201773), and the University of Bremen under the project Cognitive Qualitative Descriptions and Applications (CogQDA), are gratefully acknowledged.

References 1. Burrows, A. (2009). Palette of our palates: A brief history of food coloring and its regulation. Comprehensive Reviews in Food Science and Food Safety, 8(4), 394-408. 2. Cohen-Or D, Sorkine O, Gal R, Leyvand T, Xu YQ. Colour harmonization. In: ACM SIGGRAPH 2006 Papers, SIGGRAPH’06. p. 624–630., 2006. 3. Freksa C. Spatial computing. Cognitive and Linguistic Aspects of Geographic Space: New Perspectives on Geographic Information Research. In: Raubal M, Mark DM, and Frank AU, editors. Berlin: Springer Berlin Heidelberg. p. 23–42, 2013. 4. Kobayashi S. The aim and method of the colour image scale. Colour Res Appl 6(2):93–107, 1981. 5. Marketline. (2018). Global Travel & Tourism, (January), 1–37.

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6. Moretti G, Lyons P, Marsland S. Computational production of colour harmony. part 1: a prototype colour harmonization tool. Colour Res Appl;38(3):203–217, 2013. 7. Museros, L., Sanz, I., Falomir, Z., González-Abril, L. Creating, Interpreting and Rating Harmonic Colour Palettes Using a Cognitively Inspired Model. Cognitive Computation, pp.118., 2018. 8. Palmer SE, Griscom WS. Accounting for taste: Individual differences in preference for harmony. Psychon Bullet Rev. 20(3):453–461, 2013. 9. Piqueras-fiszman, B., & Spence, C. (2014). Colour , pleasantness , and consumption behaviour within a meal. APPETITE, 75, 165-172. 10. Quan, S., & Wang, N. (2004). Towards a structural model of the tourist experience: an illustration from food experiences in tourism. Tourism Management, 25(3), 297-305. 11. Schaefer, H. M., & Schmidt, V. (2004). Detectability and content as opposing signal characteristics in fruits. Proceedings of the Royal Society B: Biological Sciences, 271(Suppl_5), 12. Spence, C. (2016). The Psychological Effects of Food Colors. Handbook on Natural Pigments in Food and Beverages. Elsevier Ltd. 13. Spence, C., & Piqueras-fiszman, B. (2016). Food Color and Its Impact on Taste/Flavor Perception. Multisensory Flavor Perception. Elsevier Ltd. 14. Velasco, C., Michel, C., Youssef, J., Gamez, X., Cheok, A. D., & Spence, C. (2016). Colour– taste correspondences: Designing food experiences to meet expectations or to surprise. International Journal of Food Design, 1(2), 83-102. 15. Watson, E., 2013. We Eat with Our Eyes: Flavor Perception Strongly Influenced by Food Color, Says DDW. Downloaded from: http://www.foodnavigator-usa.com/Science/We-eatwith-our-eyes- Flavor-perception-strongly-influenced-by-food-color-says-DDW (accessed 4.06.19.). 16. WTO. (2012). Global Report on Food Tourism. UNWTO. Madrid, Spain: Published by the World Tourism Organization. 17. WTO (2018). UNWTO Tourism Highlights 2018. Madrid, Spain: Published by the World Tourism Organization UNWTO Tourism Highlights. 18. Z. Falomir, L. Museros, L. Gonzalez-Abril, A model for colour naming and comparing based on conceptual neighbourhood. An application for comparing art compositions, Knowledge-Based Systems 81: 1–21, 2015.

Social Media Influence: A Comprehensive Review in General and in Tourism Domain Marlon Santiago Viñán-Ludeña1,3[0000-0003-2692-5899] , Luis M. de Campos1[0000-0001-91251195] , Luis-Roberto Jacome-Galarza2[0000-0002-2886-3372] , Javier Sinche-Freire 3[0000-00019631-0449] 1

2

Universidad de Granada, Granada 18071, Spain Escuela Superior Politécnica del Litoral, Guayaquil, Ecuador 3 Universidad Nacional de Loja, Loja 110103, Ecuador [email protected]

Abstract. The social media influence (SMI) has become one of the most important issues in politics, protests, diplomacy, tourism and so on. Lately, researchers have done their work, using Social Influence Analysis (SIA); which allows to analyze and measure the influence that social media has on each of these domains. The main aim of this work is show and analyze the approaches, models, methods and techniques that are used in SMI; with emphasis in tourism domain. The comprehensive review is based on 35 papers selected out 195 search results. Out of the studies that use data from social media, the most used platform is Twitter. In general domains, out of the analyzed studies, the qualitative analysis is the most used approach. There are several works that use SIA methods: (i) Maximization 4, (ii) flow of influence 4, (iii) individual influence 3. Out of the works analyzed, 10 use microscopic model. In tourism domain the most used approach is the exploratory research and there isn’t works that use quantitative research. The conclusion of this work is that SIA is a subject of great interest with qualitative and quantitative research. In tourism, it is in its infancy; challenges, opportunities and emerging approaches are also presented. Keywords: Social Media Influence, Social Influence Analysis, Methods, SIA Models, SIA Methods, SIA Approaches.

1

Introduction

The present study highlights insights from a review of the literature on Social Media Influence (SMI) in general and we analyze the advances on the tourism domain. Academics and researchers had put most interest in the data generated every day, from social media (Facebook, Twitter, Instagram, Sina-Weibo, blogs, news, etc.). Data from social media, users or people and industry and technology are the fundamental pillars of social media analytics [1]. That involves, (i) scraping: it allows obtaining the accessible data trough network’s APIs such as Facebook, Twitter, Instagram, Yelp, TripAdvisor, Airbnb and so on. However, the scandals of security and protection and privacy make it, increasingly difficult to analyze that information for

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_3

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researchers and data scientists; nevertheless, data market i.e. programs introduced by Twitter and Facebook through their API’s are the solution with less restrictions to acquire data from social media and perform data analysis. After that, the next process is (ii) data cleansing: it consists in normalize the unstructured textual data. Later, (iii) data analytics, that include sentiment analysis; after that, (iv) analytics dashboards and (v) data visualization whereby information that has been abstracted in a model form with the goal of communicating information through graphical means [2]. The main aim of this work is analyzing deeply the methods and techniques that have been developed so far, about the influence that social media have in different domains and specifically in tourism, influence's ranking in social media platforms and influencers. Thus, the following research questions are formulated: RQ1: What are the social media platforms, different approaches, data mining and analytical techniques -algorithms and methods- about the influence of social media in different domains and specifically in Tourism which are used in SMI.? RQ2: What limitations are there in the field of social media influence in general and in Tourism? The paper is divided into six sections. Section 1 presents an introduction about the need for a review of SMI in general and the Tourism domain. Section 2 presents a theoretical background about the social influence in general and the models and methods about Social influence analysis. Section 3 presents the method adopted by the review (research methodology). Section 4 is based on literature mapping. Section 5 discusses the findings related to SMI in general and the Tourism domain. The final section summarizes and share the conclusions and future work.

2

Theoretical Background

2.1

Social Influence

In social psychology, social influence is commonly divided into three categories; conformity, compliance and obedience [3]. In [4] one of the classic studies of conformity showed that people adapt to the norms of the group [5]. Obedience and compliance refer of listening to a request and fulfilling it. Orders can consist of actions that are met or omitted. According to some conclusions of Milgram [6] when the subject obeys the dictates of authority, his conscience stops working and there is an abdication of responsibility. However, there are other forms of social influence, such as: Socialization [7] that involves internalizing the norms and ideology of a society. Pression by peers or social pressure [8], this pressure is usually given by other people such as, friends and family. Leadership is the set of managerial skills to influence the way of being or acting of people or a work group [9]. Lastly, persuasiveness, is a process designed to change the attitude or behavior of a person or group towards an event, idea, object or person, through the use of words to convey information, feelings and reasoning or a combination of the above [10].

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This work tries to show which of these are the most used in social media especially in the field of tourism and travel. 2.2

Social Influence Analysis (SIA)

Social media have been widely used as a source of dissemination and expansion of information. Lately, it has been investigating the influence that social media has on politics, marketing, protests, presidential elections and other domains. The influence occurs when a person’s opinions, emotions are affected by other people [11]. Li et al. 2018 [12] propose an interesting work about the methods, models and evaluation in SIA. Next, we summarize them: Social Influence Analysis Models. Microscopic models are based on human interactions and examine the structure of the influence process. Macroscopic models divide nodes into different classes and focus in the state evolution of the nodes in each class. Social Influence Analysis Methods. They mention some methods to solve sub-problems of social media influence analysis. We summarize the problems and the algorithms to solve those problems: (i) Influence maximization is based on finding the most influential group of members in social networks. (ii) Influence minimization problem tries to minimize the number of infected nodes when the negative information or fake information propagates in a network. (iii) Flow of influence when information spreads. (iv) Individual influence or the problem to find influencers in social media. Social Influence Evaluation. In social evaluation metric they mention: (i) influence-spreading, (ii) the number of Monte Carlo calls, (iii) expected spread indicates the number of nodes that seed set can ultimately affect, (iv) robustness -structure and size- and (v)scalability. In another work [13], they mention all approaches with their characteristics in SMI. The top three techniques are: (a) random walk, flow shortest path, (b) k-shell (KS), degree (DC), closeness (CC), betweenness (BC) and local centrality (LC); (c) betweenness, degree, coreness, closeness, all of them with high accuracy. Finally, many researchers use qualitative analysis [14]–[16] with very interesting results. In this work we analyze some of them.

3

Research Methodology

Although there are several databases, only “Scopus” has been considered, for its high quality in research related to data science and social media analytics. We looked for

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research articles published since 2011 and were limited to journal articles. The first search term was “Social Media Influence” with 170 studies. The second search term was “Social Media Index” with 14 documents. The third search term was a combination of (“Social Media Influence” or “Social Media Index” and “tourism”) with 11 results. After reading the summaries and the conclusions of each article and, if necessary, the whole article and delete duplicates; 24 studies were chosen for the first term, 3 articles for the second term and 8 articles for the third term. In total 35 studies were analyzed (see Fig. 1).

Fig. 1. Selection process of research articles contributing to this work

The review includes studies that focus on finding the level of influence generated by social media in general and specifically in the tourism domain. Social media analytics has been increasing in recent years. It is necessary to find everything about social media influence (SMI) in general and those applied to the tourism domain. We found articles from 2011, among 35 research works until June 2019, it was found 1 paper in 2011, 0 in 2012 and 2013, 1 paper in 2014, 3 papers in 2015, 3 papers in 2016, 10 papers in 2017, 12 papers in 2018 and 5 papers in 2019 until June (see Fig. 2)

Fig. 2. Evolution of research papers on Social Media Influence in General

4

Literature Mapping

As social media such as Facebook, Twitter and Instagram were consolidated, social media increased. In recent years, there have been important works on how to measure

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influence in social media, even with influence’s index. The 35 papers selected in this work are divided in three sections: First, (i) Social media influence (SMI) and social media influencers (SMIs) in general; second, (ii) Social media index (SMIx); and finally, social media influence and influencers in Tourism. Below we detail the works analyzed. 4.1

Social Media Influence (SMI) and Social Media Influencers (SMIs)

One of the first studies analyzed [17] uses California Q-sort to quantify the subjective perceptions of four social media influencers. Another researchers [18]-[19] use a visual approach to find influencers on Twitter; the core concept of this approach is to identify influencers by browsing through a user’s friends’ network. Another study [20] takes into account user’s expertise; this paper proposes a computational method to measure the correlation between experience and influence in social media, the authors collected 13,684 celebrities -propagators- from Sina Weibo. In [21], a system called InfluenceRank is designed. That is based on profile features of Twitter and tweets. Another research analyzes the influence in StockTwits.com to try to understand which type of investor exerts a greater influence through their messages [22]. Another work focuses on the validation of an instrument called technology acceptance model (TAM), it is applied to social media users to find the influence between sellers and buyers in the fashion industry [23]. An interesting work is presented in [24], they developed a method that includes several criteria such as: the number of likes, followers/friends/subscribers, posts, comments and links to create a Social Media Assessment model that measures social media’s influence in quantifiable manner. In another study, the authors developed a system to identify and predict the sentiment on the topic that the user selected [25]. In [26], the authors evaluate the differences in loyalty towards destinations when tourists use social media as a source of information before their trip. In another study, they modeled student’s social media relationship from the perspective of their academic performance and peers quality [27]. Social media influence also has its disadvantages, there is a study where researchers determine the impact of the use of social media in the recovery of stress; their results showed that, after someone uses their Facebook profile and is subjected to a social stressor, it takes more time to recover from this stress situation [28]. In the same domain, Chandawarkar et al. 2018 [29] identified the top influencers in plastic surgery in Twitter and relate their social media influence to academic influence. In [30] the author makes an analysis of how they can know who promotes protests, engaged in conflict or politicians who support a new policy, how much support do they have. Another study makes an analysis through Twitter’ data about the conflict in Gaza during 2012 [31]. In contrast to another studies the authors in [32] analyzed and compared two social media platforms, it is analyzed how Facebook or Twitter politically influence the active participation of citizens. An article related to the previous one, is based on the analysis of the U.S. presidential elections in 2016 using the data that was generated on Twitter. The aim of that work was to understand the communication strategies applied through this social media [33]. Another work that is in the same line is [34], they analyze the influence of community interactions on user affinity in Facebook; the authors investi-

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gate social media’s influence in local election in Sri Lanka. An interesting work is [35]; they tested a framework that integrates different perspectives on influence on Twitter influencers. In [36], they found the correlation between six social media variables -attention, personalization, context, integration, knowledge management lifecycle and outcome- with sustainable knowledge management. In [37], authors found that users who are predisposed to share their emotions in social networks depends on their personality. Another study shows the role of social media and emotion in South Korea’s presidential impeachment protests, the authors reveal the social media’s influence in mobilizing collective actions [38]. A very interesting study mentions a mechanism to measure the influence index of people of influencers in social media platforms such as Facebook, Twitter and Instagram [39]. Finally, the literature in social media influence has been mapped in [40]. From an international perspective, countries with core strength in this domain are: United States, China, South Korea, and England; the research centers are mainly in China and United States and from the research perspective, the universities with the greatest strength in this line are in China. Last, the most used platforms in this mapping are: Sina Weibo and Facebook. 4.2

Social Media Influence Index

One interesting study is presented in [41]; they explore social media in four dimensions: technological, social, economic and ethical, and developed a mathematical model to measure social media through social media index number. In [42] and [43], they assessed educational resources to find the impact or quality of emergency medicine and critical care websites; to quantify the relative impact of educational resources (web sites). 4.3

Social Media Influence and Tourism

In [44], they provide an innovative social media index to measure tourist engagement on Destination Management Organization (DMO) on social media; they found that social media indices may be used to evaluate an monitor the performance of DMO social media in tourism engagement. In [45] advocates the need to understand how is the process to select the final hotel in travels, through user-generated content and decision-making process. In [46], the authors analyze the effects of the intensity of use of social media on destination brand equity. In tourism, specifically in hotel accommodation, researchers analyze the sentiment of posts or hotel reviews written by travelers and the responses by followers on the Chinese Sina Weibo platform with regard to those staying at a hotel in Macau, using key leaders’ influencers for brand promotion. Their results showed an intuitive interaction in social media. [47]. In the same line, Huertas [48] analyzes, the characteristic of users’ live videos and how they influence other users’ tourism opinions and behavior, the author showed that influence of live videos on other users in generating a positive attraction is limited and it depends on the type of video and concludes that stories are more popular and used than live videos. In [49], the author explores customers’ intentions to check in on Facebook while visiting hospitality companies, the results help to understand the per-

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ceptions of potential customers and provide insights of social media influence on hospitality. In [50], the authors explore the relationship between social media influence and restaurant consumption. Last, in [51] they analyze that social influence in social media in travel and tourism is uninterrupted in every phase of holidays travel before, during and after- using the expectation confirmation theory. They found that an individual is influenced by their close social group (partners, friends and family) and travel and tourism managers should leverage on the influencer targeting strategy.

5

Results and Findings

To answer the RQ1: What are the social media platforms, different approaches, data mining and analytical techniques -algorithms and methods- about the influence of social media in different domains and specifically in Tourism which are used in SMI? First, we perform this study to papers who used information from social media platforms -Facebook pages, Twitter profiles, comments, likes, retweets and so on-. These works were grouped as per social media platform used (see Fig. 3).

Fig. 3. Social media platforms used in analyzed papers in this work

It is important to mention that 19 analyzed works don’t use data from social media, therefore, they weren’t considered in the previous figure; instead, they try to identify the SMI through the application of questionnaires to users of social networks. Some works analyzed use Facebook and Twitter to theirs analysis, [25], [32], [39]. The works that were analyzed in tourism domain, only one of them uses an hybrid approach that applies Sina Weibo’s data and qualitative research [47]; while others only use qualitative approach. Next, we summarize the different approaches, models and methods that have been used (see Fig. 4).

Fig. 4. Social media articles analyzed with different a) approaches, b) SIA models and c) SIA methods.

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Almost all works analyzed use persuasiveness as a social influence category. In the tourism domain; in [44],they use exploratory multi-case study; in [45],[46], [48], [49] and [50] they used exploratory qualitative research -structural equation model-; and in [51] they used expectation confirmation theory. To answer the RQ2: What limitations are there in the field of social media influence in general and in Tourism?. In most of the works analyzed, the authors use exploratory analysis, this is the first step for construction of knowledge in social media influence, however, quantitative research is the next step to consider. One of the most important limitations in this line of research is that most of the work carried out is based on characteristics of influencers, that is, they only use persuasiveness. There are some authors who have developed a social media index, nevertheless, there is no quality evaluation instrument for that. Another weakness is that influence can change over the time, therefore, there isn’t a strategy developed to update both the level of influence and the influencers. In the tourism domain, most of the existing works use exploratory research and only one paper analyzed uses data from Sina Weibo combined with the exploratory analysis. Finally, the privacy and the difficulty to obtain social media data such as Instagram, struggles to perform related work in this line of research.

6

Conclusion and Future Research

The exhaustive and detailed review presented in this paper about social media influence shows that most of the works use the qualitative research approach. Some researchers have developed mathematical models to quantify the influence in social media, mostly using persuasiveness or how the information is expanded through the influencers. We also reviewed some papers that use graph and visualization analysis with interesting results. However, in the domain of tourism, there isn’t social media influence index or a developed mathematical model that allows quantify the influence in social media. The use of surveys or questionnaires could produce possible biases exists since in some cases the sample is “self-selected” or short-term recall biases. In the future in the tourism domain, it is necessary to identify the key factors, features and issues to be considered for the construction of an index that allows quantify the influence of social media; in addition, build repositories that respect the privacy of users, allow researchers to perform their jobs and test them by academic peers. Furthermore, to compute the influence, it is important to link all aspects in which social media is developed, such as: privacy, comments, posts, fake news, influencers, typology and social media features.

7

Acknowledgements

This work has been funded by the Spanish Ministerio de Economía y Competitividad under project TIN2016-77902-C3-2-P, and the European Regional Development Fund (ERDF-FEDER).

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Using Data Analytics to understand visitors online search interests: the case of Côa Museum Aida Carvalho 1, Arlindo Santos 2, Carlos R. Cunha 3 1

Instituto Politécnico de Bragança Campus de Santa Apolónia, 5300-253 Bragança, Portugal; CiTUR 2 Instituto Politécnico de Bragança Campus de Santa Apolónia, 5300-253 Bragança, Portugal 3 UNIAG, Instituto Politécnico de Bragança Campus de Santa Apolónia, 5300-253 Bragança, Portugal [email protected], [email protected], [email protected]

Abstract. The Internet and more specifically the World Wide Web have revolutionized the tourism industry. Visitors can now search for substantial amounts of information about the tourism destinations that they wish or ponder visiting and, in this way, decide and plan their trips. This new paradigm generated numerous advantages for the tourist and constituted an empowerment in what concerns to its independence from the tourist agents. Through the trail of information that this process generates, the tourism industry has the possibility to know the interests of their putative clients before they even visit them. In this way, knowing the profile of interest of the visitors is now also an empowerment of the tourism industry as it starts to have tools that allow better understand the needs and expectations of visitors and, in this way, better manage their activities, converging to a more assertive and efficient business response. This article, supported by the fundamentals of Data Analytics and using the Google Trends tool, presents and discusses a study about the intersections of the Portuguese region of the Côa Valley and the Côa museum, in order to better understand the relations of interest between the region and one of his most prominent ex-libris. It was identified the most searched used keywords, distinguishing national and international tourists and, for these, characterizing their nationality. Keywords: Côa Region, Cultural Heritage, Tourism, Museum, Data Analytics

1

Introduction

The classification of the Côa Valley the World Heritage, in December 1998, was one of the fastest processes in the history of classifications in Portugal, thanks to the growing and media process in which it was involved, contributing to the preservation and archaeological findings. This art, dated, for the most part, from the Upper Palaeolithic period, was published in 1994 because it was considered the largest and most important worldwide group of open air Palaeolithic art. For preserve rock art nuclei and archaeological sites, was created the Côa Valley Archaeological Park (PAVC) in 1996. Its mis-

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_4

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sion is to manage a territory of two hundred square kilometres around the last kilometres of the Côa river valley, integrating plots located in four different locations: Figueira de Castelo Rodrigo, Meda, Pinhel, Vila Nova de Foz Côa. Under the brand - World Heritage - Vale acquired Positioning and Attractiveness, promoting your cultural and natural resources around the world. The awarding of the prize by UNESCO is indicative of the quality of the rock engravings, influencing the visitor at the moment of purchase, since, corresponding to the expected quality, functioning as a guarantee or security [1]. Thus, the better positioned the brand is in the consumer's mind, the greater the purchase intention. For the management of the PAVC and the Côa Museum was instituted by Decree-Law no. 35/2011 the Côa Park Foundation [2]. It is a public foundation with a private law regime established for an indefinite period (article 2, paragraph 1). The Foundation's main purposes are "safeguarding, preserving, researching, disseminating and valuing rock art and other archaeological, landscape and cultural heritage" (Article 4, paragraph 1) and "to promote the integrated development of the region, bringing together partners and private economic agents, emphasizing the importance of the economy of culture and its contribution to the well-being of the country"[3]. The strategic guidelines "involve: (i) the development of scientific and research activities linked to the region's cultural and natural heritage; (ii) environmental education and public awareness campaigns aimed at protecting and enhancing water resources , species and habitats in it, (iii) by strengthening the use of tourism potential, (iv) by creating new infrastructure and services to support economic development, favouring settlement, growth and wealth creation to reverse trends in desertification and population aging, and (v) to promote, through all these aspects, the strengthening of the integration and territorial cohesion of the project and its renewed and persistent international valuation”[4]. These guidelines intend to introduce new dynamics in the territory, generating more knowledge and articulation with the tourist activity in an attempt to add value to the territory, to stimulate the regional development and to counter the reduction of the population. According to data from PORDATA [5], between the years 2001 and 2017, there was a decrease of the population in the whole territory; Vila Nova de Foz Côa had a decrease of 21%, Figueira de Castelo Rodrigo lost almost 19% of its population, the village of Mêda 25% and Pinhel village had a demographic depression of 20%. The Côa Museum, as an ex-libris of de Côa region, still has an untapped potential role in the regional promotion and to bridge the gap between PAVC promotion and abroad regional promotion, being a regional business driver. Understand the users online search interests seem to us an important research topic, in order to better frame and understand how can we use the potential of the Côa museum to attract new visitors to the region and to increase their stay-time in the region and the putative correlations among different regional actors.

2

The Côa Museum

In the process of valorisation of the territory was constructed the Museum of the Côa, a singular work, that serves as anchor for the region. The purpose of building it came

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first in resolution 42/96. With the candidacy of the Cave Art of the Côa Valley to World Heritage, the idea of the need to build a cultural school equipment representing the region was intensified. In August 2010, with the signature of the architects Camilo Rebelo and Tiago Pimentel, the Museum was inaugurated. It is an emblematic building, built on top of the topographical elevation that dominates the junction of the Douro River with the Côa River, inserted in a landscape with an exceptional heritage value, a meeting point of two World Heritage sites: The Douro Valley Vineyards and Rock Art of the Côa Valley. The communication policy is based on general guidelines aimed at optimizing the reputation and image of the Museum and the Côa Valley, adopting a wide range of good practices and values that support the creation of an authentic communication culture based on the thesis of Organizational Communication which is the responsibility of all employees, from operational assistants, guides and /or archaeologists regardless of their hierarchical level. The Museum is promoted through various actions through the participation of forums, tourism and/or thematic fairs, national and / or international press, radio spots, internet resources (website, social networks: Facebook and Instagram), organization of itinerant exhibitions and participation in publications, among others, helping to legitimize the Museum as a national and international reference. The Museum offers audio explanatory guides, in three languages English, Portuguese and Spanish, giving the possibility of the visitor to make the visit autonomously. 2.1

Museum number of visitors by year

The Côa Museum is the only museum with Superior Palaeolithic Art in Portugal having received from its opening about 206,542 visitors; opened to the public in July 2010 and since then, the number of visits has been increasing, obtaining greater demand in the year 2018 with about 38795 visitors, according to Fig. 1: 50000 40000 30000 20000 10000 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

0

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Fig. 1. Number of visitors. Source: Côa Park Foundation, 2019

In the analysis (Fig. 1) it can be seen that, over the years (2010-2018), the number of annual visitors remained above 20,000, and there has been a slight increase since the year 2014. These numbers stimulate an increase in tourism development in the Côa Valley region. However, in 2011 there was a significant fall of 8192 visits compared to the year 2012 and an even greater decrease (2765) compared to the year 2013, perhaps reflecting the economic crisis that overwhelmed the country.

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The demand for the Museum is characterized by a seasonality, that is, non-uniform demand growth throughout the year, resulting in an increase in the population density of a given space in specific periods, according to the pattern repeated annually[6, 7], according to Fig. 2: 4975

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Fig. 2. - Number of visitors (year 2017). Source: Côa Park Foundation, 2018

The analysis of previous figure allows the verification of a strong seasonality, that can be explained by patterns of stereotyped and/or natural behaviour, that is, the winter months (November, December, January and February) are very cold zones, and the convergence of labour holidays and school days in the summer months (June, July, August and September) can be explain the main reasons for a seasonal demand.

3

The Internet and the ZMOT

Tourism uses the internet for a number of functions, including improving communication and management efficiency, improving the quality of services and products, providing new services, creating integrated experiences through partnerships, improving the distribution and travel marketing [8]. Travel planning (search for information and reservations) is one of the top searches on the internet. In 2007, the largest volume of online shopping was books (66%), clothing (57%), travel (57%), gifts (51%) and CDs (45%) in the United States [9, 10]. According to one study, in Britain [10] the largest number of online surveys was in travel plans (84%), followed by information on local events (77%), news (69%) and only after, health or health care issues (68%). There is a paradigm shift with profound implications for the tourism industry, spread rapidly across all sectors [10]. The consumer can have direct access at a discount, being able to plan their vacations, without having to make the trips and without the intermediary of a travel agent. The traveller, to receive an account resulting from a television program an advertising and / or a marketing campaign for example, is information will be necessary to plan and/or even create a travel package. This moment was designated by Zero Moment of Truth (ZMOT) [11]. ZMOT is a new step in the mental model of consumer buying decision that occurs because the consumer wants reliable information before decision making. This information is important in helping and / or influencing the user in making decisions. And the more positive the information about the goods / destinations, the greater the attractiveness. However, if the Côa Museum is to be considered as an active anchor for the promotion of the region, the strategic action plan

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should contemplate the different cycles of the tourist: before the visit, during the visit, and after the visit, ZMOT on the stage before the visit. If in the past, the tourist planned the visit using traditional sources of information (physical media), today the digital, and in particular the World Wide Web, offer information search tools and purchase products / services in tourism, allowing us access data revealing behavioral patterns [12]. Moran et al. [12] argues that the emergence of the term electronic word of mouth (e-WoM) has a strong impact on customer decisions and plays a significant role in ZMOT. Studies [12, 13] suggest that people today are more than willing to share their experiences with others online and are easily influenced by others, and with the increasing use of smartphones or tablets, this process can actually occur when client is within the space. These factors considerably decrease the time between the stimulus and the moment and the user is influenced by others, and of course, the time of intervention of the organizations also decreases. According to Eurostat [14], the percentage of EU households with Internet access has increased to 87%, a 20% increase since 2009. In addition to this significant fact, the Internet generates data that is used for forecasting in different areas because whenever the user interacts online, be it through a search engine, a web site, a social media platform, interaction logs can be captured, stored and analysed. And, according to Yang et al. [15], capturing the online behaviour of the tourist when using search engines, and then making the decisions, have shown positive results in different sectors of the industry. And if we add the fact that Google, according to Stacounter [16], dominates the segment of horizontal search engines, this statistic adds relevance to results obtained from Google Trends (GT), and is positive, according to, Dinis et al. [12] take advantage of the amount of data generated by the user and use GT tool to obtain information that helps to understand the behaviour of the user.

4

Study methodology

In this study we used a Meta / Question / Metrics approach (GQM), with the definition of objectives, specification of questions and, finally, establishment of metrics necessary to answer each question [17], taking into account the purpose of the study. To do so, we used the GT tool to understand the interest of Google Search users for the Museum and the region, and based on this information, conduct a comparative study with the number of visits, which corresponds to the real interest, to validate the correspondence. between these two environments: virtual and physical. Following are the questions: 1. Identify the country of origin, the terms and topics introduced in the search bar of Google Search. 2. Understand if there is a clear relationship between the Museum and the region in the research process. 3. Find out if there is a behavioural difference between national and international visitors.

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And to answer the questions through the GT tool, it was a priority to know the terms and topics used by the users who showed their intention to obtain any information about the Côa Museum or the region, as well as the country of origin of those users. Given the set of questions asked, it was necessary to make methodological decisions in order to obtain the desired metrics. Thus, the data were obtained using the methods of comparative analysis made available by the tool, considering the terms and related topics, location, time period. In addition, we considered only the data for all categories and allusions to Google's web search channel. In addition, for a better understanding of the reading of this article, we present below the research design.

5

Results

This section presents the answers to the research questions previously stated, following the research work process with the GT tool, divided into 3 phases, and with the clear objective of minimizing sampling errors that would lead to mistaken conclusions. 5.1

Study of the term "Côa Museum” (1st phase)

In the introductory phase, we used the GT to analyse the degree of interest of Google Search users between 2009 and 2018 by searching for the term "Côa Museum". In the analysis, it was observed that the peak of interest occurred in August 2010, coinciding with the time of the inauguration of the Côa Museum, however, the user who intends to obtain information about the Museum or the Côa Valley does not limit to writing only the words “Museum” and “Coa”. Therefore, it was necessary to investigate the related topic that groups a set of terms that reflect similar intentions. Thus, the topic "Côa Valley Archaeological Park" was identified. 5.2

Study of the topic at the level of the degree of interest over the years (2nd phase)

In the second phase of research, we tried to perceive the variation of the degree of interest over the years. And it has been found that interest over the topic over time is similar to that which is observed for the term "Côa Museum", with the exception of the fact that the preponderance of the peak obtained in August 2010 is diminished. in comparing the term "Côa Museum" with the topic "Côa Valley Archaeological Park", the GT shows that the topic has a degree of interest four times higher than the term perhaps because there is a growing interest and dissemination growing sites of rock art (Fig. 3).

Fig. 3. - Comparison of the degree of interest between the term and the topic

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In Fig. 4, the degree of interest was related to the number of national and international visitors. In this set of analyses, it is concluded that the number of visitors has been increasing significantly, since the year 2013, despite the degree of interest being stable. In the analysis it was verified that the national visitors follow the curve of the degree of interest (as of 2011) as opposed to the number of foreign visitors that has been increasing (since 2013), contributing strongly to the increase in the total number of visitors. This behaviour of the curve contradicts the typical behaviour pointed out by several authors who argue that there is a direct relation between the degree of online interest and real interest, and these values can be derived from two orders of reason: First, with the increase in the tourism sector and of course the increase in the number of foreign tourists, there has been a generalized increase for all regions, or at least for all tourist attractions such as museums[18]. Secondly, the communication policy of the Côa Museum is based on the dissemination of the World Heritage Site (WHS) as a distinction, taking advantage of geographic proximity to the Douro flows and the establishment of partnerships with private operators / players of the Douro cruises, assuming that the actor responsible for decision making is the operator.

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Fig. 4. - Degree of interest Google Trends of topic versus number of visitors

In order to perceive the seasonality, we opted to analyse the interest in a time scale of 4 years (2013 to 2017). The previous years manifest peaks of interest, causing deviations in the results. From the analysis of the data, it is concluded that the peak of interest is in the months of March and August. Not surprisingly, users who search for information about Rupestrian Art follow the same standard behaviour as users searching for information about Palaeolithic Cave Art in Europe, namely in the Altamira Cave (Spain) and the Lascaux Grotto (France) according to Fig. 5. However, the peak of interest in the Côa Valley manifests itself during the month of August and in the caves of Altamira and Lascaux is verified in September (Fig. 5).

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Jan

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Fig. 5. - Degree of interest

5.3

Topic study (country, topics and terms) 3rd phase

In the third level of analysis of the GT it was possible to perceive the degree of interest of the users of different countries. From the analysis, it is concluded that, in general, there is no attractiveness for the foreign public, but the Spanish public has occupied the second position since 2013 (although residual), and increased significantly in the year 2018, (74) and Estremadura (35), thanks to the greater dissemination and coordination of joint programs, the establishment of partnerships and promotional actions with the Siega Verde site, also declared a World Heritage Site, in 2010, due to the extension of Côa Rock Art. Users browsing the analysed topic also searched for other related topics such as "museums", "parks", "rock art". It should be noted that it is possible to observe the inclusion of two new topics that characterize the region: "wine" and "river Douro". At the level of related terms, the observable results are limited only to terms that demonstrate the intention to obtain information about the "museum", the "engravings", the "park" and the "Côa Valley". Finally, it is observed that only the city of Vila Nova de Foz Côa is referenced while the other municipalities that are part of the PAVC (Figueira de Castelo Rodrigo, Mêda and Pinhel) are not referenced, and the which means that users do not identify these territories as an integral part of the PAVC, 23 years after its institution.

6

Conclusions

The entire investigative act gives rise to additional perplexities on the part of the investigator, and the moment of conclusion arrives, part of the conclusions is presented as open, as an incomplete product, suggesting other agendas for future research. The Côa Valley Rock Art is an extraordinary art collection, distributed along the Côa River, in an extension of about 30 km, and was awarded the World Heritage Award by UNESCO in 1998 In 2010, the Côa Museum was inaugurated, enjoying a unique geographical location, a meeting point for two World Heritage Sites: Douro Valley Vineyards and Rupestrian Art of the Côa Valley.

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Moreover, considering the advantages of Internet, World Wide Web, and technologies in general, it is possible today to reach new horizons based on data from different sources, and especially data information from the digital footprint of users in the virtual world. The consumer, when interacting in this world, when searching for information for decision making, leaves a record of their interaction. And when this task takes place in a web context in the Google Search search engine, it is possible to make use of the captured data of these interactions, through the GT tool to obtain information and knowledge about consumer /tourist visitor behaviour. Taking advantage of this tool, and after the conclusion of the study phase, it can be concluded that, in general, the main users that use the search engine and the web search channel are Portuguese users, and it is believed that they are users who have a knowledge about the museum in the first place, and about the region in second place. These users make a clear association between the city of Vila Nova de Foz Côa, where the Museum is located, and the respective Côa Museum, and do not show interest in researching about the other municipalities. And clearly, they identify it as a themed Museum - of rock art. In the analysis it can also be verified that the Museum's restaurant has some relevance in the demand, revealing that the users do not intend to accede only to the cultivated fruition of the museological contents, but they research much beyond the educative, communicational and social dimension centred in the diversity of their audiences. However, it turns out that the theme of accommodation is absent from your concerns, showing that the visitor has no interest in staying in the region. Lastly, and considering that the stimuli that the user receives are fundamental to stimulating the search and stimulating the online search, creating peaks of interest, and therefore more visitors, it is necessary to create stimuli, mainly in the foreign users, like the one that is verified with the release of a documentary, on the French television channel TF1, about the Rock Art of the Côa Valley and the Museum, on May 7, 2019, and which produced an increased degree of interest of the French user. This study presents some limitations most of them are inherent to the GT tool but requiring some caution when you are analysing the data, the analyses are referent to individuals that use the Google search engine to get information about only Côa Valley rock art sites. It was not possible to integrate in the definition of the search terms that represent all interest points that this region offers to tourists, like almond blossom, Douro river, vineyards, etc. Therefore, this tool can be a powerful instrument for Côa Museum as a valuable and timely complement for traditional statistics, further research and better access to data is needed to better understand how internet consumers’ search activities translate (or not) into actual outcomes.

Acknowledgments UNIAG, R&D unit funded by the FCT – Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education. UID/GES/4752/2019.

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© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_6

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variance. Although data extraction showed a low KMO value (0.500, Bartlett = 0.000), which would indicate inadequacy of the sample for the procedure, examination of the data indicates that there was consistency in the organization of the groups. By this procedure a score was assigned to each respondent and then they were sorted by punctuation so as to be divided into 3 groups: lower, medium and higher intensity of trips over a year. These groups comprised 144 respondents (33.1% of the sample) with the lowest number of trips, 174 respondents (40.0% of the sample) with a medium level for number of trips and 117 respondents (or 26, 9% of the sample) with the highest number of trips among respondents. In terms of the usual travel companies, the answers (by adding the "often" and "always" alternatives) are systematized in the last column of the Table 1. It is possible to visualize that the sample has a predominant profile of people traveling with the family (65.2% of the answers), followed by those who travel predominantly alone (25.8%). Table 1. Type of Company in Travel (n=384) Travel With Family Alone Friends Groups / Excursions

n % n % n % n %

Never

Rarely

48 12,5 178 46,4 107 27,9 298 77,6

48 12,5 53 13,8 115 29,9 39 10,2

Sometimes 38 9,9 54 14,1 94 24,5 28 7,3

Often

Always

77 20,1 48 12,5 38 9,9 15 3,9

173 45,1 51 13,3 30 7,8 4 1

Often + Always 247 65,2 99 25,8 68 17,7 19 4,9

A classification made for later analysis involved responses given to the intensity in which the respondents "Travel Alone", being the respondents divided among those traveling Few Times alone (sum of answers “never” and “rarely”, corresponding to 231 cases or 60.2% of the sample), those who travel alone Sometimes (54 respondents or 14.1% of the sample) and those who travel Often alone (sum of answers “often” and “always”, corresponding to 99 cases, or 25.8% of the answers). When asked to choose among the 7 options offered the main source for travel choice information, about 30.5% of the respondents stated that they do so by indication of friends and family, followed by travel blogs (25.8% of the answers) and for ticket promotions (18.5%).

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Fig. 2. Main Source for Travel Choice Information and Decision (in %) n=384

4.2

Most Valued Attributes in Blogs

Respondents were also asked to assign a degree of importance to several aspects proposed as the main types of content found on travel blogs. The data of the 8 attributes are presented in Figure 3, which represent the sum of the responses "Very important" and "Total importance", with the frequencies organized from highest to lowest value.

Fig. 3. Most Valued Aspects in Travel Blog Contents (sum of alternatives "Much Importance" + "Total Importance" in %) n = 384

It is possible to visualize that the aspects considered most important by the respondents are "itineraries and attractions" (93.5% of answers between “total importance” and “much importance”), followed by "transportation and locomotion" (87.2% of the two alternatives together). The least important attributes were "temperature and climate" (58.0% of responses for total and great importance) and restaurants and gastronomy (63.8% of the two alternatives added). In order to better understand the nature of the aspects of travel blogs to which respondents attribute value, the researchers handled the data through a dimension reduction statistical procedure. With this, the authors tried to understand if there were correlations among the 8 variables proposed for evaluation, once again using the factor analysis technique. For the extraction of the factors, the main components method was used,

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85

with Varimax type rotation and acceptance of factors that presented eigenvalue > 1.0. The results were adequate for the treatment (KMO = 0.751, Bartlett = 0.000) and resulted in 3 factors that together account for 60.7% of the variance. Table 2 below shows the rotated components matrix and the allocated loads. Table 2. Rotated Component Matrix of Travel Blog Content Aspects Content Attributes in Blogs Prices Lodging Itineraries and Attractions Restaurants and Gastronomy Transports and Locomotion Temperature and Climate Currency and Exchange Habits and Culture

1 0,698 0,314 -0,096 0,075 0,354 0,701 0,788 0,172

Factor 2 0,253 0,769 0,478 0,730 0,329 0,146 0,011 -0,009

3 -0,314 -0,170 0,500 0,256 0,454 0,357 0,255 0,776

When analyzing the factor loads, the authors propose three aspects that these factors express: (i) the first involves the aspects of General Information, as the correlations between prices, temperature and climate, and currencies and exchange are positively charged and highly correlated in factor 1; (ii) the second factor is the Stay, which correlates the lodging item with restaurants and gastronomy; and (iii) the last factor can be called Itineraries, which correlates the items of the habits and culture with transportation and locomotion and also with itineraries and attractions. It is necessary to carefully analyze the items "itineraries and attractions" and also "transportation and locomotion", considered the most important by the respondents (and, of course, with less dispersion of data). In the case of "transport and locomotion", their loads are distributed almost equally among the 3 factors, which indicates that this item is distributed by the 3 suggested aspects. In the case of "itineraries and attractions", the analysis is more interesting: its factorial load was distributed almost equally in the last two factors, but it is negatively associated with the first one. That suggests that there is a perception of the difference between experiential aspects of blog content (involving opinions about Stay and Itineraries) with those of a more objective nature (General Information), such as prices, exchange and temperature. 4.3

Differences in Factor Scores Means by Profiles

The next step was to analyze if there are differences between groups characterized by socioeconomic profiles and travel habits in the degree of importance attributed to the identified factors. In the factor analysis, a score corresponding to the three factors found was assigned to each case, which corresponds to a case positioning in a normal distribution with a mean of 0 and a standard deviation of 1.0. Therefore, it is possible to situate each respondent in a continuum that goes from the lowest degree of attribution of importance to the factor found to the greatest degree of importance. Following this reasoning, the cases were compared by means of the scores for each factor, in order to analyze if there are differences in terms of gender, age, educational level, travel

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intensity and habit of the individual traveling alone. The results are organized in Tables 3, 4 and 5, which present the categories of variables analyzed, the n and the factor score calculated for each category, the type of test performed (t, for independent samples of two categories and F ANOVA for variables with 3 or more categories), plus the value found in the test and its significance (S = statistically significant at a < 0.05 or 95% confidence level, and NS = statistically non-significant). The Table 3 presents the results for Factor 1 (General Information, which aggregates the items prices, temperature and climate and currency and exchange). The results were significant for differences in all variables analyzed, except for the category that measured the intensity of the respondent for traveling alone. Overall, the data suggest that the lower the qualification of the respondent in socioeconomic terms, the lower the age group and the lower the number of trips, the greater the importance attributed to general information content of travel blogs. In the educational level, the results show that the higher the education level, the lower the importance given to the Information factor; the inverse occurs in the age group category, and the younger the respondents, the greater the importance attributed to the factor. In terms of gender, men attribute less value to the information factor than women. The household income range presents differences in which the group with the highest income (above R$ 9,000) has a lower average score than the others, which indicates less importance attributed to general information offered by blogs. The average scores of respondents divided by number of trips suggest that the higher the number of trips, the lower the importance given to General Information contents of travel blogs. There were no differences as to groups characterized by the habit of the respondent traveling alone. Table 3. Tests for Mean Differences of Scores for Factor 1 (General Information) n = 384 VARIABLE Education Level

Age Group

Genre Household Income Range Number of Travels Travel Alone

CATEGORY

n

Up to Highschool Graduate Posgraduate Up to 24 years old 25 - 35 years old 36 - 50 years old Above 51 years old Female Male Up to R$ 3.000

36 183 165 68 191 90 35 280 104 48

Factorial Score 0,375 0,157 -0,256 0,391 0,040 -0,303 -0,196 0,103 -0,278 0,217

R$ 3.001-R$ 9.000 Above R$ 9.000 Few Medium High Few Sometimes Often

167 169 121 157 106 231 54 99

0,221 -0,280 0,219 -0,013 -0,231 0,054 -0,250 0,010

Test type

Value

Sig

F(ANOVA)

10,682

0,000

S

F(ANOVA)

7,097

0,000

S

t Test

3,075

0,002

S

F(ANOVA)

12,533

0,000

S

F(ANOVA)

5,895

0,003

S

F(ANOVA)

2,043

0,131

NS

Returning to the analysis, now focusing on the second factor identified (Stay, which gathers the evaluations of lodging, restaurants and gastronomy), the data systematized

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in Table 4 indicate that there are only differences in the factorial scores means that can be considered statistically significant of the categories: those that divide respondents by the household income range and by the intensity of traveling alone. The data of the first group, income range, show that the higher the income, the greater the importance attributed to this type of content of travel blogs. On the other hand, the more the respondent travels alone, the less important is this type of content. This may suggest that Stay information is more relevant for those who have more income and who traveled accompanied as important information for planning the trip. Table 4. Tests for Mean Differences of Scores for Factor 2 (Stay) n = 384 VARIABLE Education Level

Age Group

Genre Household Income Range Number of Travels Travel Alone

CATEGORY

n

Up to Highschool Graduate Posgraduate Up to 24 years old 25 - 35 years old 36 - 50 years old Above 51 years old Female Male Up to R$ 3.000

36 183 165 68 191 90 35 280 104 48

Factorial Score -0,230 -0,018 0,070 -0,006 -0,066 0,108 0,093 0,027 -0,071 -0,125

R$ 3.001-R$ 9.000 Above R$ 9.000 Few Medium High Few Sometimes Often

167 169 121 157 106 231 54 99

-0,111 0,145 0,132 -0,045 -0,084 0,115 -0,065 -0,234

Test type

Value

Sig

F(ANOVA)

1,387

0,251

NS

F(ANOVA)

0,725

0,537

NS

t Test

0,768

0,443

NS

F(ANOVA)

3,206

0,042

S

F(ANOVA)

1,602

0,203

NS

F(ANOVA)

4,440

0,012

S

Finally, the last factor, called Itineraries (which aggregates assessments about aspects of itineraries and attractions, transport and locomotion, habits and culture), whose data are presented in Table 5, did not identify significant differences for the factorial scores means of the compared groups.

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Table 5. Tests for Mean Differences of Scores for Factor 3 (Itineraries) n = 384 VARIABLE Education Level

Age Group

Genre Household Income Range Number of Travels Travel Alone

5

CATEGORY

n

Up to Highschool Graduate Posgraduate Up to 24 years old 25 - 35 years old 36 - 50 years old Above 51 years old Female Male Up to R$ 3.000

36 183 165 68 191 90 35 280 104 48

Factorial Score 0,004 -0,074 0,081 -0,216 0,010 0,138 0,009 0,034 -0,091 -0,078

R$ 3.001-R$ 9.000 Above R$ 9.000 Few Medium High Few Sometimes Often

167 169 121 157 106 231 54 99

-0,070 0,092 -0,056 -0,059 0,152 0,015 -0,091 0,015

Test type

Value

Sig

F(ANOVA)

1,052

0,350

NS

F(ANOVA)

1,638

0,180

NS

t Test

1,084

0,279

NS

F(ANOVA)

1,267

0,283

NS

F(ANOVA)

1,697

0,185

NS

F(ANOVA)

0,258

0,773

NS

Conclusions, Limitations and Propositions for Future Studies

The results of the present study should be taken carefully, given the nature of the sample, obtained by convenience, in higher socioeconomic strata of the Brazilian population, with female predominance. However, they provide interesting insights for understanding the usage relationships and value assigned to travel blogs, which can be further explored in future studies. The data suggest that the main source of information for choosing travel is the indication of friends and family, and blogs are in second position of preference. It worth to note the low importance given to traditional means such as tourism publications (guides, newspapers and magazines) and travel agencies. This indicates that tourism consumption is increasingly based on a disintermediation of knowledge and information, which can be acquired directly from peers or through influencers that can be recognized as a direct source in C2C type processes (Consumer-to-Consumer). The contents with more importance attached in travel blogs are information about "itineraries and attractions", followed by "transport and locomotion”. Contents about "temperature and climate" are considered less important among the information offered, perhaps due to the existence of others (than blogs) sources and channels to be consulted. The statistical technique used for data analysis suggests that there are three dimensions that respondents identify in blog content: (i) an overall informational dimension (aggregating items of prices, temperature and climate, currencies and exchange); (ii) a Stay dimension (adding lodging with restaurants and gastronomy); and (iii) a Itineraries dimension (aggregating aspects of itineraries and attractions, transportation and

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locomotion, and habits and culture). Of these three dimensions, the one that presented the most statistically significant differences in the attribution of importance among the analyzed groups of respondents was the first. In general, greater importance is given to General Information by women, respondents with lower level of education, younger people, those with lower household income and fewer trips, which may mean that profiles expected to be less related with tourism experiences all along their lives are those who value the most basic information. On the other hand, the aspects of Stay (lodging, restaurants and gastronomy) are evaluated in a more important degree by segments of higher household income and by those traveling accompanied (respondents who travel less alone), which may also suggest that these segments have greater travel planning needs in these aspects considered. Finally, there were no statistically significant differences in the aspects of the Itineraries (which added itineraries and attractions, transport and locomotion, habits and culture) among the analyzed groups, two of these factor items that compound this factor being among the most important of the aspects evaluated by respondents. The study, although based on quantitative data, had an exploratory nature, given the low production of research on the subject and the small specific theoretical basis on characteristics and effects of travel blogs. For this reason, its importance should be attributed to the insights that may serve to inform new researches that analyze the motivations and effects of this important communication channel in the destination market and tourism services scenario. New studies that expand the sociodemographic base of the sample, comparing cultural behaviors in different markets, that consider the involvement with technology as a moderator of the attitude towards the content of blogs, can be important contributions to the studies on consumer behavior of products and touristic destinations. Other initiatives can evaluate the content producers' understanding of the dimensions analyzed here, ie whether there is a greater or lesser degree of strategic elaboration in the formulation of blog content from the point of view of the sender, not the receiver of the messages. It would also be interesting to analyze the different natures of communication codes (imagery, audiovisual, textual) and whether there are different attitudes of users to the content and credibility of this information. References 1. 2. 3.

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 I S % S   % 0 and 0 < γ ≤ 1, where pi is the price and qi the quantity (occupancy rate), for i ∈ {1, 2}. We note that the two products are substitutes, and, since γ ≤ 1, “cross effects” are dominated by “own effects”. The value of γ expresses the degree of product differentiation. When γ is equal to 1, the goods are homogeneous, and when γ tends to 0, we are close to independent goods (see Vives [8]). From (1) and (2), we obtain q1 =

α(1 − γ) 1 γ − p1 + p2 1 − γ2 1 − γ2 1 − γ2

(3)

q2 =

α(1 − γ) γ 1 + p1 − p2 1 − γ2 1 − γ2 1 − γ2

(4)

For simplicity, we assume that both hotels have the same constant marginal cost c. We consider from now on prices net of marginal costs. This is without loss of generality since if marginal cost is positive, we may replace α by α − c. The profit of hotel Hi is then πi = (α − qi − γqj )qi α(1 − γ) − pi + γpj = pi 1 − γ2 with i, j = 1, 2 and i = j. Hotel H1 is for profit, but hotel H2 is assumed to be a nonprofit organization (in Portugal, we can see H2 as belonging to INATEL Foundation, for instance).

Price-setting hotel competition under uncertain demand

291

Therefore, in choosing the optimal price, it must take into account an altruistic objective. Following Sansing [9], we will consider the consumer surplus in the objective function of hotel H2 . Consumer surplus is given by    1 (α − γ) q12 + q22 + γ(q1 + q2 )2 2 p2 + p22 − 2γp1 p2 + 2α(1 − γ)(α − (p1 + p2 )) = 1 2 (1 − γ 2 )

CS =

As considered by Ferreira [7] and by Lien [10], hotel H2 ’s objective function W is written as W = π2 + wCS = (α − γq1 − q2 )q2 + =

 w 2 q1 + 2γq1 q2 + q22 2

α(1 − γ) − p1 + γp2 p1 1 − γ2 w (p2 + p22 − 2γp1 p2 + 2α(1 − γ)(α − (p1 + p2 ))), + 2(1 − γ 2 ) 1

where w > 0 is the weight assigned to the consumer surplus for hotel H2 relative to its profit (i.e, the hotel’s altruistic preference). Both hotels take their price decisions simultaneously (Bertrand duopoly model). Hotel H1 solves the optimization problem maxp1 π1 , and hotel H2 solves the optimization problem maxp2 W . By solving the system ⎧ α(1−γ)−2p1 +γp2 ∂π ⎪ =0 ⎨ ∂p11 = 1−γ 2 , ⎪ ⎩ ∂W = α(1−γ)(1−w)+γ(1−w)p1 −(2−w)p2 = 0 ∂p2 1−γ 2 we get the Nash equilibrium: p1 =

α(1 − γ)(w(1 + γ) − 2 − γ) w(2 − γ 2 ) + γ 2 − 4

Thus, π1 =

and

p2 =

α(1 − γ)(w − 1)(2 + γ) . w (2 − γ 2 ) + γ 2 − 4

α2 (1 − γ)(w(1 + γ) − γ − 2)2 (1 + γ) (w (2 − γ 2 ) + γ 2 − 4)

2

and W =

  α2 w3 (1 + γ) − 2w2 (1 + γ)(2 + γ) + 2wγ(2 + γ)2 + 2(1 − γ)(2 + γ)2 2(1 + γ) (w (2 − γ 2 ) + γ 2 − 4)

2

.

Proposition 1. The price set by hotel H1 is higher (resp., lower) of the price set by hotel H2 , if w > (4 − γ 2 )/(2 − γ 2 ) (resp., 0 < w < (4 − γ 2 )/(2 − γ 2 )).1 1

We note that 2
0, 0 < w ≈ 2.143 ∂W 4α (42w − 270w + 725w − 725) ⎨ = ⎩ ∂w 3(7w − 15)3 < 0, 2.129 0, for w = ∂w 625(7w − 15)3 7 Thus, we can state the following proposition. Proposition 4. For α = 10,  = 0.1 and φ = 0.9, – the expected profit of the forprofit hotel decreases (resp., increases) with the degree of altruistic preference, for either low or high (resp., intermediate) values of this degree; – the expectation of the objective function of the nonprofit hotel increases with the degree of altruistic preference.

4

Conclusions

This paper addressed the question of demand uncertainty in a price-setting competition between a for profit hotel and a nonprofit hotel. We computed the Bayesian-Nash equilibrium, and we analysed the effects of the degree of altruistic preference. We proved that as the nonprofit hotel values more the consumer surplus, both hotels set higher (resp., lower) prices, if the probability φ of higher demand is high (resp., low). Furthermore, and by simulating some parameters’ values, we saw that the expected profit of the for-profit hotel decreases (resp., increases) with the degree of altruistic preference, for either low or high (resp., intermediate) values of this degree. The expectation of the objective function of the nonprofit hotel increases with the degree of altruistic preference. Acknowledgments. Authors thank to UNIAG, R&D unit funded by FCT - Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education, under the Project UID/GES/04752/2019.

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 )LJInitial path diagram

The model posits that nationality, age groups, perceptions of income and perceptions of health status determine travel motivation factors and overall satisfaction with the visit. Path coefficients were estimated by ordinary least squares (OLS), partial standardized regression coefficients, between the cause (exogenous) variables and the effect (endogenous) variables on which they have impact. Results are presented in Table 5. A path coefficient was considered significant at the 0.05 or better probability level.  7DEOH Results for Path Analysis F1: Wsk F2: Kdpl F3: Sf SBd p SB p SB p Nationality  Age  Groups PIb  PHSc  F1: Wsk  F2: Kdpl F3: Sf

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According to this model, there are no indirect effects or mediators of any of the variables used in the final trajectory analysis model. The nationality of tourist has two direct effects, namely a direct effect on Wsk (that is for each standard deviation of the touristic nationality Wsk decreases 0.092 standard deviations in direct effect) and a direct effect on Kdpl is -0.101. The age groups of tourist has two direct effects: Wsk (0.017) and Overall Satisfaction (0.108). The perceptions of income has one direct effect: Wsk (0.145). The perceptions of health statushas four direct effects: Wsk (-0.116), Kdpl (0.095), 6I(-0.170) and Overall satisfaction with the visit(0.092).

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&RQFOXVLRQVDQG,PSOLFDWLRQV Senior tourists, specially the domestic ones, travel to explore their identity and search for well-being, to learn and enrich themselves and to socialize and have fun. Unlike most related work in travel and tourism, this study investigated the influence of senior tourists’ characteristics on travel motivation factors and overall satisfaction with the visit in an integrative path analytic framework by analyzing the constructs simultaneously in a path analytic framework. From the path analysis it is noted that the characteristics of the tourists: L) nationality, age groups, perception of income and perception of health status influence the motivational pull factor (Wsf); LL) nationality and perception of health status influence motivation push factors (Kpdl and Sf); and LLL) age groups and perception of health status influence overall satisfaction with the visit. From a theoretical viewpoint, the results advance our understanding of the phenomenon by demonstrating the process involved in the formation of travel motivation factors. From a practical viewpoint, this study provides important implications for developing mew tourism products for senior travelers. Government officials, destination management organizations (DMO’s) and tourism destination practitioners such as hotel managers, tour and travel professionals to pay close attention to the findings presented in this research.

1RWHThe development of this study was financed under the research project Senior tourism and well-being in the destination Azores: Creation of a cultural product "TuSénior 55+", by the program PO2020 Azores and Regional Government of the Azores, with the reference ACORES-01- 0145-FEDER-00002 TuSénior 55+. 5HIHUHQFHV 1. Araújo, L.: Portugal, uma marca de excelência. Revista Portugalglobal, 103, 9-18 (2017). 2. Ashton, S., Cabral, S., Santos, G., Kroetz, J.: A relação do turismo e da qualidade de vida no processo de envelhecimento. Revista Hospitalidade, 12 (2), 547-566 (2015). 3. Azores Observatory of Tourism: Satisfação do Turista que Visita os Açores (2017). Available in: https://otacores.com/inquerito/ano-2017/#1516984027378-9192f79c-8a44, last accessed 2019/06/27. 4. Bagus, R.: The motivations and satisfaction of elderly tourists visiting Bali tourism destination Indonesia. Journal of Economics and Sustainable Development, (18), 10-16 (2014). 5. Bojanic, D., Warnick, R., Musante, M.: An evaluation of the relative importance of tourism for islands. Conference Proceedings of the Travel and Tourism Research Association: Advancing Tourism Research Globally (2016). Available in: https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1484&context=ttra, last accessed 2019/06/27. 6. Chen, S., Shoemaker S.: Age and cohort effects: The American senior tourism market. Annals of Tourism Research, 48, 58-75 (2014).

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7. García-Almeida, D., Hormiga, E.: Immigration and the competitiveness of an island tourism destination: A knowledge based reputation analysis of Lanzarote, Canary Islands. Island Studies Journal (1), 207-222 (2017). 8. Guo, Y., Guillet, B., Kucukusta, D., Law, R.: Segmenting spa customers based on rate fences using conjoint and cluster analyses, Asia Pacific Journal of Tourism Research, , 1-19, (2015). 9. Lisbon, P.: Turismo Sénior: Contributo para o Envelhecimento Ativo e Saudável. Master's thesis (unpublished). University of Lisbon, Portugal (2015). 10. Moniz, A. I., Medeiros, T., Silva, O., & Furtado, S.: The effects of senior tourists’ characteristics on travel motivation and satisfaction. In  1 'UHãNRYLü , 6WDPHQNRYLü 7 3 h]PF$.RUMHQLü(+UHOMD$%DQGD%$YGLü$6Lvac, J. Péterfi, K. Szeidl, B. ZáYRGL$+RUYiWK0.RVH,8]XQ$/LJDWD 0ýDXãHYLü2UJV 4th International Tourism and Hospitality Management Congress: Book of abstracts, p. 11. Saravejo: ITHMC (2018). 11. Nafi, S. M., & Ahmed, T.: Sustainable tourism in Saint Martin Island: An observation on young tourist perception and awareness level. Journal of Humanities and Social Science (10), 73-80 (2017). 12. Nascimento, F., & Santos, A.: Os fatores motivacionais na prática da atividade turística na terceira idade: Um estudo a partir de um centro de convivência de idosos na cidade de Manaus. Revista de Turismo Contemporâneo4 (1), 1-22 (2016). 13. National Statistical Institute.: Estatísticas do Turismo 2014. Lisboa: Instituto Nacional de Estatística, I.P. (2015). 14. National Statistical Institute.: Estatísticas do Turismo 2015. Lisboa: Instituto Nacional de Estatística, I.P. (2016). 15. National Statistical Institute.: Estatísticas do Turismo 2016. Lisboa: Instituto Nacional de Estatística, I.P. (2017). 16. National Statistical Institute.: Estatísticas do Turismo 2017. Lisboa: Instituto Nacional de Estatística, I.P. (2018). 17. Nikitina, O., Vorontsova, G.: Aging population and tourism: Socially Determined Model of consumer behavior in the "Senior Tourism" segment. Procedia - Social and Behavioral Sciences, 214, 845 – 851 (2015). 18. Pereira, J.: O turismo de saúde nos Açores: Um estudo sobre o seu potencial e competitividadeDissertação de Mestrado (não publicada), Escola Superior de Hotelaria e Turismo do Estoril, Estoril (2016). 19. Rodrigues, A., Mallou, J.: A Influência da Motivação na Intenção de Escolha de um Destino Turístico em tempo de Crise Económica. International Journal of Marketing, Communication and New Media(2), 5-42 (2014). 20. Seyanont, A. : Travel motivation and intention to revisit of european senior tourists to Thailand. Universal Journal of Management,  (8), 365-372 (2017). 21. Silva, O., Medeiros, T., Vieira, V., Furtado, S.: Destino Açores: Motivações dos turistas seniores. In: TMS Algarve 2018: Tourism & Management Studies International ConferencH, pp.179, Universidade do Algarve (2018). 22. Spasojevic, B., Bozic, S.: Senior tourists’ preferences in the developing countries: Measuring perceptions of Serbian potential senior market. EJTHR, (2), 74-83 (2016). 23. Vigolo, V., Simeoni, F., Cassia, F., Ugolini, M.: Older tourists’ travel motivations and overall satisfaction at the destination: The case of Sirmione. In Proceedings of the 20th Excellence in Services University of Verona International Conference, pp. 817-824, Italy (2017).

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Dark Tourism Roadmap Proposal using new technologies: the portuguese Chapels of Bones example Maria Inês Ribeiro Basílio de Pinho1 and Isabel Maria Ribeiro Tavares de Pinho2. 1 Cultural and Social Studies Department, IPP – Escola Superior de Educação (Porto), Rua Dr. Roberto Frias, 602, 4200-465 Porto, Portugal.

2 Rua Machado Santos 711, 4400-209 V. N. Gaia, Portugal. Email 1 [email protected], email 2 [email protected] DOI: 10.17013/risti.n.pi-pf

Abstract: Death is one of the few certainties in life. After birth, the days and years are consumed toward the inevitable end. Over the centuries, Art History has revealed many ways in which humans relate to or express themselves or exorcise themselves from death. Among them, we highlight the Chapels of Bones. In the contemporary era, this concern with the theme remains evident with the use of Dark Tourism and New Technologies. Indeed, the increase in leisure time led to the choice of tourism practices, namely the Dark. Individuals who want to know more about these places, or who want to get their exact location or who want to visit them virtually, increasingly rely on the use of technologies. There are many reasons to travel among Dark Tourism: genocide, battlefield, ghost cities, cemeteries or chapels of bones. This paper presents a proposal for a Dark Tourism Route from the 8 Portuguese Chapels of Bones using Google Maps. Palavras-chave: Dark Tourism; Chapels of Bones; Death; New Technologies.

