The Regeneration of the Olive Heritage in Portugal Supported by Creative Tourism
DOI:
https://doi.org/10.59072/rper.vi68.603Keywords:
Olive oil heritage; Olive oil tourism; Creative tourism; Touristic experienceAbstract
In several Portuguese regions, olive groves stand out as a testimony to the multi-millennial vitality of the olive sector. However, in the last two decades, the intensive and over-intensive production of olive groves has threatened the economic sustainability of traditional forms of production, condemning a valuable cultural heritage, both tangible and intangible, to wither away. In this context, tourism can emerge as a means of enhancing olive heritage, and new creative tourism approaches could be an effective means of enhancing olive heritage, empowering local actors, and encouraging innovation of tourism products, through an effective use of endogenous resources. The present study aims to assess the potential of creative tourism as a dynamic and regenerative approach to olive heritage, with a view to safeguarding it and to the sustainable development of Portuguese rural regions. The results obtained shows that creative tourism focused on olive heritage is a fundamental pillar for the regeneration of rural regions and for the reduction of regional imbalances, as well as for the promotion of a more sustainable and responsible tourism. The study also reveals the existence of a great willingness of consumers to carry out creative experiences within the olive heritage.
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