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Comunicação e Autenticidade: o caso do Palácio Nacional de Mafra
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Advisor(s)
Abstract(s)
O presente estudo atende às questões de autenticidade no turismo cultural, tendo como objetivo
contribuir para a discussão sobre esta temática na vertente patrimonial do turismo cultural e
considerando as formas de comunicação utilizadas pelo Palácio Nacional de Mafra, aqui
assumido como caso de estudo. Numa primeira abordagem, torna-se premente compreender a
relação entre comunicação e cultura, património e identidade cultural, e autenticidade nas
experiências turísticas. No plano empírico, recorre-se à análise documental, realização de
entrevistas e observação direta. Este estudo permite a análise das estratégias de comunicação
protagonizadas pelo Palácio Nacional de Mafra, designadamente no que toca à apresentação
deste património cultural como recurso turístico, à organização dos espaços visitáveis e das
visitas, e à consequente construção de significados. Percebe-se que o primordial objetivo dos
órgãos profissionais é provocar a revigoração da identidade cultural. Para tal, dá-se enfoque à
comunicação para o público nacional. Promove-se cultura no sentido documental e humanista do
termo, conseguida através da patrimonialização, enfatizando essencialmente os aspetos
factuais, e utilizando, para isso, a autenticidade do edifício e o carater nele expostos, sendo essa
a forma mais utilizada para atrair o visitante aquando da comunicação e construção de ofertas
turísticas. Contudo, está implícita a encenação da autenticidade, acabando por colocar em
questão todas as formas de perceção do significado do termo. A discussão da relação entre
comunicação e autenticidade no turismo cultural patrimonial torna-se, assim, fulcral para o
entendimento do envolvimento entre ambos os conceitos para a anuência entre experiências
turísticas e o visitante, e desenvolvimento turístico.
This paper addresses the issues of authenticity in cultural tourism, aiming to contribute to the discussion on this theme in the heritage aspect of cultural tourism and considering the forms of communication used by the National Palace of Mafra, here assumed as a case study. In a first approach, it is imperative to understand the relationship between communication and culture, cultural heritage and identity, and authenticity in tourist experiences. On an empirical level, we resort to document analysis, interviews, and direct observation. This paper allows the analysis of VI communication strategies carried out by the National Palace of Mafra, namely regarding the presentation of this cultural heritage as a tourist resource, the organization of visitable spaces and visits, and the consequent construction of meanings. It is noticed that the primary objective of professional bodies is to intentionally provoke the reinvigoration of cultural identity. To this end, the focus is on communicating for the national public. Culture is, therefore, promoted in the documental and humanist sense of the term, achieved through patrimonialization and the emphasis of the factual aspects, using, for this, the authenticity of the building and the character exposed in it, which are the most used way to attract the visitor when communicating and constructing offers to tourists. However, the authenticity staging is implicit, ending up calling into question all forms of perception on the meaning of the term. The discussion of the relationship between communication and authenticity in cultural heritage tourism becomes, therefore, crucial for understanding the involvement between both concepts for the agreement between tourist experiences and the visitor, and tourism development.
This paper addresses the issues of authenticity in cultural tourism, aiming to contribute to the discussion on this theme in the heritage aspect of cultural tourism and considering the forms of communication used by the National Palace of Mafra, here assumed as a case study. In a first approach, it is imperative to understand the relationship between communication and culture, cultural heritage and identity, and authenticity in tourist experiences. On an empirical level, we resort to document analysis, interviews, and direct observation. This paper allows the analysis of VI communication strategies carried out by the National Palace of Mafra, namely regarding the presentation of this cultural heritage as a tourist resource, the organization of visitable spaces and visits, and the consequent construction of meanings. It is noticed that the primary objective of professional bodies is to intentionally provoke the reinvigoration of cultural identity. To this end, the focus is on communicating for the national public. Culture is, therefore, promoted in the documental and humanist sense of the term, achieved through patrimonialization and the emphasis of the factual aspects, using, for this, the authenticity of the building and the character exposed in it, which are the most used way to attract the visitor when communicating and constructing offers to tourists. However, the authenticity staging is implicit, ending up calling into question all forms of perception on the meaning of the term. The discussion of the relationship between communication and authenticity in cultural heritage tourism becomes, therefore, crucial for understanding the involvement between both concepts for the agreement between tourist experiences and the visitor, and tourism development.
Description
Parceria com a Universidade de Lisboa - Instituto de Geografia e Ordenamento do Território
Keywords
Turismo Cultural Comunicação Cultura Autenticidade Cultural Tourism Communication Culture Authenticity