1- Introduction With the recent and constant technological revolutions, several changes have been occurring in the cultural habits of the public. Thus, on the one hand, culture and access to culture have democratized and, on the other hand, there has been the isolation of young and less young individuals on iPhones, iPads, PCs, among others. In the limit they can, using the "google culture", know a space of Cultural Tourism without leaving home. Similarly, they do so without being in a group or in family and without making large financial expenses.

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_41

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In addition, economic developments triggered changes in society and culture, leading to the revolution of mentalities. Naturally, man's attitude towards death and the Beyond has also changed. Thus, many tourist practices seek to address this issue or are related to emotions. Cultural Tourism is not indifferent to this subject, including in its application forms, the so-called Dark Tourism. The above facts affect the Cultural Tourism and its aspects, because before taking his/her choice of mobility and overnight, the Tourist will want to study, in depth, the choices that are presented to him. The tourism agent must again use the technologies to conquer the potential user. In the following work little research methodology is developed, since it was just an exploratory study of the 8 remaining chapels of bones. To this end, the bibliographic collection and the application of qualitative techniques were used (namely, in-depth interviews with the responsible and / or parish priests and / or caretakers of the Chapels, as well as a focus group to the research team of the Municipality of Monforte). In view of the above, the following work begins by making a presentation of the Portuguese Chapels of Bones as a phenomenon of Dark Tourism, followed by the contextualization of the basic scripting software and the presentation of a proposed script of the portuguese bone chapels. Finally, it will end with the conclusion and the references.

2- Presentation of the portuguese Chapels of Bones as a phenomenon of Dark Tourism The paper now presented reflects on the Chapels of Bones in Portugal as a symbol of a particular Macabre Heritage that dominates mainly the south of the country, between the 16th and 18th centuries, and which, therefore, can currently enhance the so-called Dark Tourism. For [12] remembering death means believing in dispossession, humility, devotion. Thus, contemplating skulls should be a lesson in humility. But what is observed is that in these monuments the human bones, instead of leading to reflection or spiritual recollection, as initially proposed in the Baroque period, trigger a contrary relationship of horror or fascination with death. Several authors have been dedicated to clarifying the concept of Dark Tourism. Among them are [19] or [10] who, in a general definition, consider Dark Tourism as the act of traveling to destinations and places associated with death, suffering and macabre or apparently macabre. Moreover, it constitutes a socially accepted way of satisfying curiosity and fascination with tanatological objects [1]. Among the typologies of places associated with the practice of Dark Tourism are: cities or destinations of terror; battlefields; houses of terror; scary hotels;

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concentration camps, cemeteries; serial killer houses, prisons, morbid museums, death-related monuments or chapels of bones. Initially [19] proposes a spectrum that classifies Dark Tourism from the darkest to the lightest. More recently, the same author develops and proposes that this concept brings together a set of mediating institutions (in this case, the chapels of bones) where a spectacular death mindset introduces an open mind to mortality as well as tourist encounters with fatality [18]. In this sense, three characteristics allow us to classify an institution as defining spectacular death, respectively: a) the visibility of mediated death; b) the commercialization of death; c) the ritualization of death. From another perspective, [15] presents the portrait of death as a moment of transition, rather than seeing it as an irreversible and impenetrable frontier with life. As it has inspired various manifestations of popular and / or mass culture, this typology of tourism is called Dark Tourism. As for the motivations of these tourists can also be very diverse. Among them stand out: the historical interest; the education; the memories; the identification with deceased persons; the tribute to the victims or the simple curiosity of the facts occurred. In Portugal little is known about this phenomenon, as data are practically nonexistent. However, it will be used the example of the Chapels of Bones, proposing a possible route to identify one of the Dark Tourism phenomena in this country. Since the phenomenon is not much studied it will be used a qualitative research methodology including in-depth interviews and focus group to the responsibles of these places. Also, will be collected the possible figures for the number of visitors and characteristics of travelers.

3- Contextualization of basic scripting softwares Tourism, in its various forms, has benefited from the technological revolution that is currently being experienced. Such phenomenon happens from the 60's with the emergence of data processing, whose objective was the automation of certain administrative processes and consequent gain in operational efficiency. Later, in the 1970s, information management systems for inventory control and accounting processing were created. In the 1980s personal computers came to support business planning and control and in the 1990s information networks (eg Intranet, Extranet and especially the Internet) did it. In a nutshell, if initially the so-called Common Reporting Standard (CRS) systems existed today it evolves to the Global Distribution System (GDS). In other words, if in the first case an airline had a database which allowed it to manage orders, reservations, availabilities and make this information available to its distributing partners (eg travel agencies or tour operators). In the second case, and since the

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relationship has gone from airline / hotel / car rental, agency and consumer to airline / hotel / car rental, internet and consumer, direct communication between producers and consumers is as well as access to a wealth of information on availability and increased sales and profits. In this way, GDS allows access to information, reservations, customer and supplier databases, ticketing or e-ticketing or reservations for additional services (such as: hotel or car reservations or cultural tourism itineraries) [4]. There are currently four major GDS’s: Amadeus, Galileo, Sabre and Worldspan. All consist of a computer-based tourist reservation system, regardless of whether it is by plane, hotel or cruise. In addition, there are websites that develop the theme of tourism or each of its modalities. For example, the Dark Tourism website with examples of this type of tourism around the world (in particular: [8] or the Auschwitz site as a Dark Tourism place ([9]). The Tourist Information System is therefore a large database containing information on tourism, as well as a tool for planning and managing the development of regional tourism activity or a mechanism capable of reducing bureaucracy, improving democratization and facilitating access to information. It is also a facilitator of communication in general; it is a consolidating instrument of the tourism actors network and it is a facilitator for information management. From the above it is understood that modern management requires that decisionmaking be done with as much information as possible. Managing information is deciding what to do based on information and deciding what to do about existing information. It is having the ability to select from an information repository and also build the structure and design of that repository ([13]). To better understanding let’s consider the regionalization program of Brazilian Tourism. In other words, its coordination includes the following software: - PRTur- PRTur is an internet system whose main objective is to subsidize the planning and definition of strategies to optimize the management of the regionalization process of tourism in Brazil. It allows to manage the information related to this Tourism program, covering the municipalities of the regions, routes and tourist itineraries. Likewise, it allows the graphic visualization (illustration) and updating of the Tourism Regionalization Map, organized by Macroregions, Federation Units, tourist regions, municipalities, routes, itineraries and tourist segments. In this sense, it is possible to relate information between tourist regions, tourist itineraries, municipalities involved and the contemplated tourist segments and identify the current situation and the needs of each municipality inserted in the Tourism Regionalization Map. Finally, it allows to list Plans, Programs, Projects, and actions taken and / or in progress about the tourist activity in the municipalities of the regions, routes and tourist itineraries.

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- INVTUR (Tourist Offer Inventory) - is a software for tourist offer inventory, or rather, it is a process by which the set of tourist attractions, tourism equipment and services and existing tourist support infrastructures are neatly recorded. This process aims to rescue, collect, sort and systematize data and information about the potential of tourist attractions and local and regional offer (namely tourist attractions, services and tourism equipment). - Website of the National Tourism Regionalization Network - is an instrument for the exchange of information, experiences and strengthening of relationships and partnerships between the various actors involved in the Regionalization Program. It is a project that stimulates and, at the same time, supports the implementation of partnerships between the actors involved in the development of tourist regions and allows shared action in the planning and execution of actions. - CADASTUR- is a system on the Internet that aims to enable the registration of Companies Providing Tourism Services and Tourism Professionals, according to specific legislation. - Monitoring System and Evaluation Program – in portuguese SMA- is one of the management tools of the Tourism Regionalization Program developed to assess the objectives, goals and actions established for the Program at national, state, regional and municipal levels in order to refine and adapt them as necessary. - The Distance Support System (in portuguese SAD) is a website that is one of the main tools for disseminating information and content of the Tourism Regionalization Program. When you want to define a cultural tourism itinerary or route, you can resort to scripting software [5]. These include google maps. Google maps is a Google mapping service that allows you to: search for an address, plot routes; alternate routes between walking, driving or public transport, measuring distances and walking the streets. This online map is available for androids or ios. Newer models allow for loudspeaker functionality. From the literature review, and since the subject of Dark Tourism is still very recent, its computer representations are made at the level of advertising links of local or amateur blogs. Thus, the following chapter presents a script of the bone chapels using the google maps software.

4- Presentation of a proposal for the portuguese Chapel of Bones roadmap The Roadmap of the Chapels of Bones now proposed begins in the Algarve in the Chapel of S. Sebastião de Lagos, followed by Faro (Churches of Nossa Senhora do

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Carmo and Sé), Pechão and Alcantarilha. The trip continues to Alentejo, more specifically to the Chapels of Évora, Campo Maior and Monforte. 4.1- Lagos- S. Sebastião Church In 1325 Lagos was the provincial capital, as it was an important center of slavery trade much sought by Spaniards and Africans (North Africa). Even today there is a tourist accessible slave market and a cemetery. The present church of S. Sebastião began as Chapel of Nossa Senhora da Conceição and was intended to be a place of worship. Later is erected a chapel that gave rise to the chapel of St. Sebastian. This saint was the pestilent saint. The sponsor's family (Bishop D. João de Melo) died of plague and this led him to sponsor the work. The number of the faithful is increasing, which requires that, in 1490, a new work be done this time to expand the chapel and give rise to the church today. This marks the creation of the parish of S. Sebastião. In Lagos the parishes have the names of Saints. Besides S. Sebastião there are Saint Maria or Saint Bartolomeu, among others. Even today they rival for festivals or public attention. At that time, S. Sebastião's was a church for the poor. The rich went to the other parishes. In 1573 Lagos passes the city. In 1755 the earthquake and 3 tsunamis occured. This natural phenomenon was worse than in Lisbon and 30 years earlier there had been a major earthquake, where many people died as well. The city was devastated. Among the things that stand is the current S. Sebastião church and it is here that one chooses to build the Chapel of Bones. There are no references to the precise date of construction, but it is estimated somewhere between 1600 and the earthquake, as there are descriptions that survived the earthquake. The historical period that was lived leads to the conclusion that at the origin of the Chapels of Bones will be facts such as the Council of Trent, the Franciscans / Benedictines and the Counter-Reformation. Why was the chapel of bones created? It is not known. It is known that it was used to bury the dead around the churches, that it was for poor people and the remodeling of the cemetery was the result of the excessive number of post-earthquake burials which would lead to the building of the chapel. According to the church’s responsible, until 2014 no one visited the space, much less on purpose, so one cannot talk about the phenomenon of Dark Tourism. Even now who does it is just because it is displayed on city tours or by the hotel where the tourist is staying. There are no registrations of tourist visits but according to the church’s responsible from 2014 until today the total number of visits has reached a total number of 1000 visitors.

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Fig. 1 and 2 - Chapel of Bones of S. Sebastião Church, Lagos, Algarve Source: authors database

4.2- Faro- Nossa Senhora do Carmo Church and Faro Cathedral Cloister The Church of Nossa Senhora do Carmo was built in 1816 by members of the Order of Carmelites [20]. In the same space there are two chapels of the bones. One bigger and another smaller. The smallest one resembles some ordinary little almonds and is out in the open. The other chapel is larger and is in a room. One gets the impression of this work being dedicated to the Souls by the suggestion in a sign: "To consider here that this state will arrive". Until 2017 no visitor numbers were recorded. Since then, the number of foreign tourists has been increasing. Thus, while in 2017 they made up a total of 53,022 tourists, in 2018 the number grew to 62,390. Of all visitors only 5% were portuguese. It was also observed that nationalities varied according to the tour packages to Algarve, that is, if in 2017 English, Nordic and Nipponese predominated; In 2018 the predominance was French, English, Italian and Japanese. The Chapel of Bones of the Cathedral dates from 1653 to 1664 and is located in its cloister, in an area that was entered by the present Largo Afonso III, which, in the time of Bishop D. Simão da Gama (1685-1703) was adapted to cemetery for burial of poor people. In it, the same Bishop ordered to build a Chapel dedicated to S. Miguel, which is adjacent to the Chapel of Bones, to be celebrated there, with decency the Offices of the Dead. As for the connection of the Chapel of S. Miguel with the “Chapel of Bones” is the fact that in the Catholic Church, the intercessor with God for all souls who depart

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from this world is S. Miguel. The Chapel of Bones was intended to show the faithful that in death the invisible things are more important then the visible. The fact that some bones are in a chapel encourages the catholic to pray for the souls of those who have departured. The cemetery that existed in the Cathedral was for everyone, and particularly for the poor. So, the bones of this chapel belonged to the poor. During the research, it was clear from interviews that there is no Dark Tourism phenomenon here. In fact, the tourist visits are done to the Cathedral but since they are there it is compulsory to visit its Chapel of Bones. Also, the number of entrance tickets were not given, but the investigators were informed that this is one of the most visited places by tourists in Faro and as an alternative to beach tourism.

      

Fig. 3 and 4 – 'Alminhas' Chapel of Bones of Carmo Church and Cathedral of Faro, Faro, Algarve Source: authors database

4.3- Pechão (Olhão)- S. Bartolomeu de Pechão Church As in the Algarve chapels described above, the construction of Pechão's is due to the 1755 earthquake. According to [7], in 1482 there was already the chapel of S. Bartolomeu that belonged to the Cathedral of Silves. When in 1457 the Bishop becomes in Faro this parish belongs to this city. Later Faro separates from Olhão and then Pexão (as it was said) belongs to Olhão.

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In 1851 the so-called old cemetery was built, which awaited the works of the new. The bones used in the construction of Pechão’s bone chapel came from the old cemetery. The new cemetery was to be completed in 1854-55. In the fieldwork, it was observed that although the main church and the Parish Council are close, there is no caretaker for the Bones Chapel. The tourist on the beaches of Olhão visits it, but as it is in the open there is no record of the number of visitors.

Fig. 5 and 6 – Chapel Bones of Pechão, Olhão, Algarve Source: authors database

4.4- Alcantarilha (Silves)- Nossa Senhora da Conceição Church The Chapel of Bones of Alcantarilha is attached to the Church of Nossa Senhora da Conceição. There is no record of tourists who pass by the place to meet it, the parish priest responsible placed a box for offerings with an alms request for the conservation of space. Its interior is almost entirely covered and ornamented with more than 1500 human bones, except for the sculpture work of the Crucified Christ figure dating from the 16th century. As for the reasons for the construction of the space is very similar to that observed in the other Algarvian chapels, that is, it was necessary to build a new church and, for that, remove the bones from the cemetery. The present church is built on the old cemetery. To be built it was necessary to remove the cemetery and it was decided to place the bones in a chapel. These bones did not belong to the elites. They were from

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all the people who were buried in the cemetery. It also has no earthquake connection. Nor is it linked to the Franciscans or Carmelites, since it dates from sec. XVI [17].

 Fig. 7 – Chapel Bones Alcantarilha, Silves, Algarve Source: authors database

4.5- Évora- Church and Monestary of S. Francisco One of the best known and oldest chapel of bones is in the Franciscan convent of Évora, with a 13th century church [20]. It is the first religious convent south of the Tejo’s river and with it comes the order of preaching and evangelization in the cities. According to [15] this chapel was ordered to be built by the convent religious to “incite the living to remember the dead and to multiply the disillusionment with the view of our mortalities”. For these reasons they made or clad walls with the bones of the deceased who exiled there. With the stigmatization of S. Francisco (1224) the kings (D. João I; D. Afonso V and D. Manuel) began to register the royal overnight stays. The abandonment of the convent by the monarchy is gradual. The first was D. João III then Filipe II and finally Filipe III who left the palace for good.

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There is no information on the bone chapel principle. The first known record dates from 1657 [3]. At the entrance of it is possible to find an emblematic phrase as reminding the human being his situation of sinner: "Us bones that are here, for yours we wait". It is known that at this time people were buried in churches / parishes and paid for it. With the emergence of orders people wanted to be buried with the habit of order. This implied the payment of indulgences. There was the superstition that anyone who wore it at his funeral was automatically freed from all his sins. In the centuries mentioned there were 3 plagues and many people died. So, the Chapel of Bones may have come from the cemetery. There are 3 friars who found the order. The bones of the chapel founders are in the "ark of the founders." In the book of [2] one speaks of a people's cemetery, which leads us to assume that the common inhabitant paid for and was buried outside the convent. Rich families sponsored chapels in the cloister and the chapel of the bones. In short, the Chapel of Bones dates from the first half of the 17th century, before 1650. Fabrica (name of the enterprise that manages the convent complex) charges entrance tickets. However, it does not record the number of tourists visiting the Chapel. The figures they have were not provided since they are calculated based on the number of touristic books produced and translated into several languages (including English, French, German and Spanish).

Fig. 8 and 9 – Chapel Bones Évora, Évora, Alentejo Source: authors database

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4.6- Campo Maior- Nossa Senhora da Expectação Church Continuing in the Alentejo, next to the Church of Nossa Senhora da Expectação is the Chapel of the Souls of Campo Maior. Dating from 1766, it is entirely built with bones and the Eborean couplet is repeated, but more incisively, since it is written using human ribs, giving it a more macabre tone. Maybe that's why Koudounaris has decided to make an article with photographs that report the spectacular of the place [11]. At the origin of this chapel is the explosion in 1732 of a gunpowder storeroom that decimated 2/3 of the village population [20]. Devotion to this place still occurs today, not merely touristy. There is no record of the number of visitors, but the profile of the tourist is known. Thus, they are mostly Spanish (who are between 20 and 30 years old and come in groups); English (aged 60-70); German and French. In the fieldwork it was observed the existence, in Campo Maior, of a typology of tourism, which can be also a potentiator of Dark Tourism: The Religious Tourism. Indeed, it is suspected that Queen Isabel, Saint Beatriz (queen's maid before the dogma and site of Campo Maior) and D. Francisco Serra Coelho (founder of the order of the Imaculada Conceição) will be the origin of this Chapel of Bones.

 Fig. 10 and 11 – Chapel Bones Campo Maior, Portalegre, Alentejo Source: authors database



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4.7- Monforte- Santa Maria da Graça Church Relatively close to Campo Maior is, next to the Church of Santa Maria da Graça (mother church of Monforte), the Chapel of Bones of that county. Dedicated to souls is still currently the object of devotion. By way of example, it should be noted that the city of Monforte is known for its bullfighting. The international knight João Moura was born here and in the months when these events were taking place (between March and September), his grandfather placed candles there and prayed to the souls of Purgatory, asking for the protection of his grandson and success in the races. He was also in charge of the maintenance of the chapel. To his death his daughter and mother of the knight happened to him. The exact date on which the chapel was made is unknown, but appears to have been a consequence of exhumations from the matrix and beyond. In other words, in the eighteenth century the number of the faithful increased, and as such it was necessary to increase the size of the church and widen the streets around it. In the excavations were found skeletons of bodies buried on top of each other [16]. As the law of cemeteries occurred by decree in 1835 and the spread of public cemeteries was faster in the south of the country, it can be argued that the building was slightly earlier than this date [20] perhaps even in the seventeenth century [6, 14]. Recently this space has been sought by tourists who, in 2018, reached a number equal to 5137 [16].

 Fig. 12 and 13 – Chapel Bones Monforte, Portalegre, Alentejo Source: authors database

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4.8- Google maps itinerary proposal As it turned out, when reviewing the literature, there are currently some software that allow you to make scripts. Among them are mymaps or google maps. Since this system is not very difficult to be used by the average literate tourist, we opted for Google Maps in the present work. Thus, it allows not only making the route but also calculating the total km of the route. Therefore, the itinerary now proposed and carried out in the fieldwork begins in Lagos, going to Alcantarilha, Faro, Pechão, Évora, Campo Maior and ending in Monforte (see fig. 14). In total, and according to google maps, this Dark Tourism route is 463km (see fig. 15).

 Fig. 14 - Chapel of Bones Itinerary Source: authors database

Fig. 15 - Itinerary in distance and Km Source: authors database

5- Conclusion From the middle of the 16th century onwards, an awareness of death and a certain cult of spirituality and reflection on the fragility and transience of life linked to the religious crisis in Europe began to be defined. The shock of the Protestant Reformation divides the Catholic Church and leads it to institute the Counter Reformation. The role of the Council of Trent in the reaffirmation of Christian dogmas will be crucial above all in defending the cult of images and in defining a strong artistic agenda where visual stimuli are well suited to emotion and commotion. The historical context is no doubt conducive to the cult of suffering, astonishment, extreme faith, the consciousness of the end. It is within the baroque culture that arises, as a counterculture, the exposure of human bones. What today may cause some shock at the excessively macabre character and outside the politically correct and sanitized tendencies of the present times was, however, accepted at the time with some naturalness, due to the precarious subsistence conditions of the time.

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From the study carried out eight portuguese bones of chapels emerged as a phenomenon of Dark Tourism. In fact, and in Portugal when it comes to Bones of Chapels only refers to that of Évora. However, the fieldwork now presented, together with the literature review, leads to the conclusion that: - The chapels are eight in total and are in the Alentejo and Algarve; - There have been others, such as Madeira or Coimbra. However, development and economic interests led to their disappearance, leaving only a few bibliographies to report the missing traces and evidence; - The movements and number of visits to these places cannot yet be considered as Dark Tourism, but only as tourism in the broad sense. However, the increase in visits from year to year, as well as the rebirth of a concern about death and its forms of artistic expression, all over the world, together with the increase in the number of tourists in Portugal and successive awards for the best European destination in recent years, may reverse this. At the technological level there was concern with the routing of routes around the 8 Chapels of Bones. The proposal presented was based on a technology accessible to the average literate tourist, namely using google maps. To continue the work now begun and to encourage the affirmation of Dark Tourism in Portugal, it is proposed the creation of a Chapels of Bones platform at national, European and global levels. In this sense, it is proposed that the concept evolves from a proposal for an itinerary to a proposal for a route of the Chapels of Bones. Also, in this paper some questions were raised that could not yet be answered and, as such, may constitute clues for future research. Thus, the relationship between the building of chapels of Bones in Portugal and the historical phenomena of the Council of Trent was unclear; the Counter-Reformation, the Still Life, the Third Dynasty or the Spanish domain of the Philippi, or the relationship of the appearance of the Franciscan / Benedictine / Carmelite Orders and the building of the Bones Chapels is still not clear. Therefore, it is proposed that in future studies such reflection should proceed.

6- References and Webgraphy 1. Barros, A., Ribeiro, C., Pinho, M.I., Veludo, S.: "Can't Take My Eyes Off You": Incorrupt bodies and chapels of bones as (potential) forms of dark tourism. In proceedings of the thrill of the dark: heritages of fear, fascination and fantasy CONFERENCE, s/pp. Ironbridge International Institute for Cultural Heritage, Birmingham (2019). 2. Belém, F. J.: Chronica Seráfica da Santa Província dos Algarves da Regular Observancia do nosso seráfico padre S. Francisco, parte IV, Mosteiro de S. Vicente de Fora, Lisboa (1758).

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3. Cardoso, J.: Agiologio Lusitano dos sanctos e varões, Officina de Henrique Valente D’Oliveira, Tomo II. Ed fac-similada, Faculdade de Letras da Universidade do Porto, Porto (1657). 4. Coutinho, l., Sarti, F.: Estudos de Competitividade do Turismo Brasileiro, Tecnologia de Informação aplicada ao Turismo, https://www.passeidireto.com/arquivo/23162323/tecnologia-da-informacao-aplicadaao-turismo/10, last accessed 2019/07/19 5. Crampton, J. W.: Interactivity Types in Geographic Visualization. Cartography and Geographic Information Science 29, 85-98 (2002). 6. Cunha, A. M.: Monografia geral sobre o concelho de Monforte, Câmara Municipal de Monforte, Monforte (1985). 7. Guerreiro, F.: Pequena Monografia de Pechão, Algarve em foco editora, Pechão (1988). 8. http://www.dark-tourism.com/index.php/tours, last accessed 2019/07/16. 9. http://auschwitz.org/en/, last accessed 2019/07/16. 10. Koudounaris, P.: Memento Mori The death among us. Thames & Hudson, New York (2015). 11. Koudounaris, P.: Travelogue of Terror. Schiffer Publishing, Ltd, Atglen, Pennsylvania (2011). 12. Lousa, T.: Capelas dos ossos e património macabro em Portugal. In F. Magalhães, J. Sousa & M.S.P. Lopes (orgs) Reflexões sobre o património cultural (pp.74-87). Politécnico de Leiria, Escola Superior de Educação e de Ciências Sociais, Centro Interdisciplinar de Ciências Sociais, Leiria (2017). 13. Ministério do Turismo: Roteiros do Brasil Programa de Regionalização do Turismo, modulo 6 sistema de informação no turismo. Artplan (2007). 14. Morgado, P.: Textos do Município de Monforte, Monforte (2019). 15. Pereira, G.: Documentos Históricos da Cidade de Évora. Imprensa Nacional Casa da Moeda, Lisboa (1998). 16. Posto de Turismo de Monforte: Capela dos Ossos. Monforte (2019). 17. Reis, J.V.: Alcantarilha percursos no tempo (monografia), Junta de Freguesia de Alcantarilha, Alcantarilha (2003).

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18. Stone, P.: The “Spectacle” of Death in Dark Tourism. In proceedings of the thrill of the dark: heritages of fear, fascination and fantasy CONFERENCE, s/pp. Ironbridge International Institute for Cultural Heritage, Birmingham (2019). 19. Stone, P.: A Dark Tourism Spectrum: towards a typology of death and macabre related tourism sites, attractions and exhibitions. Tourism: An Interdisciplinary International Journal, 54 (2), 145-160 (2006). 20. Veloso, C.: As Capelas de ossos em Portugal; “speculum mortis” no espectáculo barroco. Minerva, Coimbra (1993).

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3.

Tourism, heritage and landscape in the mountains of central Iberian border

The western extremity of this mountain range includes the mountains of Béjar, Francia and Gata in Spain, and Malcata, Estrela, Gardunha, among others, in Portugal.So, set translates a varied morphological structure, of conjugation, of a corrugated relief with successive separations and contrasts between saws and basins. It is worth highlighting that of Cidade Rodrigo and Celorico da Beira to the north and those of Campo Amarelo, Cória - Castelo Branco - Moraleja and Cova da Beira in the south. All this territory presents a remarkable integrity of its natural and historicalcultural heritage >19@. This patrimonial value subsists, in great part, due to the peripheral location, in relation to the coastal areas and main urban agglomerations, and to the deficient accessibility. The structure of the landscape in the Cordillera is complex. The mountainous complex is affected by a vigorous erosion, which alternates valleys and interfluves surmounted by surfaces of aplanation, with a marked interdependence of the raised areas with the base. This originates a spatial organization staggered at various levels, sometimes well differentiated, depending on the variation in altitude and bioclimatic conditions, imposing specific occupations and ways of life. 7KLV WHUULWRU\ HQFRPSDVVHV LQ D FURVV-ZD\ QDWXUDO VSDFHV ZLWK RWKHUV RI JUHDW KLVWRULFDO DQGFXOWXUDOYDOXH UHIHUULQJ WRLWV PRUSKRORJLFDOVWUXFWXUHWKHULFKQHVVRI LWVIDXQDDQGIORUDEXLOWKHULWDJHFXOWXUDODQGHWKQRJUDSKLFGLPHQVLRQ7KHUHDUHDOVR

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Strategies for a promotional model and qualification of the tourist offer in border peripheral regions

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Public policies and territorial cohesion Programs. Infrastructure promotion and environmental qualification.

Cohesion + Sustainability

Appreciation of resources. Development of services and new products. Promotion of heritage and its sustainability.

Territory

Tourism

Society

Governance

Development + Social Equities

Infrastructure development. Investment stimulus. Cooperation and promotion of tourism qualification.

Entrepreneurship + Innovation

Figure 1- Bases of a model for tourism development in regions of territorial border specificity (Source: Own elaboration). ,Q WKH ODVW GHFDGH WKHUH KDV EHHQ D JURZLQJ DUWLFXODWLRQ RI HIIRUWV IRUPDO DQG QRQIRUPDOLQWKHTXDOLILFDWLRQRIH[LVWLQJKHULWDJHQDWXUDODQGKLVWRULFDO-FXOWXUDO LQWKH H[FKDQJHV EHWZHHQ HQWUHSUHQHXUV IURP ERWK FRXQWULHV ZRNVKRSV IDLUV DQG WRXULVP SURPRWLRQ HYHQWV  LQ WKH GLVVHPLQDWLRQ RI H[LVWLQJ SURGXFWV DQG VHUYLFHV GHPRQVWUDWLRQV DQG SUHVHQFH LQ LQWHUQDWLRQDO IDLUV  DQG LQ WKH HQKDQFHPHQW RI IURQWLHUHFRV\VWHPV2IZKLFKZHFDQKLJKOLJKW x 6HPLQDUVDQGVHPLQDUVLQWKHILHOGRIWRXULVPSURPRWHGLQFRQMXQFWLRQZLWK WKH 'LSXWDFLRQ GH 6DODPDQFD &RYD GD %HLUD 0XQLFLSDOLWLHV $VVRFLDWLRQ *XDUGD 3ORLWHFQLFR ,QVWLWXWH 8QLYHUVLW\ RI 6DODPQFD 6DODUFD DQG$VSURGHV LQWKHDPELWRI%,1-6$/HPSOR\-$5D\DHQWUHSUHQHXU x ,PSURYHPHQW RI SK\VLFDO DFFHVVLELOLW\ DJDLQVW SROLWLFDO HIIRUWV WR LPSURYH ERUGHUSHUPHDELOLW\ x $IWHULQYHVWLQJLQWRXULVP-QDWLRQDODQG(XURSHDQSURJUDPV x &UHDWLRQ RI WKHPDWLF VFULSWV DQG FLUFXLWV ZLWK WKH FROODERUDWLRQ RI EXVLQHVV DVVRFLDWLRQV x 'HYHORSPHQWRIDEUDQGIRUORFDOSURGXFWV x +ROGLQJ RI IDLUV SURPRWLQJ WRXULVP DQG HQGRJHQRXV UHVRXUFHV RI WKH ERUGHU UHJLRQ

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Ongoing initiatives have enabled the border to be promoted not only as a space for circulation and access between countries, but also as a destination for tourism and leisure activities, benefiting from existing heritage wealth, festivities and hybrids, gastronomy and local produce, classified areas and distinct ecosystems, in the experimentation of traditions with the innovations associated with local producers.

5.

Conclusions

The valorization and dissemination of heritage, the restoration of real estate and traditions, the promotion of agricultural and pastoral products, the interest in sporting practices associated with water and forestry resources increase the potential of these destinations in the national and international context. However, they experience strategic management problems, which result from their not being valued and promoted by local administrative structures. here is a need for the development of initiatives to raise awareness of the diverse potential of these regions, to promote their space, culture and economy, to call for a specific development model in which tourism and leisure activities find favorable conditions for their expansion and appreciation of local ways of life. Current trends advocate an integrated and participatory management of these spaces, which seeks, at the same time, to ensure environmental balance and associate economic plurality to this conservation, to improve the supply of services and support for secular activities. It is therefore expected that the maintenance of the population and farming and pastoral activities in a complex but rational combination scenery between the environment and man, allowing ³old´ and ³new´ production processes and land ownership to (co) exist. In the context of the frontier regions, resources are sought to attract populations on both sides of the border, in the face of the attractiveness resulting from cultural differences and existing natural conditions, promoting those who move to the possibilities of stays with arguments enriching for leisure activities. Simultaneously as they are places of international permeability, they contain conditions for an increase in visitors who can stay in their travels and enjoy the hybridity and the existing patrimony, requiring communication formats that allow exploring these territories and find attractions of visit and stay. In this approach, it is urgent to develop joint communication channels that allow an integrated border offer from both countries, strengthening the existing offer and broadening the reasons for visiting. In this context, the eco-cultural heritage, livelihoods, hybridity and landscapes of border

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regions are key factors for their resilience and ability to attract visitors. They demand greater promotions and concerted strategies between governments and tourism promoters

6.

References 1.

2.

3.

4.

5. 6. 7.

8.

9.

10. 11. 12.

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&XOLQDU\7RXULVPDQGIRRGWUHQGV Pedro Liberato1 ( ), Teresa Mendes1, Dália Liberato1 1

School of Hospitality and Tourism of Polytechnic Institute of Porto (ESHT), Rua D. Sancho I, 981, 4480-876 Vila do Conde, Portugal SHGUROLE#HVKWLSSSWWHUHVDTXHLUR]#JPDLOFRP GDOLDOLE#HVKWLSSSW

$EVWUDFW This article aims to highlight the importance of segmenting and bringing a consensual definition on food tourism, gastronomic tourism and culinary, in the international Academia. We will then focus on culinary tourism as a market trend, also recognizing the food trends, grouped as products in this typology of food tourism. As a way of achieving the proposed objective, we proceeded to select indicators of trends in the area of food tourism, based on a review of the scientific literature. As a result of the literature review, two models are presented, one of the definitions of culinary tourism, based on five components, the other as a model of creation of new touristic food products. Finally, with this review, we wish to contribute to the recognition of more accurate market strategies towards these types of food tourism, impaired with the respect for local and regional heritages of the touristic destinations. .H\ZRUGVGastronomic tourism, Culinary tourism, Food trends

,QWURGXFWLRQ According to [1], and through a cyclical process, emerging consumers bring great transformations to the tourism industry and, inevitably, new and innovative products also bring transformations to the tourism structure. Factors such as demographic changes, globalization and competitiveness of the tourism market create new products, progressively focused towards the consumer-traveller. Thus, tourist destinations develop new activities and new standards of consumption, as a result of a growing interaction between tourists and locals. The authors reveal how trends in the tourism market can be identified, through indicators and empirical evidence, where such trends contribute also to the changes in this market. Gastronomic tourism has been valuing endogenous resources in the regions where it is encouraged. There are countless examples in the various world regions, in different continents, regardless of their situation towards tourist demand. According to [2], gastronomic tourism emerges as a vital resource that adds value and provides solutions for the need of destinations to differentiate themselves and offer exclusive products. Therefore, five reasons justify this ever-growing phenomenon, namely the need for a destination to differentiate itself and create a unique marketable proposal,

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_45

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based on the pursuit for the authenticity. Simultaneously, these destinations look up to gastronomy to attract tourists, allowing themselves to direct the touristic flow to less visited places, as well as to develop an effective communication strategy through the use of narratives that easily appeal to the emotional side of the visitor, offering more meaningful experiences, capable of leaving a deeper and more lasting impression. In the end, with these unforgettable and authentic experiences visitors become faithful, and can also become the best ambassadors, by sharing their positive experiences with other travellers. This analysis of the UNWTO results in the appreciation of traditional gastronomy as a strategy of dissemination and promotion of less well-known and less saturated destinations, converting the typical foods of a region in a decisive resource for the promotion of a touristic destination. In Portugal, the [3] considers gastronomy and wines as active qualifier tributes and points out that traditional gastronomy is spread throughout the country. The [4] considers "Portuguese gastronomy as an intangible asset within the cultural heritage of Portugal" and states that "the national gastronomy takes part of the safeguard and promotion of the intangible heritage. In the Second World Report on Gastronomic Tourism [5], it is spoken, in a generic perspective, of the importance of this type of tourism, presented here as defined in [6] and [7], stressing the importance of wines and well-referenced cuisine of a destination as a global economic engine. The added value to this image is that of intangible heritage and food classifications attributed by UNESCO in this area. It also refers to the concept of cultural consumer. In the presented Portuguese case, the differentiator factors in this area are those correlated with food history and the authenticity of the destination, that aim to redeem the authenticity of regional entities, alongside the sustainability of local economies. Jay Fai introduced herself as a winner of a Michelin star in 2018 [8], describing her restaurant in this guide as a local restaurant where taxi drivers from Bangkok and foodies join in commensality, legitimizing the definition of local, street food, where residents also go. It should also be noted that, in 2017 and 2018, the destination management entity of a touristic region in Portugal, Arouca Geopark, was twice distinguished on sustainable tourism, by the Food & Nutrition Awards, relating to its sustainable and healthy project for local food, Geofood [9].

/LWHUDWXUH5HYLHZ )RRGWRXULVPJDVWURQRPLFWRXULVPDQGFXOLQDU\WRXULVP Alongside with the reports presented previously [2, 3, 5] the specialized literature conceives food tourism in complementarity with wine tourism, maintaining this rigid approach of interdependence, from which it is added value to the heritage of that region by using products of exceptional quality and authenticity. In addition, the economic impact to and from that region, is made using the intangible resources of that gastronomic heritage [10,6]. This formula has outspoken positive results, but the authors warn us that it is urgent to clarify the segmentation that this market truly reflects: gastronomic tourism for tourists whose main motivation on the journey is

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mainly food related to the destination in question and with above-average economic power standards. On the other hand, this will also represent a small segment of tourists who, intending to benefit from top products, are open to spend large sums of money. In fact, [7] argue that the definition itself of the correlation between tourism and food is multidisciplinary, and has a split personality, since the very area of research of Tourism, being related to the social and cultural sciences, marketing, management and geography is, in first place, multidisciplinary in its essence. The same authors present 3 typologies for the binomial tourism/food, them being: I. Food tourism: related to physical experiences, motivated by the connection with the food of the touristic destination; II. Gastronomic tourism: it focuses on professional hospitality and the way food is consumed, as well as its connection to beverages, mainly wine tasting; as a subject of academic research is no longer widely studied; III. Culinary tourism: it is the most used typology for academic studies, and some authors use this term to evidence the connection between food and the culture of the touristic destination. As mentioned by [11] and [12] there are operative differences between gastronomic tourism and culinary tourism, them being more related to everyday practices, including techniques, ingredients, ways of cooking and consumption of the destination revealing, on the tourist’s perspective, different motivations. On the other hand, the creativity and adaptability of the culinary culture of a local, region or country are a powerful strategy for the design of new food proposals, which necessarily goes through the combining of these cultures with wider socio-cultural aspects, as well as environmental characteristics. [12] defended in the first decade of the 21ST century the importance of a holistic, human and interactive vision among these components, to reinforce the image of a touristic destination. Through [7], the term "culinary tourism" is currently the one that evidences a greater presence in scientific production, indicating an undeniable and intrinsic connection between food and culture, distinguishing itself from similar terms. To consolidate the concept of culinary tourism as a trend, five indicators are used, presented as intrinsic components to its definition. A correlational model is also presented between its components (fig.1).  &XOLQDU\7RXULVPDQGFXOWXUH According to [13], the acquisition of knowledge via food related to a tourist destination, is made through history, customs, standards and norms on local food and consumption, as well as its role in the daily life of the locals which, in the end, motivates many tourists to consume local food in its cultural context. According to the same authors, the chains of catering and hospitality, the resorts, the food integrated in the tourist’s packages, where local gastronomy is set alongside with international food and served professionally, reflects a non-environment, functioning as 'acultural bubbles' and that we aim to differentiate from the typology of culinary tourism.

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 &XOLQDU\7RXULVPDQGDXWKHQWLFLW\ [14] and [15] establish 3 levels of interest of a tourist towards food when traveling: high, framed in the gourmet and gastronomic experience; moderate, within the culinary experience, and when the tourists perceive this activity as necessary to the understanding of the real lifestyles and want to take a part of the authentic everyday life of the destination; and of low interest, when the basic needs of feeding are fulfilled (Table 1). The possibility of witnessing and finding local habits and local people, in a local restaurant, had already been considered important for the experience of many culinary tourists by [16], functioning as an indicator of authenticity. 7DEOH Relationship between types of food tourists and their interests in the food of a touristic destination, as motivation for travel.  7\SHVRIWRXULVWV PRWLYDWHGE\ IRRGRIWKH GHVWLQDWLRQ     )RRGUHODWHG LQWHUHVWV

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Specific restaurants, markets and wineries. Nearly all activities related to food

Local markets, festivals or restaurants, as part of wider lifestyle and cultural activities

Visiting a local restaurant, festival or restaurant to do something different

Going to a local restaurant because you are travelling and have to eat

High interest

Moderate interest

Low interest

Low/ no interest

Source: [15], Adapted.

 &XOLQDU\WRXULVPDQG/RFDOLW\ Concerning the previous item, the existential authenticity of a tourism destination can be transposed into a local restaurant, where this destination and its food are recognised, among other factors, by the frequency of local residents, and where tourists face the challenge of not knowing, for example, the practices of local commensality or speaking the local language, also referred by [13]. Therefore, it is evident that the culinary tourist also intends to enjoy local complementary activities to the consumption of food, to interact and to become part of the destination, through its food culture, as stressed in [17]. However, in opposition to this author, we believe that in spite of this main and common motivation for local food and complementary activities in food tourists, the way it is eaten, where it is eaten, and with whom it is consumed and experienced justifies, by itself, a segmentation between gastronomic and culinary tourists.

Culinary Tourism and food trends

521

 &XOLQDU\WRXULVPDQGWKHWRXULVWFRFUHDWRU [18] and [16] identify a type of tourist: the 'new tourist', which is consciously more experienced, flexible and demanding, looking for a type of touristic experience less massified. This type of tourist can be the chain leader for more informal and local tourist experiences, which will go trough by consuming dietary alternatives to their usual diet, or by becoming an agent of change of the offer of the destination, thus becoming a co-creator. This type of tourist actively seeks information of food scope through local informers, following trends, and participates in tourist activities related to food (Fig. xx adapted from [13]). In fact, from a destination marketing point of view, [17] suggests that food related publicity strategies should adapt themselves partially to tourist’s tastes and preferences, thus enhancing the appeal of that destination. 7DEOH Types of tourists from the search for food authenticity of a touristic destination.  7\SHVRIWRXULVWV DQGVHDUFKIRU IRRGDXWKHQWLFLW\

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New and exotic, with strong local food image

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Completely familiar, with familiar food image

Active information search using local sources

Passive information search using available sources

No information search

Overall active participation During meals: local food, local employees, local guests and authentic atmosphere

Overall observation During meals: familiar food, familiar employees, familiar guests and authentic atmosphere

Overall avoidance During meals: familiar food, familiar members, familiar atmosphere

Locality Authenticity Novelty Learning

Acceptable level of authenticity Enjoyable experience Safety and comfort Familiarity



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Familiarity Comfort Safety

Source: Adapted from [13]

 &XOLQDU\WRXULVPDQGQHZIRRGWUHQGV Several authors, quoted by [13] Identify new dietary trends as vegetarianism, healthy eating, local food, sustainable tourism, and consider that its inclusion as an option in restaurants has a positive impact on tourism. It is noteworthy that [16] also connect the new tourist to healthy food, local and slow food. It should be indicated that the sustainable approach had already been identified as a trend, through [1],

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referring these authors that it is necessary to practice a fair return throughout the tourism industry, so that a sustainable balance of its long-term resources can succeed. In fact, according to [19], food was, in 2017, the 4th biggest spending tourist’s category when travelling abroad, thus showing us its revenue capability. It is also stated that the culinary tourism food trends for that year were spread out in four main groups: street food and organic and ethical food, impaired with gourmet food and innovative gastronomy. On the other hand, [20] define a specific touristic food product through the correlation between local food, food with similarities to the food of the tourist's place of origin, and food with novelty factors, representative of the tourist destination. This touristic product, from three dietary concepts combined, seems to indicate a level of satisfaction and great consumer intention in the tourist, including repetition of that tourism destination.

)LJXUH Proposed model of the components of culinary tourism Source: Authors

1HZ7RXULVWLF)RRG3URGXFWV According to [21], a touristic product consists of five components, attractions, facilities and services, accesses, images and perceptions of the destination and price. Based on the theory of the 'new tourist' [16,17], which has been developed in the cocreator tourist item, it is verified that [1] identified the progressive transformation from the typology of touristic consumption centred on the representative product of the tourist destination, to the tailor made product. [12] also indicate that it is necessary and profitable to create food alternatives without exclusive references to the gastronomic cultures of the destinations, as viable options according to the global touristic trends, thus functioning tourists as agents of change.

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Organic and natural food, unprocessed, naturally free-from, cruelty-free, nonGMO, cuisine centred in vegetables, preferably with no meat substitutes, traceability and healthy cooking techniques, healthy snacks for a growing number of fit consumers, were identified as the top food trends for 2019, through [22] and show that, in fact, consumers are becoming more and more demanding, which leads us again to the tailor made concept in food and in food tourism. Also, as previously mentioned, [20] indicate a trend of touristic food product, resulting from the combination of the concept of local food of the destination, local food from the tourist’s origin, and novelty food (here, from the perspective of tourists, functioning as exotic), as a factor of attractiveness and reinforcing the image of the destination. In conclusion, [23] indicate a cross-site trend, resulting from a request for healthy products by co-creator tourists, namely with vegetarian and vegan food. These new products will be created through processes of adding layers of resources or reconverting previous assets, thus showing the evolution of various trajectories created from the needs of tourists. This growing trend, combining products between local and global, can be classified as 'glocal', as already mentioned by [1].

)LJXUH Proposed model for new touristic food products Source: Authors



'LVFXVVLRQ It is clear trough [24] that there is a growing tendency, academically speaking, for this area of interest, related to food and tourism studies. Nevertheless, it is our understanding that academic research needs to undergo an urgent review, concerning the setting of consensual definitions on food tourism, gastronomic tourism and culinary tourism. From the Portuguese standpoint there is also this need. Few studies refer to the concept of culinary tourism, or fewer even to food tourism, and our historic heritage still lead us to the main concept of gastronomic tourism, as it is studied in our Hospitality and Tourism Schools, impaired with international cuisine and wine

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tasting. Our official Portuguese head department for tourism (Turismo de Portugal, I.P.), also maintains this definition in its reports or guidelines, being the concept of gastronomy and wines seen as the food related active qualifier [3, 5]. It has come to our attention that this necessity for segmentation, according to more accurate tourist needs and motivations, are being undertaken, as observed in [25]. However, the 5 components model for the definition of culinary tourism, presented in this current paper, is based on a recent review of international authors, presented in [15]. In fact, another recent study [6] points out culinary tourism as a new trend, but its definition still depending on gastronomy, wine tasting and exclusive experiences for a minority of tourists, namely involving professional hospitality contexts. Another aspect to bring to discussion, when talking about food, is that of the binomial connection between producer and tourist. As observed previously, tourists are becoming more and more demanding [13,20]. In first-hand, as highly informed consumers [22], and secondly as co-creators of food options in everyday life and in tourism destinations. [26] sees these tourists as skilled consumers, sometimes knowing more about the local products than the producers themselves. It is true that this kind of food tourism needs local producers and local food, which can, in the end, with corresponding tourist demand, create the need for several types of services, directly and indirectly connected to food, with reinforced supply chains. However, the same author [26] points out the importance of bringing the tourists needs as a way of maintaining the local or regional food heritage, instead of dispersing valuable networks, thus linking tourists to producers, stakeholders, residents and other interested parties. [23] showed the challenge that can be presented to the heritage of a specific community when embracing new food options and products via tourists’ demands. This, in fact, might become one of the great tests that tourism destinations will face soon, alongside this co-creational food revolution, from local to ‘glocal’. [26] states that one way of reaching positive results embraces a sense of food community, trough virtual and real loyalty networks, concerning the touristic destination, its human capital and tourists. According to the same author, thus becoming co-creator’s food communities. 

&RQFOXVLRQV  The role of tourists in the food tourism industry, as co-creators is, in fact, dominant, either in the definition of new food trends in touristic destinations, or in the definition of touristic products, or even in the definition itself of ‘culinary tourism’. It is our opinion that culinary tourism is a typology of food tourism, different from the usual designation of gastronomic tourism; it is also a current trend of the tourism market and is defined by 5 components described above (fig.1). It is urgent, as underlined previously, to direct scientific research to this field, in order to consolidate the definition of the several typologies within food tourism, which, in the end, will lead to its own redefinition. From an academic point of view, it is pertinent to the prospect of [7,24], which indicate us that there should be greater creativity and multidisciplinary discussion in

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the area of tourism/food research, as well as greater interdisciplinary contribution at an international level. In fact, this area of knowledge is also becoming a trend. From the point of view of the touristic food products as a trend, it is of increasing importance in the definition of the image and choice of a tourism destination and, according to [20,26], stimuli should be given to stakeholders and professionals in the area, in their creation. A model for the creation of new touristic food products (fig.2) was also presented, based on several investigations, where the tourist assumes a preponderant and growing role. In fact, from the point of view of the tourist, as a co-creator of food products in the destination, he will be the transformational element of reference, whether contributing to the definition of the concept of culinary tourism, or in the creation of new touristic food products, continuously interfering in the process of defining this typology and product, whereas by adding layers of resources or reconverting previous assets, food heritage and novelty concerning. It is our belief that this model will help destination management organizations to dwell between local, ‘glocal’ and food heritage. Finally, we trust that it will be the tourist, in further studies, to provide a solid contribution in the distinction between food tourism typologies, the identification of patterns and food products consumed in each of these typologies, naming food options consumed in the tourist destination, as well as recognizing food trends and the descriptive components of culinary tourism. We also believe that further results will bring added value to the international food tourism economics.  5HIHUHQFHV  1.Buhalis, D. & C. Costa.: Tourism Management Dynamics: Trends, Management and Tools. Oxford: Elsevier (2006). 2.UNWTO.: Red de Gastronomía de la OMT, Plan de Acción, 2016/2017, UNWTO, Madrid. (2016). 3.Turismo de Portugal.: Estratégia para o Turismo 2027 (2017). 4.Diário da República.: Resolução do Conselho de Ministros nº96/2000, Diário da República nº171/2000, Série I-B de 2000-07-26 (2000). 5.United Nations World Tourism Organization.: Second Global Report on Gastronomy Tourism. Madrid (2017). 6.Duralia, O.: Culinary Tourism. A New Trend on the Tourism Market. Expert Journal of Marketing, 5(2), pp. 66-71 (2017). 7.Ellis, A., Park, E., Kim, S., & Yeoman, I.: What is food tourism? Tourism Management, 68, 250–263. https://doi.org/10.1016/j.tourman.2018.03.025 (2018). 8.Michelin Guide.: Jay Fay. Retrieved from https://guide.michelin.com/th/en/bangkok/jay-fai/restaurant (2018). 9.Food & Nutrition Awards.: Cerimónia de entrega de prémios. Retrieved from https://foodandnutritionawards.pt/cerimonia-de-entrega-de-premios/ (2018). 10. Hall, C.: Local initiatives for local regional development: the role of food, wine and tourism. In: Tourism and Well Being, Arola, E., Karkkainen, J. and Siitari, M. (Eds.). The 2nd tourism industry & education symposium, tourism and well-being (pp.47–63). Finland: Jyväskylä Polytechnic (2002).

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11. Ignatov, E., Smith, S.: Segmenting Canadian culinary tourists. Current Issues in Tourism, 9 (3), 235-255 (2006). 12. Horng, J.-S., & (Simon) Tsai, C.-T.: Government websites for promoting East Asian culinary tourism: A cross-national analysis. Tourism Management, 31(1), 74–85. https://doi.org/10.1016/j.tourman.2009.01.009 (2010). 13. Özdemir, B., & 6H\LWR÷OX ): A conceptual study of gastronomical quests of tourists: Authenticity or safety and comfort? Tourism Management Perspectives, 23, 1–7. https://doi.org/10.1016/j.tmp.2017.03.010 (2017). 14. Hall, M., Sharples, L.: The consumption of experiences or the experience of consumption? An introduction to the tourism of taste. M. Hall, L. Sharples, R. Mitchell, N. Macionis, B. Cambourne (Eds.), Food tourism around the world: Development, management and markets, Butterworth-Heinemann, Oxford (2003). 15. Tsai, C.-T. (Simon), & Wang, Y.-C.: Experiential value in branding food tourism. Journal of Destination Marketing & Management, 6(1), 56–65. https://doi.org/10.1016/j.jdmm.2016.02.003 (2017). 16. Son, A., & Xu, H.: Religious food as a tourism attraction: the roles of Buddhist temple food in Western tourist experience. Journal of Heritage Tourism, 8(2–3), 248–258. https://doi.org/10.1080/1743873X.2013.767815 (2013). 17. Su, Y.: Reflections on Local Specialties and Gastronomic Tourism. Chinese Studies, 4, 15-19. http://dx.doi.org/10.4236/chnstd.2015.41003 (2015). 18. Poon, A.: The ‘new tourism revolution’. Tourism Management, 15(2): 91–92. (doi:10.1016/0261-5177(94)90001-9) (1994). 19. Global Data: Key trends in culinary tourism. London (2018). 20. Ji, M., Wong, I. A., Eves, A., & Scarles, C.: Food-related personality traits and the moderating role of novelty-seeking in food satisfaction and travel outcomes. Tourism Management, 57, 387–396. https://doi.org/10.1016/j.tourman.2016.06.003 (2016). 21. Ansarah, M.: Turismo – Como aprender, como ensinar. (3ª ed.). São Paulo, Brasil: Editor Senac (2000). 22. Sloan, E. A.: Top 10 Functional Food Trends. Food Technology, 4, 26-43 (2018). 23. Mitchell, C. J. A., & Shannon, M.: Exploring cultural heritage tourism in rural Newfoundland through the lens of the evolutionary economic geographer. Journal of Rural Studies, 59, 21–34. https://doi.org/10.1016/j.jrurstud.2017.12.020 (2018). 24. Okumus, B., Koseoglu, M. A., & Ma, F.: Food and gastronomy research in tourism and hospitality: A bibliometric analysis. International Journal of Hospitality Management, 73, 64–74. https://doi.org/10.1016/j.ijhm.2018.01.020 (2018). 25. Região de Turismo do Algarve: Turismo culinário e enológico – Algarve (2018). 26. Richards, G.: Gastronomic experiences: From foodies to foodscapes. Journal of Gastronomy and Tourism, 1, 5-18 (2015).

Social tourism development and the population ageing: Case study in Portugal and Spain Maria Carlos Lopes1, Dália Liberato1( ), Elisa Alén2, Pedro Liberato1 1

School of Hospitality and Tourism of Polytechnic Institute of Porto (ESHT), Vila do Conde, Portugal [email protected], [email protected], [email protected] 2

Faculty of Business Sciences and Tourism, University of Vigo, Ourense, Spain [email protected]

Abstract. The growth of the elderly population is a transversal phenomenon to almost all the countries in the world. In recent years we have seen a growing elderly desire to improve their quality of life and well-being, while increasing interest in this segment of life by governments and, especially, by tourism companies [15]. Studies developed by [9,10,19,27,34] show, in European continent, the will of each of the parts to participate in social tourism. Portugal and Spain follow the global trend and, to mitigate the constraints inherent to advanced age, and others related to health, social and economic difficulties, promote, respectively, the social tourism programs by INATEL and IMSERSO. Keywords: Elderly population, Social Tourism, Portugal-INATEL, Spain-IMSERSO

1

Introduction

The United Nations (2019) [37] revealed that the elderly population is growing at a fairly high pace, and estimated that in 2050, about 22% of the world population (2 billion) will have 60 years or more, fact that in 2010 accounted for only 10% of the population. Therefore, elderly passengers are the biggest responsible for total holiday spending, in worldwide [32]. In Europe, there is a growth of the population up to 2044, reaching at that time 525 million people, and then the trend will be downhill for the subsequent years. In this scenario there is a decrease in the percentage of the active population of 65%, in 2018, to 55%, in 2100. In the same period, the population with 65 years or more, will increase from 20% of the total population to 31%, in 2100. Also, there will occur a triplication of the number of people aged 80 years or more, that is, the current 6% will pass to 15% [7]. According to [26] in the last decade and resulting from the widespread ageing of the world population, an increased interest regarding the mobility paradigm of the elderly population was noted. Also [4,9,21,27,33,36] © Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_46

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argue that the elderly have a great interest in the travel industry, because this group travels very often, becoming one of the most attractive market segments. For the growth of the senior tourism has greatly contributed to the strand of social tourism. Although some authors considering that social tourism has arisen in the mid-20th century, [19,35] mention that social tourism has emerged in the 21st century. The drivers of social tourism happened in France, Belgium, Germany, Italy and some eastern European countries, with the organisation of holiday camps for disabled children, the creation of clubs that promoted the practice of sport and the construction of inns to host young people. At the end of the first World War, Europe's authoritarian regimes carried out holiday programs for the workers. Tourism and leisure began to appear in the social policies of these Governments, instituting, from this time, the international movement joy and work. First, Italy, in 1925; following Germany, in 1933; Portugal, in 1935; Greece, in 1937 and Spain, in 1940 [2]. However, in 1948, with the Universal Declaration of Human Rights, it’s recognised in article 24 that “All human beings are intitled to rest and leisure, including the reasonable limitation of working hours and paid vacations” contributing to an expansion on the activity of Social Tourism. Social tourism had a worldwide notoriety, in 1963, with the creation of BITS (Bureau International du Tourisme Social) which mission was the promotion of debates on social tourism and, later, the implementation of the European Union project, called CALYPSO [2]. According to [30] social tourism is the result of an articulation of ideas concerned to the well-being and quality of life carried out by public policies in the context of "modernity" and capitalism. In turn, [19] states that social tourism is a phenomenon that relates the participation of people with specific problems in tourism activity. It is the inclusion of individuals, in a situation considered debilitated either socially or economically, in social tourism programs [23]. Several studies developed by [9,10,19,22,24,27,20,34] report immense social, psychological and other welfare benefits, which will lead the public to conclude that the benefits of social tourism are confined solely to social welfare. However, this tourism activity also contributes to the maintenance of jobs and to economic growth, in low seasons, of the communities that welcome those who participate in social tourism [5,8,20]. In order to demystify that social tourism exclusively aims to promote welfare to the most disadvantaged, [25] point out four definitions of social tourism demonstrating the broad field of action in this way of tourism – participation model, inclusion model, adaptation model and stimulation model. The governments define their social public policies related to social tourism based on these models. There are many studies addressing the benefits of social tourism for youth and for people with disabilities, but few are dedicated to studying the contribution that social tourism adds in psychological, physiological, social and spiritual terms to elderly population [27]. However, as the elderly population is the central theme of our study, we consider important to present some studies conducted in some European countries, that relate social tourism with the benefits for the elderly population. Those studies, presented in table 1 developed by [9,10,19,27,34] are the reflection of the growing concern, by the governments, in developing the social dimension of tourism, already referred to as social tourism – and adapting it to the segment of the most aged population. In this follow-up, [29,21] concluded that the travel industry should provide lowbudget journeys for the elderly in order to allow them to travel more throughout the

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year. Although the population's ageing trend is global, [3] argue that it is necessary to meet the heterogeneity of this population segment, derived from travel patterns [9], the culture and idiosyncrasies of the country of origin, in order to adapt the appropriate global and local strategies to each of the different groups.

2

The ageing of the population and the emergence of social tourism in Portugal and Spain

From the analysis of the figure 1, in Portugal, in 1976, a person (man) with 65 years or more, could expect to live more 11.9 years; however, this value, in 2017, increased to 17.6 years. Thus, if current trends are confirmed, the elderly population will continue to live longer.

Figure 1. Life expectancy at 65 years old, Portugal Source: PORDATA (2019) [31], adapted

Similarly, we found that in Spain (figure 2) in 1976, a person (man) with 65 years or more, could expect to live more 13.9 years, having this value, in 2018, increased also to 19.2 years.

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Figure 2. Life expectancy at 65 years old, Spain Source: INE (2019) [17], adapted

Meeting this trend of an increasingly aged population, both Portugal and Spain have developed strategies concerning social tourism, in order to provide well-being and satisfaction to the elderly population, especially those who experience difficulties that prevent them from enjoying commercial tourism. In Portugal, social tourism began in 1935 with the National Foundation for Joy at Work (FNAT). Later, in 1976, and already imbued in the democratic ideas of the current regime, INATEL emerges with the aim of recreating the legacy of the then FNAT [2]. In 2008, INATEL extinguishes itself, giving rise to the INATEL Foundation, of private nature, but of public utility [13]. It maintains the main goals of its predecessor, which are: promoting a better quality of life and health to the people over 50 years; and encourage the elderly for the activities of tourism and the use of the goods and equipment available during the period of the low season [12].

Goal To present an analysis to the segmentation of elderly tourists in social tourism programs with the support of the benefits obtained by the participants.

To evaluate the impact of tourism on health, so the participants were divided into two distinct groups, tourists and nontourists.

The main objective is to indicate the specific characteristics for

[10]

[19]

Research conducted in two segments of social tourism, a group of elderly (55 +) and a group of disabled, Poles. Among

Conducting a study where questionnaires and interviews were conducted to a group of elderly people distributed by six leisure centres that provide leisure activities in the city of Valencia, Spain.

Research project A survey was conducted in which 848 answers were obtained. The interviewees were initially confronted with 10 questions related to the benefits obtained by the frequency in a social tourism program, which originated 3 groups, distinguished by the degree of benefit obtained.

Notes and results It was possible to corroborate the first hypothesis that there are homogenous groups of elderly tourists who participate in social tourism in terms of the benefits obtained from this participation. The second hypothesis that-the groups differ in the context of other variables-was partially confirmed. Therefore, as regards the demographic profile: Group 2 presents a significant percentage of individuals without any level of schooling (12.9%) and group 3 presents a higher percentage of graduates (12.2%). Group 2 presents the lowest mean age of participants (74.16 years). As regards pre-trip behaviour: Group 2 presents a higher percentage of positive responses to the fact that it has always been able to attend the chosen destination. Group 1 is the one that uses the most offices (13.6%) and the entity's journals (27.3%) information on social tourism programs. Group 1 is the one that prefers more city tourism destinations (43.5%) and group 2 has the highest preference for thermal destinations. Regarding behaviour during the trip: Groups 2 and 3 are those who prefer activities related to hiking, 64.5% and 65.4%, respectively; and activities that lead to knowledge of the sites with 70.0% and 69.1%, respectively. Group 3 prefers to talk to local people (58.5%). Group 2 is the most travelled accompanied (96.8%) and it is also the one that spends the most money before the trip (€12.9). Regarding the satisfaction with the last trip, Group 2 is the most satisfied with all the variables inherent to the organization and management of the program; with the quality of the accommodation-staff of the hotel-4.71%; and, also, in most of the variables inherent to satisfaction with other components. Also, globally, concerning satisfaction and loyalty, Group 2 presents the highest percentages. The SF – 12 instruments showed that the group of tourists had a higher value for mental and physical health than non-tourists. However, only for five of these eight dimensions it was possible to obtain a statistically significant difference. Compared to the functional capacity between the two groups, it was demonstrated that tourists of both genders had higher functional independence values, almost of total independence, than non-tourists, who presented moderate levels of dependency. It was also shown that tourists are more easily in performing the instrumental activities of everyday life than non-tourists. Concerning life satisfaction, although no significant differences were obtained between the two groups, it is relevant, however, that the number of responses – slightly satisfied and above – was higher in the group of people who participated in tourism activities. The use of the structural equation model (SEM) allowed to add more details and a more extensive knowledge of the relationship between tourism and health, that is, it showed the causal potential of the relations between tourism and health for the elderly and, consequently, confirms that tourism positively affects the health of elderly people. The study also corroborates the already evidenced by [1], that the elderly and healthy people have more propensity to participate in activities related to tourism, which, in turn, will influence a more active and healthy aging. The most frequent reason that led to participation in this program cited by the elderly group was walking (60.2%) and in the case of the disabled, it was to take a rest (82.9%). Both groups opted for journeys from 7 to 14 days, 30.6% (elderly) and 37.1% (disabled). Regarding the companions of these groups, it was concluded that it is the relatives

Table 1. The contribution of social tourism to the elderly population in several European countries

Author [9]

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Clarifying the relationship between holiday enjoyment by economically disadvantaged people.

Perceive the involvement of elderly people in the IMSERSO governmental program and the influence that this program had on the welfare of these participants.

[34]

Goal each tourist product to be used by each group, in order to avoid disappointment or frustrations, as well as disregard for fundamental characteristics.

[27]

Author

Qualitative interviews were conducted with 16 people, aged between 68 and 85 years, who enjoyed a short vacation in the South of England. It was proposed to each of the individuals, who told their life story. This study was conducted in partnership with the NBFA Charity, created in 1957 to improve the lives of older people. A qualitative study was conducted through interviews with participants from a more holistic perspective. Data collection took place at the seaside resort of Benidorm. 27 semi-structured interviews were conducted using an intentional sampling, which consisted of the vacationers who walked along the seafront promenade. Participants aged between 62 and 86 years.

