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Abstract(s)
Viajar é um modo efêmero de viver noutra cultura e aprender sobre os seus costumes e
tradições. Os turistas cada vez mais procuram tornar as suas viagens autênticas e
inesquecíveis e estão cada vez mais abertos a outros contextos socioculturais. Eles não
são mais um mero espectador, mas um participante ativo na experiência turística (Otto &
Ritchie, 1996). O turismo é de facto um conjunto de momentos, depois retratado em
memórias que mantêm os turistas conectados aos destinos. A economia da experiência é,
sem dúvida, uma tendência crescente, justificada pela globalização da informação, pela
democratização da cultura, pela busca de desafios e pela urgência em viver momentos
únicos (Pine & Gilmore, 1998; Jelinˇcic & Mansfeld, 2019). Os turistas querem saber
mais sobre os destinos, tradições e património, procurando fontes fiáveis de informação.
A aprendizagem e o turismo tornaram-se dois elementos indissociáveis, resultando num
aumento exponencial de turistas culturais com diferentes motivações: espirituais,
intelectuais e emocionais, que definem o seu perfil enquanto turistas. As principais
atrações culturais dos destinos situam-se nos centros históricos. Aqui, monumentos,
património e partilha de estórias estão concentrados.
Contar histórias é um produto do turismo cultural, um meio de comunicação, um
mecanismo para promover o potencial turístico dos destinos fomentando a conservação
dos espaços, a consciência social, a partilha de conhecimento e a preservação da tradição
(Gonçalves, Seabra, & Silva, 2017). As experiências turísticas memoráveis fomentam
fortes ligações com destinos, fazendo com que os turistas queiram voltar, reviver
momentos passados e paralelamente se tornem contadores de estórias compartilhando a
sua própria experiência. O storytelling não se limita a relatar eventos. Ajuda os turistas a
se conectarem com o destino visitado de forma sensorial, possibilitando um
relacionamento mais próximo com a comunidade, os seus residentes e a cultura local.
Os turistas culturais são um segmento bastante heterógeno, com personalidades e padrões
comportamentais diversificados. Considerando este fator, relevou-se pertinente adotar
uma abordagem geracional, focando exclusivamente a geração millennial. Este grupo,
revela um surpreendente interesse em visitar património, e conhecer a cultura dos
destinos. Nas suas viagens os millennials optam por experiências autênticas, que lhes
permitam conhecer a comunidade local, a história, e património (EdgeResearch, 2017).
O estudo empírico foi elaborado através da realização de inquéritos nos Centros
Históricos reconhecidos pela UNESCO em Portugal continental: Évora, Guimarães e
Porto. Os resultados confirmam as dimensões da experiência: (1) sense, (2) feel, (3) think,
(4) act e (5) relate, do modelo de Schmitt (1999). A dimensão think não demonstrou
relevância perante os resultados obtidos, justificando-se pelo facto da geração millennial
ser mais experimental e preferir viver cada momento de forma plena através de seus
sentidos e sensações (Veiga, Santos, Águas, & Santos, 2017). A discussão centra-se nos
resultados e nas implicações para o turismo cultural e para a gestão turística, podendo
auxiliar na criação de novas estratégias de marketing e comunicação que otimizem as
dimensões da experiência turística. São também apresentadas limitações e futuras linhas
de investigação.
