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A regeneração do património olivícola em Portugal com suporte no Turismo Criativo
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Abstract(s)
O património olivícola é um elemento nuclear das civilizações do Mediterrâneo, possuindo um elevado valor natural, cultural e social. No entanto, nas últimas décadas, a produção intensiva e super-intensiva de azeite retirou viabilidade económica às formas tradicionais de produção, alterando todo o sector olivícola e pondo em risco de desaparecimento um valioso património cultural tangível e intangível.
Neste contexto, o turismo emerge como um meio de valorização do património olivícola, e como importante fator de desenvolvimento regional e local, mantendo assim vivo este património. As novas abordagens de turismo criativo acrescentam valor ao património endógeno e permitem a inovação dos produtos turísticos em destinos de baixa densidade, proporcionando uma gestão eficaz dos seus recursos. No entanto, tanto quanto sabemos, poucos são os estudos focados na regeneração do património olivícola com enfoque no turismo criativo.
Deste modo, o presente estudo tem como objetivo aferir as potencialidades do turismo criativo como abordagem dinâmica e regeneradora do património olivícola, com vista à sua salvaguarda e ao desenvolvimento sustentável das regiões rurais portuguesas. Na persecução deste objetivo adotámos uma metodologia de investigação que inclui: (1) um estudo delphi, baseado num painel de 8 peritos nos domínios do turismo criativo e património olivícola. Este estudo permitiu identificar as principais interações entre os dois domínios: o universo olivícola e o universo das experiências criativas; (2) um estudo quantitativo aos consumidores, com vista a aferir a atratividade e a frequência de participação em experiências criativas no âmbito do olivoturismo.
Com base nos resultados obtidos, conclui-se que o turismo criativo associado ao património olivícola dará um contributo significativo para a regeneração das regiões rurais e a diminuição dos desequilíbrios regionais. De igual modo, o turismo criativo focado no património olivícola promove um turismo mais sustentável e responsável. Revela-se ainda a existência de uma grande predisposição dos consumidores para a realização de experiências criativas no âmbito do património olivícola.
The olive heritage is a core element of Mediterranean civilizations, having high natural, cultural and social value. However, in recent decades, the intensive and super-intensive production of olive oil has removed economic viability from traditional forms of production, changing the entire olive sector and putting at risk of disappearance a valuable tangible and intangible cultural heritage. In this context, tourism emerges as a means of enhancing olive heritage, and as an important factor in regional and local development, thus keeping this heritage alive. New creative tourism approaches add value to endogenous heritage and enable the innovation of tourism products in low density destinations, providing an effective management of their resources. However, to the best of our knowledge, there are few studies focused on the regeneration of olive-growing heritage with a focus on creative tourism. Thus, the present study aims to assess the potential of creative tourism as a dynamic and regenerative approach to olive heritage, with a view to its safeguarding and the sustainable development of Portuguese rural regions. In the pursuit of this objective we adopted a research methodology that includes: (1) a Delphi study, based on a panel of 8 experts in the fields of creative tourism and olive heritage. This study allowed us to identify the main interactions between the two domains: the olive universe and the universe of creative experiences; (2) a quantitative consumer study, in order to assess the attractiveness and frequency of participation in creative experiences within the scope of olive-tourism. Based on the results obtained, it is concluded that creative tourism associated with olive heritage will make a significant contribution to the regeneration of rural regions and the reduction of regional imbalances. Likewise, creative tourism focused on olive heritage promotes a more sustainable and responsible tourism. It also reveals the existence of a great willingness of consumers to carry out creative experiences within the olive heritage.
The olive heritage is a core element of Mediterranean civilizations, having high natural, cultural and social value. However, in recent decades, the intensive and super-intensive production of olive oil has removed economic viability from traditional forms of production, changing the entire olive sector and putting at risk of disappearance a valuable tangible and intangible cultural heritage. In this context, tourism emerges as a means of enhancing olive heritage, and as an important factor in regional and local development, thus keeping this heritage alive. New creative tourism approaches add value to endogenous heritage and enable the innovation of tourism products in low density destinations, providing an effective management of their resources. However, to the best of our knowledge, there are few studies focused on the regeneration of olive-growing heritage with a focus on creative tourism. Thus, the present study aims to assess the potential of creative tourism as a dynamic and regenerative approach to olive heritage, with a view to its safeguarding and the sustainable development of Portuguese rural regions. In the pursuit of this objective we adopted a research methodology that includes: (1) a Delphi study, based on a panel of 8 experts in the fields of creative tourism and olive heritage. This study allowed us to identify the main interactions between the two domains: the olive universe and the universe of creative experiences; (2) a quantitative consumer study, in order to assess the attractiveness and frequency of participation in creative experiences within the scope of olive-tourism. Based on the results obtained, it is concluded that creative tourism associated with olive heritage will make a significant contribution to the regeneration of rural regions and the reduction of regional imbalances. Likewise, creative tourism focused on olive heritage promotes a more sustainable and responsible tourism. It also reveals the existence of a great willingness of consumers to carry out creative experiences within the olive heritage.
Description
Keywords
Património olivícola Olivoturismo Turismo criativo Experiência