Research project the research samples, 64.8% of the respondents represented the elderly and 35.2% the handicapped. The information was collected through a survey by questionnaire. The questionnaire consisted of 209 substantive questions and 13 demographic questions. The questions were open-minded, closed and open-closed.

Source: Authors

The participants mentioned that at this stage of life, in which they have no obligations have more capacity and possibilities to enjoy moments of vacation. The participants mentioned that the program allows them to contact and interact with different people, which often leads them to forget about diseases, overcome anxiety, reduce stress, fight depression and perceive improvements related to their subjective well-being. Unfortunately, most of the support for the elderly in Europe is based on medical notions and there is a tendency to ignore holistic activities that respond more comprehensively to the needs of this group of people.

Notes and results who accompany the elderly in 56.8% and the handicapped in 27.1%. Also, the members of the organizations and associations to which they belong, accompany the elderly in 26.2% of the time and the handicapped in 26.7%. In relation to housing, 42.2% of the elderly and 33.3% of the handicapped choose the hostels. Concerning to the means of transport used, the bus was the main means of transport used by the elderly, 69.9%, and the car was used by 60% of the handicapped. Regarding the expense 45.6% of the elderly spent between 1000 and 2000 PLN (Zloty) per year and 50.6% of the group of disabled people spend between 0 and 1000 PLN.79.1% of the elderly and 61.0% of the disabled used to know/visit; 43.7% of the elderly and 19.0% of the disabled made excursions. The elderly reported joy, satisfaction, improvements in health and the possibility of socializing, as being the greatest benefits of this program. The disabled appoint socialization with different people and the possibility of establishing new friendships, as the main benefits of the program. The results of this study demonstrate that the journeys carried out in the context of social tourism can increase the subjective well-being of the elderly, their level of interaction in society, their self-esteem, and decrease the marginalization. It has also been shown that the vacation experience leads individuals to increase their physical activity. It has been demonstrated that the psychological and emotional well-being is essential for these participants who, therefore, are very pleased with the social interaction and companionship experienced in this holiday period, which has great influence on their well-being.

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Recently the Portuguese government announced the program INATEL 55 +. PT, a partnership between the Ministries of Economics, Social Solidarity and Social Security together with INATEL and ‘Turismo de Portugal’, directed for the elderly population, people with disabilities and Economic shortage, for which 8 million euros [6] were made available. This program, implemented between 2018 to 2020, aims: the promotion of equal opportunities in the leisure of the elderly population with economic deficiencies in the realization of local and regional journeys; the promoting of social inclusion; the dynamization of the most depopulated regions in the country; the promotion of the culture, history and traditions of the country; and the promoting of social tourism and combating unemployment at low season [14]. In accordance with the above, in the research conducted by [8] it was confirmed that the social tourism program of INATEL was impactful, comparing to the decrease of seasonality indices in local communities where tourism activities were developed, as well as, has contributed to the diversification and dynamism of local economies. In Spain, IMSERSO, an acronym for ‘Instituto de Mayores y Servicios Sociales’ (Institute of Seniors and Social Services), is the face of social tourism. The origin of IMSERSO dates to 1978 and is the only social tourism program covered by the Central Administration in Spain [16]. The objectives of the programme are essentially to combat the loneliness that threatens the elderly; promote the improvement of the quality of life and well-being of people with physical or mental disabilities and seeks to promote active ageing. The beneficiaries concerned are thus guaranteed by the IMSERSO, accommodation in a double room, round trips, insurance and entertainment programmes [18]. The IMSERSO is responsible for the development of three main programs: the Social Thermalism Program, that promotes active ageing by facilitating access to spas by pensioners, fostering and preventing their health [28]; the program that aims the participation of people with disabilities, in tourism activities, in the Thermalism activities and, finally, the holiday program for elderly people who aim at the same time to maintain employment rates in tourism destinations during the low season [16]. As noted for the INATEL program in Portugal, [5] found that IMSERSO contributes positively to the Spanish economy, because it combats unemployment linked to tourism activities, promoting it in the low season, and at the same time benefiting the trade and other activities of local communities receiving these tourists.

3 Conclusion Conscious of the global dimension of demographic ageing, governments have been implementing social policies and programs that promote the well-being of the elderly as a condition of welfare of the society where they belong. The results of the studies referred in this document that relate social tourism with the well-being of the elderly, have concluded that governments should continue to invest in social tourism as a tool that, at the same time, is beneficial to the welfare of the elderly and allows the saving of resources either from the national health system or by families who have the elderly in charge [11]. Specifically, applied to the cases of Portugal and Spain, some studies evidence the importance of social tourism carried out under the INATEL and IMSERSO programs, respectively. In both cases, these programs have increased the levels of satisfaction

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and wellness of the elderly [9,10,34], contribute to the decrease in seasonality rates and reduce the unemployment rate of the destination communities of these tourists [8,5]. Concerning the IMSERSO programme, and as noted for the INATEL program, in Portugal, [5] found that IMSERSO contributes positively to the Spanish economy, as it combats unemployment linked to tourism activities by promoting tourism participation in the low season, benefiting simultaneously, trade and other activities of local communities receiving these tourists.

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12. Filipe, R.: Os programas de turismo social do INATEL e a sua internacionalização, Revista Turismo e Desenvolvimento, 11, 99-102 (2009). 13. FUNDAÇÃO INATEL.: Retrieved: https://www.inatel.pt/Fundacao/i/Fundacao/Historia/FNAT/FNAT.aspx (2019). 14. FUNDAÇÃO INATEL.: Programa INATEL 55+.pt - Regulamento Específico de 2019. Retrieved https://www.inatel.pt/getmedia/fab8fb0a-6747-41b8-b7cce3b945f240d8/Regulamento-Especifico-2019.pdf.aspx (2019). 15. Glover, P., Prideaux, B.: Implications of Population Aging for the Development of Tourism Products and Destinations. Journal of Vacation Marketing 15: 25–37 (2009). 16. IMSERSO.: Retrieved: http://imserso.es/imserso_01/el_imserso/quienes_somos/index.htm (2019). 17. Instituto Nacional de Estadística.: Retrieved: http://www.ine.es/jaxiT3/Tabla.htm?t=1486&L=0 (2019). 18. Informe anual del Imserso 2018 (fondo documental del servicio de publicaciones del Imserso).: Retrieved: http://www.imserso.es/InterPresent2/groups/imserso/documents/binario/informe anual2018.pdf (2018). 19. Jaremen, D.: The profile of the two main social tourism segments in Poland. Ukrainian Food Journal. 3, 86-95 (2014). 20. Kakoudakis, K., McCabe, S.: Social tourism as a modest, yet sustainable, development strategy: policy recommendations for Greece. Journal of Policy Research in Tourism, Leisure and Events,10(30) 189-203, DOI: 10.1080/19407963.2018.1443938 (2018). 21. Losada, N., Alén, E., Domínguez, T., Nicolau, J.L.: Travel frequency of seniors tourists. Tourism Management, 53, 88-95 (2016). 22. McCabe, S., Johnson, S.: The happiness factor in tourism: subjective well-being and social tourism. Annals of Tourism Research, 41, 42–65 (2013). 23. McCabe, S., Minnaert, L., Diekmann, A. (Eds).: Social tourism in Europe: Theory and practice. Bristol: Channel View (2011). 24. Minnaert, L., Maitland, R., Miller, G.: Tourism and social policy: The value of social tourism. Annals of Tourism Research, 36(2), 316–334 (2009). 25. Minnaert, L., Maitland, R., Miller, G.: What is social tourism? Current Issues in Tourism, 14 (5), 403-415, DOI: 10.1080/13683500.2011.56805 (2011). 26. Moniruzzaman, M., Páez, A., Habib, N., Morency, C.: Mode use and trip length of seniors in Montreal. Journal of Transport Geography, 30, 89-99 (2013). 27. Morgan, N., Pritchard, A., Sedgley, D.: Social tourism and well-being in later life. Annals of Tourism Research. 52, 1–15 (2015). 28. Moure, O., Peiró, P.: El programa de termalismo social del imserso en el periodo 2010-2014. análisis evolutivo de Galicia. Aposta. Revista de Ciencias Sociales, 67 Octubre, Noviembre y Diciembre (2015). 29. Nyaupane, G., Andereck, K.: Understanding Travel Constraints: Application and Extention of a Leisure Constraints Model. Journal of Travel Research, 46(4), 433–439 (2008). 30. Placa, V., Corlyon, J. Social tourism and organized capitalism: research, policy and practice. Journal of Policy Research in Tourism, Leisure and Events 6 (1) 66-79, DOI: 10.1080/19407963.2013.833934 (2014).

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The role of events and music festivals in urban tourism: Case Study Dália Liberato1 ( ), Elga Costa1, Pedro Liberato1, Joaquim Ribeiro1 1

School of Hospitality and Tourism of Polytechnic Institute of Porto (ESHT), Rua D. Sancho I, 981, 4480-876 Vila do Conde, Portugal [email protected], [email protected], [email protected], [email protected]

Abstract. The city of Oporto assumes a decisive role in the North region of Portugal, as a tourism destination. In addition to the recognized material and intangible heritage, the city has been developing strategies to create partnerships with regional and national stakeholders in order to program events of different typologies, throughout the year, with benefits for the city and the region. The music festivals are one of the activities programmed with the greatest expression in the city, nowadays. The present research, integrated in a broader project, aims to highlight the importance of the programming of events. In view of this purpose, this article will discuss the need to adapt music festivals to the target audience, in order to adjust the offer with positive results at the level of behavioural attitudes of tourists, regarding the intention to repeat and recommend the event (and destination). Keywords: Oporto · Tourism · Events · Music Festivals

1 Introduction The city of Oporto, whose historic centre was classified as World Heritage by UNESCO, constitutes the most sought-after destination in the northern region of Portugal. One of the largest resources in the region, the port wine, is recognized globally, and complements other material resources such as heritage, which combines the antiquity of churches and monuments with the contemporaneity of striking buildings [1]. There are countless perspectives of evaluation as a competitive tourist destination at national and international level [2]: Oporto, World Heritage; Porto, Invicta City: (Authentic in its way of being, the spirit of its people and the history of its streets); Cultural Oporto (after having been the European Capital of Culture, in 2001, DMO’s assumed the important role of culture in the city of Oporto, presenting an extensive program, throughout the year, of exhibitions, concerts and plays); River, Sea and Air-free Oporto (bathed by the Atlantic and the Douro River, with waves appealing to surfing, blue flag beaches, terraces facing the sea, a very crowded seaside promenade, maritime strongholds, shops, restaurants, gardens and two pier boarding for recreational craft and tourism); Oporto, the wine Capital (gastronomy and wine complement each other and Oporto is part of the Great Wine Capitals

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Global Network); Oporto, gastronomy and flavours; Oporto International (has several infrastructures that allow to receive tourists who visit for leisure, business, to live or study, venues for events, being 32nd in the International Congress and Convention Association ranking in 2018); also recognized as the city of knowledge and research (the University of Porto, the Polytechnic Institute, its laboratories and international projects, which position it on the reference map for national and international students); Oporto, events and tradition (several typologies of events, bars, popular festivals such as “São João”, organised races, music festivals, street fairs or even the Christmas lightings opening). Nowadays, the destination records a very significant annual growth, based on the strategic management and the dynamization of its tourism resources.

Table 1. Overnights in hotel establishments (2014-2018) Geographic Location (NUTS II 2013)

Overnights (N. º) in hotel establishments by geographic location (NUTS-2013) 2014

2015

N. º 5 400 591

North

N. º 6 103 053

2016 Hotel establishments ¨ 13%

N. º 6 881 801

¨ 13%

2017

2018

N. º 7 483 120

¨ 9%

N. º 7 869 012

¨ 5%

Center

4 143 054

4 504 713

9%

4 937 900

10%

5 690 064

15%

5 518 712

-3%

AMLisbon

11 558 124

12 263 192

6%

13 180 660

7%

14 342 785

9%

14 493 526

1%

Alentejo

1 305 473

1 430 204

10%

1 583 691

11%

1 800 317

14%

1 864 406

4%

Algarve

16 372 210

16 619 138

2%

18 057 165

9%

19 016 235

5%

18 815 538

-1%

R.A. Azores

1 063 775

1 274 207

20%

1 543 595

21%

1 787 459

16%

1 789 349

0%

6 278 711

6 656 160

6%

7 368 095

11%

7 502 937

2%

7 239 815

-4%

46 121 938

48 850 667

6%

53 552 907

10%

57 622 917

8%

57 590 358

0%

R.A. Madeira Portugal

Source: INE – Instituto Nacional de Estatística, 2019, Adapted Table 2. Guests in hotel establishments (2014-2018) Geographic Location (NUTS II 2013)

Guests (n. º) in hotel establishments by geographic location (NUTS-2013) 2014

2015

2016

2017

2018

Hotel establishments N. º ¨ N. º 3 804 526 11% 4 142 947

¨ 9%

North

N. º 3 046 318

N. º 3 424 877

¨ 12%

Center

2 325 515

2 579 928

11%

2 825 255

10%

3 203 404

13%

3 197 435

0%

AMLisbon

4 913 411

5 242 762

7%

5 647 687

8%

6 158 466

9%

6 268 601

2%

N. º 4 334 202

¨

5%

Alentejo

730 314

801 663

10%

877 484

9%

1 006 326

15%

1 044 618

4%

Algarve

3 598 536

3 664 564

2%

3 932 225

7%

4 151 379

6%

4 212 694

1%

345 594

428 012

24%

509 060

19%

594 169

17%

609 859

3%

1 142 814

1 216 741

6%

1 365 209

12%

1 434 630

5%

1 381 788

-4%

17 358 547

8%

18 961 446

9%

20 691 321

9%

21 049 197

2%

R.A. Açores R.A. Madeira Portugal

16 102 502

Source: INE – Instituto Nacional de Estatística, 2019, Adapted

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In 2018, both the number of guests and the overnight stays grew exponentially, observing the city of Oporto 1958645 guests and 4001160 overnights, being the North region the one with the highest growth (at national level) in the number of guests and in overnights (tables 1 and 2), also justified with the change in the accounting of the tourist establishments, by the INE, including new accommodation typologies, such as local accommodation units (e.g. villas, apartments and hostels). Because of the investments made in the region and the strong commitment in the sector, both in the public and private domains, the importance of tourism in Oporto and North of Portugal has been progressing positively in the last ten years [1]. Also the region's global income amounted to 482.7 million euros, the overnight stays rose to 7.9 million and the number of guests to 4.3 million, a result that placed the region as the national destination with the highest growth in Portugal in terms of overnights, guests and total income [3]. In terms of nationalities of demand at the destination Oporto, Portugal remains the dominant nationality but decreased its expression face to 2015 (23%-2018 and 33%-2015); The remaining nationalities in descending order of percentage weight are Spain, France, Brazil, Germany, USA, UK, Italy, The Netherlands, Canada and Switzerland Table 3. Bed occupancy rate (%) and RevPAR (€) of the touristic establishments of the city of Porto (2018) Month

January February March April May June July August September October November December

Bed occupancy rate (%) Local Hotels Accommodation 36,1% 38,1% 44,3% 46,8% 52,7% 55,2% 61,4% 63,3% 64,8% 66,9% 64,4% 66,5% 66,4% 67,8% 74,2% 76,8% 65,3% 72,4% 63,1% 66,9% 47,0% 50,6% 39,0% 42,4%

RevPAR (€) Local Accommodation

Hotels

33,2€ 38,7€ 52,9€ 70,2€ 86,1€ 84,3€ 74,2€ 81,5€ 89,7€ 80,3€ 49,8€ 39,1€

36,3€ 41,5€ 56,9€ 75,6€ 93,4€ 90,9€ 77,8€ 84,8€ 101,4€ 88,5€ 55,2€ 42,0€

Source: Associação de Turismo do Porto e Norte, 2019, Adapted

Still to understand, it will be the seasonality of destination. In 2018, and through the bed occupancy rate (table 3), applied both to the tourist accommodation and hotels, it was possible to understand that the months between April and October were those with the highest rates of occupancy-bed, values between 60 and 80%. It is noteworthy that August was the month with the greatest occupation. However, it wasn’t the month that presented a larger RevPAR, having been September, followed by May and June, with values comprised between 80 and €110. Turismo de Portugal, in the document "Tourism Strategy 2027" [4], presents seasonality as one of the weaknesses in the tourism sector in Portugal and defines the objective of extending the tourism activity all year round and as a goal to reduce the seasonality rate of 37.5% to 33.5%, as one of 10 challenges for a 10-year strategy. The same document points out the "artistic-cultural, sporting and business events" as one of the means to be used to achieve the goal of reducing seasonality, both

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domestically and externally. The development of events in the tourism sector is an undeniable and evident reality around the world. For more than 20 years, destinations have been taking the festivals and events as a central tourism product [5]. Today, several places have carefully developed their image as festivals and events destinations [6], heavily supported by the government and often created with tourism objectives [7], namely the seasonality reduction and increased income in the sector. Within tourism, events have been increasingly explored as place makers [11, 12, 13, 14]. Thus, events can re-design urban spaces into event places with new structural conditions and dynamic changes [11], which has occurred in Oporto since 2001, when the city was the European Capital of Culture, with an increment and diversification of the programmatic offer in the city. A new space of exploration immerses passers-by into a maze of new experience, opportunities and adventures [11] because of the programmatic offer in urban space. However, an urban space itself is an eventful and unique happening [15], because events, organised modalities of the public sphere [16], produce new rules and flows of interaction within these ever-changing urban entities, and affect vitality, publicness and sharedness of urban spaces [11]. [17] argue that city experience is constructed around the processes of interaction with urban spaces and places. [11] also suggests that several amplitudes and frequencies of city and event rhythms should be considered as key components of ‘experiencing’, adding that demand and residents, experience not only a space itself, but the time being within a certain space [11]. This research, integrated in a broader project, aims to highlight the importance of the programming of events. Concerning this purpose, this article will discuss the need to adapt music festivals to the target audience, in order to adjust the offer with positive results at the level of behavioural attitudes of tourists, regarding the intention to repeat and recommend the event (and destination).

2 Literature Review Tourism events can constitute a strategy for the creation of a favourable image regarding one destination, the expansion of the traditional touristic season, the regional demand distribution and the attraction of foreign and domestic visitors [8]. The economy of special events is seen as a central element of the tourism economy [9], as well as in the sports economy [10]. There is a growing number of studies covering the impacts of major events such as the Olympic Games or World Expositions such as Dubai 2020, in a region or host country [18], because, events contribute to increasing the destination's attractiveness, but they act primarily as key marketing propositions in the promotion of places to attract visitor spending, given the high level of global competition between cities [19]. According to [19], planned events can be categorized in four types in an event-tourism context: Business events (MICE sector) associated with convention and exhibition centers, and private functions held in restaurants, hotels, or resorts; Sports; Festivals and other cultural celebrations (parks, streets, theatres, concert halls and all other public or private venues); Entertainment events (concerts) [19], being one important challenge for researchers and destinations managers, to understand how society, politicians, and several other stakeholders value events and event-tourism portfolios, namely the opportunity costs and questionable sustainability [19].

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Figure 1. Typology of planned events and venues. Source: [19]

According to [20] “interrelationship between events and public policies depends on the articulation between the main stakeholders involved, such as municipal managers, tourism companies, local and regional organizations and the local community, playing these stakeholders a fundamental role in the desired development of local tourism”, because the tourism sector is built upon the interaction of stakeholders, in a complex network of relations [20, 21, 22]. Event tourism contexts are complex, involving several actors with a diverse range of stakeholders concerned with achieving sometimes, conflicting tourism and event aims [8]. In this context, [19, 24, 25] propose that managers involved in event tourism must recognise the existing relationships amongst stakeholder groups as they interact with events in the destination. [20] developed a model to identify graphically the route of destination’s public policies development over the years as well as the influences of events in the construction of destination brand, as a strategic tool to ascertain the influence of events on public policies implemented in tourism destinations [20]. [19] discuss several advantages resulting from events in urban space, such as tourist’s attraction (and stakeholders), economic benefits, combatting seasonality of demand, improving also other forms of urban and economic development, and the design of events portfolios to multiple target segments. Also, events can create positive images for the destination, contribute to place marketing, by making cities more liveable and attractive, to visit and re-visit, acting also as a catalyst for urban renewal, community capacity building, voluntarism among other aspects [19]. In another point of view, [27] state that events have several potential impacts, namely economic, social (table 4), cultural, political, physical, and environmental, being positive, negative, or have a positive effect on economic dimension while having a negative effect on social or

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cultural dimension, concerning local community (community involvement in the planning and organizing of the event and community benefits) [27]. Table 4. Events social impacts Social benefits Improving community's quality of life Demonstrating, defining, and developing a sense of community, pride enhancement Promoting social interaction Facilitating association/sharing of ideas Improving social responsibility Providing an incentive for local authenticity and traditions Global satisfaction regarding events Motivation for attending events

Social costs System overload, disturbing the citizens Physical discomfort Excessive use of the facilities Apathy, boredom, tension/hostility, and lack of consideration for the local community Inconvenience and congestion: traffic congestion, restricted parking, and crowding in shopping areas or other community places Litter, noise pollution, and criminal activity such as vandalism, theft, and property damage Inflated prices Displacement of residents Deterioration of the cultural identity Source: [27], Adapted

[23] highlight that destination managers, along with event planners and producers, must evaluate the tangible economic and marketing impacts of events, understanding events' symbolic influences regarding hosts' destination image and brand [8, 19, 23], whose effective management is based upon understanding complex relationships with, and amongst, stakeholders [23] (table 5). Table 5. Stakeholder typology of a hallmark event in the context of event tourism. Primary Stakeholders Secondary Stakeholders Supporting Stakeholders Participating Stakeholders Attending Stakeholders Organising Stakeholders Supplying Stakeholders

City Event Portfolio Media Host Community General Business Tourists and visitors Tourism Organisations Emergency Services Government and Civic Bodies Source: [23], Adapted

Hallmark events, [26] such as the Boston Marathon, Munich Oktoberfest, New Orleans Mardi Gras, Running of the Bulls in Pamplona, or Wimbledon Tennis tournament, are recognised by their purposeful development and management within tourism destinations, and their status is defined by indicators as longevity, quality of brand image, significance and value [23, 26]. [23] presented as primary stakeholders (integrated in the strategic management process), for Organising, Festival Society board members, staff & volunteers; for Participating, Performing companies, independent venues (staff, programmers, bookers); for Attending, the audience, ticket-buying public, other attendees; for Supplying, the Ticketing suppliers, design agency; and for Supporting, the Government & civic organisations, grant funders, and independent sponsors [23]. According to [28] festivals and events need to differentiate themselves to remain distinctive, and managers must be willing to

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provide better value, perceived by the consumer, than their competitors. Considering this aspect, music festivals managers must ensure a complete knowledge about the general motivations of visitors to retain its competitive advantage over its rivals [28], particularly evaluating the needs and wants of the festival attendees, refreshing their experiences [29], changing or adding elements that keep the offering new and exciting, and worth paying money to experience all over again [29], being innovation in music festivals a vital source of competitive advantage [30], either organized by private companies or local government [30]. Several studies concluded [31, 32, 33] that emotions play a fundamental role in shaping memorable experiences, and understanding them results in an optimization of physical, mental, and cognitive events performance [31, 32], offering more meaningful, extraordinary, and unforgettable tourism experiences [31, 33], being crucial the importance of satisfaction in the behavioural intentions of festival attendees (return and recommend), allowing managers to develop strategies, planning products and services for each festival [31].

4 Music Festivals in Oporto Data determined by [34] show that tourism in the country because of "leisure, recreation or vacations" occupies a marked percentage in the reasons for the permanence of tourists throughout the national territory.

Figure 2. Overnights reasons, according to the regions of destination (NUT II), 2018.Source: [34]

In this way, the motive leisure, recreation or vacations should be understood, simultaneously, as a central element of the entire tourism economy, by the capacity of generating average daily expenditure per tourist, and as a significant contribution to the increase of attractiveness capacity of the destination.

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Figure 3. Average daily expense per tourist, according to the main reasons and length of the stay, in Portugal, 2018. Source: [34]

In the typology "leisure, recreation or vacations", the turnout to music festivals in leisure or recreational periods or even in holiday seasons has already a significant expression within the national panorama. According to [34], during the year 2018, Portugal held 33,404 sessions of live performances (which corresponds to an increase of 3.8% compared to the previous year), welcoming 15.4 million of spectators, of which 4.9 million paid ticket, originating a revenue of 82.9 Million euros. Of this total number of live shows throughout the country, in the specific case of the city of Oporto are held annually, 5 musical events of relief, which generate a capacity of tourists’ attraction with an already significant number in each of the Festivals (with accurate data) [35]. Table 6. Annual music festivals, Oporto City Festival NOS Primavera Sound Porto Blues Fest North Music Festival Festival Elétrico Unite with Tomorrowland

Length (Days) 8 3 3 2 1

Tipology

Nº Visitors (2019)

Alternative Blues Rock, Indie, Electronic Electronic Electronic

100.000 Not accounted for 25.000 Not accounted for 16.000

Source: [35], Adapted

Among the 5 major music festivals held in the city of Oporto, for the present study the greater emphasis of analysis will be given to the most impactful of them all: the NOS Primavera Sound (NPS). The concept of Primavera Sound has existed in Barcelona since the 90 years, unwinding through a series of nights in disco scattered throughout the city. In 2001, the festival acquires the format we know to date and, in its debut, attracted about 8000 fans. In 2005, takes place at the Parc del Forum, the Festival house to this day. In 2010, Primavera Sound exceeds 100 000 spectators for the first time. In 2014, Primavera Sound wins the award for "Favorite Festival of artists" at the annual event of the European Festival Awards and in 2017 receives, for the first time, more than 200 000 people. 2012 marks the entry of Primavera Sound in Portuguese territory, performing in the city of Porto and adopting the name of NOS Primavera Sound. According to [36], due to the success of the last editions of the NOS

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Primavera Sound, the event is already marked as a reference in the panorama of European festivals, which brings to the city of Oporto another possibility of growth, projecting it as a leisure and cultural destination and, at the same time, to streamline it as a tourism destination. Taking as an example the NOS Primavera Sound, it is important, for the present analysis, to understand the typology of visitor/participant, their age group, gender and origin (in terms of nationality), to be able, using as example the largest of the 5 festivals carried out in the city of Oporto, understand the relevance of music festivals and the direct impact they have on tourism sector, in the city and, by extension, in the global economy of tourism. If we look at the data obtained from [36], in the 2018 edition, about 22% of the visitors were international, mostly from Spain, the UK and Germany.

Figure 4. Nationality of foreign visitors, 2018. Source: [36], Adapted

Of the total number of visitors in the Festival venue, the majority was female (about 60%-increase of 9.2 percentage points, compared to the previous edition) and the age group was centered in an interval between 25 and 35 years.

Figure 5. Visitors according to gender, 2018. Source: [36], Adapted

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Figure 6. Visitors according to age, 2018. Source: [36], Adapted

Given the relevance of these data, and being innovation in music festivals a vital source of competitive advantage [30], the musical events in the city of Oporto have been receiving, on the part of their directors and/or promoters, a special attention regarding the Differentiators that provide visitors with memorable experiences (making them return) and recommendable (as a strategy for attracting new visitors) (table 7). Table 7. Differentiator factor as competitive advantage. Festival NOS Primavera Sound

Porto Blues Fest

North Festival

Music

Electric Festival Unite With Tomorrowland

Differentiator factor in 2019 - More eclectic and festive poster - Public cards in "Bio PVC" - Electric Bicycles - Parking spaces for electric cars, with charging stations - Presence of Portuguese Blues bands - Fusion of music with gastronomy (presence, in the venue of the Festival, a restoration zone with recreating New Orleans gastronomy by the hand of Portuguese Chefs) - Indoor and outdoor spaces of excellence, in the heart of the city, with an unparalleled riverside scenery - Lounge Areas - Activations of brands and partners - Make-up for female audiences - Barbers and Tattooists - Wine garden with wine tasting, from the grape varieties in the northern region - Restaurants, to provide several gastronomic experiences. - Conjugation of music, dance, art, technology and sustainability - Realization of the largest electronic music festival in the world, in streaming with Spain (Barcelona), Greece (Athens), Malta (Marsa) and Belgium (Boom), on the surroundings of Antwerp, region of Tomorrowland Festival origin. Source: [35], Adapted

If the directors/promoters of the Festival are responsible for the permanent search for differentiating/innovative factors, able to retain visitors and attract new audiences, the

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city competes to show this younger audience, who visits the city of Porto over 3 days (the total length of the Festival), a differentiating, innovative welcome, suited to their needs and expectations, achieving, as a return, an increase in the dynamics of the city and its entire economy. According to [36], throughout the Festival's editions, more than 35% of the visitors remain housed in the city for 3 nights, and, in the 2018 edition, this number amounted to 71%, followed by a percentage above 21% who overnight 5 or more nights.

Figure 7. Number of nights in Oporto city accommodation, 2018. Source: [36], Adapted

Throughout the days of stay in the city, according to data provided by [36], the visits to the city's heritage and museums (57%), the nightlife animation (43%) and purchases (22%) concentrated the majority of the activities developed by tourists who attend the NOS Primavera Sound.

Figure 8. Activities in Oporto city, 2018. Source: [36], Adapted

According to [36], it is estimated that, in the three days of the event, it was spent on average between 8.6 and 9.5 million euros and in the city of Oporto it was spent, on average, 10.1 and 11.2 million euros. Considering, thus, the expenditures in the city and the enclosure, the tourists who attended the Festival spent on average between 18.6 and 20.6 million euros. Through the data obtained, it is possible to understand the growing relevance of music festivals in the direct impact they have on the city's

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tourism, its affirmation and growth in the national and international panorama and, by extension, in the global economy of tourism, assuring a relevant positioning to the city of Oporto, on an international scale, as a tourism destination. 5. Final Considerations If it is true that, on a national scale, the music festivals are revealed as a factor of attraction of domestic and foreign tourists, becoming an important element of the entire economy of tourism, able to enhance the image of the country as a destination, diversifying the moments of demand and triggering the permanent responsiveness of this same destination, in regional terms, each music event reveals its greatest impact eminently in the city where it takes place. Thus, and taking the case of the city of Oporto in particular, the directors and promoters of music festivals in the city should continue to develop strategies, simultaneously, to promote the loyalty of its visitors and the planning of new products and services, as key to the continuity of its competitive advantage in face of its competitors.

References 1. Turismo do Porto e Norte de Portugal.: Plano Estratégico Horizonte 2015-2020. Available: http://www.portoenorte.pt/pt/informacao-institucional/plano-estrategico/ (2019). 2. Associação de Turismo do Porto e Norte.: Brochura Porto. [online]. Available: http://www.visitporto.travel/Paginas/GaleriaDocumentos.aspx (2019). 3. Pereira, S. S.: Turismo. Porto e Norte com maior crescimento a nível nacional. Dinheiro Vivo [online]. 14 de Fevereiro. Available: https://www.dinheirovivo.pt/empresas/turismoporto-e-norte-com-o-maior-crescimento-a-nivel-nacional/ (2019). 4. Turismo de Portugal I.P.: Estratégia Turismo 2027 - Liderar o Turismo do Futuro. Available: http://estrategia.turismodeportugal.pt/sites/default/files/Estrategia_Turismo_Portugal_ET2 7.pdf (2017). 5. Getz, D.: Festivals, Special Events and Tourism. New York: Van Nostrand Reinhold. (1991). 6. McKercher, B., Mei, W. S., & Tse, T. S. M.: Are Short Duration Cultural Festivals Tourist Attractions? Journal of Sustainable Tourism, 14 (1), 55-66, DOI: 10.1080/09669580608668591 (2006). 7. Dimmock, K., & Tiyce, M.: Festivals and events: Celebrating special interest tourism. In N. Douglas and R. Derrett (eds) Special Interest Tourism, 355–383. Brisbane: Wiley (2002). 8. Getz, D.: Event tourism: Definition, evolution, and research. Tourism Management, 29, 403–428 (2008). 9. Dwyer, L., Forsyth, P., & Dwyer, W.: Tourism economics and policy. Bristol: Channel View. (2010). 10. Leeds, M., & Allmen, P.: The Economics of Sports. (5th ed). Pearson, Boston (2014). 11. Antchak, V.: City Rhythms and events. Annals of Tourism Research, 68, 52-54 (2018). 12. Richards, G.: From place branding to placemaking: The role of events. International Journal of Event and Festival Management, 8(1), 8–23. http://dx.doi.org/10.1108/IJEFM09-2016-0063 (2017). 13. Russo, A., & Richards, G.: Synthesis and conclusions towards a new geography of tourism? In A. Russo, & G. Richards (Eds.). Reinventing the local in tourism: Producing,

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consuming and negotiating place (pp. 251–266). Bristol, NY: Channel View Publications (2016). 14. Smith, A.: Events in the city: Using public spaces as event venues. New York, NY: Routledge (2016). 15. Crang, M.: Rhythms of the city: Temporalised space and motion. In J. May, & N. Thrift (Eds.). Timespace: Geographies of temporality (pp. 187–207). New York, NY: Routledge (2001). 16. Netto, V.: The social fabric of cities. New York, NY: Routledge (2017). 17. Wearing, S. L., & Foley, C.: Understanding the tourist experience of cities. Annals of Tourism Research, 65, 97–107. http://dx.doi.org/10.1016/j.annals.2017.05.007 (2017). 18. Tournois, L.: A pre-event assessment of residents’ reactions to Dubai Expo 2020. Tourism Management, 68, 46-51 (2018). 19. Getz, D., & Page, S. J.: Progress and prospects for event tourism research. Tourism Management, 52, 593-631 (2016). 20. Dalonso, Y., Lourenço, J., Remoaldo, P., Netto, A.: Tourism experience, events and public policies. Annals of Tourism Research, 46, 163–184 (2014). 21. Bramwell, B.: Actors, power, and discourses of growth limits. Annals of Tourism Research, 33, 957–978 (2006). 22. Dredge, D.: Policy networks and the local organization of tourism. Tourism Management, 27, 269–280 (2006). 23. Todd, L., Leask, A., Ensor, J.: Understanding primary stakeholders' multiple roles in hallmark event tourism management. Tourism Management, 59, 494-509 (2017). 24. Andersson, T., & Getz, D.: Stakeholder management strategies of festivals. Journal of Convention & Event Tourism, 9(3), 199-220 (2008). 25. Getz, D.: Event studies and event management: On becoming an academic discipline. Journal of Hospitality and Tourism Management, 9(1), 12-23 (2002). 26. Ritchie, J. B., & Crouch, G.: The competitive destination: A sustainable tourism perspective. Cabi (2003). 27. Yürük, P., Akyol, A., Simsek, G.: Analyzing the effects of social impacts of events on satisfaction and loyalty. Tourism Management, 60, 367-378 (2017). 28. Pegg, S., & Patterson, I.: Rethinking Music Festivals as a Staged Event: Gaining Insights from Understanding Visitor Motivations and the Experiences They Seek. Journal of Convention & Event Tourism, 11:2, 85-99 (2010). 29. Pine, B., & Gilmore, J.: Satisfaction, sacrifice, surprise: Three small steps create one giant leap into the experience economy. Strategy & Leadership, 28(1), 18–23 (2000). 30. Li, Y., Wood, E., Thomas, R.: Innovation implementation: Harmony and conflict in Chinese modern music festivals. Tourism Management, 63, 87-99 (2017). 31. Rodríguez-Campo, L., Alén-González, E., Fraiz-Brea, J. & Louredo-Lorenzo, M.: A holistic understanding of the emotional experience of festival attendees, Leisure Sciences, DOI: 10.1080/01490400.2019.1597790 (2019). 32. Kim, J., & Fesenmaier, D.: Measuring emotions in real time: Implications for tourism experience design. Journal of Travel Research, 54(4), 419–429. doi:10.1177/0047287514550100 (2015). 33. Tung, V., & Ritchie, J.: Exploring the essence of memorable tourism experiences. Annals of Tourism Research, 38(4), 1367–1386. doi:10.1016/j.annals. 2011.03.009 (2011). 34. Instituto Nacional de Estatística.: Estatísticas do Turismo 2018. Available: https://www.ine.pt/xportal/xmain?xpid=INE&xpgid=ine_publicacoes&PUBLICACOESpu b_boui=358629548&PUBLICACOESmodo=2 (2019). 35. Porto Lazer.: Festivais de Música no Porto 2019. Available: http://www.portolazer.pt/noticias-porto-lazer/ (2019). 36. NOS Primavera Sound.: Ritmos, sobre nós. Available: http://www.ritmos.biz/empresa/ (2019).

Local Accommodation in Portugal Provided by Autonomus Housing Unit The Dichotomous issue: Relevance to Tourism Development vs. Protect the Rights of Subjective Condomins Olímpio Castilho1 and Iva Carla Vieira2 1

Polytechnic of Porto, Porto, Portugal; [email protected] 2 Polytechnic of Porto, Porto, Portugal; [email protected]

Abstract. Local Accommodation (LA), as a legal figure and typology that eventually became autonomous in the wide range of regulatory norms regulating tourism enterprises, registered an accelerated growth, due to the exponential increase of tourist demand. The scope of this article concerns the non-trivial question of whether the service that characterizes the activity of Local Accommodation may be provided in apartments (autonomous units) of real estate subject to the horizontal property regime, when its purpose is not fixed as provision of accommodation services. Reflection is also made on the impact of LA on aspects related to Urbanism (vg the RJEU-Urban Buildings Legal Regime) and the Environment. Thus, one of the axes of this article is the reflection on the controversial relations that local accommodation has aroused, when the temporary tourist accommodation service is provided against remuneration and through the use of the service provider's own housing, situated in autonomous units. Keywords. Local accommodation; Horizontal property; Autonomous unit; Condominiums; Use for housing.

1.

The Legal Figure of local accommodation

1.1. Genesis and evolution of the local accommodation as a residual figure provided by law It was the Decree-Law No. 39/2008, of March 7, which enshrined in Article 3, the figure of the local accommodation. This legislative instrument, which approved the new legal framework for installing, operating and running tourist developments, abbreviated as RJET, made a substantial change from the previous sector legislation, which, besides being spare, was inadequate to the reality of tourism in Portugal. With the entry into force of RJET long-awaited, revoked up all previous legislation and met this law the legal and regulatory framework for tourist developments, in a perspective of systematization and simplification. This Decree-Law has been the subject of subsequent amendmentst, introduced by Decree-Law No. 228/2009 of 14 September, by Decree-Law No. 15/2014 of 23 January, by Decree-Law No. 128/2014 of 24 August (which approved the Legal

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Regime RJAL-Installation, Operation and Operation Guest accommodation, which, in turn, was subsequently amended by Decree-Law No. 63/2015 of 23 April), by Decree-Law No. 186/2015 of 3 September, by Decree-Law No. 80/2017 of 30 June and, more recently, Law No. 62/2018 of 22 August. It is inferred, therefore, that the local accommodation is provided in RJET merely as a residual figure and became subject to treatment via the autonomous Decree Law No. 128/2014, which established the Legal Framework for the Exploration of Local Accommodation (RJAL). At this option Portuguese positive law chaired the recognition by the legislature, the significant increase in demand for local accommodation, a fact which complained that create a specialized system for this tourist complex typology that, as stated, the RJET predicted (see Article 3 of Decree-Law No 39/2008 of 7 March). In the original law (Decree-Law No. 39/2008) the local accommodation establishments could be installed in homes, apartments and lodging establishments, empowered with their permission to use it. In the same vein, the Decree-Law No. 15/2014, of 23 January (which introduced the 2nd amendment to Decree-Law No. 39/2008), retained the legal notion of local accommodation but simplified formalities relating to their installation and operation, subordinating them to mere notice. 1.2. Paradigm change – The legal system of the operation of local accommodation establishments Decree-Law No. 39/2008 was regulated by Decree No. 517/2008 of 25 June (subsequently amended by Decree No. 138/2012 of 14 May, for transposition of Directive No. 2006/123 / EC of the European Parliament and of the Council of 12 December 2006) and Decree-Law No. 92/2010, of July 26, which established the college enrollment of local accommodation establishments by Electronic Single Desk. Decree No. 517/2008 enshrined in Article 2, three types of local accommodation establishments: the apartment, housing and lodging establishments, with the criterion for distinguishing the type of Accommodation Unit (AU) sold. Article 7 of Decree-Law No. 39/2008, with the wording that was given by Decree-Law No. 80/2017, sets that the AU is the limited space that is reserved exclusively for private use of the tourist complex customer and may consist of a bedroom, a suite, an apartment and a house, depending on the type of enterprise; in any case, this space must be properly identified (with outdoor signpost), to ensure the absolute guest privacy. In the same vein of Decree No. 517/2008, Decree-Law No. 128/2014 (which approved the RJAL) kept these three local housing typologies. It is noted that Decree No. 517/2008 established the general mandatory requirements for LA (Article 5). As claimed, the evolution and growth of tourism in Portugal, with the "proliferation" of new forms and types of tourist accommodation (as the legislature itself acknowledged in the preamble of Decree-Law No. 128/2014 of 29 August) motivated that were approved RJAL, which entered into force on 27 November 2014 and was amended by Decree-Law No. 63/2015 of 23 April, with the scope of "specify" or detail some aspects concerning the above-mencioned legal regime. In Decree No. 517/2008 (paragraph 3 of Article 2) is considered flat, for local accommodation purposes, the establishment where the accommodation unit (AU) is

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made up of an "autonomous fraction building"; the villa is the autonomous building of single-family nature that constituted the AU and in turn, the lodging establishment offers guests accommodation units confined to bedrooms. Despite the maintenance of the three Local Housing typologies ínsitas in Decree No. 517/2008, the Decree-Law No. 128/2014, in Article 3, regarding the modalities of LA, expressly devoted that the apartment can be made up of an "autonomous fraction building or part of urban building capable of independent use", thereby expanding the concept of physical space where LA activity can be explored (as with the "guest houses"). But in this precept, the government has not tried to identify clearly and unequivocally the title that legitimates the right to economic exploitation of the property, ie, the letter of the precept does not mean that it is fraction / part of urban building that the operator of the establishment has the right to property or is only renter or usufructuary or holder of a right of limited enjoyment. However, combining Article 3 with the provisions of article 23 ("Contraordenações") of the same regulatory text, it can be concluded that the explorer LA establishment may be a renter. This is because, in Article 23 paragraph 1, the government provides for a sanction for those who promote "b) the supply, availability, advertising, intermediation of local accommodation establishments in violation, disrespect or breach: i) the contract lease". Finally, Article 3, paragraph 5 of Decree-Law No. 128/2014 established the possibility of the LA establishments can use the hostel name, 1when the host unit only or main, be a bedroom and those satisfy the additional requirements of Article 14 (bedrooms with a minimum of 4 or fewer beds, if there is any bunk beds). Decree-Law No. 63/2015 changed the discipline contained in Article 14 and introduced other mandatory legal requirements for hostels, particularly in relation to the dormitories and sanitary facilities common to several rooms. [5] More is said that the Decree-Law No. 128/2014, to discipline the local accommodation establishments, has restricted their ability to 9 apartments and 30 users (excluding hostels), requiring that the owner or the holder may only explore, in each building, the maximum number of 9 apartments, computing this overall number the ownership of the properties of their spouses, descendants and ascendants or, in the case of apartments registered in the name of different legal persons (companies), there are common partners (cf. Article 11). Exceeded these limits, the owner or holder of exploration is required to apply for the licensing of the establishment as a tourist resort, in the form of tourism apartments (aparthotel). Similarly, the Decree-Law No. 65/2015, changing the original normative discipline, imposed that the overall number of 9 apartments may not exceed 75% of the number of fractions in the building, otherwise the Tourism Institute of Portugal, IP, have the power to promote a survey for verification of compliance (or failure) of this requirement.

1

For a perception about these, namely innovation that occured in Porto, watch out for [5].

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From the ratio legis of that provision it can be inferred that the government felt the need to print the LA establishments its own dynamics, by being distinct economic exploitation units of tourist developments, which determines, in practice, an impairment legal regime between them. Therefore, it would be expected that the government did not embark on, in office to amend RJAL, solutions of (greater) flexibility and simplification of formalities in the installation and operation of the LA establishments. So, could it be concluded that the LA legal regime aimed to encourage an economy of scale. In others, the Decree-Law No. 128/2014 reduced the access requirements to exploration activity of LA establishments, dismissing the promoters of the licensing or authorization process, requiring only a previous communication addressed to the Mayor territorial jurisdiction, based on the principle of accountability of farm holders with the formalities and documents referred to in Article 6. In connection with the simplification of formalities, Decree No. 138/2012, of May 14, amended Article 3 of Decree No. 517/2008, enabling online consultation of the urban building book of the property where the establishment is exploited, simplification that, in casu, is a gain in efficiency of the registration process. The boom of tourists (Incoming) and the increased demand for (new) forms of accommodation in Portugal gave an increase to LA establishments, according to a logic and entrepreneurial initiative that the legislator could not foresee or regular advance, and had to be the object of an autonomous regulatory framework. [2] With RJAL, Local Accommodation became a separate category, not to be confused with tourist developments (such as have listed in Decree-Law No. 39/2008), coexisting thus different types of establishments that provide accommodation and other services to tourists. 1.3. Determining factors of the amendment of the legal framework of the local accommodation – Legislator standing face to interests and conflicting rights in local accommodation establishments in autonomous housing units / apartments It is known that the spread of local accommodation establishments in large urban centers and in its historic areas, led to the discord among the community of habitual residents (who feel the pressure from tourist flows), the tourists themselves (that, rarely detract from the life of "neighborhood" that have come their permanent residents) as well as municipal governments that engage in urban renewal programs and aim to attract tourism, an important source of potential revenue (including one arising from the collection of the tourism tax). In large cities already are registered damaging effects caused by the growth of tourism, with the general increase in property prices, even in degradation state. It is not intended in this article, it should be noted, analyze the correlation between real estate speculation and the phenomenon of gentrification and the exponential growth of the local accommodation activity, considered a threat to the urbanism and the identity of the city, which, in recent times, compounded by unwanted and diffuse turismofobia, given the way the tourists transform space urban. This is because is not even proven that there is a cause and effect relationship between these phenomena.

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In favor of the diffusion of LA provided in apartments, there are those who consider that these establishments stimulate the regional and national economy, contribute to revitalize cities and to boost tourism - because they provide a diverse offering of tourist developments, with a competitive price - and possible a generating source of income for households owning real estate or fractions. But the tension is manifest in Portugal. Given the (new) issues raised by local accommodation, the opposing views and interests / individual rights in confrontation, the legislator had to review and amend their legal status. And because it is effectively a problematic issue (with implications for urban planning, the revitalization of the cities, the environment, the landscape and architectural heritage, ecology) political parties with seats in the National Assembly drew up their law projects, where advocated different solutions, but where the focus was explored local accommodation in autonomous units/apartments of buildings subject to the system of horizontal property. The need to change the regime of Decree-Law No. 128/2014 of 29 August, came upon the current government took office (in 2015) with the objective of, after monitorize the implementation of LA and understanding the evolution of the sector, clarify the original rules contained in RJAL. Just pay attention in the explanatory memorandum for each bill of law to see which were the dominant concerns of the ordinary legislator. For the scope of this work, took into consideration the conexion issues with the operation of the establishments in autonomous units/apartments, conflicts of interest (the owners and/or tenants/residents and tourists), the form of the composition of these disputes and the jurisprudence of Portuguese Courts, issues that have been the object of reflection in the bills of law on merit.2 All bills of law admit, expressly, be imperative to protect the rights of property of residents in horizontal property regime and condominium avoid injuries to legally safeguarded individual rights (eg the right to peace and to rest). With the exception of the PS Bill of Law project, the other affected the regulation of LA activity to local authorities as a way to balance the interests at stake. Conceptually, there is a common understanding as to the LA, which is that the operation of LA establishments into autonomous units subsume the economic activity

2

In summary, the motivations behind the bills of law suffice different understandings: x While some party formations relegated the solution to the general assemblies of joint owners, with the possibility of deciding to grant authorization for the operation of the Local Accommodation activity in autonomous units, and such authorization included in the registration documents of the LA establishments (Bill of Law No. 524 / XIII, the Socialist Party and Bill of Law No 574 / XII, the Communist Party); x Others well understood by returning the decision-making powers to the Municipalities, affecting them the duty to shape and define a territorial and social strategy and define the relevant instruments of regulation activity by approval of municipal regulations for the installation of local accommodation facilities, the allocation of quotas per ward, intervention zone and urban ring (peripheral city areas circumscribed by suburban perimeters radiating historical hull), to control the density of the local housing and locking their inadequate and / or undesired growth.

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of providing and enjoyment of space tourists, but that is likely to cause risk of disturbance of the rights owners/condomins and/or residents in the same building that have there their own and permanent residence.3 1.4. Legislative options consolidated in law no 62/2018 of 22 August (Introduting the 2nd amendment to RJAL) On 22 August, it was published Law No. 62/2018 which follows roughly the texts of bills of law presented by political parties represented in parliament. With the interpretation of their normative provisions, it must be said that the amendments to RJAL embody a more rigid regime, because they involve the public bodies (Local Authorities, ASAE, Tax Authority and Tourism Institute of Portugal) permanent inspection of sector powers, with the possibility of fines and sanctions in case of violation of RJAL standards and other regulations that will be object of this Law.4

3 Note that, in the pre-approval of the bills of law, came to affiliate the understanding that should not be allowed the installation and operation of local accommodation establishments in real estate with units intended for permanent housing. And yet was adopted another understanding: that could only be installed provided that it was done the consultation and hearing the owners of units/apartment owners or residents of the units (case of tenants, lessors or who lived in with a title possession) on the grounds that the interests of owners and their tenants are not always coincident or compatible (by linking your installation approval of the majority of residents of the building and not the majority of its owners). 4

PREVIOUS ISSUE: detailed changes introduced by Law No. 62/2018: 1- It has extended the audience target of LA establishments providing, in Article 2, that the accommodation services can be provided "in particular" to tourists; it is assumed, therefore, that the customers can be tourists or not; 2- To the procedures laid down in RJAL - housing, apartments and lodging establishment - Law No. 62/2018 added rooms, provided now in Article 3, paragraph 1, point d), establishing, in paragraph 7 of this article, which for LA effects can only be installed the maximum number of three rooms, always in the residence of the lessors, corresponding to their tax domicile; 3- In paragraph 4 of Article 7, the Law defines "lodging establishment" as an LA establishment in the AU are made rooms installed in an autonomous unit, in an urban building or part of susceptible urban building used independently; 4- The lodging establishments may use the name "hostel", since the predominant AU is the dormitory (considering prevalent when the dormitory users are greater in number than the users of the rooms). In this conspectus, the legislator used a different concept and formulating contained in Decree-Law No. 128/2014 (Article 3, paragraph 5), where the dormitory was the only AU (or majority); 5- The "hostels" [5] should meet the requirements to be defined in future Decree (revoked Article 14 of RJAL which established the number of beds in the rooms and dormitories). But the law maintained the prohibition of the installation of "hostels" in buildings subject to autonomous units where coexist housing units when the apartment owners do not allow such activity (Article 4, paragraph 4); 6- The Law establishes, in Article 12, the minimum general requirements mandatory of physical facilities of the AU and the sanitary facilities of the LA establishments, but relegated to the future Decree the regulation of other requirements; 7- The lodging establishments and rooms may adopt the trade name "Bed & Breakfast" and "Guest House", with mandatory display of identifiable signs (Article 17, paragraph 4). With this prediction, there was legal protection to these modalities, also disclosed by the holder on the websites; 8- Maintaining the maximum capacity of the LA in 9 rooms and 30 users, except LA exploited in the form of rooms and hostels, but in accordance with Article 11, paragraph 3, allows in all 4 LA embodiments capacity is increased by placing additional bedding for children under 12 years, whenever space permits.

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The three axes of change are addressed: 1- To the condominium owners;5 2- To the local housing facility owner;6 3- The local Authorities.7

5

TO THE CONDOMINIUM OWNERS the new law: x Transferred more responsibility to the owners of the autonomous condominium units of buildings in horizontal property (HP) regime; x Allowed the owners of more than half of the building (calculated per thousand) can oppose the installation of an establishment of LA, by resolution passed at a general assembly of unit owners, which, to be valid, must be based (with the claim and demonstration of repeated acts that disturb the normal use of the building, cause discomfort and affect the rest of the joint owners); x It established that this decision shall be communicated to the Mayor who will decide on the cancellation of registration after prior hearing held by the person concerned (Article 9, paragraphs 2 and 3), with immediate cessation of operation of the LA establishment ; x Allowed the condominium owners may decide, at the general assembly, an additional contribution to the community, up to 30% of the annual fee paid by the owner of LA establishment., Contribution aimed at ensuring the payment of maintenance works that are necessary, given the wear of the common areas of the building, caused by users of the establishment of LA (Article 20-A). Naturally, the condominium regulation will have to be amended, with a clause providing for this deterioration and the rules for its calculation.

6

TO THE LOCAL HOUSING FACILITY OWNER the new law provides that: x The owner of the LA establishments shall be jointly liable with guests for compensation for damage they cause in the building (Article 13-A, paragraph 1); x He will need to enter into and maintain a valid liability insurance to ensure claims coverage as a risk of fire of the installations as well as to reimburse the property and personal injury to guests (emerging claims), and, also, damage caused by guests in public areas of the buildings, under penalty of being immediately canceled the registration; Law establishes thus the objective liability regardless of fault of the owner of the establishment of LA (Article 13-A, paragraph 2); x Must have a book of information on the operation of the establishment and the internal rules of use of the facilities, in particular those relating to the selection and collection of waste, the operation of appliances that cause discomfort and affect the tranquility and the rest of the neighbors and the indication the phone number of the responsible for the operation of the establishment. This book should be available in Portuguese and English and at least in two other languages. When the LA is integrated into a building in HP regime, it should also be disclosed the Condominium Rules (Article 12); x Should adopt the book claims the terms and conditions of the legislation applicable to this, and the original sheet is sent to ASAE (Article 20); x Must affix identification plate on the door of every apartment or rooms that function as local accommodation.

7

FOR LOCAL AUTHORITIES the new law provides that: x May approve, through regulations, with reasoned deliberation, the so-called "containment areas" in respect of some or all of parishes overwhelmed by tourism, may impose limits for the installation of LA establishments in these areas, according to criteria that may be proportionality them with the units for housing (Article 15-A, paragraph 1); x Should revise these local regulations, we considered the tourist territory management tools, at least every two years, sending the findings to the Tourism Institute of Portugal (paragraph 2 of Article 15-A); x In the "containment areas" no more than 7 LA establishments may be titled per explorer (paragraph 7 of the same article).

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1.5. The Jurisprudence of the Superior courts, the local accommodation in apartments/units, and property in condominium Rights that can rise to a conflict and be subject to conflicting relations and claiming judiciary protection are precisely: x The right to operate a local lodging establishment in autonomous unit of building in horizontal property regime, giving expression to the free private initiative, Vs x The right of each and all owners/condominium owners and/or residents of units (and their households) to the quiet, the silence, the reserve on the intimacy of private life, with the observance of the rules of the Regulation of the Condominium, subjective rights that deserve the effective protection of our law. The declared conflict between these rights is already brought to the appreciation of the Courts, for that this sovereign body enjoy, declare the prevalence of one or the other and solve the emerging conflict of living of people in real estate in horizontal property regime. With the installation of LA establishments that receive tourists, for short periods of daily rental, against a fee, the holder of the LA gives guests/tourists enjoyment or the temporary transfer of the units facilities and other public areas of the building (eg stairs, lifts, gardens, playgrounds, pools, reception areas and lounges, susceptible roof terraces of buildings that can be used). And, at the core, is the vexata quaetio, complex debate: can a condominium owner or a resident install in an autonomous unit (still with the complacency or tolerance of condomins) a local lodging establishment to economically exploit this activity? To approach a grounded position in the light of civil law, it is crucial to know the constitutive title of the horizontal property that identifies and defines the units and the purpose for what they are (housing, course of trade, performance of professional services and others). It is also important to ask whether, if the unit is intended for housing, local accommodation can be subsumed in the concept of "housing" or, on the contrary, the holder of the LA property started to give a different purpose from that to which the unit is for. In this case, it seems clear that the title of HP must be modified, and in this conspectus, will be to reflect on whether the agreement of all the condominium owners should be relevant to operate the legal effect of modification of the title of PH. Arrived here, there are different rationales:

x x x

They have powers to oversee, together with ASAE and the Tourism Institute of Portugal, the compliance with the law (Article 21); May impose fines at the end of administrative proceedings, and additional penalties, such as suspension of the exercise of the activity (directly related to the offense) for up to two years and a temporary ban (up to 2 years) of operation of the establishment; In the transitional period (until local regulations are approved) local authorities may decide not to issue a license to the LA establishment.

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x If one considers that the allocation of an apartment/autonomous unit to operating an LA establishment does not go beyond the housing intended purpose provided for in the constitutive title of the horizontal property [1] and if there is an injury or violation of a right of personality (eg the right to rest, with the unbearable noise output) the injured party will find itself forced to trigger preventive measures (request for intervention of the police, injunctions, notably) or repressive of private protection (judicial process) under Article 70 of the Civil Code which guarantees the general protection of personality and provides in paragraph 2, that regardless of civil liability that may arise, the person "... threatened or offended may require appropriate action to the circumstances of the case,in order to prevent the consummation of the threat or mitigate the effects of the offense has been committed. ".8 x If, however, we consider that the installation and operation of a local accommodation establishment goes beyond the housing end so that the unit is affect, as advocated [3] [4], the injured condominium owner (and any others who disagree with the use/purpose given to unit) may oppose to such use, invoking and showing that the unit intended for housing and which was given a different purpose from that which is laid down in constitutive title property. In this context, it is not necessary that even produce any threat or offense to personality rights of condominium owner or occupant or third (for this interpretation seems to point NBS, 2016). This position has legal protection in Article 1418.º of Civil Code that, about the purpose of the constitutive title content, states that this must include the specification of the parts of the building corresponding to the units, which must be individualized by setting up the relative value of each units, expressed in percentage or per thousand, of the total building (No. 1); optionally, can this title mention the purpose it is intended each unit or common part (No. 2) and the condominium Regulation should regulate the use, enjoyment and conservation of units and common areas of the building (No. 3). Therefore, given the article 1422.º, paragraph 2, point c) of the Civil Code, the co-owners are forbidden to affect units to diverse use of the purpose to which they are afected (in the title of HP). However, the legislator provided in Article 1499.º, paragraph 1, that the condominium owners may unanimously deliberate modification of this title by master deed or certified private document. Therefore, you can only install a local accommodation establishment provided that the constitutive title of PH, as described above, is changed in the manner described above, by changing the purpose of the unit and the unanimity of all the condominium owners.

8 In these cases, we will be facing a threat of harmful event or the completion of an injury (unlawful fact), and the injured person may, in addition to preventive measures, trigger judicial protection, attempting to appropriate action to obtain reimbursement of their damage with the burden of allegation that the harmful event occurred, the damage and the causal relationship between them.

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If the constitutive title is unwilling on the end of each separate unit (because it is not mandatory mentioned) but it is found that each unit is used as housing, the condomins owners can make the "change" (fixing) of the purpose by authorization given at the general assembly of condominium owners, a decision taken by the twothirds representative majority of the total value of the building (in accordance with Article 1422.º, paragraph 4 of the Civil Code). Limited, thus the question of the title (which legitimizes the use of autonomous units) it must be asked whether the allocation of an apartment/autonomous unit to the exploitation of local accommodation will depend only on the express consent of all condomins owners or whether it is legitimate prevent such affectation in mere abstract possibility of a personality rights injury. See the case of the court jurisprudence in this regard that is not uniform in its orientation. As example, the following Decisions: x Judgment delivered by the Court of Appeal of Lisbon, 20 October 2016, available at http://www.dgsi.pt/jtrl.nsf/33182fc732316039802565fa00497eec/1be52b1b9e bc06b380258074005811e2?OpenDocument x Judgment delivered by the Court of Appeal of Porto, of 27 April 2017, available athttp://www.dgsi.pt/jtrp.nsf/56a6e7121657f91e80257cda00381fdf/5da928ab1 d855c548025812a005112c5?OpenDocument: In these two Decisions, its Reporters tillers the position that the local accommodation establishments can not be installed on an autonomous unit, nor compatible with the purpose of housing fixed in the title of the horizontal property. An exegetical exercise on innate decision in the Judgment of the Court of Appeal of Lisbon, dated October 20, 2016, it appears that its Reporters argued that the exploitation of local accommodation is not compatible with the purpose reserved for the unit/apartment (to be a housing purpose). In the Judgment of the Court of Appeal of Porto, issued on April 27, 2017, which overturned the decision of the 1st instance), for the law reasoning of its decision, the Judges calls into play, among other public international law sources, The Universal Declaration of Human Rights (Article 25, paragraph 1) and embossed in casu, the International Covenant on Civil and Political Rights, whose Article 17, paragraph 1, stipulates that "No one shall be subjected to arbitrary or unlawful interference in his private life, in is family, home or correspondence, nor to unlawful attacks on his honor and reputation.". On the other hand, the judgment in question held that "... housing, domicile, home is the physical support, material, which materialize the fundamental rights inherent to physical or moral personality, in accordance with Article 70 of the Civil Code. So everything goes through to know what meaning should be given to the word housing, referred to in the title of horizontal property for the purpose of the units.". To the question that the Reporters puts to find in the grounds of the judgement ("Should a broad concept of housing for the allocation of units, covering very shortterm accommodation for tourists, be accepted?") found the solution, based on the sense that to any declarer with normal diligence, gives the word "housing" as the purpose fixed in the title of HP to a unit, which excludes in all, an occasional

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residence without stability or durability (even in the case of rented housing) as with the short (or very short) accomodation. In a different sense, see the Judgments below: x Judgment of the Supreme Court of Justice on 28 March 2017, which upheld the district court's sentence, available in www.dgsi.pt/jstj.nsf/954f0ce6ad9dd8b980256b5f003fa814/6f7c01eb322533d08 02580f9004c4d45?OpenDocument x Judgment of the Court of Appeal of Porto, of September 15, 2016, which revoked the 1st Instance Court decision (which had judged founded the injunction suspension of condominium assembly deliberation, available at http://www.dgsi.pt/jtrp.nsf/56a6e7121657f91e80257cda00381fdf/1ae9d39dd554 c7f58025808f0059f8e0?OpenDocument In conclusion: In the last two Decisions it was considered that the concept of accommodation is contained in the concept of housing; so if a unit for housing, a local lodging establishment is installed, it will not be impaired the constitutive title of the content of horizontal property. There is thus a clear difference regarding the decisions of our High Courts, on the issue of the installation and operation of LA units in apartments/buildings units in horizontal property regime that will claim a judicial uniformity on behalf of the legal security of all the subject of a contractual relationship of local housing.