ABSTRACT: Traveling is an ephemeral way of living in another culture and learning about its customs and traditions. Tourists increasingly seek to make their travels more authentic and unforgettable and are more open to other socio-cultural contexts. They are no longer a mere spectator, but an active participant in the tourism experience (Otto & Ritchie, 1996). Tourism is indeed a set of moments, then portrayed in memories that keep tourists connected to the destinations. The economy of experience is undoubtedly a growing trend, justified by the globalization of information, by the democratization of culture, by and by the urgency of living unique moments (Pine & Gilmore, 1998; Jelincic & Mansfeld, 2019). Tourists want to know more about destinations, traditions and heritage by looking for reliable sources of information. Learning and tourism have become in dissociated elements, resulting in an exponential increase of cultural tourists with different motivations: spiritual, intellectual and emotional, that define their profile as tourists. The main cultural attractions of the destinations are located in the historical centers. Here, monuments, heritage and story sharing are concentrated. Telling stories is a product of cultural tourism, a means of communication, a mechanism to promote the tourism potential of the destinations by fostering space conservation, social awareness, knowledge sharing and the preservation of local traditions (Gonçalves, Seabra, & Silva, 2017). Memorable tourist experiences foster strong connections with destinations, making tourists want to return, relive past moments and in parallel, become storytellers sharing their own experience. Storytelling is not limited to reporting events. It helps tourists to connect with the visited places in a sensorial way, enabling a closer relationship with the community, its residents and the local culture. Cultural tourists are a very heterogenous segment, with diverse personalities and behavioral patterns. Considering this factor, it was pertinent to adopt a generational approach, focusing exclusively on the millennial generation. This group reveals a surprising interest in visiting heritage and knowing the culture of the destinations. In their travels the millennials opt for authentic experiences that enable them to get to know the local community, history, and heritage (EdgeResearch, 2017). The empirical study was carried out by conducting surveys in Historical Centers recognized by UNESCO in Portugal mainland: Évora, Guimarães and Porto. The results confirm the dimensions of experience: (1) sense, (2) feel, (3) think, (4) act, and (5) relate, regarding the model of Schmitt (1999). However, the dimension think was not relevant in the generation studied. This is understandable because millennials are more experimental and prefer to live the moment to the fullest, through their senses and sensations (Veiga, Santos, Águas, & Santos, 2017). Discussion centers on the study findings and implications for cultural tourism, and tourism management that can help in the creation of new marketing and communication strategies that enhance the dimensions of the tourism experience. Lastly limitations and guidelines for future research are presented.
ABSTRACT: Traveling is an ephemeral way of living in another culture and learning about its customs and traditions. Tourists increasingly seek to make their travels more authentic and unforgettable and are more open to other socio-cultural contexts. They are no longer a mere spectator, but an active participant in the tourism experience (Otto & Ritchie, 1996). Tourism is indeed a set of moments, then portrayed in memories that keep tourists connected to the destinations. The economy of experience is undoubtedly a growing trend, justified by the globalization of information, by the democratization of culture, by and by the urgency of living unique moments (Pine & Gilmore, 1998; Jelincic & Mansfeld, 2019). Tourists want to know more about destinations, traditions and heritage by looking for reliable sources of information. Learning and tourism have become in dissociated elements, resulting in an exponential increase of cultural tourists with different motivations: spiritual, intellectual and emotional, that define their profile as tourists. The main cultural attractions of the destinations are located in the historical centers. Here, monuments, heritage and story sharing are concentrated. Telling stories is a product of cultural tourism, a means of communication, a mechanism to promote the tourism potential of the destinations by fostering space conservation, social awareness, knowledge sharing and the preservation of local traditions (Gonçalves, Seabra, & Silva, 2017). Memorable tourist experiences foster strong connections with destinations, making tourists want to return, relive past moments and in parallel, become storytellers sharing their own experience. Storytelling is not limited to reporting events. It helps tourists to connect with the visited places in a sensorial way, enabling a closer relationship with the community, its residents and the local culture. Cultural tourists are a very heterogenous segment, with diverse personalities and behavioral patterns. Considering this factor, it was pertinent to adopt a generational approach, focusing exclusively on the millennial generation. This group reveals a surprising interest in visiting heritage and knowing the culture of the destinations. In their travels the millennials opt for authentic experiences that enable them to get to know the local community, history, and heritage (EdgeResearch, 2017). The empirical study was carried out by conducting surveys in Historical Centers recognized by UNESCO in Portugal mainland: Évora, Guimarães and Porto. The results confirm the dimensions of experience: (1) sense, (2) feel, (3) think, (4) act, and (5) relate, regarding the model of Schmitt (1999). However, the dimension think was not relevant in the generation studied. This is understandable because millennials are more experimental and prefer to live the moment to the fullest, through their senses and sensations (Veiga, Santos, Águas, & Santos, 2017). Discussion centers on the study findings and implications for cultural tourism, and tourism management that can help in the creation of new marketing and communication strategies that enhance the dimensions of the tourism experience. Lastly limitations and guidelines for future research are presented.
Description
Keywords
Storytelling Turismo Cultural Património Imaterial Experiência Turística Gerações Millennials