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Património Imaterial como base para o Desenvolvimento do Turismo Criativo
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Esta dissertação investiga o potencial do património cultural imaterial (PCI) como recurso
estratégico para o desenvolvimento do turismo criativo na região de Viseu. Com base na
visão da UNESCO, que reconhece o PCI como uma entidade viva, enraizada na
comunidade e dinâmica, o estudo visa colmatar uma lacuna prática: embora numerosos
destinos continuem a dar prioridade ao património material, muitas vezes não valorizam
os rituais, o artesanato, a gastronomia, os festivais e as tradições orais na criação de
produtos turísticos participativos. Este estudo tem como objetivo: (i) identificar a
principal motivação dos turistas que procuram experiências criativas; (ii) caracterizar a
tipologia dos turistas criativos em termos demográficos e experienciais; (iii) compreender
o planeamento atual, as estratégias de marketing e os obstáculos percebidos pelos
residentes locais; e (iv) apresentar recomendações práticas para melhorar a gestão do
património cultural imaterial. A abordagem metodológica adotada é quantitativa e
descritiva, centrando-se na aplicação de um questionário estruturado aos visitantes em
Viseu. Para examinar as dimensões latentes das perceções relativas ao turismo criativo,
os dados são analisados no IBM SPSS utilizando a Análise Fatorial Exploratória, seguida
de análise de agrupamentos para classificar os perfis dos turistas criativos. Os resultados
permitiram a construção de uma tipologia de visitantes baseada em evidências, revelando
padrões de interação com a comunidade, benefícios associados à participação e ao
desenvolvimento, bem como riscos percebidos para o património nos diferentes
segmentos. A dissertação relaciona estes padrões com a gestão de destinos, contribuindo
para a literatura sobre turismo criativo e fornecendo recomendações sobre práticas
sustentáveis e baseadas na comunidade para o desenvolvimento de produtos e a
preservação do património imaterial em Viseu. Como limitações, o estudo baseia-se numa
amostragem não probabilística e num desenho transversal; por conseguinte, entrevistas
com as partes interessadas e um acompanhamento longitudinal devem ser considerados
em investigações futuras, a fim de verificar mudanças nas perceções de autenticidade e
risco.
This dissertation investigates the potential of intangible cultural heritage (ICH) as a strategic resource for the development of creative tourism in the Viseu region. Based on UNESCO’s view, which recognises ICH as a living, community-rooted and dynamic entity, the study aims to fill a practical gap: although numerous destinations continue to prioritise tangible heritage, they often fail to value rituals, crafts, gastronomy, festivals and oral traditions in the creation of participatory tourism products. This study aims to: (i) identify the main motivation of tourists seeking creative experiences; (ii) characterise the typology of creative tourists in demographic and experiential terms; (iii) understand current planning, marketing strategies and the obstacles perceived by local residents; and (iv) present practical recommendations for improving the management of intangible cultural heritage. The methodological approach adopted is quantitative and descriptive, focusing on the administration of a structured questionnaire to visitors in Viseu. To examine the latent dimensions of perceptions regarding creative tourism, the data are analysed in IBM SPSS using Exploratory Factor Analysis, followed by cluster analysis to classify the profiles of creative tourists. The results enable the construction of an evidence-based typology of visitors, revealing patterns of interaction with the community, benefits associated with participation and development, as well as perceived risks to heritage across the different segments. The thesis relates these patterns to destination management, contributing to the literature on creative tourism and providing recommendations on sustainable, community-based practices for product development and the preservation of intangible heritage in Viseu. As limitations, the study is based on a non-probability sample and a cross-sectional design; consequently, interviews with stakeholders and longitudinal follow-up should be considered in future research in order to verify changes in perceptions of authenticity and risk.
This dissertation investigates the potential of intangible cultural heritage (ICH) as a strategic resource for the development of creative tourism in the Viseu region. Based on UNESCO’s view, which recognises ICH as a living, community-rooted and dynamic entity, the study aims to fill a practical gap: although numerous destinations continue to prioritise tangible heritage, they often fail to value rituals, crafts, gastronomy, festivals and oral traditions in the creation of participatory tourism products. This study aims to: (i) identify the main motivation of tourists seeking creative experiences; (ii) characterise the typology of creative tourists in demographic and experiential terms; (iii) understand current planning, marketing strategies and the obstacles perceived by local residents; and (iv) present practical recommendations for improving the management of intangible cultural heritage. The methodological approach adopted is quantitative and descriptive, focusing on the administration of a structured questionnaire to visitors in Viseu. To examine the latent dimensions of perceptions regarding creative tourism, the data are analysed in IBM SPSS using Exploratory Factor Analysis, followed by cluster analysis to classify the profiles of creative tourists. The results enable the construction of an evidence-based typology of visitors, revealing patterns of interaction with the community, benefits associated with participation and development, as well as perceived risks to heritage across the different segments. The thesis relates these patterns to destination management, contributing to the literature on creative tourism and providing recommendations on sustainable, community-based practices for product development and the preservation of intangible heritage in Viseu. As limitations, the study is based on a non-probability sample and a cross-sectional design; consequently, interviews with stakeholders and longitudinal follow-up should be considered in future research in order to verify changes in perceptions of authenticity and risk.
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Sustentabilidade Património Cultural Imaterial Turismo Criativo Gestão de Destinos Intangible Cultural Heritage Creative Tourism Destination Management Sustainability