2. Critical Assessment of RJAL and issues raised by local accommodation provided in apartement / building unit in horizontal property regime Reverting to the notion of establishment of LA, in the original version of the DecreeLaw No. 128/2014 (Article 2, paragraph 1), it aims to provide temporary accommodation for tourists, against a fee, and must gather the requirements of this legislation. (Article 2). Decree-Law No. 128/2014 consigned literally (in Article 4, paragraph 2) that the operation of a local accomodation establishment corresponds to the provision of accommodation services (developed by a natural or a legal person). With this wording, the legislator reduced the concept of service to the mere accommodation; On the other hand, it made disappeared from the requirements previously set out in Decree No. 517/2008, the obligation to provide customers with the hygiene and cleaning services during the period contracted for housing. Therefore, for the operation of a LA establishment, it is sufficient compliance with the registration requirements, and its disclosure to the public as accommodation for tourists or temporary (in any form, including websites). The rules of common experience advise the holder of the LA establishment to keep in good hygiene and cleaning the contracted space because we are in the presence of services that are part of a tourist offer (with the impact on the image of Portugal as a tourist destination). It would be of elementary caution that the legislator should define exhaustively the collection of rights and duties of the contracting parties. The fact that the RJAL not establish the hygiene, comfort and convenience of LA facilities is a gap that the legislator must complete, assigning a minimum core

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duties of the holder of the LA in this matter on behalf of the Quality and Excellence, cornerstone of the Tourism Law. As regards the obligation of prior notification, now exclusively in the Electronic Shop, where it will be said that this communication constitutes a mere information, even if accompanied by the information and documents provided for in Article 6. Fulfilling this formality, the holder of a LA establishment can open its doors to the public and explore the establishment in accordance with the law. Unlike the LA, most tourism enterprises are susceptible of rating (1-5 stars), which should be reviewed ex officio 5 in 5 years or at any time, on its own initiative or at the request of the person concerned. Now, there is no equivalent mechanism for the LA establishments (the RJAL does not provide that they may be subject to new or periodical survey) and we are faced with a weakness in monitoring the provision of these services. Analyse now the provisions of article 6, paragraph 1, point a) of RJAL which requires, on prior notification to the applicant for registration, inform the competent regional Town Hall on "Authorization to use or title of valid property use;". This authorization to use matches the license permit issued by the local authority (commonly known, occupation permit or housing permit) at the end of a process of building, adaptation and/or rehabilitation of a particular property under RJUE defining the purpose and use to give the property and/or its autonomous units, according to the construction project or work that was performed by the promoter and which is secured with the publisher’s responsibility term project (eg housing purpose, commercial, industrial, offices). As is clear from the wording of Article 6, paragraph 1, point a) of RJAL, the legislator made no reference to the various uses (housing, commerce, industry, services) that are fixed in the Occupation Permit or Use License the property or autonomous unit, so that leaves open which could be any of them. Focusing the issue in real estate with fitness for housing, dwelling type (a house), you should have license to use for housing; thus, nothing shall preclude the installation, in a villa with a valid license housing, a local accommodation establishment, and it is not justified, for the most part, that the holder of the LA establishment changes the intended use provided for in that license. It should be stressed that if he intends to provide services other than the accommodation - in accordance with Article 15 of RJAL - exploring a business establishment (eg for sale of regional products, art objects or manufactured goods) and / or a catering establishment and drinks, the longer property use permit have to admit these uses or purposes. In the case of an apartment/autonomous unit, the issue may be controversial, taking into consideration the existence of a constitutive title of HP which defines the purpose and the use of autonomous units and common areas and the condominium regulation that reinforces the application of legal rules laid down in the Civil Code in matters of horizontal property). Giving no importance to the question (not inconsiderable) of discomfort that the LA can generate in a building subject to horizontal property regime, it must be acknowledged that the operation of an LA establishment on these conditions will not fail to contribute, sooner or later, to a conflict between the subjective rights of residents.

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In the absence (so far) of a unifying Court Judgment of the High Courts, the question of LA in apartments/autonomous units of buildings should be considered in the light of another law branch, not only the civil law. If you look in the above decisions, you do not see in the grounds of Judgments any argument that verse of public law such as the Law of Urban Planning. The Tourism Law, understood as a legal sub-branch that emerges from the Administrative Law and composed of loose standards, has a hybrid nature because discipline not only the activity of public officials of Tourism, as the activity of private agents. Its civilian penchant (which are anchored the contracts between private agents and their clients) must give step to the public nature of this system, because what is at stake is to discipline the tourism activity, the available products and services, which should have the Quality and Excellence advocated in the Basic Law of Public Tourism Policy. This is the post master justifying that the activity of public and private operators of Tourism should comply with a reference standard of mandatory rules. It was not with impunity that the Portuguese State established in Decree-Law No. 191/2009 of 17 August - Basic Law of Public Tourism Policy, the main principles that guide the Portuguese Tourism, the rights and obligations of grantors, in order to delimit the activity of tourism products and services suppliers, which include exhaustively the LA establishments (Article 18), their rights and duties, as well as tourists and users of tourism products and services, which rights are recognized and duties are imposed. This law of Urbanism, sub-branch of administrative law, aims to sort the large cities and solve the emerging problems of the use and transformation of its spaces, combining public and private interests that here, too, may be in conflict, where their standards directly link individuals. Unless due respect for better opinion, it is in this context that one must assess the importance of the title of a HP-owned. Reiterating what is stated in this article, Article 1422.º, paragraph 2, point c) of the Civil Code forbidden condominium owners to affect the units to a diverse purpose for which they are affected in the title of HP. Again, the article 1418.º, paragraph 1, establishes mandatory entries in the constitutive title property ("1 - The title of HP will specify the parts of the building corresponding to the various units, so that they are properly individualized and will set the relative value of each unit, expressed in percentage or per thousand, of the total value of the building."). The point a) of paragraph 2 of this Article provides that, in addition to the mandatory specifications, the title can make mention to the purpose it is intended for each unit or common part. However, in paragraph 3, the standard imposes with the nullity of the title either the lack of mandatory particulars (referred to in paragraph 1), or not coincidence or inconsistency between the purpose fixed in the title of HP (referred to in point a) of paragraph 2)) and the purpose that has been set in project approved by the competent public authority. Taking also into account that the legislator established in Article 1499.º, paragraph 1 of the Civil Code, the condominium owners may decide, unanimously,

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the modification of the title by means of a master deed or authenticated private document, it is necessary to articulate the two legal provisions. Literally interpreting the rule of Article 1418.º paragraph 3, we will be forced to conclude that the establishment of the purpose of the autonomous units rests in the first row to the public entity approving the building construction project in horizontal property regime. In its ratio, the norm has implied a concern of urban nature, by the legislator, whereby only after the safeguarded of this conformity between the purpose indicated in the project and the title, it leaves the free will of the parties (the condominium owners) the ability to fix/change it. As a rule, the project is subject to City Council and the license to use later issued predict generic urban uses (housing, trade, services, industry). But the title of horizontal property will always have to fix that part a purpose according to what has been approved by the competent public authority, which will be factored in the license permit (approved urban purpose). Accordingly, the declaration of will of the condominium owners has to give step to the decision of the competent public authority to fix the urban purpose of the building. If the title of HP limited to adhere to the general purpose approved by urban planning (eg services), do not strange that in a given unit, an activity that the town planning laws qualify as services can be exploited, although some citizens and businesses can feel discomfort with the fact (eg a temple of a particular religion, adjoining a building HP regime). Different is the property built for offices and services, with the respective City Council permits fixing this purpose, when later, the condominium owner in one of its units, rent it for housing purpose or for a tea shop. If an autonomous unit is intended to housing, its purpose must be in accordance with the urban use for which it was licensed. From this perspective, LA establishments can not fail to meet town planning legislation, on pain of infringing Urbanism Law precepts, which are mandatory and binding on its recipients (builders, buyers, condominium owners). It is understandable, therefore, that the legislator has not established that in autonomous units intended for housing (and thus licensed in urban terms by local authorities, with the title of HP in accordance with this housing purpose), other economic activities could be settled in addition to housing purpose. See, in the same sense [3][4]. After all, that's what happened to the LA establishments installed in autonomous units (apartments) whose purpose is housing, in the strict terms of the permit license of occupancy/use issued by local authorities. And experience shows that the operation of the LA may exist in autonomous units, without the unanimous consent of the condominium owners and, in many cases, without their knowledge.

3.

Conclusions

With the amendments to RJAL published in Law No. 62/2018 of 22 August, it is expected that the contested issues and declared conflict, emerging from the operation

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of LA establishments in apartments/autonomous units of buildings in horizontal property, can be resolved and prevented. The LA establishments already installed (with its ongoing exploration) will have naturally more difficulty to keep the activity, in view of the new rules that allow the condominium prevent the activity and increase costs with a higher contribution/annual fee. These establishments will have to bear more financial burden, with the compulsary insurance (covering the risks of the activity) and the information book, in order to ensure its operation according to strict condominium rules - measures that are adequate and necessary to prevent conflicts. However, local authorities will find it difficult to draw up, in the near future, the city council regulation of so-called "containment areas" as well as promote its biennial review, and we must admit that, as it is a college (and not a duty), these measures may not be carried out, which would imply that the letter of the law would be no more than a failed legal initiative. The amendments to RJAL with Law No. 62/2018, consolidated, essentially, the poured decisions in the bills of law approved in Parliament; however, given the creation of the type of "rooms" and the diffuse distinction between these, "hostels", the lodging establishments, in parallel with commercial terms that may adopt these LA establishments, we run an objective risk of the LA lose its original identity, which was conferred by RJAL, opening, moreover, the door to new forms of tourists and not tourists accommodation, which will make the LA a universe of atypical figures if we consider that their owners may equip their establishments with special features that the legislation itself did not anticipate or have to discipline. Local authorities, in turn, to issue the license permits with “housing” to the autonomous units, have the perception that this title can be put in crisis, given that the legislative changes allow now condominiums to change their purposes and uses set by local public authorities. But the power attributed to the condominium owners to prevent exploitation of a LA establishment in an apartment/unit of a HP is a powerful tool that will restrict the freedom that a condominium owner has in it unit, in the sense of comercialize it or develop a profitable economic activity. And, in our perspective, this power constitutes the mechanism that the legislator left in the hands of the condominium owners for the "self-regulation" of factuality and will help to prevent, tout court, the exploitation of LA in buildings with PH and also eradicate from the same buildings establishments that cause discomfort and effective injury of subjective rights protected by the law. For all the reasons, we subscrive the jurisprudential decision from the Court of Appeal in Lisbon on October 20, 2016, and the judgment of the Court of Appeal of Porto, of 27 April 2017, whose Reporters decided in the sense that: x If an autonomous unit is intended for housing, according to the usage license issued by the local authority, it can not be given another destination as tourist accommodation, as this is considered to be an "accommodation service activity' (Article 4 No o 1); x The concept of housing reports to the site where the condominium owner or the tenant have a center of domestic life, large or small, temporary or permanent;

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x When a unit is intended for housing, this is a residence, a household, a home, a home living space with the inherent need for peace and quiet, not allowing it the local accommodation.

References [1] Almeida, A. (2017), The Local Housing Establishment of Exploration Activity, Journal of Law Electronics, October 2017, No. 3 in https://www.cije.up.pt/download-file/1643 [2] ISCTE (2017) Study "Qualification and Local accommodation recovery", in March 2017 https://ahresp.com/2018/10/estudos-quality-qualificacao-e-valorizacao-do-alojamentolocal/ [3] NEW SCHOOLL OF BUSINESS AND UNIVERSITY LAW SCHOOL NEW LISBON (2016) Study "The local accommodation in Portugal - What is the phenomenon", in November 2016 https://www.hoteisportugal.pt/docs/content/twgQoT7vP6TAxRGMJSCG3w7BLEOyRVd5.pdf [4] Oliveira, FP / Passinhas, S./LOPES, D. (2017), Local Usage Property and Autonomous fraction, Coimbra: Almedina [5] Torres, A. (2015), Innovation services in hostels in Oporto - Success factors and performance, Master's thesis in Service Management, Faculty of Economics of Porto, 2015 https://hdl.handle.net/10216/81489

Jurisprudence of Higher Courts http://www.dgsi.pt/jtrl.nsf/33182fc732316039802565fa00497eec/1be52b1b9ebc06b380258074 005811e2?OpenDocument http://www.dgsi.pt/jtrp.nsf/56a6e7121657f91e80257cda00381fdf/5da928ab1d855c548025812a 005112c5?OpenDocument www.dgsi.pt/jstj.nsf/954f0ce6ad9dd8b980256b5f003fa814/6f7c01eb322533d0802580f9004c4 d45?OpenDocument http://www.dgsi.pt/jtrp.nsf/56a6e7121657f91e80257cda00381fdf/1ae9d39dd554c7f58025808f 0059f8e0?OpenDocument

Experiential marketing as leverage for growth of creative tourism: a co-creative process Jéssica Ferreira 1 and Bruno Sousa 2 1

IGOT, Universidade de Lisboa. PhD in Tourism (candidate) [email protected] 2 IPCA ± Polytechnic Institute of Cávado and Ave, Barcelos, Portugal, CiTUR and UNIAG [email protected]

Abstract. Tourism has been playing a very important role as a factor of regional and local development, through the cultural consumption of tourists. Creative tourism emerges from a new paradigm of cultural tourism, where marketing is indispensable in its promotion. Creativity has gained an additional appreciation in fields such as economic, social, political and cultural. The handicraft of Barcelos is recognized for its creativity at any point in the country, representing several activities to promote their own handicraft. The ancient and traditional art of the municipality of Barcelos, with its authenticity and its diversity, transformed its activity into Portugal's largest handicraft space. This study intends to establish a marketing link with the destination of tourism, making it creative, applied in the handmade artisan offer of the territory of Barcelos. This is a qualitative study, which is intended to do some interviews with various craftsmen, to understand how the offer organizes and how experiential marketing contributes to the growth of the tourism market. At the same time questionnaires are made to several local tourists to understand their motivation in making decisions in the tourist destination of Barcelos. The main findings of this study arise from the experience, knowledge and importance of learning this dynamic. Creative tourism and experiential marketing, more than ever, are growing and strengthening territories, presenting the right moment to establish the connection that this study exposes. Keywords: Crafts, creativity, experiential marketing, creative tourism, tourism market, motivation

1

Introduction

The definition of tourism is something that is consensual and constantly developing, perfecting the current needs of society. As such, creative tourism emerged, being considered the new paradigm of cultural tourism, consisting of two concepts entirely connected, however in a more complete and updated way the concept of creative tourism allows an interaction, being an experience that in cultural tourism does not exist. New cultural policies, coupled with creativity, cause new forms of offering to organize in relation to demand implying the way we see the tourist destinations. Today,

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_49

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creativity has conquered a new space in the social sciences, where it gained additional value in different fields such as economic, social, political and cultural [1]. Experiential Marketing is a new generation of consumers, that have been slowly altering their consumption patterns, imperceptible, with a much higher weight in the online, as a consequence of the introduction of these new technologies in our day-to-day [2]. The aim of this study is to study the link of the Experiential marketing with the destination of creative tourism, applied in the artisan tourist offer of the territory of Barcelos. Through a qualitative study is intended the impact of experiential marketing in the decision making of consumers of creative tourism, selected for tourists visiting the handicraft of Barcelos. This study is intended to answer the following question: The experiential marketing is as leverage for growth of the creative tourism destination? As a method of study in this investigation, some interviews are conducted with various craftsmen, in order to perceive how the craft offer organizes itself and how experiential marketing can boost, or not, more sales. Subsequently, questionnaires are made to several local tourists to understand their motivation in making decisions in the tourist destination of Barcelos, concretely in the crafts activities. The purpose of the questionnaires is to realize to what extent the experimental marketing was or could be a motivational factor in its selections of tourist destinations. By means of general objectives for specific objectives, this study allows the definition of a structured thought line, where it presents in an introductory way the concepts in analysis, vacating them to the handicraft. Next, the article discusses the methodology, sample and data collection techniques adopted to carry out the interviews and questionnaires. Through a qualitative analysis, interviews and questionnaires are made to craftsmen and tourists, to create a real solution for the current need of the market, establishing a direct connection with these new concepts. The article concludes by discussing the main conclusions and provides final observations and potential research possibilities.

2

Tourism Evolution

The definition of tourism is a consensual and constant development, perfecting the current needs of society. Historically, the concept of tourism emerges slowly, in the transition period from 19th century to the 20th century, emerging the first attempts of its definition [3]. Tourism emerges as an economic activity and begins to feel the need to define it, in order to help its understanding and characterization. It is, however, from the emergence of modern tourism, in the 50 years of the last century that arises the necessity of its definition. First, according to a technical, statistical point of view, and then, from the conceptual point of view to delimit its scope and understand its functioning. Since then, the definitions have been multiplied by each author who treats the subject, which will find justification in the fact that tourism is connected practically to almost all sectors of human social activity. Generally, the tourist activity is performed for leisure purposes, although there is also tourism for business reasons and other reasons. More and more tourism is conceived for playful moments and escapades to the routine, in order to combat the pressure and stress of the social life of the 21st century. Nowadays, tourism is one of the

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main industries at global level, and it can be established a difference between mass tourism and individual tourism. Tourism is one of the sectors that has grown more over the years, playing an important role in the world economy and contributing positively to the development of several countries. As tourism is an activity that involves the movement of the consumer to the place of production, there are a few aspects, which must be considered in the process of development of the sector [4]. Tourism has been playing a very important role as a factor of regional and local development, through the cultural consumption of tourists in the destinations they visit. The competences that, since the second half of the 20th century, the young descendants of the less privileged social groups have acquired, have provided an increase in participation in cultural tourism, particularly in visits to the historical centers of Cities. In these areas, whose oldest constructed heritage is highly regarded, the socalled cultural and creative neighborhoods emerged because of the application of urban development policies through culture, as the culture economy reached World Expression.

3

Cultural Tourism vs Creative Tourism

The relationship between creativity and culture originated a new paradigm in the tourism sector, having influences on supply and demand, evidencing a new profile of the tourist. The new cultural policies, allied to creativity, provoke new forms of the Offer to organize in relation to the demand implying the way we see the tourist destinations [5]. The difference between cultural and creative tourism is that "creative" tourists participate in a creative activity when visiting a destination, while cultural tourists are consumers of cultural experiences that bring them closer to the inhabitants of the same places that Visit. Recent tourism investigations agree that cultural tourism has gained more importance in recent decades, that is, they identify it as a constantly growing market [1]. In an exemplary way, we can cite the increase in the number of visits to cultural sites, or in historical centers, which can cause damage to the environment and preservation of the heritage. Moreover, due to the growing demand for cultural tourism, different countries and regions compete for a place in the market, which therefore leads to a series of cultural attractions that differ little from the rest. Consequently, museums, traditions spaces, cultural events and itineraries are identical among the various countries [6]. It is also stated that the creative tourism constituted a new generation of tourism, which follows the first of sun and beach and the second of cultural tourism based on museums and cultural circuits. This evolution of cultural tourism was officially recognized at the Global Conference of tourism subordinated to the theme creativity in gastronomy, which took place in Popayan, Colombia, in 2007, and confirmed at the conference of Santa Fe, in New Mexico, in 2009, Called Creativity in Tourism [4]. If cultural tourism is based mainly on the visit to buildings (material culture of the places), we are currently witnessing a new paradigm in the tourism offering, which translates into a growing commitment to intangible resources (such as traditions, leg-

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ends, gastronomy among, others), valuing whenever possible the historical and urban areas of cities. The same can be verified in relation to the tourist. If in the case of the cultural tourist this seeks to learn about the culture and tradition of a people when visiting (for example) the edified monuments that characterize this same people, the creative tourist on the other hand, intends a closer experience of the local community to the Want to experience in practice something of characteristic and representative of these communities and places [7]. Creative tourism experiences association different creative content elements and engage with creative lifestyles. Consumers or visitors want to be actively involved in FUHDWLYH H[SHULHQFHV DQG DFWLYLWLHV &UHDWLYH WRXULVP FRQVXPHUV GHVLUH WR ³JR ZKHUH WKHFUHDWLYLW\LV´DQGWR directly participate in creation and co-creation activities. They are increasingly playing a co-creation role in the development of creative experiences, sharing knowledge, and contributing skills to the creative experiences. Creative tourism experiences are not only economically valuable, but may stimulate the development of new ideas, products, and services through the interactions, conversations, and co-creation experiences that occur [8]. Today, creativity has conquered a new space in the social sciences, where it has gained an additional value in different fields such as economic, social, political and cultural [9]. Creativity points to the experience of the post-modern consumer to greater evidence of local heritage, becoming an alternative resource for tourism development [10]. Creative tourism is perceived as a form of cultural tourism, although it is quite different to the extent that while the former is based on "observing", "seeing" and "contemplating", creative tourism is based on experiencing, "participating", "learning", not Observing only the icons, or someone painting icons, but before attending a course on painting icons at the destination [11]. On the other hand, creative tourism requires "active involvement in the creative process so as to be able to establish an engagement and an exchange with the local population and culture". Creative tourism is the development of cultural tourism, but it goes a step further, encouraging participation, not just observation. Some authors consider creative tourism as the third generation of tourism, succeeding cultural tourism based on museums and cultural circuits and tourism of sun and beach, and agree that this third wave is a continuation of cultural tourism [12].

4

Marketing approach

Marketing is currently one of the most important concepts in the business world. However, this is an area with enormous complexity due to its enormous scope and its direct connection with consumers who have been changing their behavior, so over the years its definition has undergone several changes. There are several authors who have focused on this subject and who have sought to define the concept of marketing, considering the realities of each epoch. One of the most important official definitions of the marketing concept is that of the AMA (American Marketing Association),

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which states that marketing is the activity, set of institutions and processes to create, communicate, distribute and transact offerings that have value for consumers, customers, Partners, and for society in general [13]. Marketing should then begin by analyzing what are the needs of consumers who are not being met and looking for those gaps to be exceeded, from the insertion in the market of products and/or services that provide Consumer satisfaction. Thus, by offering what customers seek and want, companies are going to be standing out in the market and acquiring a better positioning in it. In this definition, one of the main characteristics of today's marketing is referenced: concern for consumers. This aspect is considered the basis of the marketing of companies, since the fundamental objective of the organizations is to meet the needs and desires of consumers. But marketing has not always focused on consumers, this aspect has been emerging over the years, with new technologies that increasingly influence, indirectly or directly, our society and the way it is managed [14]. )RUPDQ\DQGDORQJ\HDU¶VPDQKDVIHOWWKHQHHGWRVHOOZKDWKHSURGXFHVWUDGHLV a constant since our ancestors. However, it was from the industrial Revolution, begun in England, in the second half of the 18th century, and expanded to Europe and North America in the 19th century, which gave the great transformations at the economic and social level. According to [15], in the 19th and early 20th century the industry flourishes emerging new models of manufacturing and new concepts of approach to the problem of production, the result of developments in technical innovation and New industrial procedures that are being carried out, that is, these changes have boosted the drastic development in the industry area, increased the production of goods and changing the form of consumption. These historical facts that led to important transformations in the way consumers act and the way companies faced products and their production contributed to the fact that, at the beginning of the 20th century, several scholars began to concentrate on Most precise way in this area, thus emerging the first attempts to define the concept of marketing. Kotler and Armstrong [16] considers the existence of an intermediate phase between production and sales, the phase of the product. According to this author before the entry into the era of sales, companies concentrated in the production of their products, sought to create and produce products of superior quality, improving them and innovating them constantly: "The concept of product assumes that the Consumers will favor those products that offer more quality, performance or innovative features. Product-oriented companies focus their energy on making superior products, improving them over time. "The second phase [17], centered on sales and occurred between the years 30 and 50, era characterized by the Great Depression of 1929 that only ended with World War II. At this point a major disarticulation in Europe has been established, both politically, socially and economically. Consequently, a major crisis in the economy has emerged, which has led to the failure of the management techniques of the companies used to date. It began to be verified that the demand was not allowing companies to make the disposal of the products that were in stocks and that they had once been mass produced. On the other hand, the war environment in which it was lived made consumers have less purchasing power, so they began to value the attributes of the products offered, looking for the best quality and performance and the

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most innovative. Thus, competition arose between companies, who began to worry about developing techniques to aggressively persuade consumers to purchase their products in large quantities in order to drain their stocks. However, they continued not to value the needs and interests of consumers [14]. As a result, experiential marketing is generally defined as any form of customer-focused marketing activity that creates a connection to customers. Based on this broad vision, experiences can be evoked products, packaging, communications, store interactions, sales relationships, events and the like.

5

Methodology and Context

The ancient and traditional art of the municipality of Barcelos, with its authenticity and variety, transforms all the richness that makes this land the largest handicraft center of Portugal, representing and characterizing the maximum symbol of popular Portugal, the famous "Rooster of Barcelos ". This art for Barcelos represents several families and countless craftsmen, who make this gift their livelihood. They reveal a good percentage of the local economy, suffering some changes with the evolution of the technology and the economy of the country, of which, there was the need to frame the crafts nowadays, modernizing and innovating the artisan talent. The handicraft of Barcelos is recognized at any point in the country, making itself represented in various activities of promotion of crafts across the country. These craftsmen are recognized in fairs, pilgrimages and even seminars that are created in order to streamline and enhance the tradition. The municipality of Barcelos is currently one of the territories with more craftsmen distributed by various artisan productions, namely pottery, figured, embroidery of sieve, embroidery and weaving, wood works, Iron Works and Sheet metal work and other arts such as leather work and contemporary craftsmanship. The variety of parts and materials used is immense, the difficulty is to choose the type of crafts that most pleases. Hence the council gather from north to south of the country, about a hundred craftsmen, making known the riches of Portuguese folk art, joining one of the most emblematic artisan fairs. From the basket, pottery, figurative clay, works in wood, embroidery and linens, copper, articles in leather and textiles, there are many artisan productions that give life to this fair, and can be appreciated in Barcelos, during the event. They join eight regional food taverns, seven wineries producing green wines from Barcelos and four manufacturers of confectionery. Nowadays the handicraft has gained an immense dimension in which is already done a work of innovation and creativity in order to further streamline this art, have generated new concepts, as packaging for the artisan productions, and still the future of these productions face new market canons. This art of Barcelos is one of the characteristics most appreciated by visitors, because it is original and creative, valuing the symbol of "Galo de Barcelos" for its national and international dimension. These ethnographic attractions are special events, which constitute attractions that generate important tourist movements, but only short-lived, helping to create a good image of the destination. The visitors are dazzling with the image that Barcelos presents, want to know the remarkable "Legend of the Rooster" and in taking with it memories, as

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the famous clay image of "Galo de Barcelos", and even have the possibility of producing a piece in clay, shaping and Painting her, giving her creativity. These types of activity and events lead visitors to praise the creativity and originality of artisanal art, adding that they are very motivating and relevant arts, completing the culture of the county being very educational and very profitable. After analyzing all the benefits of crafts, articulating the need to invest in tourism in the county and dynamize the artisan component. The qualitative analysis of data is a phenomenon recently resumed, which is characterized by being an inductive process that focuses on the fidelity to the universe of daily life of the subjects, being based on the same assumptions of the so-called qualitative research. According to [18] it aims to apprehend the multidimensional character of phenomena in its natural manifestation, as well as to capture the different meanings of a lived experience, assisting the understanding of the individual in its context. Nowadays, there is a lot of discussion about the need for basic requirements to carry out a qualitative analysis, and most authors related to the theme consider that the researcher's experience within the area, with the pertinent literature and different forms of Analyzing interview data is a sine qua non condition to carry out an adequate study, taking into a copy that he (researcher) is, in reality, his own work instrument. In this study is intended as a realization method of some interviews to various craftsmen, in order to perceive how the craft offer is organized and how the experiential marketing can boost, or not, the more sales. The interview, in this case, will obey a structured script, the interviewers undergo a training to neutralize the individual differences and the analysis of the results is focused only on the respondent's answers, ignoring that they are, in a large part, a product of the interaction established between interviewer and interviewee. Subsequently, questionnaires are made to several local tourists to understand their motivation in making decisions in the tourist destination of Barcelos, concretely in the crafts activities. The purpose of the questionnaires is to realize to what extent the experimental marketing was or could be a motivational factor in its selections of tourist destinations. This study is based on the research of several authors who dedicate themselves to tourism, and more concretely the innovation of tourism, focusing on creative tourism and experiential marketing, deepening the concept in various examples of the application of creative tourism, and the Your success in the destination and the local economy. Through a collection and analysis of secondary data that allowed the characterization of tourism and territory were selected some craftsmen of all the craft branches existing in Barcelos, subsequently Interviews were conducted in order to consist of a qualitative study regarding the implementation and use of creative tourism and experiential marketing in the artisan environment, analyzing in detail the weak and strong points in supply and demand. Boasting the analysis of the study, a script was formulated to interview with eight questions, and a questionnaire with ten questions of multiple choice, in order to the craftsmen and the tourist, contribute to tourism supply and demand.

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Results

The ancient and traditional art of the municipality of Barcelos, with its authenticity and variety, transforms all the richness that makes this land the largest handicraft center of Portugal, representing and characterizing the maximum symbol of popular Portugal, the famous "Galo de Barcelos". This art for Barcelos represents several families and countless craftsmen, who make this gift their livelihood. They reveal a good percentage of the local economy, suffering some changes with the evolution of the technology and the economy of the country, of which, there was the need to frame the crafts nowadays, modernizing and innovating the artisan talent. The handicraft of Barcelos is recognized at any point in the country, making itself represented in various activities of promotion of crafts across the country. These craftsmen are recognized in fairs, pilgrimages and even seminars that are created in order to streamline and enhance the tradition. The municipality of Barcelos is currently one of the territories with more craftsmen distributed by various artisan productions, namely pottery, figured, embroidery of sieve, embroidery and weaving, wood works, Iron Works and Sheet metal work and other arts such as leather work and contemporary craftsmanship. The variety of parts and materials used is immense, the difficulty is to choose the type of crafts that most pleases. This study had two research moments, the analysis by the tourist offer with interviews to craftsmen. From this first phase it was possible to analyze that this art of Barcelos is one of the characteristics most appreciated by visitors, because it is original and creative, valuing the symbol of "Galo de Barcelos" for its national and international dimension. The craftsmen consider that tourists and visitors dazzle with the image that Barcelos presents, want to know the remarkable "Legend of the Rooster" and in taking with it memories, as the famous clay image of "Galo de Barcelos", and even have the possibility of producing a piece in clay, shaping and Painting her, giving her creativity. These types of creative activity lead visitors to praise the creativity and originality of this handcrafted strand, adding that they are very motivating and relevant arts, completing the culture of the county being very Educational and very profitable. After analyzing all the benefits of crafts, articulating the need to invest in tourism in the county and dynamize the artisanal component When you talk about creativity and experience you have to think of something dynamic and different, and for that it is necessary to innovate and modernize your art, and that the craftsmen must be prepared and know how to innovate and modernize their work, in order to permanent needs on the market. Experiential Marketing is indispensable for the promotion of these activities, however, for the craftsmen, It is necessary to have external support, in addition to handicrafts, because handicraft is not a whole way of enriching, but Together with identical professional activities, they will maintain art with professional life, only one or the other lives exclusively of craftsmanship. The craftsmen feel that the need to bet on promotion, in marketing and especially in creative offering. In the second analysis, in this study, the questionnaires were conducted to tourists and visitors from the city of Barcelos, between April and June 2019, to which it was possible to analyze that most tourists traveled To do Cultural, tourism and Leisure

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7RXULVPKRZHYHU%HLQJ%DUFHORVDFLW\LQVHUWHGLQWKH³&DPLQKRVGH6mR7LDJRGH &RPSRVWHOD´WKHUHZHUHPDQ\UHVSRQGHQWVZKRZHUHSLOJULPV$OOWRXULVWVLQGLFDWHG that they travel at least once a year, and when they choose their travels, the majority replied that they have attention to the way the tourist destination is promoted. Many have responded that they seek destinations with dynamic promotions, that is, they value the way the marketing of the destination is done. However, there have been some respondents who do not know what the experiential Marketing and creative tourism consists of, to be responsible for compromising the answers they gave, noting that they knew not the concept and did not think it relevant. There were few tourists who said they did not give importance to the marketing of the destination. With these questionnaires it was possible to retain that most tourists choose their destinations through the way their promotion is made, their marketing, so consider the very important experiential marketing in the promotion and sale of activities Creative in the handicrafts of Barcelos. In the end it is questioned whether they consider the visit to the handicraft of Barcelos a different and creative experience, to which, 90% replied that yes, they consider the fate of Barcelos a creative destination and consider that the experiential marketing that exists in Back of the creative and handcrafted offer of Barcelos contributes to the sale of the destination and the differentiation in the market. Thus, nowadays, crafts increasingly gain an immense dimension in which a work of innovation and creativity is already done in order to further streamline this art, have generated new, inserting creative tourism and experiential marketing [19].

7

Final considerations and next steps

Barcelos, a creative City has its cultural pillar the handicraft, having demonstrated a frank development in the last five years, in the workshops there is several fluencies very close to 1 million tourists per year, which gives some margin of growth. A large part of the existing organized tourism, namely tourism by territory, with the strand of creative tourism. In fact, creative tourism and experiential marketing involves deeply the tourists in the cultural landscape of the destination where they participate in activities considered different, thus stimulating the crafts, being the Best product for sale. In creative tourism is allowed an interaction and a greater experience, that is, the tourist nowadays seeks the greatest dynamics and a direct contact with other cultures and traditions, wanting to feel other sensations. Marketing should then begin by analyzing what are the needs of consumers who are not being met and looking for these gaps to be exceeded, from the insertion in the market of products and/or services that provide satisfaction in Consumers. Thus, by offering what customers seek and desire, the handicraft is highlighted in the market and acquiring a better positioning in it. The handicraft as an integral part of the culture of Barcelense is a form of expression inspired by the most varied themes, needs and forms of everyday life and mirror of a unique creative sense of a very strong artisan community arising from the variety

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of Arts and crafts, of which it stands out for its importance to pottery. Effectively the work in the mud gained such relevance over the centuries that became indissociable of the history, past and present, of this region and its traditions. As such, it is necessary a bet on knowledge and learning, the creation of schools, formations, workshops in the area of crafts to be able to have new blood entering. It is noted that most craftsmen are already finishing their careers and have no one to follow in their footsteps. It is necessary not to let this art die, and when crafts fail to have this idea of excellence, quality and artistic rigor will lose a very large audience range. Both for the offer and for the search for this tourist destination, these new concepts, creative tourism and experiential marketing, more than ever, are growing and developing in this territory, the right time to reestablish a growth in craftsmanship. Eventually excluding hypothesis 1: The experiential Marketing is not as leverage for growth of Creative Tourism, giving importance to the hypothesis 2: The experiential marketing is as leverage for growth of creative tourism. Showing our concepts in the market, this study exposes a qualitative analysis where it presents creative tourism and experiential marketing in an artisan context, referring to the territory of Barcelos. Framing History, tradition and heritage, it is pointed out the handicraft as a present and permanent culture in the territory, where creativity is something important and fundamental for a local tourism development. This study examined the role of handicraft before the tourist market, interacting with craftsmen was possible these conclusions in order to meet the needs of the market for this region to grow at the tourism level, and consecutively, grow its economy. As such, this study makes several theoretical contributions and points out important implications for the supply market. The central contributions of this study are that it examines the link between the creative experience and its promotion, strengthening the territory of Barcelos at international level. Through this study it is possible a direct and authentic analysis of the reality of the handmade market of Barcelos, pointing it as a market with promising future, but it is necessary an evolution and modernization on the part of the supply, in order to captivate and mark the difference in the market, where demand highlights this territory, and recommends it. The tools and benefits are all present in this theme, only a people's awareness is needed for modern and innovative tourism.

References 1. 2. 3.

4.

Levickaité, R.: Four approaches the creative economy: general overview. Business, Management and Education, 9(1), 81-92 (2011) Cooper, C., Fletcher, J., Fyall, A., Gilbert, D., & Wanhill, S.: Turismo: princípios e prática. Bookman (2000) Sousa, B., & Rodrigues, S.: THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 9(1), 3862. doi:http://dx.doi.org/10.33776/et.v9i1.3597 (2019) Ferreira, A. M. (2014). O turismo como fator de regeneração e desenvolvimento de meios urbanos e rurais: do turismo cultural ao turismo criativo.

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Carvalho, R., Ferreira, A. M., & Mota Figueira, L. (2011). O Contributo dos Eventos Culturais e Criativos para a criação de uma imagem diferenciadora do destino turístico maduro. O caso do Festival Med de Loulé, Algarve. Tourism & Management Studies, 1. Richards, G.: What is cultural tourism? In A. van Maaren, Erfgoed voor Toerisme. Amsterdão. Nationaal Contact Monumenten (2003) $IRQVR 3 ³,PSDFWR 'R 7XULVPR &ULDWLYR 1R 'HVHQYROYLPHQWR 1R 7XULVPR &XOWuUDO´Publituris (2014) Richards, G.: Creativity and tourism: The state of the art. Annals of tourism research, 38(4), 1225-1253 (2011) Marques, L.: Boosting potential creative tourism resources. Journal of Tourism Consumption and Practice Volume, 4(2) (2012) Meddineo, E.: Tourist creative processes and experiences in the European Cultural ,WLQHUDU\ µ7KH 3KRHQLFLDQV¶ 5RXWH¶. Journal of Tourism Consumption and Practice Volume, 4(2) (2012) Ohridska-Olson, R. V., & Ivanov, S. H.: Creative tourism business model and its application in Bulgaria (2010) Santos, J. F., Carvalho, R., & Figueira, L. M.: A importância do turismo cultural e criativo na imagem de um destino turístico. Revista Turismo & Desenvolvimento, 17(18), 1559-1572 (2012) Rownd, M., & Heath, C.: The American Marketing Association Releases New Definition for Marketing, Vol. 5, American Marketing Association, Chicago, IL (2008). Pratas, C.: Determinantes do Marketing Experiencial (Doctoral dissertation) (2014). Caetano, J., Portugal, M., Cruz, R., Diniz, R., & Lé de Matos, P.: Marketing e Comunicação±Em moda uma nova realidade. Escolar Editora, Lisboa (Portugal) (2011). Kotler, P., & Armstrong, G.: Principles of Marketing (16th Global Edition) (2013) Peneda de Oliveira, C., & Sousa, B. M.: Green Consumer Behavior and Its Implications on Brand Marketing Strategy. In V. Naidoo, & R. Verma (Eds.), Green Marketing as a Positive Driver Toward Business Sustainability (pp. 69-95). Hershey, PA: IGI Global. doi:10.4018/978-1-5225-9558-8.ch004 (2019) Sousa, B., & Soares, D.: Combat to Abandonment and Mistreatment of Animals: A Case Study Applied to the Public Security Police (Portugal). In M. Mercedes GalanLadero & Helena M. Alves (Eds.), Case Studies on Social Marketing. A Global Perspective (pp. 245-252). Springer (2019) Ferreira, J.; Sousa, B. & Costa, N. M. (2019). CORPORATE MOTIVATION STRATEGIES: THE CASE OF TEAM BUILDING VOYAGES, Book of Abstracts 26th APDR Congress, 04-05 July, Aveiro, Portugal, p. 74.

Part IV

Destination Planning and Management

WELLNESS TOURISM IN SOUTH AFRICA: DEVELOPMENT OPPORTUNITIES Jacqueline Mangwane [0000-0001-6953-0649] and Athenkosi Ntanjana [0000-0002-0638-520X] 1 Tshwane University of Technology, Pretoria, South Africa 2 Tshwane University of Technology, Pretoria, South Africa [email protected]

Abstract. Due to growing attention in health and general wellness, health associated industries have experienced an exponential growth. The idea of wellness has been around since the early Greek years and has presented as a sociological and theoretical concern. In research, wellness has extended to areas such as academia, economics, and psychology to name but a few. Regarding tourism, wellness is somewhat a new trend that has witnessed an incredible growth. Globally there has been a rising number of people travelling to destinations that offer wellness facilities; this is because wellness is one of the elements that consumers are searching for when engaging in tourism. Consequently, wellness tourism has been on the rise. 6RXWK$IULFD¶VULFKFXOWXUDODQGQDWXUDOUHVRXUFHVDUHWKHSUL mary offerings of the country's tourism sector. Developing wellness tourism in South Africa will boost the economy and provide the country with a competitive edge as a tourism destination. This research paper utilises secondary literature to explore the concept of wellness tourism in South Africa. The main objective of WKLVVWXG\LVWRH[SORUH$IULFD¶VZHOOQHVVWRXULVPUHVRXUFHVHVSHFLDOO\LQ6RXWK Africa and its potential for development. 5HVHDUFKUHYHDOVWKDW6RXWK$IULFD¶V rich cultural and natural landscape are excellent attributes for wellness tourism development in the country. Recommendations on harnessing the opportunities for wellness tourism are outlined. There is a scarcity of academic observation on wellness tourism and the secondary research will provide outcomes that will be of benefit to the wellness tourism industry in Africa.

Keywords: Wellness Tourism, South Africa, Health, Resources.

1

INTRODUCTION

Wellness tourism has witnessed growing development and improved academic attention in the past decades [14], [41]. Several tourism studies have since emerged that focus on wellness, wellbeing and other related notions; such studies include [41], [17], [30], [23] [15]. According to Mueller and Kaufmann [22], wellness tourism is defined as people travelling to a destination with the main aim of improving their health. Likewise, [14] VWDWHWKDWZHOOQHVVWRXULVPZDV³LQLWLDOO\DGRSWHGDVDQHZWRXULVPPDUNHW segment pURPRWLQJ KHDOWK\ HFRORJLFDO DQG JUHHQ OLIHVW\OHV´  %HFDXVH RI LQFUHDVHG

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_50

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health mindfulness and an effort by people trying to find new ways to manage, work related stresses wellness tourism has since become a travel trend in recent years [12]. Albeit the fast development of wellness tourism and the greater than before academic attention, the field is still inefficiently investigated [30]. In fact, Pyke, Hartwell, Blake, and Hemingway [24] mentioned that the concept of wellness has barely been applied in tourism. Current literature regarding wellness tourism emphases on other aspects of the field such as how tourists improve their health throughout their travels or the factors which LQÀXHQFHWKHKHDOLQJSUDFWLFHV[14], conceptualising wellness tourism [18] and in addition numerous studies focus on wellness tourism from an Asian or Middle Eastern perspective [12]. Very few if at all studies emphasise the advancement of wellness tourism and its resources from a South African standpoint, signifying a pressing need for research in this regards. South Africa is located at the southernmost part of the African continent. It is known for its amazing wildlife and various cultures. This paper takes DQH[SORUDWRU\DSSURDFKWRH[SORUH6RXWK$IULFD¶VZHOOQHVVWRXULVP resources, and its potential for development.

2

LITERATURE REVIEW

The sections below, will firstly look at the concept of wellness from different perspectives, then move on to discuss the notion of alternative tourism, wellness tourism benefits, wellness tourism supply and finally explore the potential of South Africa as a wellness tourism destination.

2.1

THE CONCEPT OF WELLNESS

It is largely presumed that the concept of wellness begun with the World Health OrganLVDWLRQ¶V QRWLRQ RI µZHOO-EHLQJ¶ DQG WKe idea of fitness [18]. Wellness comprises of copious scopes established on balance and spirituality and links physical and mental health with social and environmental elements [37]. Koncul [18] echoes that wellness must not be confused with health, and that it forms harmony in mental, physical and spiritual health overall. Koncul [18] further remarks that the notion of wellness was established as a distinct state of health encompassing a holistic sense of wellbeing in which a human being is viewed as comprising of mind, spirit and body with a dependence on their environment. Goodarzi, Haghtalab and Shamshiry [12] contrast between health and wellness. Wellness is considered as a subcategory of health [12]. In their discussion of wellness and health tourism, Mueller and Kaufmann [22] advocate that healthy people pursue wellness, with the primary intention of prevention and cure for those requiring to be healed. Mueller and Kaufmann [22] further postulate that the definition of health and wellness can easily become complex and convergent. The authors also noted that there are different cultural, historic and linguistic understanding and usage of the terms health and wellness. In Hebrew, for instance, the term ³ZHOOQHVV´GRHVQRWH[LVWDQGLVWUDQVODWHGWR³KHDOWK´DQGLQ)LQQLVKWKHUHLVQRZRUG

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easily translated to wellness, the closest word translates to well-being [22]. However, from a global perspective it appears quite common to use the term wellness. This is done to minimise problems within countries that do not use English, additionally it is of benefit from a marketing perspective [22]. Irrespective of terminology, it appears clear that the term wellness carries a different meaning across different countries and cultures. According to Chan [7]¶VIindings of Malaysian locals found that they associate wellness with personal lifestyle and wellbeing, and stress release for the working class. Activities associated with this included, spas, body treatments for well-being and beauty and cosmetic products. Koncul [18] noted that in some European countries everyday wellness focuses on sunshine, sea, air, and physical fitness. Asian countries in contrast focus on spiritual activities such as yoga, meditation, and massages as daily wellness activities [33], [18]. As such, Koncul [18] argues that the concept of wellness has different meaning and context for different countries. This study therefore points out that wellness in Africa might have a different context and meaning compared to Asia and western counties, and therefore presents a valuable opportunity to develop wellness tourism in South Africa. Atkinson [3] adds that healing quality of settings and physical experiences that people experience may vary from one destination to another within VSHFL¿FSolitical and cultural contexts. Huang and Xu [14] FODLP³SV\FKRWKHUDSHXWLF SUDFWLFHVDUHRIWHQHPEHGGHGLQGL൵HUHQWFXOWXUHV´&RQWHPSRUDU\:HVWHUQPHGLFLQH for example is a consequence of Western culture [14]. ,QFKLQDIRUH[DPSOH³WUDGLWLRQDOZHOOQHVVSKLORVRSKLHVHJ7LDQ-ren-he-yi (nature and mankind in unity), Yin-yang (balance), Qi (breathing and respiration), and Wu[LQJWKHWKHRU\RI)LYH(OHPHQWV KDYHVWURQJLQÀXHQFHVRQSHRSOH VGDLO\GLHWVEH haviour, and exercise in Asia, and Eastern wellness activities, such as performing water-related activities, visiting centenarians, and practising Qigong (the traditional way to cultivate Qi with roots in traditional Chinese medicine, philosophy, and martial arts) LQVFHQLFHQYLURQPHQWV´DUHYHU\GL൵HUHQWIURP:HVWHUQRQHV´[14], from the above mentioned it is therefore important to fill the gap on how wellness can be developed from an African perspective. 2.2

ALTERNATIVE TOURISM

Special interest tourism (also known as alternative tourism) is the packaging and provision of specific forms of rest, experiences such as recreation experiences and other definitive content fuelled by special interest groups or individuals [10]. Special interest tourism is a niche market that is growing rapidly in an attempt to counter the negative impacts of mass tourism [4]. Strydom [38] QRWHGWKDW¶7KHJURZWKLQWRXULVPLQ6RXWK Africa during the past ten years resulted in the development of various types of tourism such as: ecotourism, cultural tourism, adventure tourism, business tourism, sports tourLVPDQGHYHQWWRXULVP¶¶Genov [10] concurs and mentions that the growth and development of alternative tourism is reflected in the constant increase in the diversity of different relaxation, recreation and new adventures in postmodern society. Wellness tourism has emerged as an excellent example of special interest tourism. Furthermore, Henama [13] maintains that SIT offers prospects for small businesses to institute their

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own businesses. Similarly, in his State of The Nation Address, 2019 President of the Republic of South Africa, Mr. Cyril Ramaphosa, mentioned the untapped potential of tourism in South Africa resulting from its rich cultural and natural heritage that still need to be explored to better our economy.

2.3

BENEFITS OF WELLNESS TOURISM

Global Wellness Tourism Economy report [11] UHSRUWHGWKDWDQ³HVWLPDWHGDW billion in 2017, wellness tourism is a fast-growing tourism segment that has been growing by 6.5% annually from 2015-2017 (more than twice the growth rate for general tourism)´. Rodrigues, Kastenholz, and Rodrigues [27] share similar sentiments by noting that wellness tourism is forecast to grow by 5-10% per year. According to Global Wellness Tourism Economy, report [11] 830 million people took wellness trips in 2017, which is a 139 million increase from 2015. An expanding global middle class, growing consumer desire to adopt a wellness lifestyle, rising interest in experiential travel, and increasing affordability of flights and travel options, has driven [11]. Similarly, Rodrigues, Kastenholz, and Rodrigues [27] posit that because of ageing world population and increased health awareness, wellness tourism will continue to flourish. See Figure. 1 below. Singapore, Malaysia, India, and Thailand attracted over 2.5 million tourists who visited these destinations for health related reasons in 2005 [40] Asian counties offering wellness tourism are competing with each other to attract large number of tourists from all around the globe [12]

Fig. 1. Source: Global Wellness Tourism Economy report (2018)

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2.4

585

WELLNESS TOURISM SUPPLY

As noted by Rátz [25] countries in Europe, North America and Southeast Asia comprise the majority of wellness supply in the world. In the similar breath, the Global Wellness Tourism Economy report [11] noted that through all regions, Europe is still the destination with the highest number of wellness trips, while North America leads in wellness tourism expenditures. Asia has made the most gains in the number of wellness trips and wellness tourism expenditures, [11]. In their research on health and wellness, Smith and Puczko [31] demonstrated the different forms of wellness facilities as: x Holistic x Meditation and Yoga x Spiritual x Beauty treatments x Lifestyle rehabilitations and, x Sports and fitness. Similarly, different authors noted various types of wellness supply from the most prominent wellness regions as indicated in Table 1.

Table 1. Types of wellness tourism supply by country

Author

Country

Wellness supply Beauty hotels: ņ Massages ņ Body exfoliations ņ Steam chambers

CsirPD]DQG3HWĘ2015)

Australia

Lifestyle resorts: ņ Nutrition and physical training Spiritual hideaways: ņ Medication techniques Longevity Villages:

Huang and Xu (2018); &VLUPD]DQG3HWĘ

ņ Meditation & Yoga ņ Breathing exercises Asia

Wellness hotels & spas: ņ Thai massages ņ Japanese and Korean bath culture Hotel spas and resorts:

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Rátz (2004)

North America (Canada)

ņ Meditation & Yoga ņ Beauty treatments ņ Nutrition Wellness hotels: ņ Medical baths Special units:

Koncul (2012); &VLUPD]DQG3HWĘ2015)

Europe (Austria) and Hungary

ņ Thermal baths ņ Adventure baths ņ Medicinal baths Day wellness providers: ņ Sauna ņ Fitness ņ Relaxation

Source: Authors own compilation It is clear from an in-depth study of the technical literature and previous research that there exists a variety of wellness supply and facilities for travelers to choose from. Given the increasing demand of these facilities, South Africa has the perfect opportunity to develop their own wellness facilities and market them as such.

2.5

SOUTH AFRICA AS A WELLNESS TOURISM DESTINATION

Fourie & Santana-Gallego [9] pointed out that tourism is the fast growing sector of African countries. For a period between 1995 and 2008, 28 African countries saw an average increase of 13.70% in visitor numbers [9] According to the African Development Bank [1]. African tourism produces 8.7 million jobs. It is anticipated that Africa will receive 85 million international tourist arrivals by 2020 and 134 million by 2030 [34] In South Africa, over 10 million tourist arrivals were recorded for the year 2016 [35]. The African continent has untapped natural resources that are impeccable for tourism consumption. Tshipala, Coetzee, and Potgieter [39] noted that South Africa boasts 3000 kilometers of coastline with an amazing scenery, various landscapes, and idyllic climate for outdoor activities, which makes it the ideal spot for adventure seekers. All of the abovePHQWLRQHGUHVRXUFHVKDYHEHHQIRXQGWREHRIEHQHILWWRRQH¶VZHOOQHVV1DWXUHWRXULVP LH QDWXUDO UHVRXUFHV DQG FOLPDWH EHQHILW D WUDYHOOHU¶V ZHOOEHLQJ WKLV LV DFFRUGLQJ WR Smith and Diekmann [30]. Blue environments as cited by Kruizinga [19] likewise offer health benefits. In his study on medical tourism in South Africa Henama [13] claims WKDW³6RXWK$IULFDKDVdeveloped DVDµ¶VXUJHU\DQGVDIDUL¶¶WULSZKHUHWKHfacets of the

Wellness Tourism In South Africa: Development Opportunities

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medical treatment are factored in with some adventure in the immense nature reserves LQ6RXWK$IULFD´$GGLWLRQDOO\6RXWK$IULFDSRVVHVVHVWKHIROORZLQJVWUHQJWKV x Enormous QXPEHUVRIFXOWXUDOVLJQL¿FDQFHREMHFWVUHOLJLRXVIDFLOLWLHVFXOWXUDODQG historical monuments. x Noteworthy preserved rural areas with traditional lifestyle. x Cultural, sports and religious events are available. x Traditional cordial behaviour of the local population. In South Africa, there is a huge emphasis on outdoor recreations, nature tourism, and nature walks, skiing and swimming, even during the winter season, this presents the perfect opportunity for South Africa to develop wellness tourism around the outdoors and in addition, nature. 2.6

6287+$)5,&$¶6&855(17:(//1(66RESOURCES AND THEIR DEVELOPMENT POTENTIAL FOR YEARS TO COME

Boekstein [6] posits that South Africa has around 30 thermal springs. Eleven of those springs are located in the Western Cape Province and eight in the northern part of the Limpopo Province [5], [3]. Boekstein and Spencer [5] further mention that only one of the springs located in the Western Cape has a focus on health and wellness. The use of thermal springs for wellness benefits can be traced back to ancient Roman times. Thermal springs have great curative powers. In recent years a detailed chemical analysis most thermal springs in South Africa have been conducted this is according to Boekstein [6].The analysis however is still lacking in order to identify the full potential of these springs as health and wellness opportunities. It is therefore suggested that an upGDWHGFODVVLILFDWLRQRI6RXWK$IULFD¶VWKHUPDOVSULQJVEHconducted in order to underVWDQGHDFKRIWKHVSULQJV¶SRWHQWLDOIRUGHYHORSPHQWDVDZHOOQHVVDWWUDFWLRQ [6]. Many European countries are profiting from thermal baths [8], 18]. It is also recommended that the springs be developed and marketed as wellness attractions. According to the South African National Parks [36], South Africa is home nineteen national parks , this is over and above the numerous private game and nature reserves found in the country. Richardson, Maspero, Sheffield, Staples and Lumber [26] state that nature-based solutions are considered key in addressing societal challenges such as wellness and well-being. Tourists regularly mention the peace that is associated with being in nature. It is therefore suggested that national parks, game and nature reserves consider adding jamming signals to ensure that when tourists are visiting these natural spaces, they are able to have the peace and quiet that is often sought after. A nature reserve can choose to market itself as a wellness attraction by limiting the use of technology at such sites. Natural water environments, which according to international literature is also known as blue spaces, play an important role in [32]. The relationship between man and water is primeval and all encompassing. Blue spaces offer a range of possibilities to promote human wellbeing and human health [32]. South Africa boasts 3000 kilometers of coastline with an amazing scenery [39]. It is therefore envisaged that if South Africa were to develop the following blue spaces services it will compete well as a wellness destination.

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x

³:LOGVZLPPLQJORQJGLVWDQFHRSHQZDWHUVwimming, short swimming trips, ZLQWHUVZLPPLQJ´ x ³8QGHUZDWHUH[SHULHQFHSURGXFWVXQGHUZDWHUQDWXUHWUDLOVXQGHUZDWHUVWDWXH WUDLOVZUHFNGLYLQJSDUNV´ x ³5RXWHVIDFLOLWDWLQJFRPPHUFLDOLVDWLRQRIEOXHVSDFHVFDUPRWRUF\FOHDQGF\ cling routes (such as the Åland archipelago route, the Archipelago Trail or the 3XXPDODLVODQGURXWH ZHOOQHVVF\FOLQJVHUYLFHVµIDWELNH¶VHUYLFHV[32]. From a cultural perspective, some developments will need to be thought through and implemented to perhaps have the same success as china. In china, they have a certain culture that allows them to practice wellness daily. Longevity villages, meditation and so forth.

3

METHODOLOGY

The purpose of this research is to explore the development wellness tourism in Africa in terms of attributes, resources and promotional activities. The information in this study is informed by a secondary literature review. Enormous amounts of data has been gathered and archived, and it is now easily accessible for research because of technological progressions [2]. As such, the use of existing data for research has become more predominant. Secondary data analysis offers methodological benefits and can contribute to research through generating new knowledge [16]. The use of secondary data offers a feasible option for researchers who may have limited time and resources. The general goal of this method is the same as that of others, to contribute to the body of scientific knowledge by presenting an alternative viewpoint [16].

4

RESULTS AND CONCLUSIONS

Recently the WHO recognized burn out as a real medical condition, which coupled with increased economic turmoil and health scares has resulted in a growing demand for health related products and wellbeing globally. It could therefore be argued that people need time to escape, relax and recuperate in destinations that offer wellness facilities. The wellness notion is changing every aspect of the travel and tourism industry, wellness tourism will continue to grow years to come. Wellness in connection to hospitality DQGWUDYHODQGWRXULVPDUHFRQJUHJDWLQJLQH[WUDRUGLQDU\ZD\VIURPWKHµKHDOWK\KRWHO¶ conception, going mainstream to airports, airlines, and cruises inserting much wellness aspects, to creative wellness destinations, retreats and tours. There exist many benefits to developing wellness tourism; it can result better health for locals, investment to the country, increased employment rate [29]. The research ¿QGLQJVKDYHQXPHURXVVLJQLILFDQWDSSOLFDEOHVXJJHVWLRQVIRUWKHGHYHORSPHQWRIZHOO ness tourism in South Africa. x Government involvement and support are necessary thorough out the process of wellness tourism product development. x The minister of health in South Africa, Dr Aaron Motsoaledi has indicated the counWU\¶VLQWHQWLRQWRLQWURGXFH1DWLRnal Health Insurance (NHI). The NHI is a financing

Wellness Tourism In South Africa: Development Opportunities

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system that will make sure that all citizens of South Africa (and legal long-term residents) are provided with essential healthcare, regardless of their employment status and ability to make a direct monetary contribution to the NHI Fund; this is according to the department of health website. This will be of benefit to the country, in terms of improving the overall wellbeing of all citizens and subsequently improve the economy. Additionally countries that have the equivalent of NHI , that is National health insurance , the likes of Austria, Denmark, Finland, France, Germany, Greece, Iceland, the Netherlands, Norway, Portugal, Romania, Russia, Serbia, Spain, Sweden, Switzerland, Turkey, Ukraine, and the United Kingdom are flourish in terms of Wellness tourism , which is believed to be partly because of access to health care made easy. If South Africa can successfully implement this, it will drastically improve the development of wellness tourism in the country. x Additionally and of importance wellness tourism sector in South Africa needs to take into account the quality of wellness products. Wellness products can be improved with appropriate training and bench marking with international wellness facility brands. International wellness service standards should be implemented mainly for those wellness service providers that endeavour to attract international travellers. x Given that wellness is influenced by culture, and South Africa has a rich cultural landscape and wild life, then wellness tourism can be incorporated. x South Africa can follow the example of China, which is doing extremely well in terms of wellness tourism. Health is one of the most vital features of Chinese culture. The longevity culture is entrenched in the Chinese landscape and can be easily witQHVVHG ³7KHUH DUH YLOODJHV WKDW HQGRUVH WKHPVHOYHV DV ³WRZQV RI ORQJHYLW\´ DQG symbols of longevity and long-lived creatures are frequently used as decorations for buildings, paintings and sculptures in the daily lives of ordinary people. In Chinese culture, body and mind are inseparable, and Chinese wellness emphasizes not only physical exercise but also self-FXOWLYDWLRQ´[14] x Wellness tourism product offerings can be channelled or linked with the vast picturesque attractiveness of South Africa, excellent climate, wildlife and cultural diversity as well as game parks [13]. x Henama [13] further claims that because of wellness tourism niche market, there will be a reduction in the harmful dependence of South Africa on the mass tourism markets that are predominantly sea and sun tourism. x A cooperative attitude should be embraced between private and public service providers in wellness tourism to monitor the development. Private and public collaborations could be stimulated in the industry to attract local and international wellness tourists. x South Africa can learn much-needed lessons from countries like China and India on how to develop their culture and landscape to benefit the wellness of its visitors. x Overall South Africa has the responsibility to ensure that it focuses on guaranteeing that it accomplishes maximum benefits from wellness tourism at the same time minimising the negative impacts of wellness tourism to the country. There exists a definite need for further research and exploration on the subject of wellness tourism from an African perspective.

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REFERENCES 1. African Development Bank (2015). African 7RXULVP0RQLWRU8QORFNLQJ$IULFD¶V7RXULVP Potential. African Development Bank. 2. Andrews, L., Higgins, A., Andrews, M. W., & Lalor, J. G. (2012). Classic Grounded Theory to Analyse Secondary Data: Reality and Reflections. Grounded Theory Review, 11(1). 3. Atkinson, S. (2013). Beyond components of wellbeing: The effects of relational and situated assemblage. Topoi, 32(2), 137-144. 4. Blancheton, B., & Marchi, J. J. (2013). The three systems of rail tourism: French case. Tourism Management Perspectives, 5, 31-40. 5. Boekstein, M. S., & Spencer, J. P. (2013). International trends in health tourism: Implications for thermal spring tourism in the Western Cape Province of South Africa: tourism and hospitality. African Journal for Physical Health Education, Recreation and Dance, 19(2), 287-298. 6. Boekstein, M. S. (2014). Healing waters: Balneological classification of thermal springs in South Africa. African Journal for Physical Health Education, Recreation and Dance, 20(Issue-21), 557-568. 7. Chan, J. (2007). Broad definition and meaning of Health and Wellness Tourism in Sabah. Malaysia. 8. &VLUPD]e 3HWĘ. ,QWHUQDWLRQDOWUHQGVLQUHFUHDWLRQDODQGZHOOQHVVWRXULVP Procedia economics and finance, 32, 755-762. 9. Fourie, J., & Santana-Gallego, M. (2011). The impact of mega-sport events on tourist arrivals. Tourism management, 32(6), 1364-1370. 10. Genov, G. (ed.). (2008). Special interest tourism (Turizam posebnih interesa). Belgrade: ýXJXUD3ULQW 11. Global Wellness Tourism Economy. (2018) Global Wellness Tourism Economy Executive Summary: [Online]. Available from: https://globalwellnessinstitute.org/wp-content/uploads/2018/11/GWI_GlobalWellnessTourismEconomyReport.pdf 12. Goodarzi, M., Haghtalab, N., & Shamshiry, E. (2016). Wellness tourism in Sareyn, Iran: resources, planning and development. Current Issues in Tourism, 19(11), 1071-1076. 13. Henama, U. S. (2014). Health tourism in South Africa: opportunities and possibilities. African Journal of Hospitality, Tourism and Leisure, 3(1), 1-8.

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14. Huang, L., & Xu, H. (2018). Therapeutic landscapes and longevity: Wellness tourism in Bama. Social Science & Medicine, 197, 24-32. 15. Hudson, S., Thal, K., Cárdenas, D., & Meng, F. (2017). Wellness tourism: stress alleviation or indulging healthful habits?. International Journal of Culture, Tourism and Hospitality Research, 11(1), 35-52. 16. Johnston, M. P. (2017). Secondary data analysis: A method of which the time has come. Qualitative and quantitative methods in libraries, 3(3), 619-626. 17. Kelly, C. (2012). Wellness tourism: Retreat visitor motivations and experiences. Tourism recreation research, 37(3), 205-213. 18. Koncul, N. (2012). Wellness: A new mode of tourism. Economic research-Ekonomska LVWUDåLYDQMD, 25(2), 525-534. 19. Kruizinga, P. (2016). Health tourism and health promotion at the coast. The Routledge handbook of health tourism, 386-398. 20. Lee, T.J. and Kim, J.S., 2016. Relationships between emotion regulations seeking programme satisfaction, attention restoration and life satisfaction: Healing programme participants. Routledge handbook of health tourism, pp.375-385. 21. Lee, T.J., Kim, J.S (2016). Relationships between emotion regulations seeking programme satisfaction, attention restoration and life satisfaction: Healing programme participants. In M.K Smith & L. Puczko(Eds), Routledge handbook of health tourism (pp.375-385). London:Routledge 22. Mueller, H., & Kaufmann, E. L. (2001). Wellness tourism: Market analysis of a special health tourism segment and implications for the hotel industry. Journal of vacation marketing, 7(1), 5-17. 23. Norman, A., & Pokorny, J. J. (2017). Meditation retreats: spiritual tourism well-being interventions. Tourism Management Perspectives, 24, 201-207. 24. Pyke, S., Hartwell, H., Blake, A., & Hemingway, A. (2016). Exploring well-being as a tourism product resource. Tourism Management, 55, 94-105. 25. Rátz T. 2004. Zennis és Lomi, avagy új trendek az egészségturizmusban. In: AubertA.± Csapó J. (szerk). Egészégturizmus. Bornus nyomda, Pécs. pp. 46±65 26. Richardson, M., Maspero, M., Golightly, D., Sheffield, D., Staples, V., & Lumber, R. (2017). Nature: a new paradigm for well-being and ergonomics. Ergonomics, 60(2), 292305. 27. Rodrigues, Á., Kastenholz, E., & Rodrigues, A. (2010). Hiking as a relevant wellness activity-results of an exploratory study of hiking tourists in Portugal applied to a rural tourism project. Journal of Vacation Marketing, 16(4), 331-343.

