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Publication
O folkmarketing e a inovação nas práticas culturais locais e no turismo da Póvoa de Varzim - Portugal
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| 6.72 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Num contexto atual de crescente uniformização cultural e competição
territorial, valorizar práticas culturais locais assume um papel importante
na promoção identitária e no desenvolvimento do turismo sustentável.
Este estudo, tem como foco principal a compreensão da forma como o
Folkmarketing pode e deve ser utilizado como parte de uma estratégia de
comunicação e valorização cultural, especificamente na cidade da Póvoa
de Varzim. O estudo foca-se na articulação entre tradição e promoção,
sustentada na análise de conceitos como nation branding, local branding,
Folkcomunicação, Folkmarketing, Folkturismo e turismo de experiência.
A metodologia utilizada tem natureza qualitativa, com destaque no estudo
exploratório e interpretativo. Para isso, foram realizadas entrevistas
semiestruturadas, a agentes locais e um grupo focal, a membros da
comunidade poveira, de forma a perceber os sentidos atribuídos às
práticas culturais locais e a sua apropriação em contextos turísticos e
comunicacionais. A análise posterior destes dados obtidos permitiu
identificar as manifestações culturais da cidade, com maior relevo –
Camisola Poveira, São Pedro, Procissões, Siglas poveiras. Todos estes
símbolos referidos são identificados como sendo da identidade coletiva
com forte potencial comunicacional. A investigação permite então
concluir que estratégias de comunicação sustentadas na cultura potenciam
a atratividade turística, e revigoram os laços identitários da população, o
que leva a um posicionamento diferenciado da região a nível global.
In the current context of increasing cultural homogenization and territorial competition, valuing local cultural practices plays an important role in promoting identity and fostering sustainable tourism development. This study focuses primarily on understanding how Folkmarketing can and should be used as part of a communication and cultural valorization strategy, specifically in the city of Póvoa de Varzim. It explores the relationship between tradition and promotion, grounded in the analysis of concepts such as nation branding, local branding, Folkcommunication, Folkmarketing, Folktourism, and experiential tourism. The methodology employed is qualitative in nature, with an emphasis on exploratory and interpretative research. Semistructured interviews were conducted with local stakeholders, as well as a focus group with members of the Poveiro community, to understand the meanings attributed to local cultural practices and their appropriation in both touristic and communicational contexts. The subsequent analysis of the data made it possible to identify the city’s most prominent cultural manifestations – the Camisola Poveira, São Pedro festivities, religious processions, and siglas poveiras. All of these elements are recognized as part of the collective identity and possess strong communicational potential. The research thus concludes that communication strategies rooted in culture enhance tourism attractiveness and strengthen the population’s identity ties, contributing to a differentiated regional positioning on a global scale.
In the current context of increasing cultural homogenization and territorial competition, valuing local cultural practices plays an important role in promoting identity and fostering sustainable tourism development. This study focuses primarily on understanding how Folkmarketing can and should be used as part of a communication and cultural valorization strategy, specifically in the city of Póvoa de Varzim. It explores the relationship between tradition and promotion, grounded in the analysis of concepts such as nation branding, local branding, Folkcommunication, Folkmarketing, Folktourism, and experiential tourism. The methodology employed is qualitative in nature, with an emphasis on exploratory and interpretative research. Semistructured interviews were conducted with local stakeholders, as well as a focus group with members of the Poveiro community, to understand the meanings attributed to local cultural practices and their appropriation in both touristic and communicational contexts. The subsequent analysis of the data made it possible to identify the city’s most prominent cultural manifestations – the Camisola Poveira, São Pedro festivities, religious processions, and siglas poveiras. All of these elements are recognized as part of the collective identity and possess strong communicational potential. The research thus concludes that communication strategies rooted in culture enhance tourism attractiveness and strengthen the population’s identity ties, contributing to a differentiated regional positioning on a global scale.
Description
Keywords
Folkmarketing Folkcomunicação Póvoa de Varzim Turismo de experiência identidade local