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28. SA Venues. 2019. http://blog.sa-venues.com/activities/hot-springs-in-south-africa/ [Accessed: 03/09/2019]. 29. Sheldon, P. J., & Park, S. Y. (2008). Sustainable wellness tourism: Governance and entrepreneurship issues. Acta turis-tica, 20(2), 151±172. 30. Smith, M. K., & Diekmann, A. (2017). Tourism and wellbeing. Annals of Tourism Research, 66, 1-13. 31. Smith, M., Puczko, L. (2009): Health and Wellness Tourism, London: ButterworthHeinemann. 32. Soini, K., Eskelinen, P., Smeds, P., Tuohimetsä, S., & Vehmasto, E. (2019). Wellbeing from blue spaces: streams in research and good practices. 33. Son, Z., 2010. The brief introduction of Chinese ancient wellness. China. Med. Hist. 40 (3), 184-186. 34. South Africa. National Department of Tourism (NDT). 2015. African Tourism Ministers unite to find common ground on tourism development in Africa. [Online]. Available from: https://www.tourism.gov.za/AboutNDT/Publications/Tourism%20Roundtable.pdf#search=cultural%20tourist%20arrivals%202015 [Accessed: 03/03/2017]. 35. South Africa. National Department of Tourism (NDT). 2017. Tourism on international tourist arrivals. [Online]. Available from: http://www.gov.za/speeches/international-tourist-arrivals-20-feb-2017-0000 [Accessed: 29/05/2017]. 36. South African National Parks. 2019. [Online]. Available from: https://www.sanparks.org/ [Accessed: 30/10/2019] 37. Steiner, C. J., & Reisinger, Y. (2006). Ringing the fourfold: A philosophical framework for thinking about wellness tourism. Tourism Recreation Research, 31(1), 5±14. 38. Strydom, A.J. (2006). The economic impact of the Volksblad Arts Festival. Acta Commercii, 87-98. 39. Tshipala, N.N., Coetzee, W.J.L. & Potgieter, M. 2014. Stakeholders willingness to apply sustainable adventure tourism indicators: a case of Watervale Boven in South Africa. African Journal of Hospitality, Tourism and Leiusre, 3 (1): 123. 40. United Nations EconomiFDQG6RFLDO&RPPLVVLRQIRU$VLDDQGWKH3DFL¿F 0HGLFDO WUDYHOLQ$VLDDQGWKH3DFL¿F&KDOOHQJHVDQGRSSRUWXQLWLHV%DQJNRN$XWKRU 41. Voigt, C., & Pforr, C. (2014) Wellness tourism: A destination perspective. Routledge

A framework for universally accessible Cultural Heritage tourism development and management in Botswana. Olivia Nthoi 1 1 Botho University, Gaborone, Botswana [email protected]

Abstract. Tourism is identified is as an industry that has grown to significantly contribute to the generation of revenue within the emerging economic diversification of Botswana. Botswana’s tourism industry has facilitated a number of business opportunities for local communities and economy being the second largest foreign exchange earner, contributing about 5.0% to the country’s GDP. As sustainable development grows globally, this research delves into and explores the universal accessibility phenomena within Cultural Heritage tourism sites in Botswana. National endeavors have rendered tourism to be listed as the second top priority skills sector of the economy. This research aims to develop a universal accessibility framework for the management and technological development of Cultural Heritage tourism sites. The research will employ a qualitative approach collecting data through various primary and secondary data sources that will be used for the development of this framework motivated to guide decision makers and policy makers in addressing accessibility at Heritage tourism sites within Botswana’s fast-growing tourism industry. The purpose is to ensure the growth of the industry embraces tourism products that can be enjoyed equally by all individuals, regardless of their physical abilities. Management planning and development initiatives for existing World Cultural Heritage sites today will be used as an important benchmark for the Cultural Heritage sites identified within this research.

Keywords: Inclusive Tourism, Universal Accessibility, Heritage tourism.

1

Background and literature review

At present the United Nations World Tourism Organization’s commitment to accessible Tourism for All is mostly steered by the Global Code of Ethics for Tourism [1]. This is a fundamental frame of reference for responsible and sustainable tourism development a growing global trend. Furthermore, Article 7 of the Global Code of Ethics for Tourism acknowledges that “direct and personal access to the discovery and enjoyment of the planet’s resources constitutes a right equally open to all the world’s inhabitants”

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_51

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[1]. In the case of Botswana, an African middle-income country with a young and emerging economy this particular article is crucial for the development of the tourism industry within the country. While Botswana only gained independence in 1966, the country has continues to grasp the potential of Travel & Tourism to drive economic growth, create jobs as well as to promote social development [1]. Although the country has a rich historical and contemporary base of heritage resources it remains a developing country with a continuing need to relieve its economy as it is heavily reliant on its diamond-mining sector [2], [3]. Although other mineral extraction activities have recently begun to grow, the diamond mining sector currently remains as contributing approximately 40% of the country’s Gross Domestic Product [2]. This proposed research identifies tourism as an industry that has grown and has the potential to significantly contribute to the generation of revenue and economic diversification of this country in the next few decades. Botswana’s tourism industry has facilitated a number of opportunities for local communities in its contributed to the country’s economy in this way thus far [4]. The tourism industry stands as Botswana’s second largest foreign exchange earner, after diamond mining, contributing about 5.0% to Gross Domestic Product [4]. It is at this juncture that it is crucial for this proposed research to explore universal accessibility within heritage tourism sites in Botswana. At present in the case of Europe the accessible tourism market has been observed as contributing an estimated 27% of the total population of Europe and about 12% of the tourism market [1]. In this way, the accessible travel market presents a golden opportunity for destinations that are ready to receive various visitors. Currently, the government of Botswana and tourism related entities within the country continue with project funding initiatives and endeavors that have rendered tourism to be listed as the second top priority skills sector of the economy, after sciences, engineering and technology. This proposed research aims to develop a universal accessibility framework for the management and development of heritage tourism sites in Botswana. This framework is intended to encompass the role of various stakeholders within this industry, policy development and well as to embrace the anticipated fourth industrial revolution that will embrace technology that promotes universal accessibility such as the development of Web based initiatives and other models that will enhance accessible tourism in Botswana. This will be developed using information collected through various primary and secondary data sources. The proposed research further aims for the development of this framework to guide decision makers and policy implementers in the country to address accessibility issues to heritage tourism sites within this fast-growing industry in Botswana. Using appreciative inquiry, the purpose of this research is to attempt to ensure that the growth of the industry in a manner that also embraces tourism products that can be enjoyed equally by all individuals, regardless of their physical abilities. Heritage tourism sites that contribute to heritage tourism in Botswana are generally governed by the Department of Museums and Art Galleries, linked to the Ministry of Sports, Youth and Culture, Ministry of Environment, Wildlife and Tourism as well as the Botswana National Commission for United Nations Educational, Scientific and Cultural Organization (UNESCO) which falls under the Ministry of Education, Research, Science and Technology. According

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to [5] the Government of Botswana has produced a range of high-quality policy statements and strategic frameworks during the past decade. These include the Botswana Tourism Master Plan, 2000; the Tourism Development Framework, 2001 as well as the Botswana National Ecotourism Strategy, 2002. They have significantly assisted in guiding the young tourism industry forward and have generally been based on sound principles that have acknowledged the environmental value and vulnerability of the resource base. The Botswana Tourism Act, 1992 and Botswana Tourism Regulations, 1996 are also used to govern tourism in the country [5]. However, the two have been argued to slant towards a supply driven approach to tourism development and vigorously outline recognition of demand trends, market scope and demand variations of various market segments [5]. In this way this research identifies accessible tourism as a means of a market-oriented approach to tourism development in Botswana. It should be recognized within the realms of global tourism where tourists depending on their needs can have the liberty of having various travel choices on offer [6]. Recognition of this could be advantageous to the country in terms of competition among tourism destinations while the country continues with its endeavors to grow this industry.

2

Heritage Management and planning in Botswana

Within this proposed research the aforementioned exemplifies paramount attempts geared towards heritage product development within the realms of the tourism industry. In this way there are lessons to be learnt. This proposed research focuses on the ‘Tourism for all’ notion that is adopted from United Nations World Tourism Organisation’s (UNWTO) World Tourism Day 2016 themed “Tourism for All: Promoting universal accessibility” Good Practices in the Accessible Tourism Supply Chain. UNWTO’s commitment to accessible ‘Tourism for All’ is guided by the Global Code of Ethics for Tourism, a fundamental frame of reference for responsible and sustainable tourism development [1]. Botswana’s institutions responsible for developing policies and managing the country’s heritage are currently following guidelines that are embodied in three accepted international UNESCO charters: the Convention on the Means of Prohibiting and Preventing the Illicit Import, Export and Transfer of Ownership of Cultural Property [7], the Convention Concerning the Protection of the World Cultural and Natural Heritage , and the Convention for the Safeguarding of Intangible Cultural Heritage and 2003 UNESCO Convention on the Protection and Promotion of the Diversity of Cultural expressions.The aim of adopting these principles is to ensure that effective and active measures are taken for the protection, conservation and promotion of Botswana’s tangible and intangible cultural and natural heritage. This management based on international standards contributes to building heritage management strategies adopted by the national government that consequently, are the basis for community grassroots management level. In an attempt to address accessible tourism, this proposed research aims to assess the current status of universal accessibility knowledge on, perceptions and expectations of people affected by or living with disability in Botswana. This information will assist in the development of a fundamental framework for reference in the management of responsible and sustainable heritage tourism development. This

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framework may be in turn used alongside some other existing management strategies and ratified conventions that are used in Botswana to manage Heritage tourism sites. Although Botswana subscribes to internationally accredited conventions or policies there is need to assess universal accessibility at heritage tourism sites in the country. Although funding remains an issue, the identified gap needs to be addressed from a strategic planning point of view. Heritage tourism management remains at a basic level in the country; there is a need to find relevant means of localizing the international approach of universal accessibility [6] to local heritage management to ensure a sustainable approach of managing heritage tourism is achieved including the input and buy-in of local. At present there are about 12 heritage sites open to the public and living heritage where each village in the country holds a unique base of cultural heritage resources and history [10] .There is need to investigate factors impacting on the slow promotion of museum development, cultural tourism, identification of risks, potentialities and strategies that can improve universally accessible heritage tourism management initiatives that will include implementing training programs for community members to have a better grasp of management practices and strategies of heritage management that embrace development and international trends. 2.1

Objective of the Study:

This proposed research investigates context-related factors that determine the achievement of universally accessible heritage sites in Botswana. The main objective of the proposed research is to search for factors that affect the purpose and practicability of public policies necessary for developing new approaches that can enhance universal accessibility at heritage sites in the country. These sites are managed and maintained by community trust members and the Department of Museums and Art Galleries [11]. 2.2

Specific objectives

The objectives of the study are: a) To analyze managerial practices and identify ways of promoting universal accessibility of Heritage sites in Botswana. b) To establish the extent in which heritage sites are accessible in Botswana. c) To develop a universal accessibility management framework for the management of heritage sites in Botswana. 2.3

Research Questions

This study will be led by the following research questions: a) How universally accessible are heritage tourism sites in Botswana?

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b) What are the accessibility expectations among tourists that visit heritage tourism sites and well as the custodians that manage these sites at community level? c) What are the views on universal accessibility for those organizations responsible for the management of heritage sites in Botswana?

3

Research Methods

3.1

Data Collection:

Fieldwork and interviews a)

Heritage managers at all levels and community members responsible for specific sites will undergo semi-structured interviews. Questionnaires will be administered to investigate and outline the current perceptions and understanding of the proposed research. b) Key informant interviews and focus group discussions will be conducted with individuals or groups, such as managers and politicians that have specific knowledge, influence or expertise about the issue being investigated. Observation will involve the researcher observing research subjects for an appropriate amount of time depending on emerging issues and subject under investigation. Archival research will include literature that may be kept deposited in official or private libraries or archives including publications and annual reports and/or brochures. Purposive Sampling will be employed in this way, relevant officials responsible for heritage management will be interviewed from the Department of Museums and Art Galleries (Ministry of Sports Youth and Culture), the Ministry of Environment, Wildlife and Tourism and the Botswana National Commission for United Nations Educational, Scientific and Cultural Organization (UNESCO) - the Ministry of Basic Education. The management of at least 6 local heritage sites will be examined, for the analysis and evaluation of the research topic. Data will also be gathered from other countries to bench mark on the best approaches to universal accessibility at heritage tourism sites.

4

Data Analysis and expected results

The data analysis and evaluation will bring forward some important points about the opportunities and challenges for the development of heritage tourism management and universal accessibility in Botswana. The designs used for achieving the aims of the proposed research is the critical analysis and the structural functionalist method that

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will ensure and inform the development of a universal accessibility framework for the inclusive management and development of heritage tourism sites in Botswana.

Bibliography 1. World Tourism Organization. (2016), World Tourism Day 2016 “Tourism for All - promoting universal accessibility” Good Practices in the Accessible Tourism Supply Chain, UNWTO, Madrid 2. Maruatona, M.K. (2013). “The manufacturing sector of Botswana: An analysis of the impact which development of the manufacturing sector could have on economic growth.” Unpublished MDF thesis, Stellenbosch University. 3. BIDPA (Botswana Institute for Development Policy Analysis) (2009) Performance Layout, Gaborone. 4. Stone, L. T., Stone and E. Mbaiwa. (2017). Special Issue on Environment, Tourism and Contemporary Socio-economic Issues in the Okavango Delta and other Ecosystems: Tourism in Botswana in the Last 50 Years: A Review. Botswana Notes and Records, Vol 49, No.1 pp 57 -72 5. Kaynak, E., & Marandu, E.E. (2006). Tourism market potential analysis in Botswana: a Delphi study. Journal of Travel Research, 45(2), 227-237. doi:https://doi. org/10.1177/0047287506291595 6. Chikuta, O (2014). The development of a universal accessibility framework for National Parks in Zimbabwe and South Africa. Unpublished PhD Thesis, North-West University, South Africa. 7. UNESCO (1970) Convention on the Means of Prohibiting and Preventing the Illicit Import, Export and Transport of Ownership of Cultural Property . Adopted in Paris, France 14 November 1970. 8. UNESCO (1972). Convention Concerning the Protection of the World Cultural and Natural Heritage. Adopted in Paris, France, on 16 November 1972. 9. UNESCO (2003). Convention for the Safeguarding of the Intangible Cultural Heritage 2003. Adopted in Paris, France, on 17 October 2003. 10. Molefe, O. (2016). The relevance of the Manifest of Amsterdam to the architectural heritage management in Botswana: The need for a functioning and integrated system. In Lapa, T.; Tinoco, J.; Muro, S and Penna, K. (Eds). Forty years after the Declaration of Amsterdam: The past, present and future of integrated conservation (pp. 268 – 283). Recife: Editora Universitária da UFPE 11. Keitumetse, S. O. (2011), Sustainable development and cultural heritage management in Botswana: towards sustainable communities. Journal of Sustainable Development, 19: 49– 59.

Analysis of scientific production- Smart Tourism Destination, Technology and Sustainability Célia Rafael 1[0000-0001-7388-129X] 1

School of Tourism and Maritime Technology, CiTUR Center for Tourism Research, CiTUR Development and Innovation, Polytechnic of Leiria, Santuário de Nossa Senhora dos Remédios, 2520–641, Peniche, Portugal [email protected]

Abstract. Smart Destination appear as a planning tool, where improving the quality of life of residents is the main goal, based on corporate social responsibility and sustainable development. Technologies can contribute to its development by integrating knowledge and innovation into the tourism products and services that make up the supply and experiences of smart tourism. The aim of this study is to analyze the scientific production on the theme of smart tourism, through research and bibliometric analysis and to evaluate the main research topics on smart touristic destinations and social responsibility and relationship with technologies. This article presents conclusions about the trends and dynamics of the investigation of smart tourism and smart destinations, trying to analyze the influence of technology and sustainability for the sector. Keywords: Smart Tourism Destination, Smart destination, Sustainable Development, Technology

1

Introduction

According to the World Tourism Organization (UNWTO) forecast, 1.8 billion international tourists will be reached worldwide by 2030, which shows a strong growth in the sector, compared with 24 million international tourists in 1950 and more than 1.2 billion registered in 2016. With growth comes responsibility and the whole tourism sector needs to adopt smart and sustainable practices[1, 2]. The term “smart” has become widespread and has been used for cars, homes, power grids, cities and even for common use devices such as smartphones or smart watches, however its concept is wide-ranging. What is intelligent includes intelligence-generating technologies, such as sensors, data processing, information sharing, artificial intelligence and action. The “smart city” acts as an aggregator of knowledge and technologies, public and private strategies, in the economic, social, cultural and environmental dimensions. The smart city paradigm requires a new form of organization and management of cities and

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_52

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tourist destinations at the urban service level and the interaction of the stakeholders (municipalities, government, business, researches and knowledge centers, the community, and people), with the aim of providing quality services and infrastructure, creating economic and social value, increasing citizen participation. Tourism is an unstoppable growth activity with an impact on global and local economies and the role of destinations is becoming increasingly important, once this growth is an opportunity to increase the sustainable development of the regions and counterbalance other less dynamic economic activities. It was following this understanding that arose Smart Destination but in reality, what can we call smart destinations? There should be some variables that make a tourist destination a platform for interaction and unique experience. It is extremely important to focus on innovation with the main objective of facilitating the active integration of the visitor with the population visited ensuring a harmonized, sustainable and responsible development, not only for visitor’s satisfaction, but also for the resident's quality of life. This means that it is necessary to understand what the developments and innovations highlighted in scientific research within the smart tourist destinations. Tourism Destinations tend to use innovation as a development medium for new tourism products, contributing to improve the quality of services and / or improve their competitiveness. Smart cities are attractive as destinations, not only for tourists, but also for investors [3]. Smart tourism destinations should, through technology, maximize the positive aspects of economic, environmental and socio-cultural sustainability for their residents and thus contribute to providing a quality experience for their visitors. The concept of Smart Destination has its origin in Smart Cities. These emerge as a planning tool, where the improvement of residents' quality of life is the main objective, based on the pillars of corporate social responsibility and sustainable development. On the other hand, the Tourism Destination has its emphasis on improving the tourist experience, with technology being one of the important dimensions in offering a smart tourist destination. The main objective of this study is to analyze the scientific production on the theme of smart tourism, through bibliometric analysis and research to evaluate the main research topics on smart and socially responsible tourist destinations and the relationship with technologies. The paper presents conclusions on trends and dynamics of tourism research and smart destinations looking for the analyze influence of technologies and sustainability. This work involved the collecting of bibliometric data for a deeper knowledge about the state of the art of research and scientific production related to the subject.

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Theoretical framework

2.1

Smart Cities

Discussion has been launched in recent years on the theme of Smart Cities from the point of view of social needs, through the integration of information and technology as means to achieve sustainable city development [4]. The main element that characterizes

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a city as intelligent is the connection between all networked elements, with the objective of building an information system that promotes the improvement of the population's quality of life [5]. Subsequent paragraphs, however, are indented. Cities of the future tend to look for "smart" strategies and management models, considering that the spread of new communication technologies (ICTs) is significantly changing the tourism service suply system, giving rise to new formats of enjoying a city like tourist destination. Tourism can be assumed as an activity that involves city planning and contribute to identify development lines towards sustainable and smarter models, connecting the potential of technologies through people living or visiting the destination [6]. The positive impact of tourism has significantly contributed to the development of cities with influence on the social, economic and cultural aspects of the territory. 2.2

Smart Tourism

In July 2011, Qiwei Shao, director of China National Tourism Administration officially issued a mission statement to facilitate and defend smart tourism from the academic concept to industrial practice [7]. According to the study, the notion of smart tourism in Western countries emerged in 2000, when Gordon Phillips defined smart tourism as a long-term holistic approach and therefore sustainable that aims to plan, develop and market touristic products and touristic businesses. In Western countries, it is not common for smart tourism to be considered as the central strategy for tourism development. Research contributions and entrepreneurs exploit the advantages that smart tourism brings to the tourism industry from sustainable development, focusing mainly on the relationship between tourists and tourism destinations. In general smart tourism aims to develop infrastructures and information communication capacities that facilitate management / governance, which drives innovation in services / products, that improve tourism performance and finally improve competitiveness between tourism companies and tourism destinations, smart tourism aims to develop information and communication infrastructures and capacities that facilitate management / governance, drive innovation in services / products, improve tourism performance and ultimately improve competitiveness between tourist companies and tourist destinations [8]. Concerning that tourism is a sector of great importance and essential for the development of national economies, the vision of smart tourism tends to offer a promising direction for its sustainable development, contributing to the reduction of impacts on tourism destinations. In the opinion of several authors, the concept of smart tourism was born in the context of the recent development and diffusion of information technology that offers new communication forms, new ways of collecting, analyzing and exchanging data and thus new opportunities for management and creating value along with the remarkable growth of research technologies, online travel distribution channels, virtual tourism communities and different social media formats that enable potential tourists to make smarter and more suitable decisions [9, 10].

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2.3

Smart Destination

The concept of Smart Destination has its origin in Smart Cities, however there are significant differences in its scope, namely in terms of geographical boundaries, target audience and interaction with visitors [11]. Cities involve competitiveness, human and social capital, participation, mobility, natural resources and quality of life. For its part, smart tourist destinations are based on three dimensions: governance, technology and sustainable development. Smart tourist destinations are differentiated structures that contribute to tourist interaction and integration, add value and increase the quality of their destination experience at different stages (before, during and after) using innovative methodologies and technologies [12]. According to Segittur, a smart destination is an innovative tourism destination, consolidated in a state-of-the-art technological infrastructure, ensuring the sustainable development of the tourist territory, accessible to all, which facilitates the interaction and integration of visitors with the environment and enhances the quality of their experience in the destination, improving the resident's quality of life. Smart destinations stimulate and increase competitiveness through innovation capacity, which results in improved destination perception, with results in improving the population's quality of life [13]. A destination to become a smart tourist destination should be based on a revaluation strategy to increase its competitiveness through better use of its natural and cultural attractions, creating innovative resources to improve the efficiency of production and distribution processes, which can increase sustainable development and facilitate visitor interaction with the destination. The goal of smart targeting is to improve and contribute to national and global positioning by researching new mechanisms in order to innovate through the use of ICT to create differentiated and highly competitive services. Smart destinations should be aligned with smart city trends. What distinguishes them is that smart destinations are focused on tourists and on improving the quality of experiences at the destination, and smart cities are focused on citizens, although they benefit from actions directed at tourists [14]. Tourism destination requires dynamically interconnecting stakeholders through integrated technology platforms, so that information related to tourism activities can be exchanged instantly. These platforms, accessed through multiple devices, will support the creation and facilitation of real-time tourism experiences and improve the effectiveness of tourism resource management. The final goal is to use the system to enhance the tourism experience and improve management effectiveness and strategic resource planning to maximize destination competitiveness and consumer satisfaction and sustainability [14]. There are 4 fundamental dimensions on which Smart Tourism Destinations are based, namely human capital, leadership, social capital and innovation. Advanced ICT infrastructures such as cloud computing and the Internet of Things are essential for the development of a smart tourism destination [15].

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Technologies in Tourism

The impact of information and communication technologies (ICT) on tourism and its future evolution make a strong contribution to the emergence of new destination management models and a new approach to the concept of Smart Tourism Destination. Several studies contributes to the interpretation of the role of technologies, particularly ICTs, in the management of so-called smart destinations [16]. However, report that the efficiency of this approach it will not depend exclusively on technology, but also on coordinated governance at various levels. The use of digital resources plays a major role in the management of smart cities and their networking. The emergence of industry 4.0, and all the technological and digital platform that involves, namely, Internet of Things (IoT), artificial intelligence, cloud computing, processing and analysis of big data, social networks and mobile applications allow the structure of the smart city to be strengthened [17]. Smart cities along with new technologies, will aim to improve citizens' quality of life, sustainable development, resource saving, sustainable entrepreneurship and mobility. By incorporating emerging ICT into tourism experiences, they can be taken to new heights. ICTs allow you to follow the tourist from any device, anywhere, anytime at any stage of experience before, during and after a visit. In this process, they assist tourists in various activities, such as inspiration, preliminary information research, comparison, decision making, planning and communication, and sharing of travel experience [3]. 2.5

Sustainable tourism development

In recent years the entities have developed actions and taken steps to promote sustainable development and involve all stakeholders in advancing effective change in business policies and practices that can translate into a more sustainable tourism sector. Sustainable development goals were on the world agenda during the United Nations Sustainable Development Summit, which set 17 goals and 169 goals to be achieved by 2030, where smart cities are associated [18]. Tourism assumes itself as a sector capable of contributing effectively to the social, economic and environmental dimensions of a region. It provides job creation and territorial development and allows interaction with local communities. Therefore, it is essential to adapt development to the characteristics of the territory, to respect the carrying capacity, to integrate the local population and to provide skills to the communities. Knowledge of the tourism sector and the multiple players on the business scale is crucial for the management and planning of sustainable development strategies [19]. Given its growth and cross-cutting nature and its multidisciplinary nature, tourism has become a powerful booster of sustainable development in its three areas - economic, social and environmental.

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2.6

Bibliometric analysis

Bibliometric analysis consists of a quantitative and statistical technique for measuring the indexes of production and dissemination of scientific knowledge [20]. This type of analysis allows measuring the impact of publications, identifying the most productive authors of the most relevant institutions and observing the trends of scientific production in a given area of knowledge [21]. There are several tools and software that support bibliometric analysis in order to produce quantitative indicators on scientific production and the dissemination of scientific research translated into knowledge. VOSviewer is a software for building and viewing bibliometric networks. Such networks may include, for example, journals, individual publications, and may be built on citation, co-citation, or co-authoring relationships. VOSviewer also provides text mining functionality that can be used to construct and visualize networks of occurrence of important words extracted from a database of scientific publications on a particular subject of scientific literature [22].

3

Methodology

The bibliographic execution and bibliometric research phases include several steps ranging from the choice of the theme, the elaboration of the work plan, the identification, research, data compilation, material storage, analysis and interpretation of results and writing of the work [23, 24]. For assessment and relational bibliometric analysis, the following steps were followed: 1) choice of theme; 2) definition of the keywords for searching the bibliographic reference database; 3) Search of terms in the database; 4) export data in the appropriate format to the specific analysis software; 5) evaluation and relational analysis; 6) interpretation of the data. During the process two research and analysis phases were also established: First research phase or pre-analysis phase and second analysis phase. In the first phase of research the objective is to obtain the most adequate databases for the scope of the study. In the second phase filtered data are used and the specific results analyzed according to the subject of study. Given the relevance of the research field and the lack of data on the scientific research production addressing smart tourism from the perspective of sustainability and the use of technological innovation, the theme underlying this study was chosen. For this study, it was used the ISI Web of Knowledge (Web of Science) database. This is a database international reference and reputation that gathers a wide range of data and allows for information on the publication of scientific references. It offers a variety of filters and at the same time allows visual analysis of the results through graphs and allows the creation of citation reports. The keywords were used “Smart Tourism”, “Smart Destination”, “Smart City”. Searches were also performed with the same keywords, but with the AND operator to contain the different terms, namely “Smart Tourism AND Smart Destination”, “Smart

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Tourism AND Sustainable Tourism” and “Smart Destination AND Sustainable Destination” with the purpose of including the term sustainability. The searches were conducted with the topic and title, as shown in Table 1. Data were collected in July 2019. Table 1. Search criteria definition Keywords

Search Field

Smart Tourism

Topic

Smart Destination

Topic

Smart City

Topic

Smart Tourism AND Smart destination Smart Tourism AND Sustainable Tourism Smart Destination AND Sustainable Destination

Topic Topic Topic

Number of Search Records Field 643 Title 1 080 Title

Number of Records 191 67

11 507

Title

4 125

169

Title

36

109

Title

9

54

Title

2

Searching by topic field allows you to check for occurrences of search terms in the title, abstract, author keywords, and keywords generated by Web of Science. The title field only allows searching for occurrences of the search term when used in the titles of published documents, which restricted results closer to the scope of this study. After the first analysis (pre-analysis) of the results, it was decided to select only some of the research criteria that are considered most appropriate in this study and aligned with the specific objectives of a more specific analysis in the tourism category which will be used in the evaluation occurrences of more frequent terms. The sample on “smart city” is excluded from the analysis as the term is more generalist and is beyond the scope of which the aim is to focus on tourism area.

4

Results

In the first analysis phase the research criteria were followed. In the search performed by the topic field (643 - smart tourism, 1,080 - smart destination) was observed the greatest number of records in relation to the narrower search by the title field (191 smart tourism, 67 smart destination), as shown in Figure 1 and Figure 2. This means that in a wider context the search term smart tourism gives rise to a higher number of results, i.e. higher scientific output, although in very different fields (Figure 2). The results show that between 2010 and 2018 the trend of research production, both on the topic of “smart tourism” and “smart destination” is growing. Although data from 2019 are available, it is not possible to conclude whether the rising trend is growing, as only data for the first half of the year are available, however this is expected to happen.

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Fig. 1. Comparative graph of growth in publications between 2010 and 2019, “Smart Tourism” topic (Source: Web of Science 2019)

Fig. 2. Comparative graph of growth in publications between 2010 and 2019, “Smart Destination” topic (Source: Web of Science 2019

When the results mapped by category are presented (Figure 3 and Figure 4), it is verified that the highlighted category is “Hospitality Leisure Sport Tourism” in the topic “Smart Tourism”, with 115 articles published in a total of 643, corresponding to about 18%. The same is not true of the “Smart Destination” topic where the featured category is “Engineering Electrical and Electronic” with 32% of publications versus only 6% in the “Hospitality Leisure Sport Tourism” category.

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Fig. 3. Distribution of research by categories. Search by topic Smart Tourism. (Source: Web of Science 2019)

Fig. 4. Distribution of research by categories. Search by topic Smart Destination. (Source: Web of Science 2019)

However, when the search is performed by the title field the results are confined to the theme and consequently smaller. According to the category maps presented in Figures 5 and 6, it was concluded that the focus is on the “Hospitality Leisure Sport Tourism” category in the case of “Smart Tourism” (37 out of 191 publications) and in the case of “Smart Destination” (20 out of 67 ) which corresponds to 19% and 30% of publications respectively.

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Fig. 5. Distribution of research by categories. Search by title field Smart Tourism. (Source: Web of Science 2019)

Fig. 6. Distribution of research by categories. Search by title field Smart Destination. (Source: Web of Science 2019)

After preliminary analysis of the different samples, it was decided to perform the assessment analysis of the relationship analysis of the occurrence of terms from the most restrictive sample to titles and with greater evidence in the tourism category. It should be noted from the observation of Figures 7 and 8 that the terms were grouped into three clusters in which the first group terms related to big data and internet. In the second cluster we can find terms such as destination, opportunities and change and in the third innovation, strategies, case studies and emphasis for communication technologies. The integration of the terms smart tourism and destination, is clear. In this case occurrences of terms related to technologies are well present.

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Fig. 7. Network of most relevant terms from Smart Tourism titles – Network visualization. (Source: VOSviewer)

Fig. 8. Network of most relevant terms from Smart Tourism titles – Overlay visualization. (Source: VOSviewer)

It is noteworthy that the term “smart tourism” starts to have more expression from 2016 (Figure 8). The terms cited in works prior to 2016, due to the restrictions imposed by the software regarding the degree of relevance, were excluded from the map. The networks of terms were built with the data of the publications by topic, however, the results obtained show many occurrences and data that are too dispersed, which allows us to conclude that this theme can be applied to different areas of knowledge and proves its multidisciplinary. Due to the analysis performed using search terms “smart tourism” AND “sustainable tourism” (Figure 9) and “smart destination” AND “sustainable destination” (Figure 10), they are grouped into clusters that include once again the technologies, or an-

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other cluster with information and communication and references to the tourist. Sustainable development is joined and directly linked to change, opportunity and innovation. When analyzing data regarding “smart destination” AND “sustainable destination” the terms are grouped into two clusters that integrate the term “smart city”, on the one hand, destinations and tourism in another group.

Fig. 9. Network of most relevant terms from “Smart Tourism” AND “Sustainable Tourism”. (Source: VOSviewer)

Fig. 10. Network of most relevant terms from “Smart Destination” AND “Sustainable Destination”. (Source: VOSviewer)

5

Results

The literature review ables to conclude that a destination to be “smart” should reinforce the focus on new technologies, innovation and the availability of knowledge in

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order to develop competitive and sustainable destinations, looking for maintain its identity and authenticity and promoting, at the same time, quality of its infrastructure and services [8, 13, 16]. Public and private agents, as well as research centers, higher education institutions and universities should share knowledge, insights and create joint dialogue platforms on the challenges and opportunities of the sector, based on the indicators of scientific production, monitoring innovation of smart tourism destinations. The concern for the sustainability of destinations is justified by the increased awareness of social responsibility and the proven increase in demand for sustainable tourism products. The way forward is to balance economic growth with social and environmental responsibility. This study aims to prove the strong relationship between technologies a and sustainability in research and scientific production on tourism and smart destinations and shows the growing interest in the theme that has been verified over the years. Results show the trend of research with reference to new technologies and innovation as an engine for the sustainability and development of smart tourist destinations. Destination management organizations should boost for policies that meet these trends to ensure happier, more fulfilling, better-quality communities, better prepared and available to receive tourists, and provide quality experiences with innovative and cutting-edge technologies. It is essential to find a decisive bet for the innovation and constant implementation of state-of-the-art technologies with the main objective of facilitating the active integration of the visitor with the visited population. In addition, harmonious, sustainable and respectful development is important for both visitor satisfaction and resident quality of life in line with trends in this sector. New information and communication technologies are deeply explored in research, generate new business opportunities, new contexts and dynamics that involve the tourism sector. Research contributions and entrepreneurs tend to exploit the advantages that smart tourism brings to the tourism industry from sustainable development, focusing mainly on the relationship between tourists and tourist destinations. The present study has some limitations. One of these limitations is related to the generalization that is created by a bibliometric survey that can be reductive and create injustice for authors who are not linked to large institutions and consequently do not receive citations eventually being harmed by the impact factor. It is suggested as future work to extend the search to other bibliographic bases such as Scopus or Google Scholar with comparative analysis between different sources. This work is financed by national funds by FCT Foundation for Science and Technology, I.P., under the UID project / GES / 04470/2019. References 1. 2.

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Medical tourism in Portugal ± a potential niche market Fernanda A. Ferreira 1 and Conceição Castro 2 1

Applied Management Research Unit (UNIAG), School of Hospitality and Tourism of Polytechnic Institute of Porto (ESHT), Rua D. Sancho I, 981, 4480-876 Vila do Conde, Portugal [email protected] 2 CEOS.PP / ISCAP / P.PORTO, CEPESE, Porto Accounting and Business School of Polytechnic Institute of Porto, Rua Jaime Lopes Amorim, 4465-004 S. Mamede de Infesta, Portugal [email protected]

Abstract. In this age of globalized medicine, when international travel and access to online health information is easily accessible, medical tourism (MT) gains an important global perspective on health. Patients, in most countries around the world, are exercising crescent degrees of autonomy in their health care options, obtaining information from different sources from their regular health care providers and, in some cases, choosing to seek care alternatives outside of national health service. In Portugal MT, is still only in the early stages but is considered one of the strategic products for tourism development. This study aims to explore the existing information on MT in Portugal. Information plays a very important role in attracting medical tourism and Portugal's ability to design and implement information networks is largely known. Proper medical information systems are one of the most important tools for attracting medical tourists. The analysis in this paper reveals that Portugal presents the necessary conditions to be a destination of MT, due to the infrastructures and the human resources that it has, but currently few people know this country for the practice of medical treatments. Although the MT is in the introductory phase of the market, already has mechanisms to meet demand, it is still necessary to position itself in the international market. It will be necessary to create an image of Portugal associated with tourism linked to health care, creating a branding and slogans to promote the MT. Keywords: Medical Tourism, Portugal, Tourism Facilitators.

1

Introduction

According to UN World Tourism Organization [1] (UNTWO, 2019), more than 1.4 billion of people made an international trip in 2018, a rise of 6% over 2017, and it will be expected to increase 3-5% in 2019, forecasting that it could reach 1.8 billion of people in 2030. In 2017, 55% of all international tourist arrivals travelled for leisure and recreation, 13% for business and professional purposes, 27% for visiting friends and family, health and religion, among others, and the remaining 6% was not specified [2].

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The global medical tourism market follows this trend and is expected to witness significant growth over the forecast period between 2019 and 2025. Major factors that increase market growth are the availability of better healthcare, the latest technologies, innovative medicines, modern devices, better hospitality and personalized care [3]. The health sector is among the fastest growing clusters in the world economy [4]. Due to technological changes and treatment patterns, the health sector is no longer merely caring when sick but is a provider of beauty and well-being to those who decide to undergo surgery. The rapid development of technology and health care standards are the result of globalization which produced a consumer culture and the availability to purchase any service, such as medical care in any destination [5]. Health is allied with tourism in order to attract a paying public to access treatments, becoming a lucrative industry. In Portugal, it is possible for a patient to combine Connel's 4's [6]: sea, sun, sand, and surgery. The quality of care in Portuguese hospitals is good by international standards ally to recognition as one of the best tourism destinations in Europe are characteristics that can support the development of MT in Portugal. The European Directive 2011/24/EU on SDWLHQWV¶ULJKWVLQFURVV-border healthcare establish the conditions under which a patient may travel to another European Union (EU) member to receive medical care and reimbursement. It covers healthcare costs, as well as the prescription and delivery of medications and medical devices. This medical open market can also boost MT. This study looks to describe the essence of MT in Portugal. This is a qualitative research, more precisely a phenomenological study.

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Concept of Medical Tourism and international trends

2.1

Definition of Medical Tourism

Medical tourism ± how can these two concepts interlink? Tourism is always associated to pleasure and relaxation while this is not an intrinsic characteristic of medicine [7]. But tourism involves the activities of people traveling to and staying in places outside their usual environment for leisure, business or other purposes for not more than one consecutive year not related to the exercise of an activity remunerated from within the place visited [8]. And one of the purposes can be medical. Moreover, when people travel for medical reasons also need accommodation and other related tourist services not only for themselves but also for family members that often accompanied them. In this way, leisure hospitality and catering are areas that complement and contribute to the tourism medical market. Medical tRXULVPDFFRUGLQJWRWKH0HGLFDO7RXULVP$VVRFLDWLRQRFFXUVZKHQ³SHR ple who live in one country travel to another country to receive medical, dental and surgical care while at the same time receiving equal to or greater care than they would have in their own country, and are traveling for medical care because of affordability, better access to care or a higher level of quality of cDUH´ [9]. Despite the already work around the definitions of health tourism, medical, wellness and spa tourism the concepts

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and borders are not yet well defined. For the World Tourism Organization and European Travel Commission [10] they vary according to geographical and linguistic characteristics, and cultural traditions so they recommend the adoption of the following GHILQLWLRQ07LV³W\SHRIWRXULVPDFWLYLW\ZKLFKLQYROYHVWKHXVHRIHYLGHQFH-based medical healing resources and services (both invasive and non-invasive). This may inFOXGHGLDJQRVLVWUHDWPHQWFXUHSUHYHQWLRQDQGUHKDELOLWDWLRQ´S DQGLVLQFOXGHG ZLWK:HOOQHVVXQGHUWKHXPEUHOODRI+HDOWKWRXULVP)RUWKHP³+HDOWKWRXULVPFRYHUV those types of tourism which have as a primary motivation, the contribution to physical, mental and/or spiritual health through medical and wellness-based activities which increase the capacity of individuals to satisfy their own needs and function better as indiYLGXDOVLQWKHLUHQYLURQPHQWDQGVRFLHW\´S2). 2.2

History of Medical Tourism and international trends

People seek healthcare abroad to receive a higher quality care and/or in search of cheaper treatment, to access medical services that may be unavailable or of lower quality in their countries, to avoid long waiting lists and get quickly care, to get more privacy and confidentiality in treatments, reputation of specialty services and practitioners for specific treatments, among others [7, 11, 12, 13]. Globalization, either economic, social, technological and cultural, greater mobility, the low cost model of air travel, expanding the number of internationally accredited medical facilities, and openness of information have boosted MT. Although travel for medical care stems from Ancient Greece, during the 19th century and the first half of the 20th century, the treatment with water became popular and thermal tourism grew, accessible to well-to-do social classes [14, 15]. In the second half of the 20th century other types of tourism related to health arise and attainable by middle classes as spas and anti-aging medicine [14]. Also in the 20th century, more effective and modern treatments were discovered and MT grew substantially. In the 21st century, besides the increase in the number of people travelling for medical reasons, there was also a shift in the movements towards less developed countries due to the lower costs of treatments in these countries, low-priced flights and increased information through internet [16]. The level of the decision-making power of the medical tourist has also increased since they have access to digital information about services, treatments, doctors and other relevant information and can more easily choose the country of destination, the hospital/clinic, or the medical procedures. The first international non-profit association for MT is The Medical Tourism Association also known as Medical Travel Association, which works with healthcare suppliers, governments, insurance companies, and other buyers of healthcare. This Association has the largest Social Network in Medical Tourism, the Medical Tourism City, that connects its users throughout the Global Healthcare Community. Nowadays there are several MT sites that give information and promotes services with the following typologies: portals (focused on provider and treatment information), media sites (marketing), consumerdriven sites (include MT blogs and discussion boards), commerce-related sites (providing supplementary services and information, as insurance, cost comparison sites and

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financial advice sites) and professional contributions (as professional associations) [16]. Although it is not easy to present figures since data is limited and fragmented, according to Patients Beyond Borders source, over 14 million people receive treatment abroad annually and the number of patients who prefer treatment abroad is growing every year. The top destinations in terms of frequency (listed alphabetically) are Costa Rica, India, Israel, Malaysia, Mexico, Singapore, South Korea, Taiwan, Thailand, Turkey, and the United States. To compare countries in a meaningful and manageable way, we often turn to composite indicators or indexes. In the Medical Tourism Index (MTI) site we have the Destination ranking, based on three criteria, press and literature, a global survey to tourist patients and members from the Medical Tourism Association and also a worldwide distribution. The MTI, developed by Marc Fetscherin and Renée-Marie Stephano, in partnership with the International Healthcare Research Center, measures the attractiveness of a country as a MT destination in terms of overall country image and environment; healthcare and tourism attractiveness and infrastructure; and availability and quality of medical facilities and services. The MTI is based on over 5,000 respondents. The 2016 MTI considers about 60% of the world population and the top 10 countries were Canada, United Kingdom, Israel, Singapore, Germany, France, South Korea, Italy and Colombia [9]. The top specialties for medical travellers are cosmetic surgery, dentistry, cardiovascular, orthopedics, cancer, reproductive, weight loss, scans, tests, health screenings, and second opinions. Within the EU, European citizens have the right, under certain circumstances, to receive medical care in other EU countries and being reimbursed (Directive 2011/24/EU). In the UE28 the data we present is for MT because they are not yet disaggregated from Health tourism. Mainil et al. [11] estimates that Health tourism generates revenues of ¼ELOOLRQZKLFKUHSUHVHQWVDOPRVWRIDOOWRXULVPUHYHQXHVDQGFRQWULEXWHVDS proximately 0.3% to the EU economy in 2014. For the same year, the authors estimated a total volume of health tourism of 56.0 million domestic arrivals and 5.1 million international arrivals (from all over the world) to the EU28 with the main objectives of wellness, spa, and health. Germany, France, and Sweden are the main players in the health tourism industry in the EU28 (56% of all health arrivals and 58% of all departures). More than 75% of the EU health tourism revenues are contributed by Germany, France, Poland, Italy, and Sweden. The study also highlights the stability of the health tourism market share in the EU and its benefits to the labour market and the environment and to reduce tourism seasonality. In terms of night stays, health tourism in the EU involves 16.7 million international trips, and the average international length-ofstay is 8.5 [11]. In Europe, the market for MT has experienced substantially growth, and new forms such as fertility tourism and dental tourism have emerged. In the EU 5% of the citizens have received medical treatment in another country, 33% and 53% are willing to travel to another EU country to receive medical treatment and for better quality treatment, respectively [17].

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Technological advancements

There were many technological advances and changes in the world that particularly affect the tourism and healthcare sectors. Technological change has made it easier for consumers to find and access services from around the world and to share their experiences with others. Technology guides us in choosing a tourism destination and even helps us choose the best place for health treatment. The internet has enabled patients to research options beyond national borders. Increased movement of people across borders also results in greater tolerance, understanding, and appreciation for foreign cultures. The very rapid growth in internet use by consumers has made it easier to conduct searches of services available from providers elsewhere and to coordinate travel and accommodation. The technology is used for remote medical appointments and to program procedures only on the dates scheduled by the specialists. Telemedicine is becoming a facilitator and has encouraged globalized MT. The technology proved to be a promoter for the growth of MT since helps patients to find information about the quality of physicians, the infrastructures of hospitals, clinics and hotels and the credibility of these organizations. Technological solutions drop boundaries and facilitate the work of physicians, who have more access to the patient's health history and to all examinations performed. With easy access to important and timely treatment information, there are more opportunities for health professionals to ensure more efficient results in procedures and follow-up during recovery. These tools also help to improve patient care and allow organizations to digitalize and transform fundamentally operations, ensuring the confidentiality of the information exchanged. For the World Tourism Organization and European Travel Commission [10] ³7HFK nology advances and mobile applications such as eHealth and mHealth (or Artificial Intelligence and robotics in the near future) can bring new solutions and opportunities to healthcare, including real-time monitoring of patient vital signs and mobile telemedicine, as well as how tourism service providers communicate and relate to their JXHVWV´p. 7). In addition to technological advances in healthcare, which provide differentiation in treatment services and attract patients, technology has made travel easier and more efficient. Moreover, technology has enabled early detection of disease and conditions, which further increases the demand for treatments [18]. With the impact of increased efficiency in transportation and communication comes the cost and time reduction in transportation of products and resources, including labour. Besides cost and quality, another major factor in MT is access. MT websites and facilitators have taken advantage of the Internet to offer comprehensive service to potential medical travel consumers. As medical procedures are becoming less invasive and the discomfort of recovery is decreasing, patients are more likely to think about traveling for care and are more likely to engage in leisure activities during their stay.

3

Medical tourism in Portugal

Portugal, the most western country of Europe, is one of the 15 more competitive countries in Travel & Tourism and tourism is a strategic activity for the Portuguese economy. Portugal has a strategic location and is well served of air connections to the

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main outbound markets. Lisbon and Porto are international hubs to America, Africa, and Europe. Portugal is a rich and diverse country in terms of culture and the main motivation of tourists for Portugal is Sun & Sea. Portugal has an urban, environmental and landscape quality, 800 national monuments and more than 2,500 buildings classified as having public interest and 15 UNESCO World Heritage sites plus 3 Intangible Cultural Heritage of Humanity ± Fado, Mediterranean diet, and Cante Alentejano. It is a rich and diverse country in terms of nature with natural resources and 36 protected areas. Golf, Surf, Portuguese Trails, Wine Routes, Thermal waters & SPA, Medical Tourism, Portuguese Horse Lusitano, Portuguese Festivals are examples of diversity of experiences [19, 20]. The growing demand for Portugal to live for the quality of life that materializes in climate, gastronomy, safety, proximity, quality/price ratio, is well known, contributing to a multicultural environment and an entrepreneurial ecosystem capable of generating high value-added movements [21]. Health treatments in specialized centers which growth is based on the relative quality of hospital infrastructures; the international recognition of the National Health Service and the good position of the country are important health indicators. The hospital network is made up of modern and wellequipped units, distributed throughout the country, which have long-standing relationships with the major international insurance companies. In order to make overseas patients feel more comfortable, hospitals are implementing personalised patient care and monitoring services, with English as the language of communication. The assertion of tourism in the sea economy as one of the priority axes, and being Portugal a country by the sea, projects have been developed in the area of health tourism associated with the therapeutic properties of the sea [21] that can also give a strong boost in MT. The World Economic Forum [22] highlighted how Portugal was making some growth in MT, an example of how business niches can be created with skilled labour. 3.1

Supply of Medical Tourism in Portugal

From both a supply and demand perspective the MT market is not easy to study because it requires information to be communicated across borders in various sectors. Consumer information should be collected but is strongly protected by the medical industry through confidentiality requirements. The medical traveller must choose the research process so that we can obtain the appropriate information about this particular type of consumer. MT's offer in Portugal is based on five types of institutions: Hospitals, Intermediaries, Hotels, Government, and Insurers, which contribute to the expansion of this industry. Their function is to provide health care for their offer to be related to the provision of such care and to safeguard the interests of medical tourists. The Portuguese healthcare system incorporates both public and private healthcare services and has high standards. New and modern hospital units and clinics, health professionals and research units with growing international recognition are characteristics that can support the FRXQWU\¶VSRWHQWLDOLQMT [23].

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Accreditation of hospitals is a voluntary process, wherein an authorised agency evaluates and recognises health services according to a set of standards which are revised periodically. Joint Commission International (JCI), a US based organisation which accredits medical services around the world. JCI accreditation is considered the gold standard in global health care. The evaluation by the prestigious JCI is a very rigorous process that includes all the parameters associated with the safety and quality of hospital units. This recognition involves the assessment of over 1200 requirements related to patient safety and clinical standards, as well as non-clinical, care, management and organization of the hospital unit. In 2018 JCI awards the seal of excellence to Hospital Lusíadas Lisboa. Under this evaluation, and for the first time, the Lusíadas Parque das Nações Clinic and the Lusíadas Almada Clinic were also accredited by JCI. The two clinics thus become the first in Portugal to undergo this service quality assessment process. At this moment, some Portuguese hospitals already have accreditations such as the Centro Hospitalar Cova da Beira, EPE, since March 29, 2010; Centro Hospitalar de Leiria, EPE, July 7, 2012); Vila Franca de Xira ± Sociedade Gestora do Estabelecimento, SA, October 11, 2014; Hospital Beatriz Ângelo ± SGHL, November 8, 2013; Hospital Cuf Porto, SA, June 2, 2018; Hospital da Luz Lisboa, March 17, 2018; Hospital da Senhora da Oliveira - Guimarães EPE, (voluntarily withdrawn from accreditation); Hospital de Cascais Dr. José de Almeida, June 30, 2012; Hospital Lusíadas (Cascais e Lagos), March 28, 2015; Hospital Lusíadas Porto, July 13, 2012; Hospital Particular do Algarve, since September 21, 2018; Hospital São Gonçalo de Lagos, Accreditation Expired [24]. 3.2

Reasons to choose Portugal medical tourism

There are several reasons for choosing Portugal to be treated and to recover: location, security, hospitality, cost competitiveness, confidence, professionalism, accuracy, experience, quality, innovation, modernity, well-being, satisfaction, quality of life, leisure, culture, and history [25]. Portugal has internationally recognized physicians and researchers, worldwide-recognized organizations like the Champalimaud Foundation, the Gulbenkian Institute of Science, Neuroscience and Biology Centre, and the Molecular Medicine Institute [26]. A major factor in MT is access to more advanced technology, quicker access to medical treatment (no waiting lists). Clear information about the facility, staff, and treatments is also crucial to increase the confidence of medical tourists. As most of them look for information online, having a good quality website with clear information is of the utmost importance. The existence of MT facilitators is very important for patients due to their professional knowledge, experience, complete packages, package price and follow up the enWLUHSDWLHQW¶VMRXUQH\ In 2008 was created the Health Cluster Portugal, a non-profit organization, to promote and implement activities leading to the consolidation of a health care cluster for competitiveness, innovation, and technology, with an international outlook. 7KH&OXVWHU¶V positioning as an enabling platform is based on a lean, dematerialized structure which,

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through a coherent and persistent set of initiatives for which it relies, whenever necessary, on the outsourcing of renowned international experts, aims to create the best conditions and induce the best practices, with the goal of achieving its objectives [27]. The TourismForAll is a Tour Operator and Travel Agency, specialized in Accessible Tourism, provides health and medical services to those who wish to travel to and in Portugal [28]. Travel Health Experience, developed in 2013, is a MT facilitator involving the Porto City Council, the Tourism Association of Porto, AR and Lusíadas Hospital Port, a private group with the purpose of organizing and promoting the development of MT in Porto [29]. Portugal has a MT portal: Medical Tourism in Portugal, that provides information about the medical procedures offer and providers and also tourism and well-being products in Portugal. There is specific information about certain medical care and the only providers represented are private groups: CUF (9 hospitals, 8 clinics and 1 Institute), Luz Saúde (25 hospitals and clinics in Continental Portugal and Madeira Island, 2 Hospital do Mar for special care for special patients and 1 public hospital managed in public-private partnership) and Lusíadas Saúde (4 hospitals and 7 clinics). It also gives information about tourism and health in general, in Portugal, and useful information such as taxes and entry formalities. Each hospital has information about the medical services for people who live abroad and require health care during a short stay in Portugal, agreements with insurance companies, and facilities. Some of the hospitals have international customer helpline to obtain information on different services [25]. MedicalPort ± medical services abroad is a medical travel agency in Lisbon, that provides solutions to facilitate access to health in Portugal by connecting individuals with facilities and doctors in Portugal. They offer clients from around the world access to a range of treatments and a network of private hospitals and clinics [26]. Portuguese hospitals are also represented in the Medical Tourism Portal ± Treatment Abroad ± helping you make the right choice, which allows you to identify the countries with the lowest treatment prices. Treatment Abroad has been established in 2004. The site aims to provide those considering MT with the information they need to make the right choice of hospital, clinic or doctor abroad. [30]. World Health and Wellness Tourism Association (AMTSBE) was created in 2017 to promote multidisciplinarity, interdisciplinarity, transdisciplinarity, and holism to understand the complexity of the field of Health and Wellness Tourism. In the field of Health and Wellness Tourism, there are several national and international associations that work on specific inner or secondaries products as Thermalism, Thalassotherapy, SPAs, Medical Tourism, Aesthetic Tourism, and Climatism, usually within a geographical area [31]. MT PORTUGAL: Medical Tourism in Portugal - Health, Wellness and Tourism in Portugal is an internationalization project in the field of Health Tourism, focused on MT, promoted by Health Cluster de Portugal, resulted as a way of embodying the conclusions Inter-ministerial Working Group Report about Health Tourism. The objective of this project is to promote Portugal internationally as a destination for MT, leading to a noteworthy growth in the provision of medical services abroad in this segment [32].

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It also targets to establish Portugal as a destination for high quality clinical and technological MT, incorporating hospital and hotel units that guarantee the best medical care and opportunities for convalescence and recovery in an attractive and welcoming environment. To achieve these objectives, they set several activities as business intelligence for internationalization; national health tourism portal; promotion actions abroad; Fam trips; selective prospecting actions; support actions for external promotion; cooperation and partnerships for internationalization. The Inter-ministerial Working Group has decided to focus its approach on the MT component as it is an offer that has market capture potential, supported by the intrinsic quality of the Portuguese national health system and which can be complemented by an offer of tourism services of recognized quality but not yet structured as a product or anchored in an international reputation and recognition. Conclusions Medical tourism is a recent example of a niche tourism market with the rapid rise of international travel in search of surgery and solutions to various medical conditions, benefitting health care providers, local economies and the tourism industry. Nowadays, medical tourism is focusing too much on low prices or factors that the average medical tourist cares nothing about and so Portugal is a good destination. Some patients need a facilitator operator, in order to not feel uncomfortable or a stranger in a different country and the best way to escape these feelings is to be well informed and able to speak the same language, especially what comes to health. These medical intermediaries are responsible for the structuring and supply of products and, therefore, their activity is fundamental to the success of medical tourism. Patients can be able to experience great high-quality medicine in Portugal, and their co-traveller, family or friends to have a good time, enjoying nature or city views. Several private hospitals have already follow-up units to foreign patients, with doctors that speak the same language, simple procedures and partnerships with the hospitality industry. Despite Portugal's full potential for the growth of medical tourism materialized by the recognition of the quality of the health system, notably health professionals, and the quality of tourism, it needs to develop a sustainable strategy. Portugal should focus on promoting its medical tourism, creating a brand image and notoriety. To achieve these objectives, it should communicate the quality of its medical and healthcare professionals and infrastructures, based on indicators that reflect its international recognition. To enhance the profile and visibility of medical tourism products and services that Portugal offers, could also make congresses, guides and a more aggressive digital marketing. In addition, in medical tourism, technologies can provide facilities for foreign patients such as web 2.0, cloud computing and mobile technology, which can help build successful medical tourism. To develop MT is important a strong online presence in search engines and social media. Increasing the share of medical tourism can be a strategy to reduce tourism seasonality and improve labour quality.

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Acknowledgments Fernanda A. Ferreira acknowledges the financial support of UNIAG, R&D unit funded by the FCT ± Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education, under the Project UID/GES/04752/2019. References 1. World Tourism Organization [UNTWO]: World Tourism barometer and statistical Annex, January (2019). 2. World Tourism Organization [UNWTO]: UNWTO Tourism Highlights. 2018 Edition, UNWTO, Madrid (2018). 3. Trends Market Research: Global Medical Tourism Market 2019-2025 Report. Orion Market Research Private Limited, London (2019). 4. Chanda, R.: Trade in health services. Bulletin of the World Health Organization 80(2), 158163 (2002). 5. Hunter, W. C.: 0HGLFDO 7RXULVP $ QHZ JOREDOQLFKH´ ,QWHUQDWLRQDO-RXUQDO of Tourism Sciences, 7(1) 129-140 (2007) 6. &RQQHO - 0HGLFDO 7RXULVP 6HD VXQ VDQG DQG« VXUJHU\ 7RXULVP 0DQDJHPHQW  1093-1100 (2006). 7. Connell, J.: Medical Tourism. Cabi, United Kingdom (2011). 8. OECD ± Glossary of Statistical Terms, https://stats.oecd.org/glossary/detail.asp?ID=2725, last accessed 2019/06/02. 9. Medical Tourism Association, https://medicaltourismassociation.com, last accessed 2019/06/05 10. World Tourism Organization & European Travel Commission: Exploring Health Tourism ± Executive Summary. UNWTO, Madrid, 2018. 11. Mainil, T, Eijgelaar, E, Klijs, J, Nawijn, J, Peeters, P.: Research for TRAN Committee ± Health tourism in the EU: a general investigation. European Parliament, Policy Department for Structural and Cohesion Policies, Brussels (2017). 12. Snyder, J., Johnston, R., Crooks, V. A., Morgan, J., & Adams, K.: How medical tourism enables preferential access to care: Four patterns from the Canadian context. Health Care Analysis, 25(2), 138±150 (2017). 13. Surej, J., Roy, L., Mark, K.: Applications of social media for medical tourism marketing: an empirical analysis, Anatolia, 29(4), 553-565 (2018). 14. Freire, N.: The Emergent Medical Tourism: Advantages and disadvantages of the medical treatments abroad. International Business Research 5(2), 41-50 (2012). 15. Ahmed, G., Al Amiri, N., Khan, W: Outward Medical Tourism: A Case of UAE. Theoretical Economics Letters 8,1368-1390 (2018). 16. Lunt, N., Smith, R., Exworthy, M., Green, G., Horsfall, D., Mannion, R.: Medical Tourism: Treatments, Markets and Health System Implications: A scoping review. OECD, Directorate for Employment, Labour and Social Affairs, Paris (2011). 17. Statista, https://www.statista.com/topics/3292/medical-tourism-in-europe/, last accessed 2019/07/05 18. Stephano, R., Samuels, B.: Domestic medical tourism: Establishing U.S. centers of medical excellence. Medical Tourism Magazine, 23 (2012).

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19. Turismo de Portugal, https://www.turismodeportugal.pt/pt/quem_somos/Organizacao/information-hub-mne/Documents/Investment-Destination-PT-May2018.pdf, last accessed 2019/06/02 20. Portal das Comunidades, https://www.portaldascomunidades.mne.pt/images/GADG/Interven%C3%A7%C3%A3o_SE_Turismo__PPT_Ana_Mendes_Godinho.pdf, last accessed 2019/06/02 21. ET2027 ± Estratégia do Turismo 2027. https://www.turismodeportugal.pt/SiteCollectionDocuments/estrategia/estrategia-turismo-2027.pdf, last accessed 2019/06/05. 22. World Economic Forum: The Travel & Tourism Competitiveness Report 2015 - Growth through Shock. World Economic Forum, Geneve, 2015. 23. Governo de Portugal: Relatório do Grupo de Trabalho Interministerial - Turismo de Saúde. Lisboa (2014). 24. Joint Commission International, https://www.jointcommissioninternational.org, last accessed 2019/07/02 25. Medical Tourism in Portugal, http://www.medicaltourisminportugal.com, last accessed 2019/06/03 26. MedicalPort ± Medical Solutions Abroad, https://www.medicalport.org/, last accessed 2019/06/02 27. Health Cluster Portugal, http://healthportugal.com, last accessed 2019/07/02 28. TourismForAll, https://www.tourism-for-all.com, last accessed 2019/07/02 29. Travel Health Experience, travelhealthexperience.com, last accessed 2019/07/02 30. https://www.treatmentabroad.com/about, last accessed 2019/07/02 31. World Health and Wellness Tourism Association (AMTSBE), https://amtsbe.com, last accessed 2019/07/02 32. COMPETE2020, http://www.poci-compete2020.pt/noticias/detalhe/Proj14291_MedicalTourism, last accessed 2019/06/25

Landscape as a tourism resource: A case study in the Northern region of Portugal Dália Liberato1(), Fernanda A. Ferreira 2 and Ana Filipa Azevedo 1 1

School of Hospitality and Tourism of Polytechnic Institute of Porto (ESHT), Rua D. Sancho I, 981, 4480-876 Vila do Conde, Portugal [email protected], [email protected]

2

Applied Management Research Unit (UNIAG), School of Hospitality and Tourism of Polytechnic Institute of Porto (ESHT), Rua D. Sancho I, 981, 4480-876 Vila do Conde, Portugal [email protected] Abstract. This article aims to emphasize the importance and function of the landscape as a tourism resource, increasingly valued in tourism destinations. The landscapes are the subject of discussion and the object of sensitization to the valorisation and preservation in recent years. Nowadays, the landscape has acquired a greater appreciation on the part of society, because it is often assigned values representative by one or more sets of individuals. The valuation of the landscape allowed to create regulations and legislation related to its preservation and maintenance. In this sense, this research focuses on the importance of the landscape as a tourism resource and its impact on the motivation and preferences of the tourist in the northern region of Portugal as a tourism destination. Results demonstrate the preference about “coastal landscape”, followed by “mountain landscape”; also, Porto Metropolitan Area is notably the most visited region in the North of Portugal, followed by the Douro region. Most respondents agree that they usually include viewpoint in their journey plans, emphasizing “natural viewpoints”. Keywords: Landscape, Rural, Urban, Tourism Resource, North of Portugal

1 Introduction Within the framework of the European heritage, the landscape is considered a key element affecting the quality of life of people [1,2,3,4,5]. The creation of the European Landscape Convention (ELC) in 2000, highlights the importance of the landscape as a social, economic, cultural and ecological agent, as well as its contribution to the richness of society [6]. Since the landscape is a "universal" resource and is subjected to constant transformations, it requires a continuous evaluation, protection, management and planning. The full functioning of the landscape is supported by its development based on mutual and long-term relations between social needs, economic activity and the environment [7]. This is especially due to the urban growth and pace of construction of recent years. With the growing appreciation of the landscape as a resource, there is a greater concern with environmental aspects that also play an important role in the conservation of the

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_54

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landscape, especially in rural environments where natural and human elements coexist. With all this, we can consider the landscape as a "common good", a "capital" whose social and especially economic profitability is undeniable. Tourism, when associated with the landscape, represents an addition of value, which makes the landscape a fundamental tourist resource, once the tourist, nowadays, seeks places with authenticity and geographic personality [8]. Several authors advocate the concept of landscape from a historical, conceptual or sensory perspective. The value and meaning of the landscape may vary, due to the perception and cognitive process of an individual and the influence of cultural values, as well as the imagination itself. On the other hand, there are no equal landscapes, and therefore the conception of each landscape is different depending on its physical attributes and the perceptions of an individual. [9] Several authors consider landscape concept through a morphological perspective, in contrast to others who see the landscape as a set of physical-natural and human characteristics and their interactions. However, the more "classical" conception approaches the landscape as "the portion of the geographic space that was covered with the look, studying as landscape the characteristics of this space" [9]. [8] states that: "The landscape, unbreakable of the idea of space, is constantly redone according to the local standards of production, society, culture, geographic factors and assumes an important role in tourism planning and strategy. It’s not about saying that it is the only form of attraction, but it weighs heavily in the context of evaluating other factors (accommodation, price, among others). Tourism depends on the vision. This paper is divided in three parts. The first part, the literary review, emphasizes the important role of landscape in a tourism destination. The second part describes the research methodology, the methodology of data collection, presents and discusses the results of the research. The third and final part, the conclusion, discusses the innovative perspective introduced in the analysis of the landscape as a tourism resource, in the Northern region of Portugal

2 Literature Review The landscape is a relevant factor in the motivation of tourists when they visit a destination, and the components present in a landscape context add value to the destination and at the same time influence the tourist decision. According to [10], the landscape is recognized as the result of an individual and collective view of a specific territory, which translates the complexity of elements and factors influencing the attractiveness and harmony of the landscape. [11] shares the same opinion, because he agrees that "the landscape is not the simple addition of dispersed geographic elements", but rather "the result of the dynamic combination (...) of physical, biological and anthropic elements "that together make the landscape" a unique and indissociable set, in permanent evolution". Several authors advocate a perspective, which considers the landscape as a resource that combines a set of factors, values and perceptions. The studies conducted not only address the landscape as a global view of the Territory and its natural components (relief, vegetation and soil), but also the surrounding culture of those who inhabited it or inhabit it today [8]. Because of this approach, the landscape is an endogenous resource that combines elements of the historical, cultural and natural heritage, influencing the expectations of visitors and

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their search for new places and experiences [12, 13]. The perception of the landscape arises from the relationship established between the space and the visitor and results from its physical and mental approach [14]. In other words, the landscape surrounds the place and its historical memories, the identity and the emotions [15,16,17]. The focus of a landscape is its aesthetic value, especially because it appeals to the senses visual and sensory. These sensory experiences can be performed both passively (e.g. enjoying the view) or actively (e.g. taking a walk) and according to [18], the elements of the landscape that are most valued are the "harmonious aspects, the variation/contrast, the scenery/view, the authenticity and art/architecture". [19] presents a more philosophical perspective and affirms that the existence of the landscape depends on the human being, because the landscape is reflected in an idea conceived by the human being and its aesthetic interpretation of the landscape. However, if we retreat in time, the concept of landscape focuses on the eighteenth and nineteenth centuries in the European context and focuses mainly on its aesthetic sense. Literature and art were the great catalysts of the perception of the landscape currently, presenting contributions of cultural and aesthetic character [20, 21]. The romantic movement of the time influenced the perception of the landscape that was previously associated with places of difficult access and unsafe and contrasts with a more "romanticized" view that is associated with places of contemplation and natural beauty [22,23,24,25]. This "romanticized" perception is essentially motivated by the picturesque and sublime art of natural sites endowed with a strong geological character [26]. It was only from the mid-Twentieth century that the concept of landscape began to be explored from a more scientific point of view or even a combination of both perceptions: scientific and "romantic". Both aesthetic and scientific points of view are discussed jointly in the present and are governed by sustainability standards. The landscape can be understood as a common point between "nature and people, past and present and tangible and intangible values" [27], There is a continuous interaction between natural processes and human activity where both are shaped and melded among themselves [4,28]. The European Landscape Convention [6], acknowledges that both physical and natural components and human intervention are characteristics included in the landscape context. Tourism also benefits from the attributes of the landscape, which leads to its transformations, both negative and positive [3,29]. Considering the important role that this sector plays in the landscape context, according to [30], the maintenance of the landscape, in a perspective of contributing to the sustainable development of tourism, is a requirement that predicts the balance between the maintenance of the cultural and natural heritage and the social needs of the regional economy. With the development of regulations, perceptions and importance of the landscape, new features and needs of this tourist resource emerge. [27] enumerates some relevant aspects about the characteristics and needs of the landscape: the landscape is universal, exists anywhere where there’s interaction with humanity and nature, both in rural and in urban space; is dynamic, evolves and suffers changes over time, in consonance with the natural processes and the needs and activities of the population; Is hierarchical, there are elements of larger and smaller dimensions inserted in the landscape; is holistic, it encompasses all the historical, natural dimensions and natural phenomena. Its approach should be made in a multidisciplinary perspective, covering the ecological, economic, cultural and social dimensions.

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3 Methodology A quantitative approach was considered appropriate for the research methodology. A survey was used as the data gathering technique for this investigation, using, in survey application methodology, the simple random sampling, in which the sample is selected according to the availability of the target population elements. Distribution of responses was described using means and standard deviation, on quantitative variables. In order to analyse individual profile of respondents will be used descriptive analysis, which will show absolute and relative frequencies. The first group of questions is related with the individual profile. This information supports the relation between the components of the individual profile with the landscape preferences. Listed below is the table of frequency for each variable among 302 total answers. Table 1. Sample individual profile Gender Male Female Age 18-24 25-34 35-44 45-54 55-64 +65 Civil Status Married/Civil Union Single Separate Widower Education level Primary School High School College or university Postgraduate Country of Origin Portugal Dominant European markets (Spain, France, UK, Netherlands, Belgium, Germany, Italy) Rest of Europe North America South America Africa Asia Oceania Income level Up to 1500 1501-3000 3001-5000 + 5001 Don’t know/Don’t answer

Frequency 134 168 Frequency 40 82 45 57 41 37 Frequency 120 154 17 10 Frequency 4 46 109 75 Frequency 36 168

Percentage 44,4% 55,6% Percentage 13,2% 27,2% 14,9% 18,9% 13,6% 12,3% Percentage 39,9% 51,2% 5,6% 3,3% Percentage 1,7% 19,7% 46,6% 32,1% Percentage 11,9% 55,6%

18 23 28 4 14 11 Frequency 61 72 30 24 115

6,0% 7,6% 9,3% 1,3% 4,6% 3,6% Percentage 20,2% 23,8% 9,9% 7,9% 38,1%

Source: Compiled by the authors

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Analysing the answers related do gender, there are 134 male respondents and 168 female respondents, each represent 44,4% and 55,6% respectively. Related with the age, 40 (13,2%) individuals are inserted in the 18-24 category, 82 (27,2%) in the 2534, 45 (14,9%) have between 34-44, 57 (18,9%) are inserted in 45-64, 41 (13,6%) have between 55-64. It´s possible to conclude that the age group from 25 to 34 years old participated the most in this questionnaire. Related with the Civil status, the options “Married/Civil union” and “Single” are more representative than the others with 120 (39,9%) and 154 (51,2%) respectively. College/university is the most answered related with the education level representing 46,6% of the inquiries with a total of 109 answers. The second most answered was the option “Postgraduate” with 75 answers that represent 32,1%. Analysing the answers related with “Country of origin” there is one main significant group, “Dominant European markets” which represent 168 of the answers and 55,6%. The group correspondent to “Rest of Europe” represents 18 (6,0%) of the total answers. Portugal and South America are the second most answered with 36 (11,9%) and 28 (9,3%) respectively. North America represents 23 (7,6%) of the answers while Asia and Oceania represent 14 (4,6%) and 11 (3,6%) respectively. Concerning with the Income level, the most answered is the option “Don’t know/Don’t answer” with total of 115 answers representing 38,1%. The first two options “Up to 1500 ” and “1501-3000 ” are the second most answered with 61 (20,2%) and 72 (23,8%) respectively. The second group of questions in this questionnaire relate with some aspects regarding the motives of the trip and other factors. The variables analysed in this section concern to the first visit to Porto, to who the respondent is travelling with (“Travel with”), the length of stay and the main reasons of the trip. Listed below is the table of frequencies concerning to this group of questions. Table 2. Table of frequencies “Regarding the trip” section First visit to Porto Yes No Travel with Alone Couple Relatives Friends Length of Stay Without overnight stay From 1 to 2 nights From 3 to 5 nights From 5 to 10 nights + 10 Main reasons of the trip Holiday/Leisure Touring Cultural Shopping tourism Enogastronomic tourism Business tourism Visiting friends and relatives Others

Frequency 225 77 Frequency 36 129 55 81 Frequency 7 49 193 30 20 Yes Frequency/Percentage 235 77,8% 53 17,5% 8 2,6% 19 6,3% 8 2,6% 14 4,6% 26 8,6%

Percentage 74,5% 25,5% Percentage 12,0% 42,9% 18,3% 26,9% Percentage 2,3% 16,4% 64,5% 10,0% 6,7% No Frequency/Percentage 67 22,2% 249 82,5% 294 97,4% 283 93,7% 294 97,4% 288 95,4% 276 91,4%

Source: Compiled by the authors

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The greater part of the respondents visited Porto for the first time representing 225 of the total answers and a percentage of 74,5% while 77 (25,5%) respondents have visited Porto already. Regarding the section “Travel with” most of the respondents are traveling with couple representing 129 and 42,5% of the total. The second most popular answer is with friends representing 81 and 26,9% of the total. Concerning the “Length of stay” section, most of the answers lay on the option “From 3 to 5 nights” representing 64,5% (193) of the answers. There were 49 (16,4%) answers for the option “from 1 to 2 nights” and 30 (10%) for “from 5 to 10 nights” and 20 (6,7%) respondents have stayed for more than 10 nights. Analysing the main reasons of the trip, it is notable that the most popular answer is the option “holiday/leisure” representing 77,8% (225) of the total of inquiries. The second most popular answer is “touring cultural” with 53 answers representing 17,5% of the total. “Enogastronomic tourism” represents 6,3% of the answers with a total of 19 answers. “Visiting friends and relatives” is similar representing 4,6% and a total of 14 answers. “Business tourism” and “Shopping tourism” have the exact same numbers and percentage values both with 8 answers and each representing 2,6% of the total. The option “Others” has 26 answers and represents 8,6% of the total, the reasons listed in this option included: “Erasmus”, “sports event”, “Way of St. James” and “conference”.

4 Results The following groups of questions are related with the characteristics and the level of importance given by each respondent. The first two questions regard the rural landscape, one question is about the landscape features and the other concerns the aesthetical aspect. The next two questions follow the same structure of the last two but regarding the urban landscape features and aesthetics. Listed below are the tables of frequency for each question, these questions were answered according to the Likert scale system, which means that 1 corresponds to “Not important”, 2 corresponds to “Slightly important, 3 is “Important”, 4 is “Very important and 5 is “Extremely important”. Table 3. Table of frequency “Rural landscape features” Variables

1

2

3

4

5

10 (3,3%) 9 (3,0%) 17 (5,8%)

30 (10,0%) 39 (13,0%) 59 (20,0%)

97 (32,3%) 110 (36,7%) 112 (38,0%)

109 (36,3%) 101 (33,7%) 82 (27,8%)

54 (18,0%) 41 (13,7%) 25 (8,5%)

Rural landscape (terraces, stone terracing, fences, hedges, etc.)

16 (5,4%)

40 (13,5%)

106 (35,8%)

94 (31,8%)

Cliffs/Ravines

12 (4,2%)

54 (18,5)

97 (33,2%)

7 (2,4%) 17 (5,7%) 12 (4,0%)

20 (6,7%) 61 (20,6%) 28 (9,4%)

96 (32,3%) 107 (36,1%) 89 (30,0%)

Mean

Standard Deviation

3,56

1,00

Landscape characteristics Mountainous landscape Valleys Plateau landscape

3,42

0,98

3,13

1,01

40 (13,5%)

3,34

1,04

92 (31,5%)

37 (12,7%)

3,30

1,04

123 (41,4%) 78 (26,4%) 115 (38,7%)

51 (17,2%) 33 (11,1%) 53 (17,8%)

3,64

0,92

3,17

1,06

3,57

1,02

Water courses Rivers Wetlands, marshes, reservoirs Springs and Waterfalls

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1

2

3

4

5

8 (2,7%) 9 (3,1%)

18 (6,1%) 31 (10,5%)

96 (32,4%) 86 (29,2%)

88 (29,7%) 102 (34,6%)

86 (29,1%) 67 (22,7%)

14 (4,7%) 13 (4,4%) 12 (4,0%) 14 (4,7%)

51 (17,3%) 62 (21,1%) 48 (16,1%) 57 (19,2%)

103 (34,9%) 105 (35,7%) 95 (31,9%) 101 (34,0%)

90 (30,5%) 83 (28,2%) 103 (34,6%) 89 (30,0%)

37 (12,5%) 31 (10,5%) 40 (13,4%) 36 (12,1%)

11 (3,7%) 13 (4,3%) 22 (7,4%)

36 (12,0%) 40 (13,4%) 63 (21,3%)

99 (33,1%) 90 (30,1%) 99 (33,4%)

91 (30,4%) 86 (28,8%) 66 (22,3%)

62 (20,7%) 70 (23,4%) 46 (15,5%)

Mean

Standard Deviation

3,76

1,02

3,63

1,04

3,23

1,04

3,19

1,03

3,37

1,03

3,26

1,05

3,53

1,06

3,54

1,12

3,17

1,15

Areas with trees and forests Fruit trees Oak trees, holm oak Grapevines and vineyards Pine forests Fauna Birds Wild animals Herds and livestock farming

Source: Compiled by the authors

Analysing the first group of rural landscape elements “landscape features”, “mountainous landscape” is considered “very important” with the majority of answers, representing 36,3%, in this group this is the feature considered the most popular once the mean value is the highest with 3,56. The least important aspect is the “plateau landscape” with the lowest mean value 3,13. Valleys are considered “Important” by majority with 110 answers and mean value 3,42. “Rural landscape” and “ravines/cliffs” assume similar mean values of 3,34 and 3,30 respectively. Regarding the water courses, “sea and coastal line” is the most valued element with the mean value of 3,76 and most answers concentrated between “important” and “extremely important”. “Lakes and lagoons”, “Springs and waterfalls” and “rivers” are all considered by most of the respondents “very important” assuming mean values of 3,63, 3,57 and 3,64 respectively. The element considered least important is the “wetlands, marshes, reservoirs” with a mean value of 3,17. Analysing the section “areas with trees and forests” the element “grapevines and vineyards” are notably the most valued assuming the mean value of 3,37 and the answers concentrated in “important” (95 answers) and “very important” (103 answers). “fruit trees” and “pine forests” assume values relatively similar with the majority of answers “very important” with 90 and 89 answers respectively and mean values of 3,23 and 3,26. The element considered least important is “oak trees and holm oak” with a mean value of 3,19 and the highest value of “slightly important” answers of all the other features in this group. Related with the fauna section, “birds” and “wild animals” assume very similar mean values of 3,53 and 3,54 respectively with most questions considered “very important”. “Herds and livestock farming” are notably considered less important than the last two with the mean value of 3,17 and a higher number of “not important” (22) and “slightly important” (63) answers when compared with the others. The element considered most important is “experiencing unspoiled nature/Breathing fresh and clean air” with mean value of 4,09 and most of the answers in the “extremely important” stage (Table 4).

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Table 4. Table of frequency “Rural aesthetics” 1

2

3

4

5

Mean

Standard Deviation

6 (2,0%)

17 (5,7%)

91 (30,3%)

138 (46,0%)

48 (16,0%)

3,69

0,88

2 (0,7%)

16 (5,3%)

83 (27,7%)

115 (38,3%)

84 (28,0%)

3,88

0,90

2 (0,7%)

18 (6,0%)

104 (34,8%)

109 (36,5%)

66 (22,1%)

3,73

0,89

3 (1,0%)

13 (4,4%)

84 (28,2%)

122 (40,9%)

76 (25,5%)

3,86

0,88

4 (1,3%)

7 (2,3%)

69 (22,9%)

97 (32,2%)

124 (41,2%)

4,09

Variables Experiencing variations in landscape (mountains, fjords, waterfalls, etc.) Being close to nature /Feeling of freedom and happiness Viewing the cultural landscape (e.g., small farms, old towns) Viewing spectacular, fantastic, and overwhelming natural sites Experiencing unspoiled nature (e.g., unpolluted water)/Breathing fresh and clean air

0,92

Source: Compiled by the authors

All the other answers are given very similar importance values, for instance “viewing spectacular, fantastic, and overwhelming natural sites” and “Being close to nature /Feeling of freedom and happiness” assuming very clove mean values with 3,86 and 3,88 respectively and the answers concentrated between “important” and “extremely important”. “Viewing the cultural landscape with most answers concentrated between “important” and “very important” and mean value of 3,73 and has the higher value of answers considered “slightly important”. The least amount of answers considered “extremely important” is given to the aspect “Experiencing variations in landscape” and this assumes the mean value of 3,69. Table 5. Table of frequency “Urban landscape features” Variables

1

Constructions and structures Urbanizations, 36 skyscrapers (11,9%) Historic buildings, 5 churches/cathedrals, (1,7%) towers Fountains, obelisks 5 and other sculptures (1,7%) Fishing ports, 8 harbours, jetty (2,7%) Industrial areas, 116 factories (38,5%) Natural elements Forested areas, 5 parks, gardens, (1,7%) flowerbeds Lakes, rivers, 3 coastal area (1,0%)

2

3

4

5

Mean

Standard Deviation

89 (29,5%)

99 (32,8%)

54 (17.9%)

24 (7,9%)

2,80

1,12

14 (4,6%)

82 (27,2%)

126 (41,7%)

75 (24,8%)

3,83

0,91

36 (12,0%) 49 (16,3%) 84 (27,9%)

120 (39,9%) 119 (39,5%) 60 (19,9%)

92 (30,6%) 86 (28,6%) 30 (10,0%)

48 (15,9%) 39 (13,0%) 11 (3,7%)

3,47

0,95

3,33

0,98

2,12

1,14

15 (5,0%)

83 (27,7%)

133 (44,3%)

64 (21,3%)

3,79

0,89

16 (5,4%)

85 (28,4%)

114 (38,1%)

81 (27,1%)

3,85

0,91

Source: Compiled by the authors

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In the first group the most valued elements (table 5) are “historic buildings, churches/cathedrals, towers” with mean value of 3,83 and the highest number of answers considered “Very important”. It is consensual that “industrial areas and factories” is the least valued assuming the mean value of 2,12 and the highest number of “not important” answers (116). “Fountains, obelisks and other sculptures” and “Fishing ports, harbours, jetty” are mainly considered “important” which is the most frequent answer. “urbanizations and skyscrapers” assume a low mean value of 2,80 which means that this is not considered important to most of the respondents. Both elements inserted in the second group “natural elements” are considered highly important with majority of answers laying in the parameter “very important” and assuming mean values of 3,79 and 3,85. Table 6. Table of frequency “urban aesthetics” Variables The combination of the old and the modern (buildings and other structures) Urban consistency and coherence Preservation of buildings/structures Public illumination

1

2

3

4

5

Mean

Standard Deviation

10 (3,3%)

11 (3,6%)

98 (32,5%)

118 (39,1%)

65 (21,5%)

3,72

0,95

12 (4,0%) 6 (2,0%) 5 (1,7%)

29 (9,6%) 9 (3,0%) 31 (10,3%)

77 (25,5%) 62 (20,5%) 104 (34,4%)

129 (42,7%) 132 (43,7%) 100 (33,1%)

55 (18,2%) 93 (30,8%) 62 (20,5%)

3,66

1,02

3,98

0,90

3,61

0,98

Source: Compiled by the authors

Analysing the attributes of the urban aesthetics (table 6), it is notable that they’re all consensual with the most valued answer being “very important”. “Preservation of buildings/structures” assumes the highest mean value of 3,98 and “Public illumination” the lowest mean value of 3,61. The highest concentration of “Slightly important” answers lay on “urban consistency and coherence”. The last group of questions is related more specifically with viewpoints and landscape preference and regards aspects such as the landscape type preference, the amount of regions visited in the North of Portugal during the stay, the frequency of viewpoint visits, the inclusion of viewpoint in the journey plan, viewpoint type preference and the importance given to some resources/infrastructures that can be found when visiting viewpoints. Listed below is the table of frequencies of the elements related with viewpoints and the resources/infrastructures associated. Table 7. Table of frequency “viewpoints” Landscape type preferences Rural landscape Urban landscape Coastal landscape Mountain landscape Regions visited in North of Portugal

Porto Metropolitan Area

Frequency 62 58 106 76

Percentage 20,5% 19,2% 35,1% 25,2%

Yes Frequency/Percentage 240 79,5%

No Frequency/Percentage 62 20,5%

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17 5,6% 31 10,3% 122 40,4%

Frequency 21 Never Rarely 34 Occasionally 127 Frequently 100 Always 20 Are viewpoints included in the journey plan Frequency Yes 206 No 96 If yes, in which moment Frequency Before traveling 94 While traveling 112 Viewpoint types Frequency Natural viewpoints 180 Anthropic viewpoints (structures) 75 Viewpoints in places of worship 47 (sanctuaries, churches)

285 94,4% 270 89,7% 180 59,6% Percentage 7,0% 11,3% 42,1% 33,1% 6,6% Percentage 68,2% 31,8% Percentage 45,6% 54,4% Percentage 59,6% 24,8% 15,6%

Source: Compiled by the authors

Regarding the landscape preference (table 7), the most popular answer is “coastal landscape” representing 35,1% of the answers followed by “mountain landscape” with 25,2% of the answers, “rural landscape with 20,5% and the least valued is “urban landscape with 19,2% of the answers. Porto Metropolitan Area is notably the most visited region in the North of Portugal representing 79,5% of the answers. The second most visited is the Douro region representing with 40,4%. A large portion of the answers combined both Porto and Douro regions in the same visit. Minho region represents 10,3% and Trás-os-Montes was the least visited only with 5,6% of the answers. Regarding the frequency of viewpoint visits, most respondents answered “occasionally” with 127 answers representing 42,1% of the total amount. 33,1% of the respondents answered “frequently” and the options “always” and “never” assume similar values of 6,6% and 7,0% respectively. 11,3% of the respondents rarely visit viewpoints. Most respondents agree that they usually include viewpoint in their journey plans assuming the representative value of 68,2% for positive answers and 31,8% for negative answers. The following question could only be answered if the answer was positive to “are viewpoints included in the journey plan” and is related with the moment of the journey where viewpoints are included in the plan. The major part of respondents answered “while traveling” representing 54,4% of the answers. When it concerns to the viewpoint type preference, most of respondents consider “natural viewpoints” representing 59,6% of the total answers. Anthropic viewpoints assume the value of 24,8% of the total answers and “viewpoints in places of worship” is the least popular answer with 15,6% of responses.

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Table 8. Frequency table of “Resources and infrastructures found in viewpoints” Variables Facilities Accommodation Restaurants Shopping areas Information panels/Telescopes Parking WC

1

2

3

4

5

4 (1,3%) 11 (3,6%) 7 (2,3%) 41 (13,6%) 11 (3,6%) 33 (10,9%) 7 (2,3%)

23 (7,6%) 49 (16,2%) 51 (16,9%) 94 (31,1%) 57 (18,9%) 71 (23,5%) 29 (9,6%)

125 (41,4%) 119 (39,4%) 124 (41,1%) 82 (27,2%) 113 (37,4%) 96 (31,8%) 93 (30,8%)

95 (31,5%) 81 (26,8%) 77 (25,5%) 62 (20,5%) 84 (27,8%) 68 (22,5%) 79 (26,2%)

55 (18,2%) 42 (13,9%) 43 (14,2%) 23 (7,6%) 37 (12,3%) 34 (11,3%) 94 (31,1%)

Mean

Standard deviation

3,58

0,92

3,31

1,02

3,32

0,99

2,77

1,15

3,26

1,02

2,99

1,16

3,74

1,07

Source: Compiled by the authors

The existence of facilities such as “WC” is the most valued assuming a mean value of 3,74 while shopping areas is the element least valued with a mean value of 2,77 and a higher number of “not important” and “slightly important” answers. “information panels/telescopes”, “restaurants” and “facilities” are elements considered “important” among all. Surprisingly “parking” assumes a low mean value of 2,99.

5. Conclusions It is possible to observe that the landscape is a relevant factor in the motivation of tourists when they visit a destination. The components inserted in a landscape context add value to the destination and at the same time influence the decision of the tourist. According to [31,32,33,34], the viewpoints are used as a resource for the visualization and contemplation of a landscape, as are examples, archaeological, cultural and patrimonial sites. Their location may vary depending on the type of landscape and the geographic conditions where they are inserted. Depending on its structure and location, through the viewpoints we can contemplate the landscape from different perspectives. The viewpoints are a structure that is usually located in high altitude places, which allows the visualization of a vast landscape. Staying at an altitude above the surrounding terrain awakens feelings of superiority and enthusiasm [35]. There are, however, viewpoints in places of low altitude or ground, especially in places whose geography is dominated by valleys or large depressions. In an increasingly competitive tourism industry, destinations must continuously develop, and manage their offer to ensure a quality experience for their visitors, based on the knowledge of demand. Tourism destinations must ensure a strategic management of the tourism offer, adjusted on the one hand to the endogenous resources, and on the other, regarding tourists’ preferences, viewing the experience enrichment in the destination. This research showed, in general terms, the preference about “coastal landscape”, followed by “mountain landscape”. Concerning “Rural landscape features” and “aesthetic aspects”, the most valued are “sea and coastal line”, “grapevines and vineyards” “birds” and “wild animals”; the element considered most important is “experiencing unspoiled nature/Breathing fresh and clean air”, “viewing

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spectacular, fantastic, and overwhelming natural sites” and “Being close to nature /Feeling of freedom and happiness”. Concerning “Urban landscape features” and “Urban aesthetic aspects”, the most valued elements are “historic buildings, churches/cathedrals, towers”, on the one hand, and “Preservation of buildings/structures”, on the other. Porto Metropolitan Area is notably the most visited region in the North of Portugal, followed by the Douro region. Most respondents agree that they usually include viewpoint in their journey plans, while travelling, emphasizing “natural viewpoints”. In order to promote and enhance the attractiveness of viewpoints, as a result of the appreciation of the landscape, specific aspects should be discussed, such as the appropriation of these elements with infrastructures and equipment, integrating them into roadmaps, in order to maximize the potential of landscapes in the Northern region of Portugal, in strategic partnerships between the public and private stakeholders.

Acknowledgments Project "TURNOUT: Desenvolvimento do Turismo Outdoor da Região Norte de Portugal”, with the reference POCI-01-0145-FEDER-032289, and funded by the European Regional Development Fund (FEDER) (through the Operational Programme "Innovation and competitiveness") and by the Portuguese Foundation for the Development of Science and Technology (FCT), of the Ministry of Science, Technology and Higher Education.

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12. Aranzabal, I., Schmitz, M., & Pineda, F.: Integrating Landscape Analysis and Planning: A MultiScale Approach for Oriented Management of Tourist Recreation. Environmental Management, 44(5), 938-951 (2009). 13. Marujo, N., Santos. N.: Turismo, turistas e paisagem. Investigaciones Turísticas, 4, 35-48, (2012). 14. Crouch, D.: Space and place-making: Space, culture and tourism. In Smith, M., Richards, G. (Eds). The Routledge Handbook of Cultural Tourism. London and New York: Routledge. ISBN 9781136324789, (2013). 15. Cauquelin, A.: A invenção da paisagem. Arte & Comunicação, 93. Edições 70, ISBN: 978-972-441404-1, (2008). 16. Carneiro, M. J., Lima, J., Lavrador Silva, A.: The relevance of landscape in the rural tourism experience: Identifying important elements of the rural landscape. Journal of Sustainable Tourism, 23(8-9), 1217-1235, (2015). Doi: http://dx.doi.org/10.1080/09669582.2015.1037840 17. Cosgrove, D., Daniels, S.: The Iconography of Landscape: Essays on the Symbolic Representation, Design and Use of Past Environments. Cambridge: Cambridge University Press, (1988). ISBN 9780521389150 18. Breiby, M.: Exploring aesthetic dimensions in a nature-based tourism context. Journal of Vacation Marketing. 20(2), 163–173, (2014). Doi: http://dx.doi.org/10.3727/108354215X14400815080361 ISSN 943-3999 19. Boullón, R.´: Planificación del espacio turístico. (2ª ed) México: Trillas. (1990). Retrieved from: http://www.academia.edu/7023645/Planificaci%C3%B3n_del_espacio_tur%C3%ADstico._Roberto _Boull%C3%B3n. ISBN 968-24-7562-7 20. Schama, S.: Landscape and Memory. Londres, Reino Unido: Harper Collins, ISBN 0679735127, (1995). 21. Andrews, M.: Landscape and Western Art. Oxford, UK: Oxford University Press. ISBN 0192842331, (1999). 22. Hose, T. A.: Towards a history of geotourism: Definitions, antecedents and the future. In Prosser, C. D., Burek C.V. The History of Geoconservation. London, UK: Special Publications 300. Doi: http://doi.org/10.1144/SP300.5 (2008). 23. Hamilton, J.: Volcano. Nature and Culture. Londres, Reino Unido: Reaktion Books. ISBN 9781899170. (2012). 24. Erfurt-Cooper, P., Sirgurdsson, H., Lopes, R. M.: Volcanoes and tourism. In Sigurdsson, H. The Encyclopedia of Volcanoes. (2nd ed.), (pp. 1283-1300). Amsterdam, The Netherlands: Elsevier/Academic Press (2015). ISBN 9780123859396. 25. Hudson, B. J.: Waterfalls and the Romantic traveller. In Hose, T. A. (Ed.). Appreciating Physical Landscapes: Three Hundred Years of Geotourism (pp. 41–57). London, UK: Geological Society Special Publications 417, (2016). ISBN 978-1-86239-724-8. 26. Andrews, M.: The Search for the Picturesque: Landscape, Aesthetics and Tourism in Britain, 17601800. Aldershot, UK: Scholar Press, (1987). ISBN 0804714029. 27. Phillips, A.: Landscape as a meeting ground: Category V Protected Landscapes/Seascapes and World Heritage Cultural Landscapes. In Brown J., Mitchell, N., Beresford, M. The Protected Landscape Approach. Linking Nature, Culture and Community (pp. 19-25). Gland, Switzerland and Cambridge, UK: IUCN (2005). 28. Roe, M., Taylor, K.: New cultural landscapes. Emerging issues, context and themes. In Roe, M., Taylor, K. New Cultural Landscapes: emerging issues, context and themes (pp. 1-23). Abingdon, UK: Routledge (2014). 29. Zareęba, D.: Ekoturystyka. Varsóvia, Polónia: Scientific Publisher. ISBN 9788301160173, (2010). 30. Briassoulis, H.: Sustainable tourism and the question of the commons. Annals of Tourism Research, 29(4), 1065-1085 (2002). Doi: http://dx.doi.org/10.1016/S0160-7383(02)00021-X 31. Fry, G. L. A., Skar, B., Jerpasen, G., Bakesutuen, V., Erikstad L.: Locating archaeological sites in the landscape: a hierarchical approach based upon landscape indicators. Landscape Urban Planning., 67, 97-108. (2004). Doi: http://doi.org/10.1016/S0169-2046(03)00031-8 32. Kvamme, K. L.: One-simple test in regional archaeological analysis: new possibilities through computer technology. American Antiquity, 55(2), 367-381 (1990). Doi: https://doi.org/10.2307/281655. 33. Lock, G., Stancic, Z.: Archaeology and Geographical Information System. Bristol, Reino Unido: Tayler & Francis. ISBN 9780748402083, (1995). 34. Tilley, C. Y.: A phenomenology of landscape: places, paths, and monuments. Oxford, Reino Unido: Berg Publishers. ISBN 9781859730768, (1994). 35. Kalen G.: City Landscape. Beograd: Građevinska knjiga, (2002).

An analysis of the shopping behaviour of international tourists: The case of Porto Rui Silva1, Zélia Breda1,2[0000-0002-5882-063X], Filipa Brandão1,2 [0000-0002-9323-4572] and Rui Costa1,2 [0000-0002-4044-0030] 1

Department of Economics, Management, Industrial Engineering and Tourism of the University of Aveiro, Portugal 2 GOVCOPP ± Research Unit on Governance, Competitiveness and Public Policies, Portugal [email protected], [email protected], [email protected], [email protected]

Abstract. Shopping tourism, usually known as souvenir shopping, has been recognized as a crucial element in the tourist experience. This importance is noticed for its economic and social impacts in tourism destinations. However, this topic is neglected by the scientific community. The main purpose of this paper is to present a portray of touristV¶ shopping behaviour in Porto. In order to achieve this goal, an overview of the main approaches and findings by the literature is presented, which underpin the research model. Primary data was collected through a questionnaire survey applied to 278 tourists. The empirical findings reinforce the conclusion of previous studies by confirming that variables, such as shopping motive, age, income, household size, accommodation type, length of stay and travel activities, help us to forecast the tourist shopping behaviour. Keywords: Tourist Shopping Behaviour, Shopping Tourism, Tourism Destinations, Porto (Portugal).

1

Introduction

Shopping has been evidenced as one of the most time-consuming activities in today¶s society [1]. It has not only been related as a utilitarian activity, where the individual is moved for reasons of obligation and survival, but also as an activity where individuals can enjoy a rewarding leisure experience. Consumers can take pleasure in shopping for a variety of reasons, from the opportunity to socialize with friends or family, to get in touch with new ideas, to buy gifts or to enjoy advantageous [2]. Timothy [3] distinguishes these two types of shopping: utility purchases and leisure purchases. The distinction between the two types is not easy to identify because it relates to the consumer¶s psychological and motivational state. Perhaps the best way to make this distinction is to identify the reasons that drive the purchase or by identifying the context or place in which the purchase is made. Tourism is one of the most important industries worldwide, showing exponential growth in recent decades, whose social and economic effects are increasingly reflected

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_55

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in tourism destinations [4]. The willingness of individuals to travel as well as to shop suggests an important link between these two activities. As tourism is a recreational activity performed during leisure time [5], it makes sense to relate shopping and tourism. The literature has recognized this link, relating the areas of leisure, tourism and shopping. Yu and Littrell [6] point out that the pleasure acquired in shopping assumes an extremely important role in the tourist experience. The same study concluded that tourists associate shopping with sensations of adventure, excitement, fun, joy and escape. In the study of tourist shopping behaviour several methodologies have been put into practice. It has been identified that, from a promotional and strategic point of view, it is of fundamental importance that tourism stakeholders realize which factors influence the tourist behaviour. Demographic, socioeconomic, and travel-related determinants have been found to have a major influence on tourist behaviour, affecting the most purchased products [7-9], and what is most appreciated in these products [10], where they are bought [11], or how much time and money are spent in shopping [12, 13]. Recognizing the economic importance of shopping in the tourism context, and the potential of Porto as a shopping tourism destination, this paper aims to present a portray of the PRUWR¶VWRXULVWVKRSSLQJEHKDYLRXUThe paper is organized as follows: first, the literature on shopping behaviour in tourism is reviewed. Subsequently, the methodology used for the empirical study is described in more detail. Finally, research findings are reported and discussed, and their implications for further research and applications are highlighted.

2

Shopping behaviour in tourism

Part of the literature focuses on segmenting tourists through the type of experiences they have enjoyed at the destination or the type of activities they prefer to practice while traveling. The assumption of this type of segmentation is that different types of tourists will have different buying behaviours. The study of Littrell et al. [14] formed four types of tourists, associating them with travel activities and shopping behaviour. Oh et al. [8] determined seven types of tourism based on the experiences sought by tourists while travelling. The results were significant in identifying that tourists looking for different travel experiences have different preferences for the type of products to buy while traveling. A link may be made with the study by Littrell et al. [14], as both concluded that tourists extremely active in the destination and seeking varied experiences have higher shopping preferences in all product categories studied over other tourist typologies. Swanson and Horridge [6] identified five groups based on their travel motivations. The study proved that tourist travel motivations reveal a significant role in their shopping behaviour, namely preferred products and preferred characteristics in these products, and places of purchase. Fairhurst et al. [13] adapted the set of tourist activities proposed by Littrell et al. [14] to segment the sample. The study identified significant differences between groups regarding spending, time spent in shopping, products purchased, and information sources used.

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Segmentation has also been used to distinguish different types of buyers by differentiating them based on a variable or variables considered to be a major determinant of tourist buying behaviour. Examples of these variables are the meaning associated with handicraft purchasing [10], trip planning, and souvenir buying [15], the importance of shopping in the context of the tourist experience [16], shopping experience orientation [6], purchasing motivations [17], importance of shopping in choosing the destination [18], and involvement of the tourist with the shopping activity [19]. Littrell [10] categorized tourists into five types of buyers. The typologies were developed based on the assumption that when tourists assign different meanings to purchased objects, the purpose of the purchase will also be different. Anderson and Littrell [15] segmented tourists according to how they planned their travel and shopping. Based on these elements, the study formed five groups that differed in the previously mentioned characteristics. Following the formation of the five categories of buyers, research has developed into possible differences in the profile of different buyers, such as the style of tourism in which it fits sociodemographic characteristics, travel experience or the number of products bought during the trip. The study concluded that there are differences between the different groups. Kinley et al. [1] segmented three groups based on tourists¶ push motivations for shopping, focusing on their shopping behaviour in shopping centres7KHWKUHHJURXSVJHQHUDWHGZHUHFDOOHG³VKRSSLQJWRXULVWV´³H[SHUL HQFHWRXULVWV´DQG³SDVVLYHWRXULVWV´$OWKRXJKWKHVWXG\SURSRVHGGLIIHUHQFHVEHWZHHQ groups in terms of spending and time to purchase, it had no conclusive results in relation to the variables in question. Geuens et al. [17] focused their study on tourist shopping at the airport. The results of the study led to the formation of three types of buyers. For forming the groups, the authors drew on the degree of importance that tourists attributed to motivations related to shopping at the airport, such as attractive prices, the atmosphere of the place, the search for a souvenir or its purchase convenience. The different groups expressed different opinions on aspects related to the airport¶s characteristics. Yu and Littrell [6] focused on the shopping experience. The authors, based on preferences related to tourists¶ shopping experience, divided them into two groups: productoriented tourists and process-oriented tourists. Moscardo [18] chose to segment tourists according to the importance of shopping activity in choosing the destination. The study SURGXFHGIRXUW\SHVRIEX\HUVWZRRIWKHVHZHUHGHILQHGDV³VHULRXVEX\HUV´WKRVH where the opportunity to shop at the destination was important, and WKH³QRQ-VKRSSHUV´ for whom shopping had little or no influence in choosing the destination. Josiam [19] used involvement1 as a tourist segmentation tool in shopping centres. The result of the VHJPHQWDWLRQUHVXOWHGLQWKUHHJURXSV³KLJKLQYROYHPHQW´³PHGLXPLQYROYHPHQW´DQG ³ORZLQYROYHPHQW´WRXULVWV$IWHUVHJPHQWDWLRQWKHDXWKRUVRXJKWWRUHODWHWKHGHJUHH of involvement with demographic characteristics, propensity to buy, and time and expense. The study found that tourists with a higher degree of involvement were more likely to shop, were female, had a low level of education, were more satisfied with the place of purchase and would recommend the place to friends and family. Hu and Yu

1 ,QYROYHPHQWFDQEHGHILQHGDV³WKHSHUFHLYHGLPSRUWDQFHRIWKHREMHFWEDVHGRQSHUVRQDOQHHGV YDOXHVDQGLQWHUHVWV´[22, p. 342]. In the context of purchasing activity, it can be defined by the degree of commitment an individual has to the activity [23].

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[20] followed Josiam's [19] line of thought, segmenting tourists through their involvement with travel purchases and the product selection criteria. The study produced three GLVWLQFW JURXSV RI VKRSSHUV ³HQWKXVLDVWLF VKRSSHUV´ ³VKRSNHHSHUV´ DQG ³LQGLIIHUHQW VKRSSHUV´7KHresearch proved the criteria used as valid instruments of segmentation, highlighting important behavioural differences among the three groups, with particular emphasis on expenses, recommendation to friends and family, intention to revisit, time spent in purchases, places of purchase, information sources used and types of souvenirs purchased. Park, Reisinger and Noh [21] focused on luxury shopping tourism. The study can be divided into two phases: first, where the authors segmented tourists according to how often they shopped while traveling, and a second where tourists were grouped according to the importance of shopping while traveling. The different types of buyers were then compared regarding the importance attached to certain characteristics of luxury goods, such as ³premium quality´ or the fact that it is a ³unique product´. Murphy, Moscardo, Benckendorff and Pearce [24]LQDVWXG\DSSOLHGWRD³VKRS SLQJ YLOODJH´ FRQVLGHUHG WKH OHYHO RI VKRSSLQJ HQWKXVLDVP GLVWLQJXLVKLQJ EHWZHen WKUHHGLIIHUHQWJURXSV³HQWKXVLDVWLFEX\HUV´³QHXWUDOEX\HUV´DQG³QREX\HUV´ Another part of the literature has opted for a different approach, not seeking to segment tourists. Keown [25] presents an overview of aspects related to tourist shopping behaviour, trying to understand the time, amount and allocation of expenses on shopping, the reasons for buying in a particular store, and the information sources consulted by tourists about shopping at the destination. Lehto et al. [7] sought to identify the influence of sociodemographic determinants, travel-related aspects, and travel expenses. The study by Lehto, Chen and Silkes [26] sought to complement the influence of demographic characteriVWLFVDQGH[SORUHGWKHLUUHODWLRQVKLSZLWK³VKRSSLQJVW\OH´ZKLFK in turn was related to products purchased while travelling. Turner and Reisinger [27] and Reisinger and Turner [28] considered a sequential relationship, in which the choice of different types of products requires the presence of different types of characteristics and, consequently, the satisfaction with the purchase comes from the presence of these attributes. Tosun, Temizkan, Timothy and Fyall [29] also addressed tourist satisfaction by focusing, however, on satisfaction with the destination experience. The study sought to understand the degree of satisfaction of tourists regarding attributes related to product variety and quality, quality of service, destination-shopping culture, presence of destination information about shopping, and satisfaction compared with previous experiences. Wong and Wan [30] followed the same line of reasoning, seeking to understand the determinants that influenced the satisfaction of tourists with the shopping experience at the destination. The study suggested that safety, location, size of destination facilities, and a transportation system linked to these facilities would be positively related to a positive shopping experience. Wilkins [9] sought to identify which products the tourists buy the most and what motivates the purchase. The study highlighted the role of travel products as souvenirs and evidence of travel experiences, as well as the tendency for tourists to buy gifts for family or friends. Alegre and Cladera [12] analysed the determinants that influence the buying propensity and the level of spending of tourists, concluding that they were influenced by their demographic and socioeconomic characteristics. Examples are gender and composition of the travel group. Lehto et al. [26] defined the concept of tourist shopping style based on the attitudes and shopping

An analysis of the shopping behaviour of international tourists...

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preferences of tourists. The objectives of the study were to relate the shopping style of tourists with products usually purchased and their demographic characteristics.

3

Methods

Recognizing the economic importance of shopping in the tourism context, and the tourism potential of Porto, this research aims to understand the shopping behaviour of international tourists in the city. In order to fulfil this objective a research model was formulated (Figure 1) and primary data were collected by administering questionnaires to tourists who visited the city of Porto.

Fig. 1. Research model Source: Own elaboration

The sample of this study intended to represent the international tourist visiting Porto. Thus, part of this population is an international traveller who is visiting Porto and who has stayed at least one night there, with a purpose of travel other than to pursue a paid activity, not being in the usual place of residence or work, and whose stay has not exceeded one year [31]. Having defined the eligible cases for the sample, the most appropriate size was defined as representative of the population. The calculation formula for a significant sample calculated from the number of guests registered in the city¶s tourist accommodation establishments (according to Statistics Portugal, there was 1,090,066 guests in 2013) defined that 271 observations (margin of error 5% and confidence level 90%) would be an appropriate size for the sample. In total 278 valid questionnaires were obtained. With the collaboration of the company ³0HWURGR3RUWR´WKHTXHVWLRQ naires were administered in the metro between Trindade and Aeroporto stations, between August 3 and 28, 2015. This location was considered appropriate, as it is a means of transport often used by tourists who are finishing their trip in Porto, representing a time of greater availability for the tourist, thus creating an appropriate environment and allowing the interviewer to establish a trusting environment with the respondent, considered as essential by Quivy and Campenhoudt [32]. After administering the questionnaires, in order to meet the objectives of this study, the data were analysed. Using the Statistical Package for the Social Sciences (SPSS) software version 23, data were pro-

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cessed, and statistical analyses were performed: univariate (location and central tendency measures, and dispersion measures), bivariate (T-test, Mann Whitney test, Kruskal Wallis test, Pearson and Spearman correlation coefficients) and multivariate (ANOVA).

4

Results and discussion

4.1

Sociodemographic characteristics of tourists

The sample is composed of 52.5% female tourists and 44.5% male tourists (5.4% of the sample did not answer the question). Regarding the current household composition, valid responses show that a large part of the sample is single and childless (56.8%), followed by married and childless tourists (18.7%), married tourists (18.3%) and finally, with small representation, single tourists and children (4%) (5.4% of the sample did not answer the question). The ages of the tourists in the sample range from 18 years to 68 years. The average age was 33 years (standard deviation: 10,878). Regarding age, the sample can be considered to be representative of the population under study, as in previous studies (IPDT, 2012), the average age of leisure travellers was only one year lower (32 years) of the results obtained in this work. France (28.4%), Spain (14.4%) and Germany (12.2%) are the most represented source markets, accounting for more than half of the sample (Figure 1). Similar results were obtained in the IPDT [33] study, by identifying the tourists from these countries as those who visit most the destination. Based on the results obtained, it is also identified that 92.8% of the sample belongs to the European market. Finally, regarding income, the results show that the sample is mainly represented by WRXULVWVZLWKLQFRPHEHWZHHQ¼DQG¼UHSUHVHQWLQJ, approximately 54% of the valid answers to this question. The least represented income class concern tourists IURPERWKHQGVWRXULVWVZLWKLQFRPHXSWR¼500 (4%) and tourists with income equal WRRUDERYH¼  This variable was the one with the most non-answers from tourists (12.6% of the sample). 4.2

Shopping motivations

From the analysis of the reasons that led tourists to shop, we highlight the three most YDOXHGUHDVRQV³,ZDQWHGWRKDYHDUHPLQGHURIWKHSODFHV,YLVLWHG´³,ZDQWHGWREX\ DJLIWRQWKHURDGVKRZLQJWKDW,FDUHZKR,RIIHULWWR´³,ZDQWHGVRPHWKLQJWKDWZRXOG identify the places I haYHEHHQWR´7DEOH1). These reasons reflect some of the indications suggested by the literature, pointing out that the reasons for purchase are diverse. These results suggest the association of these products with tourist memories, their role as gifts and the importance of returning from travel with evidence. Table 1. Influence of purchase reasons Purchase reasons

Average

Standard deviation

An analysis of the shopping behaviour of international tourists...

647

I wanted to have a reminder of the places I visited.

4,96

1,941

I wanted to buy a gift while travelling showing that I care who I offer it to. I wanted something that would identify the places I have been to. I wish I had a reminder of how special my travel experiences was. I wanted something that would give me the opportunity to share my experience with others. I wanted to buy unique or exclusive products. I wanted to buy souvenirs to offer on special occasions, such as birthdays or festive seasons. I wanted to enjoy the good value for money. I wanted to take advantage of lower prices compared to what I can find in my country. I wanted to impress friends and family Source: Own elaboration Note: 7-point Likert scale

4,71

2,051

4,55

2,015

4,40

1,823

4,17

1,932

4,03 3,98

1,898 2,068

3,98 3,93

1,891 2,034

2,60

1,680

In the analysis of the variables, it was observed correlations between them. This process was developed through analysis of the correlation matrix, anti-image matrix, Kaiser-Meyer-Olkin test (KMO), Barlett test and across commonalities. The criterion of elimination of variables from the factor analysis model was the value of the loading of the variable ± greater than 0.5 in more than one factor or less than this value in any RIWKHIDFWRUV%HFDXVHLWGLGQRWPHHWWKHVHFULWHULDWKHYDULDEOH³:DQWHGWREX\ unique RUH[FOXVLYHSURGXFWV´ZDVH[FOXGHGIURPWKHDQDO\VLV The results obtained from the new factor analysis demonstrate the existence of correlation between the variables. The 0.715 KMO test and the 0.000 Barlett test measure the quality of correlations between variables. After this analysis, the factors to be retained in the analysis were identified (Table 2), choosing factors whose eigenvalue was greater than 1; these three factors explain 68% of the variance. Table 2. Rotate component matrix

I wanted to have a souvenir of the places I went. I wanted to have a reminder of how special my travel experiences were. I wanted something that would identify the places I've been. I wanted something that would give me the opportunity to share my experience with others. I wanted to buy a gift while travelling showing that I care who I offer it to. I wanted to buy souvenirs to offer on special occasions like birthdays or festive seasons I wanted to impress friends and family.

1 ,843

Component 2 3

,840 ,775 ,673 ,801 ,738 ,583

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R. Silva et al.

I wanted to take advantage of the lower prices compared to what I can find in my country. I want to take advantage of the value for money. Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Converged rotation in 5 iterations.

,886 ,912

Source: Own elaboration Finally, the application of Cronbach¶s alpha test served to gauge the internal consistency of the factors. The value of 0.783 was obtained for the first factor, the value of 0.693 for the second and 0.808 for the third factor, values considered acceptable by Pestana and Gageiro [34]. Analysing the variables belonging to factor 1, they are associated with the tourist memories. Wilkins [9] FRQFOXGHGWKDWWKH³PHPRULHV´PRWLvation ZDVUHODWHGWRWKHYDULDEOHVLQFOXGHGLQWKLVIDFWRU7KXVIDFWRUZDVFDOOHG³memories RIWKHWULS´ The second factor is related to two of the reasons widely mentioned in the literature: the purchase of gifts and the proof of travel [9, 35]. This result seems to suggest that tourists buy gifts for friends and family, not only because they care about them, but also to take the opportunity to share their travel experiences [9, 36], and highlight, in the eyes of those who receive the gift, the accomplishment of the trip, affirming their social status [18]7KXVWKLVIDFWRUZDVFDOOHG³pUHVWLJH´ The third factor highlights the price-quality ratio and the opportunity to buy products at a lower price has been HYLGHQFHGE\WKHOLWHUDWXUH7KLVIDFWRUZDVFDOOHG³pULFH´ 4.3

Products

Table 3 shows that the type of tourism merchandising most purchased by tourists in Porto are postcards (47%), followed by clothing, footwear and jewellery (45%), wines and liquors (40%) and small souvenirs (38%). These results are consistent with the work of Littrell et al. [14], who highlight postcards as the most sought after product by tourists, and with Fairhurst et al. [13], showing that this type of product was considered one of the three most important for purchase during the trip. Table 3. Demand, average and total expenditure for merchandising categories Tourism merchandising Postcards

% of tourists who bought 47%

Average expendiWXUHSHUWRXULVW¼ 4,9

Total expenditure of VXUYH\HGWRXULVWV¼ 579,5

Clothing, footwear and jewellery Wine and liqueurs Small souvenirs Gastronomic products Handicraft Books and music Identifying clothing Beauty and fragrances Antiques

45%

65,7

7.889,5

39% 38% 34% 32% 17% 9% 7% 4%

28,7 15,6 26,5 25,8 18,8 33,3 31,1 31,6

2.612,2 1.495,5 2.198,5 1.963 809,5 765 559 316

An analysis of the shopping behaviour of international tourists...

Electronic devices Quality jewellery

4% 241,3 2% 32,3 Source: Own elaboration

649

2.412,5 194

It is noteworthy the presence of wines and liqueurs as one of the most popular categories. Although it is recognized in the literature that this type of products is sought by tourists, only the study by Lehto et al. [7] referenced them as one of the three most purchased products. The reason for this demand can be explained by the characteristics of the region, recognized as a place of production and sale of recognized quality wine products. However, we need to look at the results carefully. Although postcards are the most popular products, they are far from being the type of merchandising that represents the largest expense for the tourist and, consequently, the highest revenue for the destination. This place is occupied by the category defined by clothing, footwear and jewellery. The purchase of these items is negatively UHODWHGWRWKHLQIOXHQFHRIWKH³memRULHV´ PRWLvation. This result indicates that tourists who value this motivation have shown a lower propensity to buy this type of product. On the contrary, price seems to be an important factor at the time of the purchase. When buying this type of product, WKHWRXULVWVSHQGVRQDYHUDJH¼PXFKKLJKHUWKDQWKDWVSHQWRQEX\LQJSRVW FDUGVZKLFKZDV¼SHUWRXULVW3RVWFDUGVDUHMXVWWKH8th most revenue-generating category in the destination. This result suggests that the most popular products may not be the ones that bring the greatest economic benefits to the destination, coinciding with the studies by Heung and Qu [37] and Lehto et al. [7], who demonstrated (albeit with data for different years) that the most popular products are not the ones that bring the most revenue to Hong Kong. 4.4

Propensity to shop

It can be observed that 92.8% of the tourists present in this sample made at least one purchase at the destination (Table 4). This result proves the idea that a considerable part of the tourists ends up making at least one purchase during their stay at the destination. Female tourists are more likely to make at least one purchase during the trip, and this result is consistent with Alegre and Cladera [12]. Although there were no significant differences in expenditure by gender, this result supports the idea that shopping is mainly associated with women, as 96% of women bought something during their visit to Porto, against 89% of men. Tourists traveling with children in the group are not more likely to make at least one purchase. Table 4. Gender buying propensity differences, presence of children in travel group and destination experience Variables

Total Gender

Female

% of tourists who made at least one purchase 92,8 95,9

߯ʹ (p value)

4,750

650

R. Silva et al.

Children in travel group Repeat visits

Male No kids With kids

88,9 80,6 19,4

(0,029) 0,631

First visit 94,4 Repeated visit 85,7 Source: Own elaboration

4,874 (0,027)

First-time tourists are more likely to make at least one purchase than repeat visitors. This result is consistent with Alegre and Cladera [12] and corroborates the idea presented by Smith and Olson [38], that tourists less familiar with the destination show a greater propensity to make at least one purchase when compared to more experienced tourists. The fact that more experienced tourists in the destination may be less likely to shop may be justified by the fact that on previous occasions they have already bought a souvenir of the place visited, or that a second visit to the destination does not translate into such a unique travel experience, needing less to buy a souvenir, and are also more likely to repeat the visit to the destination again, thus having a new opportunity to shop locally.

5

Conclusion

Shopping has been identified as one of the most common activities practiced by tourists, recognizing that they rarely return to their place of origin without an object purchased at the destination. Its importance has been recognized by important tourism destinations that see in shopping tourism a market with great economic benefits. The literature has also recognized the importance of shopping in the context of tourism; however, the study of shopping tourism behaviour is still an underexplored topic to which this work has sought to contribute. Tourists with different travel motivations are expected to buy different products. The list of commonly searched products is quite extensive, including postcards, clothing, footwear, jewellery, handicrafts, gastronomic products, books and music, small souvenirs, antiques, wines, liqueurs, jewellery, perfumes, among others. Usually, the most popular products vary from destination to destination, depending on their characteristics and how the supply structure is organized. The influence of touristV¶ socioeconomic profile on their choices indicates possible differences between men and women, tourists of different age groups and tourists with different income categories. As an example, it was highlighted that there was a greater propensity for older, higher income male tourists to buy wine and liqueur. It was also added that each type of tourism would be associated with a type of merchandising, that is, the activities that tourists engage in at the destination help to predict the products they buy during the trip. The desired characteristics of the products, such as size, weight, presentation, uniqueness or price, influence touristV¶ choices at the time of purchase. Similarly, the ability of shopping places to attract tourists will depend on their characteristics, where, in addition to the products they sell, aspects such as location, quality of service, or site design must be taken into account when trying to capture the market. It is also up to sellers to identify the characteristics of the buyers in order to be able to develop and

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segment strategies for their target audience. The activities that tourists practice while traveling help to predict the places where they will tend to buy. Shopping is one of the most common activities practiced by the traveling tourist, and the time spent in the activity tends to be quite representative, may exceeding one third of the total costs of the trip. It is possible to predict spending on purchases based on the socioeconomic profile of the tourists and aspects related to their travel. This study provides more information on the socio-economic profile of tourists in Porto, the more purchased products and preferred locations, the average spending by tourists, and the percentage of tourists that make at least one purchase during their stay on the destination. The empirical findings suggest important recommendations for DMOs and retailers. It is crucial for retailers to understand the reasons why tourists buy. This study highlighted three main reasons ± memory, prestige and price. It has been shown that the reason for buying helps to predict the products being bought: (i) memory-minded tourists are inclined to buy small souvenirs, which brings important information to sellers of such products, who should try to promote them as symbols of the destination. (ii) shopping for clothing, footwear and jewellery, and beauty products and fragrances is associated with price, suggesting that retailers of this type of product promote themselves through price reductions, and better promote their products in an appealing way. (iii) wine and liqueur, and craft retailers should be aware that these products are prone to be bought as gifts and should be conscious that buyers often do not buy for themselves and use them as a reason to share their experiences of the trip. It is suggested that sellers promote these products also as gifts and should focus on their differentiation. The results concerning the influence of the socioeconomic profile of tourists may be important for the creation of consumer profiles. For example, it has been found that married, high-income tourists over the age of 40, who stay in hotels and stay at the destination for at least six days, tend to spend more. From the point of view of DMOs, this is the profile to attract for the city of Porto, and promotion strategies that appeal to their visit should be outlined. One possible strategy is to create partnerships between retailers and hotels in the city. Considering that tourists staying in hotels tend to spend more, it would be convenient for retailers to promote themselves at these locations or the hotel itself to promote by advising tourists on where to buy (in return for sales commissions). This study also concluded that travel activities help to predict purchased tourism merchandising and the shopping locations. These results show that if retailers identify tourism activities at their destination, they can predict what tourists will buy. Retailers should ensure that the characteristics of their products and place of sale match the expectations of the tourist. The study highlighted the importance of the weight and size of objects, pointing out that tourists tend to buy products that do not occupy much space, indicating that sellers should focus primarily on selling smaller products. It was also noted that the performance of salespeople was a key element for success. Based on this result, it is suggested that retailers focus on training their employees. The results also demonstrated lack of motivation on the part of tourists to know the history and production process of the products they buy, thus not being willing to spend large amounts on

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products whose value and quality they do not understand (e.g. crafts). The explanation for this result may be in the way retailers try to pass this information on to the tourist. It is believed that replicating the example of museums, which increasingly rely on interactivity and new technologies to make the learning experience more captivating, this could be a successful strategy, increasing sales in crafts. Some limitations can be pointed out during the data collection phase. Given the short time available for tourists to answer the questionnaire, we tried to design a questionnaire that did not exceed 10 minutes for its completion, which obviously limits the number of questions and variables to study, requiring objectivity in the delineation of data to be collected so that the proposed objectives could be met. The most appropriate place to apply the questionnaires would have been Francisco Sá Carneiro Airport, or questioning tourists in the post-travel moment, after returning to their country of origin, however, the means to do so were not provided. Although Metro do Porto is considered a suitable place to apply the questionnaire, it does not allow tourists to be questioned about their purchases at the airport, having only wondered about possible purchases at this location. On the other hand, it is believed that the choice of location may have limited data collection for Asian tourists, who had little representation in the sample composition. It was possible to apply the questionnaire only during the month of August (period granted by Metro do Porto), limiting a possible comparison between purchases between high and low season tourists. It is also believed that the almost nonexistent representativeness of business tourists is due to the restriction on the application of the questionnaire only at this time of the year and in the metro (as usually they do not take public transportation). Therefore, future studies on purchasing behaviour in Porto should consider improving the sampling process, increasing the sample size, surveying tourists at the post-trip moment, or collecting data at different times of the year, providing possible strategies to overcome some of the limitations. It is also considered that research focused on comparing domestic and international tourists could make important contributions as they have been attributed different behaviour patterns. Based on the literature review, it was possible to verify the scarce existence of qualitative methodologies in this area. It is considered that this approach could make important contributions mainly in deepening the understanding of purchase motives, perceptions about merchandising and places of purchase. Another approach to the topic could be focused on the supply of purchases, particularly retailers and producers. Realize what strategies they are trying to implement, perceptions about the behaviour of tourists, the weight of tourism in their revenues, limitations imposed by the destination managers, among others. Finally, as tourists have time constraints to shop and limited space to carry souvenirs with them, it is considered important to reflect on the importance of online commerce in the context of tourism shopping, for example by assessing whether when tourists return to their home FRXQWU\EX\DJDLQDWWKH³GHVWLQDWLRQ´WKURXJKRQOLQHSODWIRUPV

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Eurocity Chaves-Verín, Cross-border Tourism Experience in the Iberian Peninsula Dália Liberato1( ), Elisa Alén2, Pablo Rivera Búa3, Pedro Liberato1 1

School of Hospitality and Tourism of Polytechnic Institute of Porto (ESHT), Vila do Conde, Portugal [email protected], [email protected] 2

Faculty of Business Sciences and Tourism, University of Vigo, Ourense, Spain [email protected] 3

Eurocity Chaves-Verin, EGTC

[email protected]

Abstract. The Eurocity Chaves-Verín, as an European Grouping of Territorial Cooperation (EGTC), will be the central region to address in this work, focusing particularly on the issue of good practices taken into account in the existing cooperation link in these two cross-border regions, regarding the Thermal and Water Route Verín-Chaves-Vidago, as a leading proposal that fits and complements other offerings, creating competitiveness prospects for the destination, based on the quality offer, solely in endogenous resources, diversity of complementary tourism products, resulting in advantages for the stakeholders of the destination by extending the average stay and reducing seasonality. The results of the research show that the appreciation of the complementarity of the products made available to tourists, can effectively culminate in the increasing competitiveness of the destination, if the partnerships are valued and concretized, and if the stakeholders demonstrate openness regarding the proposals of the EGTC, concerning the valorisation, planning and promotion of tourism products arising from both regions.

Keywords: Cross-border Tourism, Eurocity, Chaves,Verín.

1 Introduction There has been an increase in scientific research and publications, which reveal a multitude of relationships between tourism and the concept of well-being, namely health benefits, which result from the visit to tourism destinations, focusing on welness products, and concern in maintaining good health. Most interpretations emphasize the complex forms in which tourism can influence the emotional, psychological, cognitive and spiritual dimensions of welfare, both for tourists and for

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_56

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the residents in the destination [1]. This paper aims to analyse the role of the thermal offer, health and wellness in the Eurocity Chaves-Verín, and to understand, how, on the one hand, this offer can convert the destination into a competitive region, on a continental scale, in health and wellness tourism, and on the other, as this highlight could encourage stakeholders in the region, to increase bottom-up strategies for product development complementary to the aforementioned offer. According to [2], travel with the intention of health was one of the first tourism motivations. At the 39th Congress of the International Association of Scientific Experts in Tourism (AIEST), in 1989, the potential of the development of health tourism was addressed and the need to identify it in the statistical systems of the international organizations was acknowledged. However, this has not happened, and therefore it’s very difficult to obtain concrete numbers on this tourism typology. Health tourism is recognized worldwide as one of the oldest types of tourism, since antiquity, because society has always been concerned with finding efficient and revolutionary methods to maintain health [3]. The concept of well-being that dates back to the use of natural and mineral springs or thermalism, is a good support for the development and growth of health and wellness tourism [4], constituting itself as one of the most widely used terms nowadays, present in many discourses about life and everyday life in general [5], transversal to multiple scientific areas such as psychology, economics and Health Sciences in general [6]. According to [7], cross-border structures are "modalities of cooperation between local or regional government units across the border of two distinct countries in order to promote common interests and improve the living conditions of populations within the limits of geographical scope of cooperation", with the Euro-regions being established to overcome artificial barriers between regions and ethnic groups, with an evolution from shared activities such as cross-border employment or the sharing of Similar economic and social characteristics, such as in the Euro-region North of Portugal and Galicia. At borders, tourism has become a strategic political tool to strengthen the regional image, shape common identity narratives and facilitate interactions, making these regions, nowadays, challenges for the actors of territory, representing a priority area for the implementation of territorial development strategies [8]. One of the strategies, which constitutes the reference to the aforementioned argument, is the thermal and water Euroregion, which gave rise to the thermal and water route, product-leader in the region of the Eurocity Chaves-Verín, with the development of the first Cross-border tourism product of the European Union, based on the promotion of thermalism: the Thermal and Water Route VerínChaves-Vidago. The Euroregion Galicia-North of Portugal is the area of the Iberian Peninsula with the largest number of thermal springs. The thermal and water route is part, since 2015, of the European Cultural itinerary that integrates the European Historic Thermal Towns Association (EHTTA), a cultural route certified by the Council of Europe. It allows to know the richness of the mineral-medicinal springs of the destination and, at the same time, the three historical villages that emerged around the springs: Verín, Chaves and Vidago. It combines the urban routes of both municipalities with a cycle tour that coincides partially with the Tâmega River. In any tourist office in the Eurocity, the “Aquista Pack” is made available, whose central element is the passport, a travel guide in which tourists record the stamps that certify the passage through the different springs and that will allow, at the end of the route, to

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obtain the Certificate of Ambassador of the waters of Chaves-Verín. The scanning of the route for ePassport implementation is being performed. A digital passport that through a mobile application will allow tourists to replace the physical format on paper. The application will allow the stamp by reading QR in the springs of the route and in the end, will be generated the Certificate of Ambassador in PDF format.

2. Literature Review The project "0058 DESTINO FRONTEIRA 6 E" (Border Destination), was developed, aiming to implement a tourism development strategy of the SPAINPORTUGAL border as a unique, integrated and structured destination, based on the shared endogenous resources and supply smart specialization, which will reduce context costs, decrease territorial inequalities and promote the sustainable development of border regions throughout the cross-border territory of Portugal and Spain, consisting of 7 Spanish provinces (Ourense, Pontevedra, Zamora, Salamanca, Cáceres, Badajoz e Huelva) and 10 Portuguese districts (Viana do Castelo, Braga, Vila Real, Bragança, Guarda, Castelo Branco, Portalegre, Évora, Beja e Faro), based on the valorization of the following aspects: Relevance in its tourism potential; recognition on the part of potential tourists; and territorial homogenization and geographic dispersion. The entire territory has a surface area of 143,000 km2, a total population of 2,677,000 inhabitants in Portugal, and 3,373,000 inhabitants in Spain, which translates to about 6,050,000 citizens, who live and work in about 1,200 km of Border [9]. This territory has decisive endogenous resources in the development process as a tourism destination, essentially inland: 223 Cultural and Heritage resources; 11 World Heritage assets; 13 festivals of international tourist interest; 199 Cultural Heritage resources; 80 resources/areas favourable to nature tourism practice; 4 National Parks; 9 Biosphere Reserves; 20 Natural Parks, 3 Geoparks; 11 Active Tourism resources. The objectives of this project will be, to present concrete proposals, applied to the whole region, namely: the proposal of joint governance strategies in the region as a tourism destination; economic viability of the region as a destination, assessed through the creation of local companies associated with the tourism sector; use of endogenous resources and existing know-how; intelligent specialization of the region, at the level of tourism supply and appreciation of the tourism experience; and priority to creating jobs and preserving the environment with a view to the sustainable development of the region, in an environmental, social and economic perspective. This project aims also the development of successful tourism products, with potential for development and economic valuation along the entire border, aiming to focus on the following areas [9]: wine tourism (throughout the border there are wine regions of recognized prestige); cultural tourism: (the entire border presents a very wide set of historical and cultural heritage, namely the elements classified as World Heritage by UNESCO and medieval fortifications); Nature Tourism (it is possible to travel across the border crossing different spaces, associated with different landscape classifications and national and international protection typologies; "Water" tourism (regarded as a common resource for the two territories and the cross-border territory in particular, associated with seas, rivers, springs of natural or thermal water, which in certain border territories have already

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originated shared tourism products, as the case of the thermal and water route, in Verín – Chaves-Vidago. The Eurocity Chaves – Verín, is considered a pioneering project in the Iberian Peninsula, which, in addition of being an European Grouping of Territorial Cooperation (EGTC), has been inserted into a set of entities such as the Atlantic Axis, the Working Community Galicia – Northern Portugal, Iberian Network of crossborder entities (RIET), and also a cross-border tourism project (0058 Destino Fronteira 6 E, 2018), associated only with tourism activity, which intends to create a border tourism product, promoted with the administrations of cross-border cities, and the existing eurocities (Guadiana and Chaves – Verín), – aiming for the tourists not to cross, but to walk it, knowing in this way the whole offer of the border region as a destination. In October 2015, the Eurocity Chaves – Verín Project was awarded for its strategic vision, winning the European Commission's Oscars as the best European project – the cross-border cooperation project between Chaves and Verín, the Regio Stars award 2015 in the City Stars category, an initiative organised by the European Commission since 2008, which distinguishes Europe's most innovative and inspiring projects funded by EU cohesion policy funds. According to [10] this cooperation project covers two cities cooperating across the border, and whose reasons for the establishment of the Eurocity have been [11]: proximity, affinity and historical relations; opportunities for growth and economic development; avoid duplication of equipment and costs, and also the practical application of the principle of European integration. The conversion of the reasons into objectives was concreted in the document "Strategic Agenda of the Eurocity" which created three main objectives [10]: Eurocitizenship; Sustainable development; and Economic dynamism. Regarding its specific objectives, it’s possible to highlight the promotion of cross-border relations between the entities involved, based on the complementarity of the endogenous resources and the history of secular coexistence, through the promotion of a European citizenship model; Fostering institutional, economic, social, cultural and environmental convergence between the two cities, using the border effect as an opportunity for territorial and socio-economic development; Create management mechanisms and revaluation of the territory, able to establish and attract population, create and consolidate employment dynamics and ensure the fixation of productive investments; Combining efforts and resources, through the planning and joint management of equipment, services and infrastructures in the territory and fostering its use as a dynamic instrument for the coexistence of the population; and also collaborate with the Galicia-North Portugal working community, the AECT “GaliciaNorte de Portugal”, the “Castilla y León-Norte de Portugal” working community, the CT of the Tâmega Valley and the Atlantic Axis, and other regional and local territorial entities, concerning the implementation of cooperation projects. Regarding the tourism sector, there are countless initiatives already streamlined and others projected and implemented soon, creating networks of collaboration and cooperation following a bottom-up strategy [12]: Creation of the brand "Visit Chaves – Verín" as a destination, already disclosed in the tourism fairs (e.g. FITUR), Galicia and ERTPNP (Porto and North Regional Entity); It is the first cross-border destination of the Iberian Peninsula; Creation of a platform – with the Entrepreneurs, Guide Hospitality, Product and service guide – offering services, restaurants – with an associated app; Eurocity tour guide; Tourist map of the Eurocity; Tourism resources

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Geoportal; Social thermalism programs; Joint publications; The Cultural Agenda of the Eurocity, which unifies the cultural offer of Verín and Chaves-joint monthly events, distributed throughout the region, (schools, hotels, city Councils, services)accessible to residents and tourists, public services, restaurants, hotels – information networks, inserted in the objective of collaboration and cooperation network as a smart and fundamental strategy – with numerous associated events in the two regions; The creation of the "Thermal and Water route" and the Eurocity water brand-tourist itinerary, which communicates the urban centre of Chaves, Verín and Vidago, from south to north and from north to south. In the same itinerary, the tourist can enjoy in Verín, the offers of the thermal waters and then, by car or bicycle, through the Eco route (Tâmega Cross-Border Eco Route), know the urban centre of Chaves and the urban centre of Vidago, as well as the thermal offers of the two Portuguese regions – it is a joint itinerary, with an associated marketing strategy – the water (Tâmega River, thermalism) as a fundamental resource of Chaves and Verín, around which the tourism offer is structured [13]; Creation of products with thermal treatments in Chaves and visit to wineries in Verín, with gastronomic experiences possibilities on both sides of the border-creation of joint and integrated products; Valtamega Project (valuation of the environmental corridor of the Tâmega River) intends to improve the management of water resources and promote tourism through interpretative routesdevelopment of conservation and recovery projects for the Tâmega River that unites the two Countries - an environmental corridor with Eco routes, joint routes, such as the smuggling route – making the border permeable, more diffuse – eliminating the border effect; at the level of training, and aimed at all Euro citizens: Tourism resources courses; Journeys of tourism innovation; Interactive Workshops – tourism; Seminar with youth participation in cross-border groupings; Meetings of young entrepreneurs; Awareness-raising days on cross-border cooperation in emergency; "Start and create" journeys; Incentive and promotion of sports events: Eurocity hike "Route of the shrines"; Border Tour; Marathon BTT. Encouraging the consumption of local trade: edition of a Handbook of good practices, in collaboration with several stakeholders in the region, for dissemination to the population and incentive to consumption in the traditional trade of the two regions. It has been valued and dynamized, in partnership and cooperation with the stakeholders of the region, endogenous resources that are being converted into tourism products, in a perspective of complementary offer in the destination, aiming to strengthen the region competitiveness, based on diversified offer, around the thermal tourism, namely the wine and gastronomic tourism, nature tourism, sports tourism, and more recently the proposal of Bio-Healthy plans, with a more visible participation of entrepreneurs of the Hospitality and Restaurants. The document "Galicia Strategy for tourism 2020" strategic plan for the region, states that the thermal resources, in the whole of the tourism resources, are situated above the Way of St. James, in the research conducted by potential demand, on the websites of destination Galicia. With higher values compared to the thermal resources, are the historical resources-monumental and artistic, natural and landscaped, sun and sea, gastronomy and sport. In a lower position than the thermal resources are the Way of St. James, as well as the upcoming festivals and events. However, the same document refers, based on questionnaires applied to demand, that only 4% of tourists reported having performed activities associated with thermalism. The fundamental attributes, according to the strategic

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plan, are [14]: The Galician heritage, history and culture as singular and own elements, a reference that will facilitate the narrative in the definition and planning of all tourist products; The landscape, and the natural resources, both on the coastline with the beaches, as in the countryside with the natural parks and magical woods, along with the thermalism, resource of special uniqueness and potential in Galicia; The Galician gastronomy, with a unique and distinctive product base, and the high level achieved by the Galician cooks; The Way of St. James as a great resource, a differentiator factor that enables an international visibility and repercussion that would be difficult to achieve in another way. It also includes thermalism in the group of differentiators resources that assume a competitive advantage compared to other destinations of "Green Spain", direct competitors of Galicia, as a crucial tourism segment to annul the seasonality of the sector and that must be potentiated. This document mentions that, in the year 2020, Galicia should be referenced as a sustainable destination, concerned with the landscape and natural resources, both in the the Lower and Upper Rias and beaches of the coast, or in the natural parks of the countryside, consolidating a high quality offer, related to attributes of the so-called slow tourism, and high added value, highlighting, in this perspective, thermalism. It also includes the valuation of Thermalism in its strategic line 2 (Differentiator values and its potentiation), that in summary will be implemented in support of the creation of new products and services from the existing thermal resources in Galicia, based on innovation, with offers complemented with other products such as those of nature, culture and gastronomy, continuing, for example the action of the Eurocity Chaves – Verín (thermal and water route) and incentive to the Termatália initiative as an international benchmark in the valorisation and promotion of thermal and health tourism [14].

3. Methodology In the definition of the research methodology to be applied in the analysis and study of complementarity in the touristic offer in the region of the Eurocity ChavesVerín, a qualitative approach was considered appropriate. The objective of this research was to collect qualitative data, with a view to the synthesis of joint product information, organised by the two regions, around endogenous resources, and seeking complementarity in their supply based on the creation of strategic partnerships and fruitful synergies, with the objective of reducing seasonality and increasing the average stay in the region. In this sense, the Eurocity Chaves-Verín was contacted, to discuss, within the scope of the present investigation, the products in the region, addressing the points present in the descriptive sheet previously presented. Based on this objective, a descriptive sheet was elaborated for each of the products in the Eurocity region, considering the thermal offer, materialized in the thermal and water route, the product leader. Around the product-leader, were considered, the nature: Birdwatching route; the sport: BTT cycling route "of the Ham"; the culture: route of smuggling; wine and gastronomy: wineries and gastronomic fairs, "Planes Biosaludables"(Bio-Healthy Plans) (latest). The descriptive form, elaborated in this paper, presents the following evaluation items, for each product considered: Description; Who is involved; Diagnosis, Degree of activity priority; Demand/Supply; Degree of success; Future projects; Degree of complementarity (with which projects/stakeholders are complemented in the region).

An activity that has grown in recent years and has become very well-known in the bike tourism sector. Participants for years: 2016: 477; 2017: 360; 2018: 385.

The EuroCity ChavesVerin, AECT has developed a procedure for the tourism offices to borrow materials acquired in the Valtamega project to develop the activity of birdwatching.

Diagnosis

BTT Club de Chaves and supported by the Eurocity ChavesVerín.

Municipalities of Verín and Chaves through the tourist offices (Verín, Chaves, Vidago) coordinated by the Eurocity Chaves-Verín.

Municipalities of Verín and Chaves through the tourist offices (Verín, Chaves, Vidago) coordinated by the Eurocity Chaves-Verín, with companies that manage the different aquifer resources in both countries. The thermal and water route is a cross-border tourist activity of health and well-being. During the summer (June, July, August and September) is quantified the public received in the springs, the number of passports delivered and the number of people who finalise the route and who receive the diploma.

Who is involved

The beauty of the eurocity, the unique characteristics of the routes and the gastronomy are the attractions of the BTT route "of the Ham".

Valuation of natural spaces in cross-border municipalities associated with the river. The natural space that covers the rivers of the Tâmega River in Galician territory is inserted in the Rede Natura 2000 and classified as ZEC (Special Conservation Zone), about 180 species of Vertebrates.

It is a thematic touring that unites two countries through the conductive wire of mineral and thermal water. The route allows to know the richness of the mineral medicinal springs of the destination, and, at the same time, the three historical villages emerged around the springs: Verín, Chaves and Vidago.

Description

Sport: Btt Route "of the Ham"

Nature: Birdwatching Route

Thermalism, Health and wellness

Table 1. Descriptive synthesis sheet

4. Results

Smuggling, trade at the margins of the law, was supposed to be a survival option. It runs through some of the border settlements whose residents tell stories about night exits, through the hills, to bring coffee, grain and other goods. Also crossed this border with the complicity of the residents, political refugees and immigrants. This route leads tourists/visitors through villages that keep in memory episodes difficult to find in the books because basically it was better to keep them in secret. The cultural center of Vilarelho da Raia, promoter and ideologist of the route. Coordinated by the Eurocity Chaves-Verín, AECT, international promotion of roads. There are numerous attractions for this route at the cultural level, understanding that it is a thematic route in which the strong point is the dramatization of it.

Culture: smuggling route

In Verín, there are only consolidated 2 activities at this time, an initiative by the hoteliers that develops in a weekly way; On Thursdays in Verín "Pincho xoves" and the Open days of the Monterrei wines financed by the Xunta de Galicia, and the Monterrei wine Fair in Verín.

Lack of unity in the development of gastronomic experiences or wine tourism except in some events. Designations of origin develop their activities in an individual way.

Gastronomy is an element of integration in this cross-border destination, adding certain peculiarities to one and the other side of the border. Wine tourism: Designations of origin of Monterrei, and from Trás-os-Montes. The denomination of origin of Monterrei has 27 associated wineries throughout the district.

Wine and gastronomy: Wineries and gastronomic fairs

No data. Still being planned.

Municipalities of Verín and Chaves, coordinated by the Eurocity ChavesVerín, together with hotels and restaurants.

An innovative proposal that is born of the richness of the mineral medicinal waters of this territory. Responds to a new concept of tourism linked to water, nature, gastronomy, sport and health. BioHealthy plans include a three-step proposal around springs, destined for those who bet to renew their healthy lifestyles.

Bio-Healthy Plans “Planes Biosaludables”

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Supply

Demand

Degree of priority

Tourism based on the observation of birds and nature, is one of the resources for tourism development in rural space. Increasing profitability in the medium term.

The thermal and water route is the product-leader of the Territory, by its uniqueness and characteristics of the resources. Prioritization of modifications: version without logos of the project for the sale to hotels and tourist offices and analysis of the legal viability of the sale by the EGTC. Itinerant activity for the knowledge of the entire heritage of the region. It is mainly sought by families who spend more than a day in the destination and a motivation to visit all the spa heritage of 2 countries for the purpose, to obtain a certificate at the end of the route. 2018, visits to Springs: Verín: Visits to Springs: Cabreiroá: 582, Sousas: 243; Chaves: Bouvette: 51,276 Data of Ambassadors: 2016:243/2017:56; 2018:87;2019: Distributed 101 Packs. The route consists, in its own essence, in walking and simultaneously seeing, knowing, feeling.

Greater interest evidenced by the demand for nature tourism; Generic motivations by nature, an interior framing that drives tourists to visit a space, fundamentally, to rest, and enjoy all the landscapes of nature that offers the destination; Specific motivations: Observing certain species of birds, ecotourism and ornithology. Emergent offer: Designed three ornithological routes around the Tâmega River; Route of TamaguelosMourazos; Rota da Raia; Keys Lagunas route. The ornithological routes of the Tâmega Ecovia are signaled, with indicative signs and interpretive tables along the route. Two ornithological observatories allow the observation of birds in the lagoons of Mourazos and Chaves.

Nature: Birdwatching Route

Thermalism, Health and wellness

The fundamental attraction of the route is the fact that it is crossborder, linked to a great diversity of complementary offerings around gastronomy.

Sports tourism as an opportunity for the destination, (Geography of the Tâmega Valley and bicycle path Chaves-Verín). Search has been growing. The fundamental attraction of the route is the fact that it is a crossborder route.

Sport: Btt Route "of the Ham"

The route of smuggling by Feces, is promoted as a route; In the area of Verín there are more routes with this denomination, consolidated and with attractions that compete with this border route. The known routes of smuggling by Vilardevós, 3 signaled routes, with natural attractions that are converted into attractive, with a complementary infrastructure.

Interest on the part of individuals, as a route and as a recreational activity in contact with nature and for knowledge of the most rural area of the Eurocity.

Its transformation into tourist product.

Culture: smuggling route

Close to the two denominations of origin, there is a variety of wine tourism activities, from the visit to wineries, tours between the vineyards, grape varieties, to the knowledge of the associated archaeological heritage. There are numerous gastronomic events that take place throughout the year, such as fairs and festivals, which allow you to taste the most traditional cuisine of each location and acquire the diversity of its products

There is a marked demand for information and requests for gastronomic experiences, visits to wineries, ..., all year; Many of them are not successfully answered due to lack of implication of their own wineries and lack of infrastructure for the sale of experiences.

Degree of priority in the implication and development of products and routes linked to gastronomy and wine tourism should be a priority either by public entities as private.

Wine and gastronomy: Wineries and gastronomic fairs

Three separate plans, each includes a proposal to spend a weekend in Chaves-Verín, enjoying its waters, its active tourism proposals and its Menus. Subsequently at home, the Healthy life Rhythm recommended by the specialists is followed, accompanied with the bottled mineral waters prescribed in each case.

Addressed to all who seek encouragement to opt for healthy living habits, or to those who wish to reinforce their commitment to health.

High. It is a priority to order the healthy offer of the destination around 3 axes: thermalism, physical exercise and healthy eating.

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Degree of complementarity

Future projects

Degree of success

The creation of a bicycle tourist product with the aim of increasing the number of days of the event and extending the visitor's stay that comes to the destination to ride a bike.

Thermal and water route or the Way of St. James.

Creation of a tourism product that allows the development of accommodation packages + the activity with the objective of marketing in demanding markets of such products as the United Kingdom.

Ornithological Tourism/ecotourism/Nature tourism/sports active tourism. Collaboration with industry professionals (bird guides; In the organization of punctual birds’ routes) for a respectful and sustainable tourist offer with nature, birds and biodiversity.

Scanning the route with the ePassport implementation. A digital passport that by means of a mobile application will allow to replace the physical format on paper. The application will allow the stamp by reading QR in the springs of the route and in the end, will be generated the certificate of Ambassador in PDF format. At the same time, it’s improving the user experience of the route through augmented reality. Transversal product with the ability to streamline the entire tourism sector. There is a greater commitment on the part of the tourist agents of each municipality, so that hoteliers can promote weekend tourist packages, tour operators can offer/commercialize the product and restaurants can collaborate in Creating healthy menus.

Source: Compiled by the authors

Exponential growth; The need for public administrations to maintain infrastructure related to bicycle sport (cycle paths, information points) and the creation of new infrastructures.

The organized group activities had a great acceptance. Lack of institutional support and entrepreneurs who take advantage of this type of market as a complement to the destination. Bird watching routes organised by the Eurocity ChavesVerín, EGTC:2016:34 users; 2017:41 users.

The degree of success of this activity involves the implication and dissemination by the tourist informers of the territory and the possibility of visiting the bathing/thermal infrastructure of the Eurocity, managed by each municipality.

Sport: Btt Route "of the Ham"

Nature: Birdwatching Route

Thermalism, Health and wellness

Experience Tourism; Thermalism, Health and wellness; Wine and gastronomy

Transformation into product and/or the official adaptation framed in a PR-G, a certification of routes homologated at Galician level, which holds, signals and promotes the routes at regional level; It goes through converting it into a theatrical route, a recreational activity accessible to all audiences; Demand for public-private strategic planning with the support of the agents of the destination. Work with tour operators in the creation of product and commercialization the largest scale.

Culture: smuggling route

Thermalism, Health and wellness; Bio-Healthy Plans.

Work with the DO Monterrei and the DOC Trás OS Montes in the creation of cross-border product "Border Wines".

Creation of an institutional structure in which the main stakeholders are represented, which can significantly promote the tourism development of the route.

Wine and gastronomy: Wineries and gastronomic fairs

Thermal and water route, wine and gastronomy route, Birdwatching and smuggling route.

Restaurants offer must be part of the bio-healthy product of Chaves-VerínVidago by three ways:1-forming the restaurants of the destination in healthy and allergenic cuisine.2Promoting a prescription of healthy dishes with local products.3Highlight the healthiest menus of the restaurants in the destination.

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Table 2. Complementarity matrix on dominant products in the Eurocity region Thermalism , Health and wellness

Nature: Birdwatching Route

Sport: BTT Route "of the Ham"

Culture: smuggling route

Wine and gastronomy: Wineries and gastronomic fairs

Bio-Healthy Plans “Planes Biosaludables”

Thermalism, Health and wellness Nature: Birdwatching Route Sport: BTT Route "of the Ham" Culture: smuggling route Wine and gastronomy: Wineries and gastronomic fairs Bio-Healthy Plans “Planes Biosaludables”

Source: Compiled by the authors

From the analysis of the complementarity matrix between the tourism products already offered and planned for the short term, it is possible to conclude that the thermal offer in the region complements most of the supply of the other products. Then, planning the offer of bio-healthy plans also intends to associate and complement all the other offerings already planned in the region, valuing globally the tourism of experiences for this destination. There is a consolidation of the thermal supply as a product-leader, and a concern for the creation, planning, and involvement of all stakeholders in the region, in the continuous improvement of the tourism offer, at several levels, aiming at increasing the region notoriety as a tourism destination, enriched by the specificity and condition of cross-border destination.

5. Conclusions Health tourism is distinguished in two concepts: medical tourism (curative on the basis) and Wellness (Health and well-being) [15]. Health problems because of the stressful way of living accompanied by bad eating habits have made consumers gradually more aware of health, considering that health should not be taken as guaranteed. This understanding resulted in a shift to alternative prevention and cure health methods, of a natural and alternative basis, leading health tourism to grow continuously and resulting in a high increase in revenues and profits [16]. The regions associated with the supply of health and wellness tourism will be able to develop complementary tourism products, based on the diversity of endogenous resources present in their territory, in a hedonic perspective of experience tourism. Regarding the tourism experience, according to [17] tourism increasingly involves a hedonistic aspect, or a desire to experience different types of

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bodily and spiritual pleasure, which sometimes implies the very denial of everyday life, given that tourists wish to have tourist experiences capable of Provide moments of fun, wellness, joy, and relaxation. The studies that address the touristic experience from the hedonistic viewpoint highlight the relevance, in its theoretical framework, given to the memorable and immersive experiences that the client seeks [18, 19] in an extremely competitive environment. In the experience economy, distinct from the services economy, the profitability of the tourism sector increases in the same proportion as consumers enjoy their experiences [20]. The region of the Eurocity Chaves-Verín can provide a complementary offer to health and wellness tourism, enriched in the diversity of regional endogenous resources, capable of valorisation and dynamism, able to generate tourism experiences that convert the region in a competitive destination, in the context of wine and gastronomic, cultural, sports, and nature tourism. Gastronomic tourism has been valuing endogenous resources in the regions where it is fomented. According to [21], gastronomic tourism emerges as an indispensable resource that adds value and provides solutions to the need for destinations to differentiate themselves and offer exclusive products. In this way, five reasons justify this evergrowing phenomenon, namely the need for a destination to differentiate itself and create a unique trade proposal, in the pursuit of the authentic. Simultaneously the tourism destinations use the gastronomy to attract tourists, directing the tourist flow to less visited destinations, as well as devise an effective communication strategy through the use of a narrative that pleases easily to the emotional side of the visitor and offers deeper and more meaningful experiences, able to leave a more lasting impression. Finally, these unforgettable and authentic experiences make visitors faithful, and can become the best ambassadors, as they share their positive experiences with other travellers. This analysis of the UNWTO results in the appreciation of traditional gastronomy as a strategy of dissemination and promotion of less well-known, less saturated destinations, converting the typical foods of a region, in a decisive resource in the promotion of a tourism destination. In Portugal, [22] considers the gastronomy and wines an active qualifier tribute and mentions that traditional gastronomy is present throughout the country. The recognition of the culinary arts creates added responsibilities in terms of defending its authenticity, as well as its appreciation and dissemination, both internally and internationally. Recognizing this research on culture as a decisive resource, we can consider that culture refers to peoples and their social characteristics, traditions and behavioural patterns, involving the generality of singular characteristics and unique, associated with a culture, making them so authentic. It can be considered a "living identity", interpreted as a process that covers what residents think, do, create and exchange with other people [23]. Deepening this consideration, cultural tourism involves the activities undertaken to show the lifestyle of different communities and cultural groups, their history, beliefs, artefacts and monuments created [24, 25, 26], seeing local communities in their culture and traditions an important tourist attraction, being increasingly more frequent the transformation of their cultural assets into competitive advantages, being determinant to convert this heritage, material or immaterial [27] into tourism experiences. Nature tourism will also be a typology always present in this region supply, in a complementary way to the product-leader, the Thermalism. UNWTO proposes, as part of a health tourism strategy, that destinations should address travel facilitation issues [28]:

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 Visa policy, greater connectivity, security, and a mobility framework for people with disabilities;  Diversification of markets and segments of origin;  Investment attraction;  Establishment of a regulatory framework, including legislation, incentives and standards;  Service and infrastructure quality standards;  Training and skills development;  Health Tourism certification of facilities and practices; well as  Products development, involving, for example, tourism of meetings or gastronomy. Nature tourism can fit in this region, typologies such as birdwatching or hiking tourism, to which the UNWTO designates as "Walking Tourism" [28]. To UNWTO, even if hiking tourism can be developed anywhere, a destination needs to think of its potential, depending on its objectives and target segments (from casual walkers to serious walkers). During the development phase, the key elements are the following [28]:  Route characteristics (attractiveness, security, difficulty level, access);  Necessary facilities (signage, information, sanitary, places to rest, ....);  Maintenance System;  Economic opportunities (accommodation, transport, cultural programmes, links to gastronomy and wine tourism);  Marketing and commercialization. The birdwatching, framed in the offer of nature tourism, can be favoured by the concentration of other elements in this destination either by the Tâmega river, belonging to Rede Natura 2000, also the Tâmega Eco Route, as for the diversity and quantity of different species in this natural space. However, despite the aptitudes and characteristics of this environment for attracting tourists motivated for birdwatching, the development policies and marketing strategies agreed by the Governments of both municipalities are scarce or non-existent. On the part of the Eurocity Chaves-Verín (EGTC), a procedure was developed for the tourism offices to carry out the loan of materials acquired in the Valtamega project to develop birdwatching activity. Ornithological tourism can encompass within the area of ecotourism, which, together with nature tourism and sports active tourism, make up nature tourism. At borders, tourism is usually a strategic political tool for strengthening the regional image, shaping common identity narratives and facilitating interactions, making these regions, nowadays, challenges for the actors of territory, representing a priority area for the implementation of territorial development strategies [12, 29]. In Chaves-Verín, the thermal cluster has been relevant to support the initiatives arising in the region, and networks allow the exchange of knowledge, products and services. In conclusion, it is noteworthy the consolidation of the thermal supply as a product-leader, and a concern for the creation, planning, and involvement of all stakeholders in the region, in the continuous improvement of the tourism supply, visioning the growing notoriety of the region, enriched by the specificity and condition of crossborder destination, in which the Eurocity Chaves-Verín assumes a privileged role, since the figure of the European Grouping of Territorial Cooperation confers institutional autonomy to act as a governance agency in the region as a tourism destination.

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Visit motivation influenced by distribution channels: the case of Paiva Walkways Dália Liberato1 ( ), Verónica Bernardo1, Pedro Liberato1, Elisa Alén2 1

School of Hospitality and Tourism of Polytechnic Institute of Porto (ESHT), Rua D. Sancho I, 981, 4480-876 Vila do Conde, Portugal [email protected], [email protected], [email protected] 2

Faculty of Business Sciences and Tourism, University of Vigo, Ourense, Spain [email protected]

Abstract. The Paiva Walkways, in Portugal, opened in 2015, gave an important impulse to the tourism dynamic of Arouca municipality. This tourist attraction lacks scientific studies, in the context of tourism. Thus, it was developed a study about the tourist motivation of international visitors of this infrastructure, in the year 2018. The main goal of this research is to understand if the sources of information available (distribution channels) on the Paiva Walkways influence the motivation of the visit, concerning international demand. It was used a quantitative methodology through survey by questionnaire, sent via e-mail to 3639 contacts contained in the database relating to the reservations that were made online. The results of the hypothesis show the relation between the Push dimension and: official website of Paiva Walkways, websites with information about Paiva walkways, family and friends’ recommendation, Tourist office in Arouca, brochures about Paiva Walkways, guides (on paper), and blogs, forums or social networks. Also, a statistically significant positive relationship between the Pull dimension and official website of Paiva Walkways, websites with information about Paiva Walkways, family and friends’ recommendation, travel agency and/or tour operator, tourism office (outside of Arouca), tourism office in Arouca, brochures about Paiva Walkways, guides (on paper), blogs, forums or social networks, radio and television, tourism fair and previous experience. On average, the importance is higher for “Official website of Paiva walkways”, followed by "Websites with information about Paiva walkways", items with a mean value much higher than the intermediate point of the measurement scale.

Keywords: Paiva Walkways · Arouca · Tourism Motivation · Distribution Channels

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_57

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1 Introduction Due to the support that the United Nations Educational, Scientific and Cultural Organization (UNESCO) confers on Geoparks, [1] support the thesis that Geoparks praise geotourism, when analysed together, being emphasized by UNESCO, the socio-economic benefits to the community. For the authors, the objectives of a geopark broaden the focus of geotourism, to the extent that they intend to sensitise and educate for sustainability, conserve the available natural resources and respect while promoting the environment and integrity of landscape. In a perspective of strategic management of the destination, the Arouca Geopark management organization has defined, in the short term, the following objectives [2]: Valuing the geological heritage and the rest of the natural and cultural heritage; Streamline activities and products for a science territory; Promote quality and contribute to the policies of planning in the area of environment, agriculture and forest; Promote education for sustainability; Promote a geotourism approach with special emphasis on the qualification, organization, promotion and marketing of strategic tourism products; Promote territorial dynamics, socio-cultural animation and reinforce the sense of belonging; Strengthen and streamline cooperation, partnerships and networking. Concerning visitors’ nationalities of the Paiva Walkways, the following table shows the percentage of national visitors and the percentage of visitors from the ten main issuing countries. The national market occupies the highest percentage despite the residual, but gradual, decline. The main issuing countries are, by proximity, Spain and France. It is worth highlighting the presence of two intercontinental countries in the top ten of the issuing countries, namely the United States of America and Brazil (table 1). Table 1. Paiva Walkways visitant’s nationality 2016 2017 2018 97,4% 93,6% 88,7% Portugal 0,8% 3,4% 8,2% Spain 0,7% 1,3% 1,3% France 0,03% 0,05% 0,3% Germany 0,2% 0,4% United Kingdom 0,1% 0,05% 0,17% 0,2% USA O,1% 0,16% 0,2% Belgium 0,15% 0,15% 0,2% Switzerland 0,14% 0,2% The Netherlands 0,11 0,06% 0,08% 0,2% Luxembourg 0,04% 0,06% 0,1% Brazil Source: Arouca Municipality, 2019

The success of this infrastructure is proven through the several awards earned, such as the World Travel Awards 2016, 2017, 2018 and 2019 in the category of Europe's leading tourism development project, in the category Europe’s best adventure tourist attraction in 2018 and 2019, at the global level, also in 2018, the prize of “Best tourist attraction adventure of the world”. They also won the Geoconservation Prize in 2017 and the Wood Architecture National Prize in 2017. This study intends to understand if the sources of information available (distribution channels) on the Paiva Walkways

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influence the motivation of the visit, concerning international demand. The network of tourism distribution channels is extremely complex [3] and the role of distribution channels is crucial for the development of the destination [4, 5]. To [6] the concept of distribution channel, associated with tourism, refers us to a definition of the tourist distribution chain that translates into the activities of distribution and commercialization of tourist services. There are several entities that make up the supply of distribution channels, for example, service providers, tour operators or travel agencies. Regarding the relations between these entities, two groups are identified: relations between suppliers and intermediaries and relations between wholesalers and retailers. [7, 8] consider it crucial to study the tourist motivation to the extent that motivation is the motor of the tourist's behaviour [7, 8] and, in this way, the studies allow to evaluate which markets, whose tourist motivations coincide with a particular destination and better define marketing strategies. In this perspective, [9] emphasize the importance of the study of the tourist motivation, referring further, that this is complete with the study of the limitations that prevent the individual from traveling. The theory of travel motivation, titled Travel Career Ladder (TCL), defines the tourist motivation in five levels of necessity: physiological, safety, relationship, self-esteem and personal achievement. Thus, like the needs defined by Maslow, the needs of travellers have also begun to be seen in hierarchy in the order described above. Still, it is considered that travellers don’t have only one level of motivation, but rather a diversity of needs of the different levels. It is also important to mention that the tourist motivations of each individual change according to the travel experience, which allows people to affirm that they have a "travel career", that is, throughout their lives and the different experiences obtained in different destinations, tourists will change their motivations [10, 11, 12]. But this is not the only theory developed to support the empirical study of tourist motivation. Used as a support of several studies, joins the theory of travel motivation the theory of Push & Pull and the theory of self-determined motivation, for example [8, 9, 13].

2 Literature Review 2.1 Distribution Channels The relationship between supplier and consumer, as active parts in the distribution process, is extremely important, given the current panorama where there is a greater predisposition for changes in marketing functions and in the distribution channels themselves. There are several factors related to these possible changes in distribution structures, such as the rapid growth of vertical marketing systems, the intensification of competition between different channels, the increase in disparity and the speed of Growth of the life cycles of the institutions [14, 15, 16]. An effective distribution is fundamental to the success of the development and commercialization of tourism products. In summary, the distribution channels are defined as the process of providing a product or service, making it available and linking the agents of the tourism sector (supply) and their potential customers (demand). This link can be organized directly or indirectly through one or more intermediaries such as tour operators, travel agencies and tourism organisations [4, 15, 16]. Within the same line, distribution channels are defined by [17], as sets of organizations in order to provide

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goods and/or services, supported by marketing strategies. This is a definition that meets the perspective of the AMA – American Marketing Association, which states that the distribution channels are “an organized network (system) of agencies and institutions that jointly perform all the necessary functions to link producers with endusers to accomplish the marketing task”. Thus, the process of distributing goods and/or services plays a competitive role that allows access to a vast network of contacts, being its basic functions the facilitation of search, creation of loyalty in transactions, among others. This way it is possible to reduce distribution costs and access the target market more easily [17]. It is emphasized by [19], the relevance of studies on internationalization strategies, the entry into different markets and distribution channels adopted in order to obtain more knowledge about movements and changes in international markets. [20] argues that distribution channels are the means of any supplier communicating and selling tourist products. To achieve the highest number of audiences and as assertively as possible, the market segmentation technique is used to subdivide a heterogeneous market into homogenous subgroups, which share certain characteristics, such as behaviour, motivation and needs. However, [21] states that it is not only in previous stages to decision-making regarding travel, that the visitor seeks information and accesses to distribution channels. The visitor seeks a number of sources of information to select the destination, length of travel, local agents, identify transport and accommodation [21, 22] and, after these decision-making, research several post-purchase information to obtain additional information such as climate, food and entertainment [21]. Although recognized late, distribution channels have attracted more and more attention from researchers. Recent studies show that the distribution of tourism has as main functions the information service, the combination and the organization of trips. Thus, most channels inform potential tourists, group different tourist services and constitute mechanisms that allow consumers to choose, confirm and pay services [23]. Technological advances and the development of the internet have stimulated the study of the use of different sources of information online in relation to more conventional sources of information [23]. This technological evolution, alongside changes in consumer preferences, has increased the multichannel distribution and the range of channels available to the supplier, channels that can attract different market segments. However, [24] argues that this multiplicity of channels and the absence of properly studied methods can lead to questioning its efficiency. The previous study of the channels use is fundamental, in order to determine which ones are most effective to the type of business and which are the most popular. In this way, the author states that "deciding which distribution channels to use and in what combination is therefore critical and challenging". The internet also amplified the complexity of the decisionmaking process about travel, as it became the main channel for the search for information by travellers [4, 20]. A single interaction on the internet can, for example, provide information about a product and, immediately, sell it through an online payment method, while interactions with more traditional channels, separate these functions and have a breadth of more restricted information. [3, 20] highlight the importance of the internet nowadays stating that its scope, for the marketing of tourism products, is global, which allows an immediate confirmation, the issuance of reservations documents quickly, provides a greater flexibility and enables possible travellers to make "last minute" bookings. [22, 25] consider that the emergence of the

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internet represents the greatest change in the information sources used by travellers. Although this has become the most widely used source of information, [22] argue that the search for information occurs, in the first instance, internally, when the individual uses his long-term memory of relevant knowledge about the base product and, in a second phase, uses external sources where it encompasses not only digital channels, but also brochures, guides, tour operator brochures, travel agencies, advertising and opinions of family members and friends. The authors consider that collecting, processing and evaluating information is an integral part of the journey experience. In this way, the search for information allows visitors to reduce the level of uncertainty and improve the quality of a trip [26]. It isn’t only the choices available to consumers, that are affected by the structure of the tourism industry's distribution system. The business models and marketing strategies adopted by the several players also demanded a transformation given that advances in information and communication technology foment the emergence of more layers of intermediaries ignoring traditional intermediaries. Thus, from an operational standpoint, the use of distribution channels depends on the understanding of the evolution of the market environment and the absorption capacity of technology, in order to add value to intermediation services and become more competitive. In this distribution chain, the different participants, from different levels, will continue to compete, cooperate, change relationships, merge and form partnerships, regularly [4]. The rapid emergence of new technologies has developed facilities that have made emerging new and revolutionary distribution channels such as social networks, online analysis sites and services based on mobile location. Tourism sector has been forced to shape itself with new technologies in order to remain competitive and successful resulting in the emergence of online travel agencies and modifying the consumer's reservation power [3]. The fact is that the tourism sector is a strong reference on how technological development can affect an industry. Before this digital revolution, the only opportunities that suppliers had to commercialize their products was using intermediaries. Given the intangibility of the tourism product, intermediaries and consumers depended on the accuracy and updating of the information [25]. Despite all these changes, human interaction remains important, adding value, confidence and brand [4]. The authors further argue that the consumer must realize that, despite the facilities of technology and this offer ability to compare, this process requires time and effort to go through the current complex structure of distribution. Consumers should consider that human interaction can add value to their experience and save their time. In addition, it should be considered that, by opting for comparison, online travel agents don’t always offer the lowest values. The opportunities that the internet offers to the tourism sector are immeasurable. However, these also give the opportunity to the traveller to easily criticize the services publicly, as is example the online platform Tripadvisor [3]. In short, the main objective of a distribution channel is to make the product available to the right consumer, in the required quantity and at the appropriate time and place, thus facilitating sales. This transaction can be done directly or indirectly, and the proliferation of information and communication technologies has accelerated the growth of direct channels [27]. Briefly, distribution channels are the engine of the distribution of tourism services to the extent that they facilitate the connection between supplier and final consumer. The

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internet had and has a preponderant role in this distribution chain and facilitates the best access to information, on the part of the visitor (table 2). Table 2. Distribution channels Distribution channels The role of distribution channels is crucial for the development of the destination. Tourist distribution chain that translates into the activities of distribution and commercialization of tourist services. The relationship between supplier and consumer is extremely important given the greater predisposition for changes in marketing functions. Distribution channels are defined as the process of providing a product or service, making it available and linking the agents of the tourism sector and their potential customers. Sets of organizations in order to provide goods and/or services, supported by marketing strategies. "An organised network of agencies and institutions that jointly perform all the functions necessary to link producers with end-users to carry out the marketing task”. The visitor seeks several sources of information to select the destination, the length of the trip, the local agents, identify transport and accommodation. Technological advances and the development of the Internet have stimulated the study of the use of different sources of information online compared to more conventional sources of information. The internet has also amplified the complexity of the decision-making process about travel. The emergence of the Internet represents the greatest change in what concerns the sources of information used by travellers. Source: Authors

[4, 5] [6] [14, 15, 16] [4, 15, 16] [17] [18]

[21, 22] [23]

[3, 4, 20] [22, 25]

2.2 Push and Pull factors It is possible to affirm that Push and Pull factors refer to internal and external impulses, respectively. That is, the impulse of the individual to visit certain destination (Push) and the attributes that each destination possesses which attract the tourist (Pull). Thus, Push factors are related to the individual's internal desires such as rest, social interaction with family or friends, health or increased knowledge, while Pull factors refer to the safety of the destination and activities available [7, 9, 12, 28]. [12] affirm that internal impulses, referred to as Push factors, regard to the impulse of the individual to go and travel. However, the tourist can change certain choice of activity, travel and/or service, in favour of others. Here are preponderant factors Pull, which influence the selection of the destination and services. These factors relate to tangible resources such as infrastructures and tourist attractions of the destination and the perception that tourists have about the destination is fundamental to the decisionmaking process. After the first impulse to travel, related to Push factors, the Pull factors define the choices, being these the main attraction factors of the destination [12, 28]. On the one hand, Push motivations reveal the desire to travel and, on the other, Pull motivations explain the visitor's final choice [9].

3 Results It was used a quantitative methodology through survey by questionnaire, sent via e-mail to 3639 international contacts contained in the database relating to the

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reservations that were made online. The sample consists of 204 elements (international tourists). Table 3. Socio-demographic profile of the sample Gender Age (N=201) (3 no answers)

Education

Monthly income gross (individual)

Male Female 18-24 25-34 35-44 45-54 55-64 +65 Basic or lower education High School Post-secondary education Bachelor Master's degree or higher

Frequency Percentage 97 47,5 107 52,5 8 4,0 37 18,4 58 28,9 59 29,4 37 18,4 2 1,0 5 2,5 10 4,9 9 4,4 43 21,1 137 67,2

Less than 1000 €

19

10,7

81 45,8 36 20,3 41 23,2 4 2,0 6 2,9 44 21,6 9 4,4 2 1,0 113 55,4 1 ,5 6 2,9 3 1,5 16 7,8 204 100,0 * Canada (2 elements), Finland (2 elements), Latvia (2 elements), Slovakia, Slovenia, Hungary, Ireland, New Zealand, Poland (1 element each) and 4 no replies. Source: own elaboration based on the outputs of SPSS (N=177) 27 NS/NR Country of origin

1001 - 2000 € 2001 - 3000 € More than 3000 € Belgium Brazil France Germany The Netherlands Spain Switzerland United Kingdom U.S.A. Other *

Table 4. Frequency table: How important were the following sources when you researched information about the Paiva walkways? 1 Official website of Paiva Walkways Websites with information about Paiva Walkways Family and friend’s recommendation Travel agency and/or tour operator Tourist office (outside of Arouca) Tourist Office of Arouca Leaflets about Paiva walkways Guides (on paper) Blogs, forum or social networks

N 2 14 60 154 146 113 87 110 49

% 1,0% 6,9% 29,4% 75,5% 71,6% 55,4% 42,6% 53,9% 24,0%

2 N 2 16 34 29 25 31 30 32 19

% 1,0% 7,8% 16,7% 14,2% 12,3% 15,2% 14,7% 15,7% 9,3%

3 N 30 65 43 13 20 37 45 45 61

% 14,7% 31,9% 21,1% 6,4% 9,8% 18,1% 22,1% 22,1% 29,9%

4 N 79 68 26 7 10 17 30 13 48

% 38,7% 33,3% 12,7% 3,4% 4,9% 8,3% 14,7% 6,4% 23,5%

5 N 91 41 41 1 3 6 12 4 27

% 44,6% 20,1% 20,1% ,5% 1,5% 2,9% 5,9% 2,0% 13,2%

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Radio and Television Publicities and/or articles in newspapers and magazines Tourism Fair Previous experience

N 141

% 69,1%

2 N 33

3

% 16,2%

4

5

N 15

% 7,4%

N 10

% 4,9%

N 5

% 2,5%

114

55,9%

31

15,2%

25

12,3%

22

10,8%

12

5,9%

148 133

72,5% 65,2%

32 27

15,7% 13,2%

14 24

6,9% 11,8%

8 12

3,9% 5,9%

2 8

1,0% 3,9%

The values indicated are reported to the measurement scale: 1-Nothing important, 2-Little important, 3-Important, 4-Very important, 5-Extremely important Source: own elaboration based on the outputs of SPSS

Table 5. How important were the following sources when you researched information about the Paiva walkways?

Official website of Paiva Walkways Websites with information about Paiva Walkways Family and friend’s recommendation Travel agency and/or tour operator Tourist office (outside of Arouca) Tourist Office of Arouca Leaflets about Paiva walkways Guides (on paper) Blogs, forum or social networks Radio and Television Publicities and/or articles in newspapers and magazines Tourism Fair Previous experience

N

Mean

204 204 204 204 204 204 204 204 204 204 204 204 204

4,25 3,52 2,77 1,39 1,52 1,88 2,26 1,87 2,93 1,55 1,96 1,45 1,70

Standard deviation 0,81 1,11 1,49 0,80 0,96 1,15 1,30 1,09 1,35 0,99 1,28 0,86 1,13

Coefficient of variation 19% 31% 54% 57% 63% 61% 58% 58% 46% 64% 66% 59% 66%

The values indicated are reported to the measurement scale: 1-Nothing important, 2-Little important, 3-Important, 4-Very important, 5-Extremely important Source: own elaboration based on the outputs of SPSS

On average, the importance is higher for “Official website of Paiva walkways”, followed by "Websites with information about Paiva walkways", items with a mean value much higher than the intermediate point of the measurement scale. The following are "Blogs, forums or social networks" with a mean value near the intermediate point of the measurement scale; Then "Recommendation of relatives and friends", followed by "Leaflets about Paiva walkways", after "Publicities and/or articles in newspapers and magazines", "Tourist office of Arouca" and "Guides (on paper)", followed by "Radio and Television" and "Tourist Office (outside of Arouca)", and then "Tourism fair" and "Travel agency and/or tour operator" means items with an average value lower than the intermediate point of the measurement scale. A statistically significant positive relationship is verified between the Push dimension and (table 6): • Official website of Paiva Walkways • Websites with information about Paiva walkways • Family and friends’ recommendation • Tourist office in Arouca

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• Brochures about Paiva Walkways • Guides (on paper) • Blogs, forums or social networks A statistically significant positive relationship is verified between the Pull dimension and: • Official website of Paiva Walkways • Websites with information about Paiva Walkways • Family and friends’ recommendation • Travel agency and/or tour operator • Tourism Office (outside of Arouca) • Tourism Office in Arouca • Brochures about Paiva Walkways • Guides (on paper) • Blogs, forums or social networks • Radio and television • Tourism Fair • Previous Experience Table 6. Spearman's correlation: relationship between the available sources of information (distribution channels) on the Paiva walkways and the motivation of the visit N=204 Official website of Paiva Walkways Websites with information about Paiva Walkways Family and friend’s recommendation Travel agency and/or tour operator Tourist office (outside of Arouca) Tourist Office of Arouca Leaflets about Paiva walkways Guides (on paper) Blogs, forum or social networks Radio and Television Publicities and/or articles in newspapers and magazines Tourism Fair Previous experience

* p < 0,05

Coef. Correlation Proof value Coef. Correlation Proof value Coef. Correlation Proof value Coef. Correlation Proof value Coef. Correlation Proof value Coef. Correlation Proof value Coef. Correlation Proof value Coef. Correlation Proof value Coef. Correlation Proof value Coef. Correlation Proof value Coef. Correlation Proof value Coef. Correlation Proof value Coef. Correlation Proof value

Push Dimension 0,250(**) 0,000 0,246(**) 0,000 0,223(**) 0,001 0,091 0,197 0,090 0,202 0,149(*) 0,033 0,174(*) 0,013 0,186(**) 0,008 0,168(*) 0,017 0,109 0,122 0,056 0,423 0,074 0,291 0,047 0,506

Pull Dimension 0,213(**) 0,002 0,294(**) 0,000 0,300(**) 0,000 0,200(**) 0,004 0,223(**) 0,001 0,366(**) 0,000 0,398(**) 0,000 0,379(**) 0,000 0,217(**) 0,002 0,248(**) 0,000 0,136 0,053 0,252(**) 0,000 0,239(**) 0,001

** p < 0,01

Source: own elaboration based on the outputs of SPSS

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This means that those who attribute more importance to the referred information channels, value more the dimensions of the motivation with them related.Therefore, globally, we can conclude that the hypothesis "H1: The sources of information available (distribution channels) on the Paiva Walkways influence the motivation of the visit", for the relations listed.

5 Final Considerations This result will meet the study of [29] that not only positively relates distribution channels with motivation but also states that they have effects on the assessment of satisfaction and loyalty, as different types of information sources have influenced the perception of the destination. This fact is verified in the source of information "previous experience" that presents a positive relationship with pull factors and in "recommendation of relatives and friends" that has a positive relationship with both factors (push and pull). This means that the parameters "intention of the repetition of the visit" and "intention to recommend the destination" inherent to the satisfaction [28, 30, 31], in this case, were applied. Together with the source "recommendation of family and friends", there is a strong appreciation of both dimensions of motivation by the sources of information "official website of Paiva Walkways", "sites with information about Paiva Walkways" and "Guides (on paper)", while the source "advertising and/or articles in newspapers in magazines" is unrelated to motivation. This corroborates the studies of [4] and [20] that, as verified in the literature review, affirm that the internet has become the main channel for the search for information by travellers. Still according to [20], which states that a single internet interaction can provide information about a product and sell it immediately through an online payment; the official website of the Paiva walkways encompasses these facilities. That is, official website of the Paiva walkways has available all the information about the infrastructure as well as has implemented an online booking system. Still, to resave the importance of the source "travel agency and/or tour operator" which, as emphasised by [4], despite belonging to the category of more traditional sources of information, continues to show great importance, as human interaction adds value and confidence to the final product. The item "Tourist offices outside Arouca" had a very positive correlation with pull factors but not significant correlation with push factors. Given the availability of information about Arouca and the Paiva walkways, in the network of interactive tourism stores, this relationship provides us with two important indicators. In the first instance, since 70% of respondents stated that Arouca was not their main destination, it could be concluded that the visitor didn’t have any information about Arouca upon his arrival at his main destination and, only then, at the local tourist office, obtained information regarding the Paiva walkways. In second instance, this raises the work carried out by the Regional Tourism Entity Porto and North of Portugal, regarding the project of the network of interactive tourism shops, as it conducts international tourists out of the major centres, as is the case of Arouca. Finally, the work carried out by the managers of the destination in the tourism fairs that creates a great impact on the pull motivations [32].

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Differentiation and market loyalty: an approach to cultural tourism in Northern Portugal Bruno Sousa 1 , Armandina Silva 2 and Alexandra Malheiro 3 1

IPCA ± Polytechnic Institute of Cávado and Ave, Barcelos, Portugal, CiTUR and UNIAG

[email protected] 2

IPCA ± Polytechnic Institute of Cávado and Ave, Barcelos, Portugal

[email protected] 3

IPCA ± Polytechnic Institute of Cávado and Ave, Barcelos, Portugal, CiTUR and UNIAG

[email protected]

Abstract. Considering the current dynamics of cultural touring and the growing importance of branding, the present study aims to understand the importance of cultural marketing in customer relationship management and customer loyalty, namely, how relationships between the various stakeholders are established, how important marketing is digital in the dissemination of cultural activities and what actions developed by cultural organizations to raise and retain public. The methodology used is based on the case study, where quantitative methods are used, based on the collection of surveys on cultural habits in the north of Portugal. The results seem to show that the general principles of marketing are currently adopted by cultural organizations, and their role is increasingly relevant. Attracting and retaining publics is one of the main objectives of cultural organizations, for the various advantages that come from it, namely, to promote the formation of audiences, because it is a potential source of financing and for contributing to the valorization of the brand. As a limitation, this case study focuses only on cultural equipment of performing arts, not covering other cultural areas of artistic production. Considering the deepening of the study and the potential comparison of results, it is suggested that the study be extended to other areas of culture (eg museological sector), where loyalty cards are used. This study intends to contribute to the debate on cultural marketing, highlighting the importance of cultural networks in promoting cultural touring and the circulation of audiences. Keywords: cultural tourism, cultural marketing, branding, loyalty

1

Introduction

Today's society is undergoing a period of great and rapid changes taking place around the world, which means that the economy develops based on strategic pillars such as innovation and creativity, particularly in terms of employment, with new methods and relations of employment job. Both creativity and economics are not new concepts, it is the way they interact with each other and their scope that have become remarkable [1].

© Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_58

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In the first half of the 1990s, discussions began about the valorization of creativity as an essential asset of the post-industrial economy, aided by globalization. From an economic perspective, globalization is characterized by greater permeability of national barriers to transactions, the mobility of global financial assets and the combination of fragmentation of global supply chains with access to previously unviable markets [2]. In the complex world of the early 21st century, society faces difficult challenges - such as polarization and economic inequality - so in order to respond to cultural, economic, social and technological challenges, it is essential to develop appropriate strategies for developing potentia creative in general [3]. It is in this sense that the creative economy, driven by globalization and technology, emerges from the economic environment in the early 21st century [1], based on symbolic, sophisticated consumerism, and built from the consumption of a more elaborate social demand, as opposed to the simple one consumerism, of utilitarian demand [3]. It is in this context that the creative economy is becoming increasingly important worldwide as the main link between culture, economy and technology [4]. Therefore, cultural tourism, despite its long history, seems to be one of the forms of tourism in which most policy makers invest because of its growing importance as a source of cultural consumption [5]. The development of a society becomes knowledge dependent, backed by values of the predominance of creativity and its creative activity [6]. The processes of creation of the knowledge society and the knowledge economy and modernization are analyzed in the general context of sustainable development processes and their fundamental principles are described [7]. The creation and modernization of the knowledge-based society and the knowledge economy are complex processes oriented towards the formation of the new quality of society and a qualitatively new lifestyle [6]. The best way to success is by adapting to changing market conditions, as future economic development is linked to technological progress, a high level of uncertainty, among other factors. Entertainment and leisure, in the broadest sense, and people's lifestyles create challenges for both the commerce and services sector and the industry sector: production automation, declining demand for human resources in industries and services form a new environment [1]. Today, sharp changes in the marketplace challenge communication, technology, and innovation, with the market increasingly competitive, dynamic, and drowning in information. Diversity and creativity act as the basic drivers of innovation and growth and regional and national development [8]. Combining these factors with the knowledge society and the convergence of the use of information technologies, policymakers point to cultural tourism as an important and capable market - cultural tourists are seen as desirable, educated, wealthy and able to reach where other tourists do not arrive. At all levels of administration, policies aimed at developing the cultural values of tourism are evident [2]. Tourism is therefore understood as a social phenomenon [4].

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Culture and Tourism

The cultural area is as complex and diverse as its own concept, encompassing various areas of science and knowledge, so finding a definition of culture seems difficult and with very different definitions. Goulart and Santos state that culture is nothing more than the social itself, represented by the totality of the relationships that the groups maintain among themselvesZLWKLQWKHLURZQFXOWXUHDQGZLWKRWKHUFXOWXUHV´DGGLQJ WKDW³LWLVWKHUHVXOWRIVRFLDOLQYHQWLRQEHLQJOHDUQHGDQGWUDQVPLWWHGWKUough learning and communication [9]. Tourism emerges from a human need to disconnect from everyday reality and travel through different worlds, through different cultures, either to satisfy a dream of knowing a distant locality, or to contemplate a new perspective of life, seeking relaxation, adventure, pleasure or revitalization of forces and physical and spiritual health [10]. Thus, cultural tourism can be understood as the economic activity that results in trips aimed at obtaining knowledge, cultural and leisure elements, aiming at the fulfillment of objectives related to artistic, scientific, training and information emotions in the various branches as a consequence of the riches of man's intelligence and creativity [9]. Often these trips are primarily aimed at: monuments, architectural complexes or symbols of a historical nature, as well as artistic, cultural, educational, informational, religious or scientific events. This goes against what is advocated by [11] that frames cultural tourism as a type of tourism where culture serves as a focus of attractiveness or motivation for many tourists and / or visitors to travel. However, Souza and Corrëa [12] FODULI\ WKDWWKLVW\SH RI WRXULVPGRHVQRWRQO\LQFOXGH ³YLVLWVWR PXVHXPV KLVWRULFDO places, craft fairs or specific shows. It also highlights special forms of the relationship between the visitor and the visited. [2] states that culture can not only be understood as a product, but as a process of transmitting ideas, values and knowledge. In this sense, the cultural tourist consumes products that come from the past, but also from contemporary culture, as well as experiences and lifestyles of a human group or region [13] - which emphasizes the clear link between culture and tourism. In Europe, cultural heritage has always been one of the most important generators of tourism [14]. According to [15], the relationship between culture and tourism can materialize in three major ways, in decreasing order of intensity: Art and tourism (called "art tourism"): here culture embodies its original and popular meaning, recalling the ability of a learned and sensitive elite to understand and appreciate great artistic and civilizational works (e.g. museums; music, theater, dance, opera, etc., art galleries, and others); Heritage and tourism (called "heritage tourism"); in this context culture takes on a broader dimension incorporating, in addition to artistic activities, the built historical heritage, encompassing the historicity transformed into heritage. Underlying this is the idea of an inheritance transferred from generation to generation (e.g. castles; palaces; archaeological sites; churches; typical houses; as well as associations of places with historical events and personalities ± e.g. reenactment of a famous battle, House of Camilo Castelo Branco, in Vila Nova de Famalicão, Portugal)

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Tourism in a specific place (called "ethnic tourism"): here tourist attraction is understood as the place as a whole, closely associated with the so-FDOOHG ³VHQVH RI SODFH´DWPRVSKHUHIRONORUHJDVWURQRP\HWF - it has underlying a broader acceptance of culture than heritage tourism, expressing the tendency of the concept of culture to extend to all kinds of manifestations and customs, to the recognition of the particularities, the cultural expressions of a people (e.g. typical villages (e.g. Monsanto, Portugal; Piódão, Portugal), cities within walls (Jerusalem, Israel; Avila, Spain; Almeida, Portugal), etc. Tourism has achieved a higher cultural content, clearly, through the growth of cultural tourism, as well as the growing significance of signs in the production of tourist sites [2]. Tourists consume a wide variety of cultural attributes during their holidays convergence of 'high' and 'low' culture, 'art' and 'life' - as well as these attributes associated with travel are increasingly produced and distributed across industries. This may lead to the argument that tourism itself has become a culture or a "way of life". [14] states that at the limit of the culture-tourism relationship, we would arrive at the assumption that all tourism iVFXOWXUDO³WRXULVPLVFXOWXUH, since any movement of people, however short, between place of residence and any other, meets the human need for diversity by providing new knowledge, experiences, encounters. Which, if so, no wonder cultural tourism has grown [2],Q3RUWXJDOLWVJUDGXDODIILUPDWLRQ³DVDFXOWXUDO tourism destination, and the strong recovery of the sector after 2009, is also reflected by the data, with the sector increasing both in terms of employment and, mainly, Gross Value Added (GVA). Cultural tourism in Portugal is becoming increasingly important - in 2012 it accounted IRU ³ RI HPSOR\PHQW DQG *9$´. The cities of Braga and %DUFHORV UHFRJQL]HG VLQFH  DV FUHDWLYH FLWLHV RI 81(6&2 ³0HGLD $UWV´ DQG ³&UDIWV DQG3RSXODU$UW´UHVSHFWLYHO\, and Guimarães with its Historic Center recognized since 2001 as a World Heritage Site. UNESCO [16], are focuses of tourist attractiveness based on its historical and cultural heritage. A growing number of national and foreign tourists visit the northern region of Portugal and Minho annually, in particular, where the important role of culture is associated with the arts and the ability of culture to promote well-being, social relations and cultural identity of the city and the region. Cultural touring thus plays an important role in this region, where the Circus Theater (Braga), the Vila Flor Cultural Center (Guimarães), the Famalicão Arts House (Vila Nova de Famalicão) and the Gil Vicente Theater (Barcelos), assume a role of attracting audiences by the various cultural activities developed there. Concluding, in the past, culture and tourism were analyzed in different social areas, developed by different social groups [14]. However, the barrier between culture and tourism previously seen in different spheres tends to disappear as a result of two parallel procesVHVWKH³FXOWXUL]DWLRQRIVRFLHW\´DQGWKH³FXOWXUL]DWLRQRIWRXULVWSUDFWLFHV´that FRQYHUJH IRUWKH ³FXOWXUHRIWRXULVP´H[LVWLQJLQWRGay's societies. Territories should seek to harness their unique and unique characteristics to differentiate themselves and create unique attractiveness [17]. Thus, cultural marketing and, in particular, relational marketing play an important role in cultural organizations, namely, in the management and loyalty of audiences, its main recipients [16]. For cultural organizations, cultural marketing is an excellent way to understand, satisfy and broaden their audiences, so partnerships with companies are increasingly gaining ground in their activities and

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overall strategy [18]. Creating a marketing plan will help your organization address new and increasingly competitive market challenges, reinforce your brand visibility. 3.

Brand as a cultural marketing facilitator

For marketers, addressing the consumer's mind and making their products part of the customer-evoked mix becomes crucial, so building a strong brand and positioning it accurately [19], the same applies to the cultural and creative sector. The process begins with the search for relationships or brand attachments, measuring the strength of the connection between the brand and consumer self-concept [20]. In recent years, several UHVHDUFKHUVKDYHGHYRWHGVSHFLDODWWHQWLRQWRWKHVWXG\RIWKHEUDQG³DVLWLVVRPHWKLQJ WKDW LQ DGGLWLRQ WR IDFLOLWDWLQJ UHFRJQLWLRQ IDYRUV OR\DOW\ DQG LQFUHDVHG DZDUHQHVV´ [21]. Studies on consumption have also intensified, highlighting two main approaches: the first considers clients as rational and goal-oriented individuals; the second, from an experiential perspective, emphasizes pleasure orientation and states that clients continually seek fantasies, feelings, and fun [22]. Several studies show that offering experimental values on the website improves brand value among online consumers, particularly in terms of taste and preference and contributes to customer loyalty [23]. This has led to brands becoming ubiquitous in global popular culture [24] There are companies LQZKLFK³WKHEUDQGDVDQLQWDQJLEOHDVVHWUHSUHVHQts more than 2/3 of its total market value. A brand is a synthesis of product characteristics in the consumer's mind, which should be viewed as peers and friends of the brand. The brand is an asset of cultural organization that facilitates recognition and favors loyalty, so cultural organizations must develop their own brands, becoming increasingly differentiating and competitive places [17]. A number of cultural institutions (e.g. Guggenheim Museum, Metropolitan Opera, Sydney Opera House, House of Music) are easily identifiable even to people who have never visited them. Branding is part of most marketing strategies. Consumers recognize the characteristics of a product carried by a brand and differentiate them from each other. From the point of view of cultural organization, branding allows the marketing manager to simplify communication with the target audience: the stronger and clearer the brand, the less information will be needed to make the product understood or easier to persuade. The Guggenheim Museum and the British Museum are organizations that hold the five characteristics of a strong brand: the name is well known, perceived as high quality, the Its name is associated with outstanding elements (collections, special events), have loyal visitors (both are popular tourist destinations), and feature identifiable tangible and intangible resources (architecture, curator quality). The marketing managers of these cultural organizations can be assured that their brands are part of the set evoked by any consumer [25]. The brand is currently one of the most important assets of a company [18]. It establishes a relationship between audiences and organizations that offer goods or services, whether concrete or emotional. From the consumer's point of view, the brand contributes to the reduction of purchase risk, identifies the product in its reference universe and contributes to its differentiation from competing products. The mark must reveal

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its authentic character and be honest in relation to its true value; only in this way will it be worthy of confidence [26]. The image of a brand is constituted by the set of attributes (values, ideas, associations, feelings and emotions) that the public attributes to it, so notoriety is a basic concept for a brand.

4.

Methodology

Considering the objectives of the present investigation, the selected methodology was the case study, using primary and secondary sources, in accordance with the definition of Pardal and Lopes [27]. According to [28] the case study methodology is often used in explanatory and exploratory research, being a useful strategy to answer the TXHVWLRQV³ZK\´³ZKDW´DQG³KRZ´IRUNQRZOHGJHGHYHORSPHnt detailed and intensive information about a case or a small number of related cases. In this sense, the present research uses an exploratory and bibliographical research, with quantitative approach (by conducting inquiry about cultural habits, around the Cultural Quadrilateral Card) with data collection, analysis and interpretation of results. Given the above, this study aims to understand the importance of some marketing variables in a perspective of consumer behavior in specific contexts of culture, using the model presented by [29], adapted to the cultural context. In this study we develop a theoretical model derived from the presented literature; Therefore, the model proposed and adapted from the contribution of Bigné et al. (2001) exposes the relationship between different dimensions, based on a set of hypotheses. Through this model, the authors intend to understand the role of image / brand in cultural consumer behavior, thus establishing six variables - image / brand, quality, consumption (purchase), satisfaction, return and recommendation - investigating how they contribute positively to the capture, retention and loyalty of audiences in culture. 5.

Results

This study represents a preliminary contribution to promote and stimulate a greater understanding of cultural marketing and the relationship of some of its variables reflected in the behavioral intentions of the public. This is an open research, however, resulting from some field research already carried out by the authors, the results indicate that the general marketing principles are adopted by the organizations studied - Theatro Circo (Braga), Vila Flor Cultural Center (Guimarães) and [Vila Nova de] Famalicão House of Arts) -, the adoption of the Quadrilátero Cultural Card is recognized by both cultural organizations and subscribers of this loyalty card as a good measure of attraction and retention of audiences. And, in a study already conducted with the subscribers of the Cultural Quadrilateral Card, it was concluded that the cultural consumer is satisfied or very satisfied with the cultural offer covered by the Cultural Quadrilateral Card, benefits associated with the card, ease of purchase tickets, namely through the Online Ticket Office, a network created between cultural facilities, card annuity price and program dissemination. In the same study it was concluded that cardholders have a high level of overall satisfaction, there is evidence of public loyalty and existence of loyalty.

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It is now important to evolve with research to understand the importance of some marketing variables in a perspective of consumer behavior in specific contexts of culture, using the model presented by [29], adapted to the cultural context. 6.

Final consierations

The beginning of the 21st century marked the beginning of a new era characterized by globalization, strong competition between brands and companies, increasingly demanding consumers, growing internationalization of economies and an increasingly competitive market. globalized [30]. To all this the cultural and creative sector, as well as tourism, were not oblivious, adapting, adjusting and developing. Synergies were created and alliances strengthened. Studies point to the growth of the cultural and creative sector, as well as increasingly evident cultural touring. Therefore, it is important to develop studies and identify variables that help in a better interpretation of the sector, with the empowerment of audiences, resources and territories. Thus, in an interdisciplinary approach, it is hoped that this research can contribute positively to the development of the theory in cultural marketing contexts. In a specific marketing context, the present study proposes that the image / brand positively and directly affects the quality of service and cultural consumer satisfaction, as well as their loyalty (whether by revisiting or recommending to third parties). The model shows that the way in which a cultural organization can be managed by combining the study of cultural consumer behavior (in specific contexts) should be reflected in the greater or lesser competitiveness between cultural points (i.e. space planning, communication strategies, service promotion, integrated sales and seasonality combat). And, more broadly, in the context of city marketing, the holding of cultural events often works as a way of promoting the city, attracting visitors and improving the image that is created in the consumer's mind. However, if aspects such as city design, infrastructure, services, attractions and residents' opinions are neglected, promotion may result in a negative way and instead of enhancing its image. , the opposite will happen. For the development of scientific knowledge in the field of cultural marketing, it is estimated that future investigations may contribute to the development of empirical studies that test the causal relations addressed here. An empirical study should facilitate the understanding of the constructs of the proposed research model and the consequent relationship between the study variables, measuring the impact of certain factors on the predisposition to cultural marketing. In this sense, an empirical study will make it possible to test research hypotheses, to evaluate their predictive effect (e.g. through structural equation modeling) and to understand cultural consumer behavior. The results to be obtained should enable, among other things, to gather and provide useful information to cultural organizations, particularly in terms of planning and decision making. Finally, it will help to understand the behavior of the cultural consumer (residents and tourists) and will make it possible, among other things, to gather and provide useful information for the planning (also) of the tourist destinations themselves, as well as to support the decision making of the other agents involved.

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Tourism, culture and creativity: The case of the CREATOUR project in the Alentejo/Portugal region Noemi Marujo 1, Maria do Rosário Borges 2 e Jaime Serra 3 1,2,3

UÉ-CIDEHUS, Colégio do Espírito Santo, Largo dos Colegiais, 7002-554, Évora, Portugal.

[email protected], [email protected], [email protected]

Abstract: Relations between tourism and the creative industries differ from those between tourism and culture, but may have significant affinities in some territories. However, there are few empirical studies in the scientific literature that address the possible connections between them in Portugal, despite their unquestionable interest. For this reason, this article presents how the CREATOUR project put tourism, culture and creativity in dialogue in the tourist destination of Alentejo, in Portugal. We used the case study as a research strategy, followed by content analysis of several informative records which were generated meanwhile by the multiple work dynamics of the project itself. The results show that creative tourism has a significant relationship with cultural tourism and is an important instrument to enhance the development of rural territories in the region studied, provided that several premises are considered. Keywords: Alentejo; CREATOUR; Culture, Creative Tourism.

1. Introduction When developing a theoretical study in tourism, exploring the fundamental concepts under discussion and addressing their synergies is almost unavoidable. When concepts are about very close realities, discussion of similar and differentiating aspects can be controversial, especially in the area of their boundaries. This article presents how the CREATOUR project ‘Creative Tourism Destination Development in Small Cities and Rural Areas’ put tourism, culture and creativity into dialogue in the tourist destination of Alentejo, in Portugal. Although OECD [1] refers and justifies that the relation between tourism and the creative industries may differ from those between tourism and culture, in the present study some affinities between them will be explored regarding the project. So far, the various scientific approaches regarding this project have already demonstrated the synergies among them, as has the diversity of positive influences they have generated so far. For example, studies have been made with focus on the role of pilot organisations and projects in some regions [2], creative tourism and development of destinations [3], exploring how creative tourism can be catalysed in small cities and rural areas [4], good and not so good practices [5], how it can contribute to cultural production [6], discussing methodological approach for developing creative tourism offers (2019), how creative tourism can contribute to sustainable development [7], or how the research-practice collaboration has been explored and challenged [8]. With this article we intend to contribute to enriching the knowledge already generated in the scope of the project, with a particular focus on the © Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_59

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subnet created in the Alentejo. The research strategy is the case study, based on a descriptive research that explores and explains some main facts and figures regarding the regional context and provides some insights that can be considered in further theoretical or practical approaches. It involves different data sources produced by the research dynamics associated with the project. The article is organised in several sections. After this introduction, a brief literature review related with tourism, culture and creative tourism activities and dynamics will be presented. In the section three, a brief characterisation of the Alentejo region of Portugal, the territory under analysis, will be presented. The study case on the CREATOUR project will be presented, firstly providing a general view in the Portuguese national context and then in the Alentejo region.

2. Tourism, Culture and Creative Tourism Tourism is correlated to the movement of citizens to places outside their usual environment of residence, generating multiple dynamics in economic, social, cultural and environmental contexts. According to United Nations & UNWTO (2010), tourism “refers to the activity of visitors” (p. 98) and “the tourism industries comprise all establishments for which the principal activity is a tourism characteristic activity” (p. 99). Several sources refer to cultural tourism as a product, but according to the United Nations & UNWTO (2010), the notion of “‘tourism product’ is not related to the concept of “product” used in economic statistics, but rather to that used by professionals in the tourism business to market specific packages or destinations” (p. 26), generating several classifications that are increasingly requested and used by tourism players as a marketing tool, such as cultural tourism. “A ‘tourism product’ represents a combination of different aspects (characteristics of the places visited, modes of transport, types of accommodation, specific activities at destinations, etc.) around a specific centre of interest, such as nature tours, life on farms, visits to historical and cultural sites, visits to a particular city, the practice of specific sports, the beach, etc.” [9]. The question is how culture-based creative tourism can be seen as a tourist product. Another interesting question is how culture has been approached by the creative tourism sector in small cities and rural areas in Portugal, specifically in the field of culture-based creative tourism. Culture can be expressed in so many different ways and contexts, as can creativity. As so, the combinations that can be made between organizations, cultural elements/assets, technologies, spaces/territories, customer profiles, and business strategies for generating tourism creative services are as wide as human and technological imagination can produce. Some concepts of creative tourism also highlight the open dynamics of this aspect of the creative economy. Creative tourism is presented by Richards and Raymond [10] as “tourism which offers visitors the opportunity to develop their creative potential through active participation in courses and learning experiences which are characteristic of the holiday destination where they are taken” (p. 18); by Raymond [11] as “a more sustainable form of tourism that provides an authentic feel for a local culture through informal, hands-on workshops and creative experiences. Workshops take place in small groups at tutors' homes and places of work; they allow visitors to explore their creativity while getting closer to local people” (p. 145); and for UNESCO [12] it is “travel directed toward an engaged and authentic experience, with participative

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learning in the arts, heritage, or special character of a place and it provides a connection with those who reside in this place and create this living culture” (p. 3). Cultural-creative clusters, as highlighted by Richards [13], can play a central role in constructing the local creative economy, based on a broader view of creativity.

3. Brief characterisation of the Alentejo region of Portugal When approaching creative tourism activity in the Alentejo region, it makes sense to have a brief global view of the tourism destination as a whole. According to official statistics, and compared to other Portuguese territories, the Alentejo region is a geographic area with lower rates of economic and social development, but with an interesting performance regarding culture facilities and services. In 2017, the Alentejo registered an area of 31,604.9 km² (34.3% of Portugal) and 711,950 inhabitants (6.9% of Portugal) [14]. Tourist intensity in 2017 registered 1.9 in the territory under study, while in Portugal it was 2.3. Table 1 summarises some main figures about the tourism accommodation sector – hotel and similar establishments, rural tourism, lodging and local accommodation in the Alentejo in relation to data for Portugal. Table 1. Portugal and Alentejo Tourism Main Highlights, 2018 2018 Accommodation (units) Rooms (units) Beds (units) Overnights Domestic Tourism International Tourism Average length of stay Seasonality rate

PORTUGAL ALENTEJO (NUT II) 6 868 625 9.10% 184 435 10 742 5.82% 423 152 23 852 5.63% 67 662 ,103 2675,945 3.95% 19889,676 1708,404 8.59% 47772,427 967,541 2.02% 2.68 1.82 36.4% 40.7% Source: Based on INE (2019)

In 2018, the Alentejo region represented only 9.1% of the overall number of establishments in operation in Portugal, with a capacity of 5.6% of beds [15]. Concerning the total of tourist accommodation establishments, in 2018, overnight stays in the Alentejo region accounted for 3.9% of all national overnight stays. As opposed to the results evidenced in Portugal, the Alentejo region maintains domestic tourism as the most representative in the total of overnight stays (63.8% from all overnight stays are undertaken by the Portuguese tourists), while in Portugal it represents 29.4% and the international market represents 70.6%. Concerning performance in the year 2017 in the evolution of hotel activity, all Portuguese regions accounted for an increase in the number of overnight stays in 2018, but the increase in the Alentejo region stood out (+7.6%), a value only exceeded by the North region (+8.5%) (INE, 2019). Also, as shown in Table 1, the seasonality rate in the Alentejo is slightly higher than the one registered in Portugal. The average stay in hotel activity establishments was 1.8 nights for internal tourism, both residents and non-residents, evidencing a lower value when compared with the national result. Some more recent

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studies reveal that, in addition to its natural and cultural attractiveness, the fact that the Alentejo territory is not developed in terms of mass tourism has been one of its strongest assets. Also, regarding culture indicators in 2017, local administration total expenditure on cultural and creative activities per inhabitant was 43.7€ in Portugal, while in the Alentejo it was 78.6€ [14]. The total amount invested in Portugal was 450,127,045.0€, while in the Alentejo region NUT II was 56,205,456€, representing 12.48% of the total [14].

4. The CREATOUR project in Portugal The national CREATOUR project ‘Creative Tourism Destination Development in Small Cities and Rural Areas’ is a three-year project launched in November 2016 (2016-2019), which will be extended for another 6 months, until 2020. According to the coordinator of the project, Nancy Duxbury [7], it is a “research-and-application project to develop and pilot an integrated approach for creative tourism in small cities and rural areas in Portugal” (mainland) (p. 3). The objectives of the CREATOUR are presented in Table 2. Table 2. Scientific objectives of the CREATOUR project Objectives Overall To develop and pilot an integrated approach and research agenda for creative tourism in Portuguese small cities and rural areas Specific 1. To improve the level of knowledge and systematic analysis about creative tourism in small cities and rural areas in Portugal 2. To understand the processes (under different conditions and situations) through which creative tourism activities can be effectively developed, implemented, and made sustainable. 3. To understand how an integrated approach to creative tourism may provide feasible options to improve the stability of cultural/creative organisations of small cities and rural areas. 4. To assess the multidimensional impacts (economic, cultural, social, environmental) of creative tourism activities in small cities and rural areas on cultural/creative organisations, on tourism, and on local development generally. 5. To develop strong and sustainable partnerships between public and private stakeholders in each region to enhance the positive impacts of tourism for local and regional development and residents’ daily lives. 6. To contribute to the diversification of tourism offers by creating memorable, unique and linkedဩtoဩplace creative experiences for tourists. 7. To capitalise on new technologies (e.g. smart phone app, Augmented Reality) to provide contemporary creative experiences that meet the demands of creative tourists, based on cultural and historical heritages. Source: Based on CREATOUR [16]

To achieve those objectives, several initiatives are central to the CREATOUR incubator/demonstration dimension: IdeaLabs, Pilot Initiatives, Strengthening

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Network and Cluster Formation and Research. These activities’ dimensions are informed and guided by multidisciplinary research activities, annual conferences for advancing knowledge and the development of a range of publications and other outputs. Four Portuguese regions were included in this project (Norte, Centro, Alentejo and Algarve), in two different phases (1st and 2nd call) and a total of forty pilots organisations were involved. In the next session, the ten Alentejo region pilot organisations will be described. The project also takes on an international dimension, identifying and fostering possible commitments between national and international researchers in this area of knowledge, building bridges with international initiatives and relying on an international Advisory Council [16].

5. The CREATOUR project in the Alentejo region of Portugal The first step to integrate the Alentejo region into the CREATOUR project was the invitation made by CES to the CIDEHUS research centre due to its connection with a range of cultural-based creative organisations and other players that are linked with the tourism system. The second step was the identification and selection of pilots organisations that were operating in the region creative economy. Criteria for selecting the pilot organisations were presented. Selection criteria for pilot initiatives were evaluated on a scale of 0 to 5 and were related to the following aspects: cultural value of the proposed activities; creative nature of the proposed activities; attractiveness for tourists; benefits to the local community; geographical diversity of their action; type of entity; type of audience; type of dynamised cultural/creative activity. In 2016, five pilot organisations were selected in the first open call to participate in CREATOUR by developing creative tourism services to be offered to visitors and cooperating with researchers of the investigation units. In the fall of 2017, five additional pilot organisations were selected on the second call. The development of a national network of creative tourism pilots is essential for CREATOUR, where pilots are expected to have a leading role. The ten Alentejo pilots from small cities and rural areas are identified in Table 3. Table 3. The 10 pilots of the CREATOUR project in the Alentejo region Organisations name & project CECHAP | Marble Route of the Estremoz Anticlinal New Tradition | Craft-based Textile Workshops

Call 1st 1st

Type of structure Non-profit cultural association Platform

CM Beja | BEJA CRIARTE

1st

Local authority

CM Mértola | Creative Walks

1st

Local authority

CM Reguengos de Monsaraz | Casa do Barro - Pottery of S. Pedro do Corval

1st

MARCA ADL | Saídas de Mestre João Cutileiro Atelier | Pedra +

2nd 2

nd

Local authority Non-profit association Art project

Location Estremoz Viana do Alentejo Beja Mértola Reguengos de Monsaraz Montemoro-Novo Évora

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2nd

Tourism company Évora 2nd Association of Craftsmen Odemira CACO | Mãos de Cá Genuine Alentejo | Portugal’s 2nd Tourism company Évora Remarkable Tourist Experiences Source: Based on CREATOUR [16] VAGAR Walking Tours | Play Évora

As happened in the other regions (North, Centre and Algarve), the Alentejo regional network approach created several networking opportunities for pilots: it promoted human-scaled, interactive, creative tourism activities, building from local cultural traditions, skills, knowledge, and emerging artistic practices. By implementing a series of creative tourism offers, the pilots became co-researchers at CREATOUR, as expected, actively contributing to the success of this project on a national scale. However, several constraints have also arisen. The 10 pilot organisations involved have different profiles. In the next tables some of their main characteristics are presented (Tables 4, 5 and 6). Table 4. Description of the Associations’ Pilots Pilot Name MARCA - ADL Foundation Date 1996 Description of It fosters the social and economic development of rural regions, in particular Entity the municipality of Montemor-o-Novo in coordination with other territories, seeking solutions for local and global problems, involving citizens and bringing both citizens and institutions closer to finding solutions that foster sustainability and improve the quality of life of the population. Name of the ‘Saídas de Mestre’ (PT) project ‘Masterclass Outings’ (ENG) Description of It is an initiative that consists of a set of creative workshops based on local the product knowledge and partnerships with local entities in which art, heritage and environment intersect. Activities may include tours and visits that frame expert technique and/or artistic practice and may be supplemented with walking experiences in the Montado natural environment landscape. This is a community-based project with activities developed in two formats: residences accompanied with masters of knowledge and workshops (e.g. on stamping, “talegos” patch-work, basket weaving, ceramics observation and design). Workshops have the duration of 3-4 hours; the basic price is €65/person, but in group of 5 to 20 people it can be €20/person. Activity Location Montemor-o-Novo (municipality) Key-words Information not available Official website www.marca-adl.pt & http://creatour.pt/pilots/marca-adl-saidas-de-mestre/ Pilot Name CACO - Association of Craftsmen of the Municipality of Odemira Foundation Date 2002 Description of It promotes arts and crafts and thus contributes to the dignity of craftsmen Entity and craft activities. It may undertake, by its own means, or with the support of public or private entities, various actions which aim at: promoting activities that encourage knowledge and dissemination of craft activity; promoting the vocational training of craftsmen; supporting the marketing of artisanal products, namely those resulting from the work of the associates; developing, at various levels, contacts with entities of interest or direct intervention in the arts and crafts sector.

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Name of the ‘Mãos de Cá’ (PT) project ‘Hand from Here’ (ENG) Description of The main objective is to attract new visitors to the municipality of Odemira the product and introduce sustainability and innovation in traditional arts and crafts. The project develops creative activities for the production and/or creation of products in the weaving, sewing, jewelery, pottery and carpentry workshops of the Arts and Crafts Centre. Activity Location Odemira (municipality) Key-words Information not available Official website www.cacoartesanato.pt & http://creatour.pt/pilots/caco-maos-de-ca/ Pilot Name CECHAP - Centre for Studies of Culture, History, Art, and Heritage Foundation Date 2011 Description of It decentralises studies in the areas of culture, history, arts and heritage, and Entity promotes awareness of these areas to protect and foster local cultures. It focuses on the “Zona dos Mármores”/“Zone of Marble” area in which it is located, and aims to be an active player in safeguarding the cultural identities of the area’s communities, fighting desertification of the territory, and awakening younger generations to their culture through educational and training programmes and through collaborations with other entities and individuals, national or foreign. It undertakes various activities, including “organisation activities of a cultural, artistic and heritage nature”. Name of the ‘Rota do Mármore do Anticlinal de Estremoz’ (PT) project ‘Marble Route of the Estremoz Anticlinal’ (ENG) Description of This is an offer of tourist recreation in an industrial environment, providing the product visitors with a unique experience in learning about the different heritage related to the marble industry, whether of geological, urban, technical, landscape or other nature. It offers visits to see quarrying, manufacturing, crafts workshops, monuments and architectural heritage and experience the gastronomy of the region. Activity Location Alandroal, Borba, Estremoz, Sousel e Vila Viçosa (municipalities) Key-words Marble, Nature, Arts, Literature, Culture Official website www.rotadomarmoreae.com & http://creatour.pt/pilots/cechap-rota-domarmore-do-anticlinal-de-estremoz/ Source: Based on CREATOUR [16] and on the official websites of the entities

The involvement of local associations in cultural-based creative tourism is important due to the leadership they have in their territory of influence, involving the community in the appreciation/preservation of cultural and material and immaterial heritage, due to their statutory vocation for the development of their projects. In addition, their initiatives focus especially on the community, where the younger generations will be able to engage in learning processes about traditional arts and crafts through the know-how of older generations. The presence of these initiatives in the territories is strongly associated with the sense of place, negating a possible commercialisation of culture, in the various forms of expression that it can assume. Table 5. Description of the Local Authorities’ Pilots Pilot Name Câmara Municipal de Beja Foundation Date1254 (the year in which it received its charter) Description of This is a local government entity with legal personality and is administratively and

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financially autonomous. Local authorities are territorial collective persons with representative bodies, which aim to pursue the particular interests of their populations. The attributions and organisation of local authorities, as well as the competence of their bodies, are regulated by law (Law No. 50/2018, of 16/08). Name of the ‘Beja CRIARTE’ (PT) project ‘--’ (ENG) Description of BEJA CRIARTE is a Creative Tourism Programme, a unique opportunity to the product experience local culture in its most traditional manifestations for Beja and the Lower Alentejo region, through creative interactive activities full of learning opportunities: arts and crafts (Buinho Workshop), traditional singing (Traditional Singing Evenings), traditional cooking (Traditional Cooking Workshop), traditional tales (Telling a Tale) and breadmaking methods (Breadmaking Workshop). Activity LocationBeja (council) Key-words Cultural Heritage; Arts and Crafts; Traditional Singing from Alentejo; Traditional Cooking; Traditional Tales; Traditional Breadmaking Information not available, but more information at Official website https://www.ces.uc.pt/creatour/pilots/index.php?id=17735&id_lingua=2&pag=17839 Pilot Name Câmara Municipal de Reguengos de Monsaraz Foundation Date1276 (the year in which it received its charter) Description of (as above) Entity ‘Casa do Barro’ (PT) Name of the project ‘Casa do Barro – Interpretative Centre for Pottery of S. Pedro do Corval’ (ENG) Description of The foundation of the Casa do Barro (2015) aims to promote the pottery of São Pedro the product do Corval, ensuring its sustainability, and preserving an important part of the culture and the history of the county. In addition to a rich historical heritage and a striking landscape, the county holds a strong identity characterised by traditional customs and practices, which are reflected in the cuisine, wines, and arts and crafts, most notably in São Pedro do Corval, Portugal’s largest pottery centre. As such, the project fosters its people and traditions, providing active visitor experiences, based on knowledge and learning about pottery and clay. Activity LocationS. Pedro do Corval, at Reguengos de Monsaraz (Council) Key-words Pottery; Clay; Pottery Painting http://www.cm-reguengos-monsaraz.pt/pt/visitar/Paginas/casa-do-barro.aspx & Official website http://creatour.pt/en/pilots/cm-reguengos-de-monsaraz-casa-do-barro-pottery-house/ Pilot Name Câmara Municipal de Mértola Foundation Date1254 (the year in which it received its charter) Description of (the same as above) Entity ‘Caminhadas Criativas’ (PT) Name of the project ‘Creative Walks’ (ENG) Description of This is a creative tourism and nature tourism project that aims to create a set of the product sightseeing tours which consist of guided walking itineraries associated with creative experiences. Tours may focus on the aspect of walking (Creative Walks Tour – Experienced Walks) or the creative aspect (Creative Residences – Walking Experiences). The walking aspect is supported by the geographical and landscape identity of the territory; the creative aspect is based on the elements of its cultural identity (products, goods, experiences, values, history, arts and crafts). In its implementation, the project entails a participatory methodology with tour operators, producers, artists and local artisans, creating a distinctive value-added tourism product on a sustainable basis. Activity LocationMértola (council)

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Hiking; Experiences; Identity of the Territory; Local Products and Producers www.visitmertola.pt & http://creatour.pt/en/pilots/cm-mertola-creative-walks/ Source: Based on CREATOUR [16] and on the official websites of the entities

Also, the involvement of local authorities in the value chain of creative tourism is important due to the role they have in their territory of influence (as described), pursuing various interests for their populations, by planning and managing their resources in several different activities. Regarding local administration total expenditure on cultural and creative activities per inhabitant in 2017, these municipalities demonstrate different figures: Mértola (€153.10), Beja (€119.30) and Reguengos de Monsaraz (€89.90) [14]. In fact, the current expenditures indicator gives an overall overview of the context of financial support and investment on cultural heritage, libraries and archives, performing arts (e.g. music, construction and maintenance of art facilities) and interdisciplinary activities (e.g. support for cultural and creative organisations) [14]. Table 6. Description of the Tourism Companies Pilots Pilot Name Foundation Date Description of Entity

Genuine Alentejo 2016 This is a tourism recreation company that is active in the Alentejo region, in the south of Portugal. It focuses mainly on conceiving and making available tourism products based on creative tourism and hands-on experiences around “Heritage, History and Culture”, “Gastronomy and Wine”, “Traditional Arts and Crafts”, “Nature, the Environment and Landscape” and “Sport and Outdoor Activities”. ‘--’ (PT) Name of the project ‘Portugal’s Remarkable Tourist Experiences’ (ENG) Description of The service is based on the intermediation between the company and the tourist the product looking for remarkable creative experiences; it is a facilitator which helps visitors to identify creative tourism institutions and initiatives according to their expectations and needs. Activity Location Évora NUT III (Alentejo Central district) Not available Key-words Official website www.genuinealentejo.com & http://creatour.pt/en/pilots/genuine-alentejo-genuinealentejo-portugals-remarkable-tourist-experiences-2/ VAGAR Walking Tours Pilot Name Foundation Date -Vagar Walkingtours, the trade name of the recreation company Trilhos e Petiscos, Description of Entity Lda; its main objective is the promotion of the Alentejo’s heritage and culture through personalised individual or group visits. The cultural activities provided by VAGAR enable tourists to discover a still unknown region in Portugal, in a personalised manner, without schedules or formal presentations. Name of the Not available (PT) project ‘Play Évora’ (ENG) Description of Its main objective is to promote the history and culture of the city of Évora, the product through activities that aim to stimulate the creativity of families, especially adolescents and children, helping them to know about the material and immaterial heritage of the place they are visiting. It presents the slogan “Visitar Évora a brincar [A Fun Visit to Évora]”. It is a project that brings families together for an

700

Activity Location Key-words Official website

Pilot Name Foundation Date Description of Entity

Name of the project Description of the product

Activity Location Key-words Official website Pilot Name Foundation Date Description of Entity

Name of the project Description of the

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educational and recreational activity, using paper and pencil. It uses a familyfriendly kit to discover Évora from a playful and artistic point of view (games, drawing and creative writing in interaction with the places visited). The kit can be purchased in local business and hotel partners; it consists of a magical backpack with a map, three notebooks (one for each activity) and writing and drawing materials. It comprises distinct activities. 1) Play Evora "Kids" [5-12 years]: the kid's kit, with a playbook, pencils, historical bookmarks for the parents, a little gift, 2 vouchers, .... 2) Play Evora "Street Art" [for teens]: Discover Evora by seeking out the street art paintings hidden in the town, an original, unique visit; 3) Play Evora "Foodie": Get to know Alentejo's gastronomy better!); and 4) Play Evora Family: The complete kit for the whole family. Évora (city) Not available www.vagarwalkingtours.com & http://creatour.pt/en/pilots/vagar-walking-toursplay-evora-2/ Nova Tradição Not available This is a platform that joins different approaches linked to the Alentejo’s cultural roots. It was born out of the need to rediscover the identity that is closely linked to these cultural roots. In this sense, not only because of its historical richness, but also because the Alentejo's artisanal and oral activities are at this moment in danger of extinction, “Nova Tradição” presents itself with the help of local agents who still carry on these activities. The main objective is to transmit their knowledge, as well as stimulate the ability to generate original ideas for process innovation and thus generate new concepts (products and ideas). ‘Oficinas têxteis de base artesanal’ (PT) ‘Craft-based textile workshops’ (ENG) The aim is to close the gap between modern techniques (such as design, video, multimedia, sound, etc.) and traditions crafts. LOOM New.Tradition was the innovator in this area and creates items of clothing in pure wool using manual weaving procedures from Vale de Gatos (an atelier in Viana do Alentejo). This joining of tradition crafts and modern design has produced a practice grounded in sustainability and the idea of “Quality over Quantity” – so-called “Slow Fashion”. To take advantage of the historical richness of the area and also to safeguard the traditional textile activities which are now at risk of extinction in the Alentejo, LOOM has taken the decision to hold craft workshops with local agents that maintain the practice of these traditional activities. It is LOOM’s objective to raise local and international awareness so that this traditional activity can survive. Évora, Viana do Alentejo; Nossa Senhora de Machede; Mértola (councils) Wool; Linen; Spinning; Carding; Weaving; Dyeing; Felting; Craftwork http://novatradicao.com/ & http://creatour.pt/en/pilots/loom-new-tradition-craftbased-textile-workshops/ João Cutileiro Atelier Not available With its reference to a nationally recognised sculptor – João Cutileiro – this new art project was created with the intention of connecting the artistic knowledge of this artist with the producers of stone from the Alentejo and to allow those artists and all others interested come to experience the Art of Stone in the Alentejo. ‘Pedra +’ (PT) ‘--’ (ENG) Residency/workshop for professional and amateur artists with some knowledge in

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product

stone work techniques. Visitors can use the heritage stone carving machines of the artist João Cutileiro, in his own atelier. Activity Location Évora Not available Key-words Official website http://creatour.pt/en/pilots/joao-cutileiro-atelier-pedra/

Source: Based on CREATOUR (2019) and on the official websites of the entities

The diverse profile of stakeholders, the diverse creative approaches to tourism, the geographical dispersal and the connections that each one has in their usual context of influence (e.g. in the formal and informal networks in which they are integrated) provide very interesting potential for establishing a regional network which is capable of better matching the growing demand, while fulfilling its mission and safeguarding the interests of the community and the actors involved. The lessons learned from collaborations in CREATOUR have broadened horizons and allowed stakeholders to question their traditional approaches and new ways of undertaking and innovating in the context of their cultural, economic and natural ecosystems. Desertification of the territory is not just at the population level; in some territories the preservation, valorisation and commercialisation of endogenous assets, arts, traditional crafts, cultural roots, oral traditions, etc. is in a fragile state. Creative tourism could be a way of helping these territories and stakeholders to create new services and products that are closely linked to their specificity and singularity and therefore have great potential to become very attractive to certain markets. Other forms of creativity should be also strategically explored so younger generations can feel more attracted by the place, be it for work, living or simply tourism. 5.1. CREATOUR's Contributions to Territorial Development in the Alentejo:

Overview According to the information presented in the last session, some considerations can be made regarding CREATOUR's contributions to territorial development, as far as pilot organisations involvement is concerned. So far, it has only been possible to make a partial and qualitative assessment of the global influence that the CREATOR project is having on the Alentejo region. Although the project is nearing the end of its 3 years of activity, it has not yet been possible to structure a quantitative approach that can measure the different direct and indirect impacts it has on its communities of influence. The qualitative analysis presented in this article results from the researchers' involvement regarding information gathering from the different activities promoted by the project (e.g. IdeaLabs, Pilot Initiatives, Research) and their perception, taking into account the existing scientific knowledge about this form of tourism and about this CREATOUR project (e.g. [17], [3]). Creativity is, in many localities, central to tourism development strategies [18]. In the Alentejo region in recent years, there has also been a growing expectation that a sustained focus on creative tourism could be a strategic option with added economic, social, cultural and even environmental value. Today, creative cities and towns are increasingly appearing as a more attractive and competitive alternative for enhancing cultural heritage. Therefore, competitiveness among tourist destinations arouses interest in many tourism promoters, leading them to adopt strategies and invest in

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creative cultural products to improve service delivery and thus improve image. In fact, this type of supply is currently part of the differentiating features of some destinations. The supply of creative tourism in the Alentejo is linked to the specific characteristics of each municipality’s territory and thus acts as a pillar for the economic and sociocultural development of some rural and urban locations, regardless of their size and level of development. In fact, the economic activities that are based on a creative and diversified supply may be critical to the economic and social development of a locality [19] . Creative tourism thus plays a crucial role in local development because it diversifies and preserves culture, contributes to job creation and develops creative industries, among other positive impacts. Therefore, creative tourism can play an innovative and distinctive role in tourism. According to Carvalho, Lima and Kastenholz [20], “not only in terms of restoring and revaluing the identity of the places and their cultural values, but also as a driving force for the economic development of the territories and a means of attracting tourists whose profile shows them to be more involved and more interested in learning and interaction with the context of the visit” (p. 639). The success of creative tourism is closely linked to the tangible and intangible endogenous resources of destinations, the degree of creative tourist involvement with the host community [20], and the offering of activities that allow genuine experiences associated with moments of informal learning and education in a very pleasant way. Creative tourism facilitates the link between creativity and places. According to Simpson [21], this form of tourism involving the local community may be a key to the development of sustainable tourism. It should be noted that, in the opinion of KorezVide [22], “sustainable creative tourism in a region must maintain a high level of tourist satisfaction and ensure a meaningful experience to the tourists, raise their awareness about sustainability issues and promote sustainable practices among them” (p. 83). On the other hand, interaction between tourists and local producers has the potential to increase the length of stay and contribute to repeated visits to destinations. In the Alentejo region, cultural-based creative tourism is based on intangible processes (e.g. singing, painting, gastronomy, art and crafts) that are presented in the social and cultural identity of a community with great evidence. However, economic and environment features can also be linked to the previous dimensions or have their own individual value (e.g. walking tours in the Montado landscape). These creative cultural products, which offer tourists unique experiences, are a way for communities to show global society their way of being. From the perspective of territories, creative tourism is seen as an intercultural enrichment. In fact, the essence of creative tourism lies in the close interaction between the resident and/or stakeholder (producer of experiences) and the creative tourist (consumer), and in the knowledge transfer that contributes to the tourist learning process (e.g. by co-producing and being creative) and interaction (e.g. being with people). The CREATOUR Project in the Alentejo has been creating conditions that make it easier for the tourist consumer to 'immerse' himself in the creative life of the communities (cultural and social), thus reinforcing the identity and differentiation of the destinations he is following. CREATOUR, through pilot initiatives, promotes

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human interaction with different cultures, and provides tourists with new learning about the culture they visit. On the other hand, the practice of creative tourism in the tourism sector contributes to enriching community pride and territorial development.

6. Conclusion The present reflexions extend knowledge on cultural-based creative tourism based on territories with significant development potential but which face some constraints on economic and social growth. There are different perspectives for addressing supply and demand, but in both it is necessary to reconcile the interests of producers, consumers, communities and territories. With the central aim of contributing to the sustainable development of small cities and rural areas across the Portuguese mainland, the CREATOUR national project created several opportunities for ten organisations in the Alentejo region: it fostered partnerships between the different players of the tourism, cultural and creative tourism systems; it contributed to increasing the diversity of tourism offer at local/regional level in terms of creative tourism, and enhanced synergies between actors; and it fostered the offer of distinctive creative experiences for tourists. As described, the different profile of the pilot organisations, combined with the specificities of their territorial area of intervention and the complexity of the creative value chain and tourism value chain, raise many challenges that should be further analysed. It was observed that the pilot organizations were committed to the activities developed through the project under analysis, but new challenges emerged through their participation in the different dynamics of the project. The connection of the cultural/creative and tourism sectors through the development of the integrated research and application approach through CREATOUR was important to generate new networking dynamics. Some goals have been achieved, but new challenges have emerged and dialogue will have to continue to strengthen partnerships and networking in order to scale up this emerging sector in the territory under study, in the national and international context. It will be important to assess the progress of pilot organizations in the short and medium term; for example by using indicators to measure the impact of creative tourism on supply and demand as objectively as possible.

7. References [1] OECD (2014). Tourism and the creative economy. OECD Studies on Tourism. Local: OECD Publishing. [2] Cabeça, SM, Gonçalves, AR, Marques, JF & Tavares, M (2019). Mapping intangibilities in creative tourism territories through tangible objects: a methodological approach for developing creative tourism offers. Tourism & Management Studies, 15(SI), 42-49. DOI: https://doi.org/10.18089/tms.2019.15SI05 [3] P. Remoaldo, & J.C. Ribeiro (2019). Creative Tourism as a new challenge to the development of destinations – the Portuguese Case Study. In M. Peris-Ortiz, M.R. CabreraFlores, and A. Serrano-Santoyo (Eds.), Cultural and Creative Industries. A Path to Entrepreneurship and Innovation (pp. 81-99). Washington: Springer. [4] Duxbury, N. (20191). Catalyzing creative tourism in small cities and rural areas in Portugal: The CREATOUR approach. In K. Scherf (Ed.), Creative Tourism and Sustainable

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Development in Smaller Communities, Volume 1: Approaches. Calgary: University of Calgary Press. [5] Remoaldo, P., Matos, O., Freitas, I., Lopes, H., Ribeiro, V., Gôja, R., & Pereira, M. (2019). Good and not-so-good practices in creative tourism networks and platforms: An international review. In N. Duxbury and G. Richards (Eds.), A Research Agenda for Creative Tourism (pp. 167-181). London: Edward Elgar Publishing. [6] Duxbury, N. (2018). Revisiting cultural production in small cities and rural areas from a creative tourism perspective: the CREATOUR project in Portugal. Communication presented at 10th International Conference on Cultural Policy Research, Tallinn, Estonia, 21 a 25 de Agosto. [7] Duxbury, N. (2019). Creative Tourism in Small Cities and Rural Areas: Emerging Models and Lessons from the CREATOUR Project, Portugal. In Proceedings of the Fourth International Scientific Conference, “Tourism in the Function of Development of the Republic of Serbia – Tourism as a Generator of Employment” 9UQMDþND%DQMD6HUELD0D\ 30--XQH   3XEOLVKHG E\ WKH )DFXOW\ RI +RWHO0DQDJHPHQWDQG 7RXULVPLQ 9UQMDþND Banja, University of Kragujevac. [8] Duxbury, N., Bakas, F.E., & Carvalho, C.P. (2019). Why is research-practice collaboration so challenging to achieve? A creative tourism experiment. Tourism Geographies, 1-26. [9] United Nations, & UNWTO (2010). International Recommendations for Tourism Statistics 2008. Studies in Methods. New York: United Nations Secretariat / Department of Economic and Social Affairs / Statistics Division. Retrieved from https://unstats.un.org/unsd/publication/Seriesm/SeriesM_83rev1e.pdf [10] Richards, G. W., & Raymond, C. (2000). Creative tourism. ATLAS News, 23, pp. 16–20. [11] Raymond, C. (2007). Creative tourism New Zealand: The practical challenges of developing creative tourism. In G. Richards and J. Wilson (Eds.), Tourism, creativity and development (pp. 145-157). London: Routledge. [12] UNESCO (2006). Towards sustainable strategies for Creative Tourism. Discussion Report of the Planning Meeting for 2008 International Conference on Creative Tourism. Santa Fé, New Mexico/USA (2006). Homepage, [13] Richards, G. (2011). Creativity and tourism: The state of the art. Annals of Tourism Research, 38(4), 1225-1253. [14] INE (2018). Anuário Estatístico da Região Alentejo 2017. INE, Lisboa. [15] INE (2019). Estatísticas do Turismo 2018. INE, Lisboa. [16] CREATOUR (2019). Homepage, http://creatour.pt/en/, last accessed 2019/09/25 [17] Cabeça, SM, Gonçalves, AR, Marques, JF & Tavares, M (2018). Contributions of creative tourism to sustainable development: The CREATOUR research and incubation project. In R. Amoêda, S. Lira, C. Pinheiro, JMS Zaragoza, JCS Serrano and FG Carrillo (Eds.), Heritage 2018 – Proceedings of the 6th International Conference on Heritage and Sustainable Development, Granada: Editorial Universidad de Granada/Green Lines Institute for Sustainable Development, vol 2, p. 1671-1680. [18] Richards, G., & Wilson, J. (2006). Developing creativity in tourist experiences: A solution to the serial reproduction of culture? Tourism Management, 27(6), 1209-1223. [19] Cloke, P. (2007). Creativity and tourism in rural environments. In G. Richards and J. Wilson (Eds.), Tourism, Creativity and Development (pp. 37-47). London: Routledge. [20] Carvalho, M., Lima, J., & Kastenholz, E. (2014). Criatividade Cultural – Que oportunidade para destinos rurais?, PASOS – Revista de Turismo y Patrimonio Cultural, Special Issue, 12(3), 635-648. [21] Simpson, M. (2008). Community benefit tourism initiatives – A conceptual oxymoron?, Tourism Management, 29(81), 1-18. http://unesdoc.unesco.org/images/0015/001598/159811e.pdf, last accessed 2019/09/25. [22] Korez-Vide, R. (2012). Promoting sustainability of tourism by creative tourism development: How far is Slovenia? Innovation Issues and Approaches in Social Sciences, 6(1), 77-102.

The Creative Tourist Experience in the Alentejo region: A case study of the CREATOUR project in Portugal Noémi Marujo1[0000-0001-8058-5130], Jaime Serra2[0000-0002-0299-4649] and Maria do Rosário Borges3[0000-0003-2519-7535] 123

CIDEHUS, University of Évora, Largo dos Colegiais, 2; 7000-812 Évora, PORTUGAL [email protected], [email protected], [email protected]

Abstract. Tourism demand for culture-based creative tourism has been triggering growing interest in various research domains. In the context of the CREATOUR project ‘Creative Tourism Destination Development in Small Cities and Rural Areas’, an exploratory study was conducted in order to describe and analyse the tourist experience in the pilot activities carried out. The profile of the tourists that participated in the creative tourism activities promoted by the CREATOUR pilot in the Alentejo Portuguese region will be under review concerning sociodemographic characteristics, travel behaviour and motivations. To accomplish this objective, a total of 74 surveys were collected in 2018. Results revealed that participants in creative activities are of an active professional age, have a higher level of qualifications and travel with their partners or in an organised group. Regarding their motivations, results also revealed that they seek original experiences and want to stimulate more creative behaviour. Keywords: Alentejo, Creative Tourist, CREATOUR, Experiences.

1

Introduction

In parallel with the growth of cultural tourism offer in the Alentejo region, there is an emerging demand for active learning experiences that provide an authentic dive into the local culture, in situ, based on process of co-creation and enabling self-expression and development of creative skills for the visitor. So far, creative tourism development in small cities and rural areas in this region has shown a strong affinity with cultural assets and activities. This trend has attracted the attention of different players, not only due to the opportunity to improve the attractiveness of the destination but also to explore new markets and be commercially successful. But the value creation of these experiences should be based on value networks that are able to promote synergies among the different stakeholders and organisations related to cultural, creative and tourism fields in the region. In Portugal, and particularly as regards the Alentejo, this scenario has recently started and is under construction. This justifies the tourism demand for culture-based creative tourism triggering growing interest from investigators in various research domains. Tracking the profile of tourists who want to experience creative interaction with different cultures and have the opportunity to acquire new learning and intercultural experiences can help producers and places to be more © Springer Nature Singapore Pte Ltd. 2020 Á. Rocha et al. (eds.), Advances in Tourism, Technology and Smart Systems, Smart Innovation, Systems and Technologies 171, https://doi.org/10.1007/978-981-15-2024-2_60

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attractive and improve the value of their market. To understand this reality in the Alentejo it is necessary to carry out more studies with this approach. Therefore, in the context of the CREATOUR project ‘Creative Tourism Destination Development in Small Cities and Rural Areas’, an exploratory study was conducted in order to describe and analyse the tourist experience in pilot activities carried out in their communities. In this context, the profile of the tourists that participated in the cultural-based creative tourism activities promoted by the CREATOUR pilot in the Portuguese region of the Alentejo will be under review, concerning sociodemographic characteristics, travel behaviour and motivations. This chapter is organised in 4 sections. After this introduction, a brief literature review on concepts about creative tourism, creative tourism related with culture and creative tourist profile will be presented. Then the CREATOUR project in Portugal and in the Alentejo region is outlined. Next, the adopted methodology will be described, with focus on the research setting, data collection, and analysis together with the findings. Finally, the paper ends with some practical contributions, limitations, and suggestions for further research.

2

Tourist experiences in creative tourism contexts: brief approach

2.1

Creative tourism concept

One of the first definitions of creative tourism derives from the EUROTEX project undertaken between 1996 and 1999 in Finland, Greece and Portugal and was presented by Greg Richards and Crispin Raymond, as follows: “Tourism which offers visitors the opportunity to develop their creative potential through active participation in courses and learning experiences which are characteristic of the holiday destination where they are taken” [1]. For UNESCO [2] creative tourism explores, more meaningfully and genuinely, the interaction between the visitor and the host community. In the context of the Creative Cities Network, UNESCO advanced the following definition: “Creative tourism is travel directed toward an engaged and authentic experience, with participative learning in the arts, heritage, or special character of a place and it provides a connection with those who reside in this place and create this living culture” [2]. Sometime later, Crispin Raymond presented a revised definition: “A more sustainable form of tourism that provides an authentic feel for a local culture through informal, hands-on workshops and creative experiences. Workshops take place in small groups at tutors' homes and places of work; they allow visitors to explore their creativity while getting closer to local people” [3]. Although some earlier concepts of creative tourism make reference to learning experiences linked to traditional areas of culture and creativity [4; 5], more recent approaches integrate tourism with creative industries (e.g. design, fashion, and gaming), creative cities, creative districts or places as a whole, among other emerging approaches. As result, the trend for involvement between consumers, producers, policy makers and knowledge institutions, providing access to new markets and diversifying demand has been increasing [1, 4].

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Creative tourism related to culture

All rural or urban societies can be creative and therefore creative tourism is increasingly visible in many tourist destinations, regardless of their level of touristic development. Creative tourism is essentially based on the culture of a place where “it offers visitors the opportunity to develop their creative potential through their active participation in courses and learning experiences that are characteristic of the holiday destination” [6]. As stated in the previous section, in this chapter we are studying a case that lies in the domain of culture-based creative tourism. As such, and although there is a great affinity between cultural tourism and creative tourism, Table 1 summarises the main differences between the approaches [4]. Table 1. From cultural tourism to creative tourism.

Orientation

Cultural Tourism Past

Creative Tourism Future

Externalities

Conservation

Innovation

Structure

Products

Platforms and content

Process

Interpretation

Co-creation

Value creation

Value chains

Value networks

Value focus

Upstream

Downstream

Funding

Public

Commercial

In the above table, the list of key domains makes no reference to the tourist profile in either approach. In the scope of this research, it was not possible to identify many scientific studies that analyse and identify clear similarities or differences between these two consumer profiles. Although there seems to be some consensus in the literature that creativity is composed of four interactive elements [7] – people, processes, products and locality – few studies focusing on each of these dimensions in the context of creative tourism were identified. Indeed, the various concepts of creative tourism describe a big picture of the consumer/client profile related to the type of activities that are usually dynamised, but further empirical studies are needed with this focus on the context of tourist experiences. 2.3

Exploring the profile of the creative tourist experience

For Petya Ivanova [8], any experience associated with the local culture visited, which requires the active participation of the tourist and challenges him to develop his creative potential, is considered a creative experience. In creative tourism, the nature of the tourist experience encompasses all directions. But each experience is unique and takes on a different meaning for each tourist. In the literature, several definitions of the creative tourism concept point to active tourist participation in experiences, to dynamic and authentic activities related to local territories, and also to meaningful contact between tourist and host [9]. As stated above, UNESCO [2] defends a more

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expressive interaction between the visitor and the host community in creative tourism. This implies that a deep educational, social and emotional involvement between tourists, hosts and residents must be explored to promote a unique social and cultural relation between them. It should be noted, however, that the language barrier between them may limit the degree of creative experience. According to Greg Richards [1] the local community emerges as “a source of knowledge and skills for the tourist learning process”. But the author stresses that destinations must carefully select the creative aspects that are most closely associated with the identity of the place. Only then will it be possible to guarantee that the visitor will have an authentic, enriching and memorable experience. Creative tourism encourages active participation of tourists [1], but they are more demanding in the consumption of cultural products. According to the same author, they want to participate in daily activities of the communities where creativity is present. The creative tourist wants to be the creator of his own experience and wants to 'immerse himself' actively in the culture he visits. Tan et al. [10] stated that 'internal reflections' and 'external interactions' build the creative experience of tourists. In this sense, the authors developed a model of creative experience that includes four dimensions: 'consciousness'; 'motivation'; 'creativity'; and 'learning and interaction'. The first three are associated with the 'internal reflections' of the tourist, while the last is directed to the external aspects, that is, the interaction of the tourist with the environment, with people and with the activities carried out. Creative tourism depends especially on the tourist as creative co-producer and consumer of their experiences, as well as depending on the creative abilities of the creators of experiences [11]. These, in turn, also depend on the political-institutional context of their area of intervention. These means that tourism development in creative territories (that are already established or intend to be), will have to continually attract 'creative tourists' and also deal with the creative classes, which are facing big challenges to operate within both the creative value chain and tourism value chain.

3

The CREATOUR project in Portugal

CREATOUR is a three-year project (2016-2019). The central aim is to connect the cultural/creative and tourism sectors through the development of an integrated research and application approach to catalysing creative tourism in small cities and rural areas throughout Portugal mainland. The seven scientific objectives of the CREATOUR are as follows [12]: i) To improve the level of knowledge and systematic analysis about creative tourism in small cities and rural areas in Portugal; ii) To understand the processes through which creative tourism activities can be effectively developed, implemented and made sustainable; iii). To understand how an integrated approach to creative tourism may provide feasible options to improve the stability of cultural/creative organisations of small cities and rural areas; iv) To assess the multidimensional impacts of creative tourism activities in small cities and rural areas on cultural/creative organisations, on tourism, and on local development generally; v) To develop strong and sustainable partnerships between public and private stakeholders

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in each region to enhance the positive impacts of tourism for local and regional development and residents’ daily lives; vi) To contribute to the diversification of tourism offers by creating memorable, unique and linked-to-place creative experiences for tourists; vii) To capitalise on new technologies to provide contemporary creative experiences that meet the demands of creative tourists, based on cultural and historical heritages. To achieve those objectives, key initiatives were drawn up as essential to the CREATOUR: IdeaLabs, Pilot Initiatives, Strengthening Network and Cluster Formation and Research. These activities’ dimensions are informed and guided by multidisciplinary research activities, knowledge advancing annual conferences and the development of a range of publications and other outputs. Four Portuguese regions were included in this project (Norte, Centro, Alentejo and Algarve) and a total of forty pilots’ organisations were involved. In the next section, the case of the Alentejo region will be briefly described. 3.1

The CREATOUR Project in the Alentejo Region

The first step for the inclusion of the Alentejo region in CREATOUR was the involvement of the CIDEHUS research centre due to its connection with a range of cultural-based creative organisations and other stakeholders that are linked with the tourism system. The second step was the identification and selection of pilot organisations that were operating in the region creative economy. In 2016, five pilot organisations were selected in the first open call for participants in CREATOUR by developing creative tourism services to be offered to visitors and cooperating with researchers of the investigation units. In the fall of 2017, five additional pilot organisations were selected on the second call. The Alentejo pilot organisations from small cities and rural areas are identified in Table 2 [12]. Table 2. The 10 pilot organisations of the CREATOUR project in the Alentejo region.

Organisation name & project CECHAP | Marble Route of the Estremoz Anticlinal New Tradition | Textile Workshops

Type of structure Location Non-profit cultural associaEstremoz tion Platform Viana do Alentejo

CM Beja | BEJA CRIARTE

Local authority

Beja

CM Mértola | Creative Walks Local authority CM Reguengos de Monsaraz | Casa do Local authority Barro - Pottery of S. Pedro do Corval MARCA ADL | Saídas de Mestre Non-profit association

Mértola Reguengos de Monsaraz Montemor-o-Novo

João Cutileiro Atelier | Pedra +

Art project

Évora

VAGAR Walking Tours | Play Évora

Tourism company

CACO | Mãos de Cá Association of Craftsmen Genuine Alentejo | Portugal’s RemarkTourism company able Tourist Experiences

Évora Odemira Évora

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The development of a national network of pilot organisations for creative tourism is essential for CREATOUR, in which they are expected to have a leading role [12]. As happened in the other three regions, the Alentejo regional network approach created several networking opportunities for pilots: it promoted human-scaled, interactive, creative tourism activities, building from local cultural traditions, skills, knowledge, and emerging artistic practices. By implementing a series of creative tourism offers, the pilots became co-researchers at CREATOUR, actively contributing to the success of this project on a national scale.

4

Methodology

To accomplish the aim of this chapter, an empirical study was conducted to describe and analyse the tourist experience in the pilot activities carried out in the context of the CREATOUR ´Creative Tourism Destination Development in Small Cities and Rural Areas’ project in the Alentejo region of Portugal. The profile of the tourists who participated will be reviewed concerning several sociodemographic characteristics, travel behaviours and motivations. 4.1

Data collection and analysis

To collect the data, a questionnaire applied to all the four regions of the CREATOUR was used, targeting the participants of the creative tourism activities during the year of 2018. The sample that is used for this study refers only to the case of the Alentejo region of Portugal. A face-to-face questionnaire was administered to the participants and 74 usable questionnaires were collected and validated. The questionnaire used in this study was designed based on a literature review. It has several sections and respondents were asked to answer questions related to their socio-demographic profile (e.g. gender, age, level of education, work situation, place of residence), travel companions, previous participation in a creative experience, reasons for visiting the destination; characterisation of creative tourism experience; and evaluation of their creative tourism experience. To analyse the data, SPSS Statistics 24.0 was used to compute and analyse the previously considered dimensions to present the descriptive statistics considering these variables. 4.2

Results and discussion

Sociodemographic profile Regarding the sociodemographic profile, several variables were used. The sample (n = 74) is constituted by a considerable number of females (57.1%). Considering the age of the participants, the majority (48.6%) are between 30 and 50 years old. 30.6% of the population in the study are between 50 and 65 years hold, 18.1% are 18-30 years old and only 2.8% are more than 65 years old. In terms of marital status 43.3% are married or have a non-marital partnership, 37.3% are single and 16.4% are divorced or separated. Comparing the group of visitors that are married with the combined single and divorced groups, it seems that the marital status does not have rele-

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vance when choosing a creative tourism experience. Regarding the analysis of the nationalities of the participants, there is an evident predominance of the national market. Among the total of the 74 participants, 76% are of Portuguese nationality. The second most represented tourism market (but with no expression) is the Netherlands with only 3 participants (4.2%). Markets from Mexico, the Czech Republic, the United Kingdom and Russia only represent 11.2% of the total study population, accounting for only two visitors each. Nationalities referred to as "Other" in Table 2 include Belgium, Brazil, France, Mozambique, Serbia and Ukraine, with 1 participant per market. These figures are not in line with official statistics from INE [13] for tourism in the Alentejo region. Tourists from the Spanish market did not participate in these activities although it is the most important international market as regards the official indicator of guests/overnight stays. Concerning the level of education, about 60% of the participants have a higher level of education and among these about 30% are highly qualified with a master’s degree or doctorate. Maybe some of the 13.4% participants with elementary level of education are older people related with the local pilot activity, when based on some local ancient activities. Concerning the socio-professional situations of the participants, 25.4% are specialists in intellectual and academic activities, 15.3% are managers/professionals, 11.9% are students, 10.2% are technicians and associate professionals and 8.5% are unemployed. The other variables (e.g. retired, domestic and disabled for work) have a value of less than 6% of representations. Travel Behaviour Concerning travel behaviour data, most tourists, about 80%, indicated that they were participating for the first time in a creative tourism experience. For a considerable number of people this is their first time in a creative tourism experience (79.5%) and when visiting the destination, the creative tourism activity was their primary reason (73.1%). Table 3 presents additional data about some variables related to travel behaviour. The majority become aware of this experience through family and friends (25.7%), social networks (24.3%) and in the accommodation where they stayed overnight (20.3%). Travel and tourism agencies, the CREATOUR project website and media had no influence. In terms of travel companions, 82.2% travel with someone of which 35.1% are in an organized group, 25.7% with their partner, 17.6% travel with friends, 16.2 with their children and 13.5% with family. Table 3. Travel behaviour: information and travel companion Variable How did you become aware of this experience?

N = 74 (1)

n = 74

% -

Through family and friends

19

25.7%

Social networks

18

24.3%

In the accommodation where I stayed overnight

15

20.3%

On the website of the promoter of the event

8

10.8%

Tourism guide/informational brochure/flyers

4

5.4%

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When passing by

4

5.4%

Tourist Information Office

2

2.7%

Travel and tourism operators/agencies

1

1.4%

Website of the CREATOUR project

1

1.4%

Media (TV, radio, press)

0

0.0%

Other

12

16.2%

How did you attend this experience?

-

n = 73

Alone

13

17.8%

Accompanied by (1)

60

82.2%

An organised group

26

35.1%

Spouse or partner

19

25.7%

Friends

13

17.6%

Children

12

16.2%

Family

10

13.5%

Other

3

4.1%

Legend: (1) Multiple-Choice Question allowing more than one answer

As regards to motivations for participating in creative tourism experiences (Table 4) results revealed that participants are pushed by motivations of originality, cultural, fun and creativity regarding these types of activities. These general findings are in line with Greg Richards and Crispin Raymond’s considerations about the fact that creative tourism inspires a more active participation by tourists, in the sense that they are more demanding in the consumption of cultural products. According to these results, it is also important to note a strong willingness of participants to contact and interact with locals and share these creative experiences with all the family. Table 4. Motivations for participating in creative tourism experiences. Variable / Item What reasons led you to participate in this experience? (1) (2)

n

%

It is original

M(3)

SD(4)

1

2

3

4

5

64

0.0

0.0

9.4

32.8

57.8

4.48

.666

It is culturally motivating

68

1.5

0.0

7.4

39.7

51.5

4.40

.756

It stimulates my creativity

65

1.5

1.5

10.8

30.8

55.4

4.37

.858

64

1.6

0.0

14.1

34.4

50.0

4.31

.833

1.5

4.5

22.7

28.8

42.4

4.06

.990

4.8

3.2

20.6

30.2

41.3

4.00

1.092

It is fun It enables me to know the local 66 community and interact with it It is suitable for the whole family 63 64 Its location It allows interaction with other participants

62

1.6

3.1

32.8

29.7

32.8

3.89

.961

4.8

4.8

27.4

33.9

29.0

3.77

1.078

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62 9.7 6.5 27.4 33.9 22.6 3.53 1.197 To accompany someone I know the promoter of the ac55 25.5 10.9 23.6 12.7 27.3 3.05 1.545 tivity Note: (1) Multiple-Choice Question allowing more than one answer; (2) Likert scale ranging from 1 – 'Completely disagree' to 5 – 'Completely agree'; (3) Mean; (4) Std. Deviation

In this sample, ten participants pointed out other various reasons, among which stand out “so my daughter can learn”, “to be with the community”, “curiosity”, “to be in a calm place” or “acquisition of knowledge and practice”, which reveal the interest and potential of this kind of tourism activities, both side for demand and supply.

5

Conclusion

The empirical study presented in this chapter results from an exploratory research about tourist experiences of creative tourism in the context of the CREATOUR Portuguese project dynamics, which aims to contribute to the sustainable development of small cities and rural areas across the Portuguese mainland. Based on features of the main concepts of creative tourism, brief reflections were presented allowing some correspondences to be made between the theoretical assumptions and the practice of some activities that had been taking place in the Alentejo region subnetwork. Concerning some contributions of this approach, it might be observed some shift patterns of cultural tourists behaviour. This effect suggests that individuals are shifting from a passive cultural behaviour to an active cultural behaviour [1]. This is in line with Boztug [14], with their concept of hybrid consumer, because tourist drivers are changing for a ´need to a being` on the consumption of cultural tourism [11]. In line with theoretical insight, findings revealed an important practical contribution for creative tourism organisations (e.g. importance of exploring ´being original`, ´culturally motivating`, ´stimulating creativity` and ´knowing local community and interaction with it`). Also, it is believed that the collected data present may be the basis for an approach to ascertaining how some characteristics of the product can be enhanced (e.g. efficiency in the production and use of scarce resources) and marketing effectiveness (e.g. market segmentation, communication strategy). The results also give creative tourism organisations the op-opportunity to prioritise and focus their efforts on these kinds of groups of customer profile. Limitations are the size of the sample and also the fact that few activities were approached for analysis due to the fact the CREATOUR is still halfway to reaching its goals. Regarding suggestions for further research, in the final stretch of the project it will be appropriate to develop further studies with this focus. Also, a comparison can be made with the profile of tourists participating in creative tourism activities in other regions where the project is being implemented.

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Acknowledgements. This research is funded with a grant from the FCT – National Funding Agency for Science, Research and Technology, COMPETE, FEDER, Portugal 2020 under the project UID/HIS/00057/2013 (POCI-01-0145-FEDER-007702) – CIDEHUS. Also with the support of CREATOUR project (with the reference 16437), which is funded by the Portuguese Foundation for Science and Technology (FCT/MEC) through national funds and cofunded by FEDER through the Joint Activities Programme of COMPETE 2020 and the Regional Operational Programmes of Lisbon and Algarve.

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