A. dos Santos. (2016). CULTURAL AND THE NEW ECONOMY OF HERITAGE, International Journal of Scientific Management and Tourism, Vol.2, 1, pp 229-251 229 CULTURAL TOURISM AND THE NEW ECONOMY OF HERITAGE

António dos Santos Queirós

Center of Philosophy of Lisbon University

Centro de Filosofia. Faculdade de Letras da Universidade de Lisboa.

Alameda da Universidade 1600-214 Lisboa

[email protected]

Abstract

In the context of the economy of cultural tourism and the tourism of nature, we focused our analysis in the process of generation and how capital gains are produced , questioning their gestation and the way how they emerge in the value chains of tourist activity, supporting that hermeneutic reflection on three issues: The form and essence of tourist resource. Value added and creation of commodities (products). The reproduction of capital invested in tourism.

To attempted the concept of their externalities, which is fundamental to understanding the specific character of the tourism economy, productivity and competitiveness. On this basis, conceptual and methodological, we have drawn up the Route and Tourist Circuit concepts, based on a scientific methodology inter-and multidisciplinary, to organize and guide the visit to tourism destinations, which allows to read, interpret and enjoy their cultural landscapes.

Finally, we seek to establish uniform and consistent conceptual criteria to identify and distinguish the different typological categories of tourism, confronting them with the matrix of TSA, in an international context where different paradigms emerge, namely the rising of the cultural tourism and tourism of nature (environmental tourism).

Keywords: Value. Externalities. Aesthetic. Ethics. Landscape. Categories. Heritage

International Journal of Scientific Managment Tourism 2016 Vol 2 - Nº 1 230 FROM THE RESOURCE TO THE Social History in its archaeological and PRODUCT artistic valences, and ethnography, allow us to take advantage of the built heritage, works of The concept of tourist industry has led art and literature, as well as ethnographic to search for local resources - biological and objects. geological, livestock and forestry, etc. as their basic material. In fact the first are used and Sciences of Heritage and Museology processed by other industries, and in many build the organic structures of the cultural cases require its conservation. And as for the tourism, Museums and Monuments. second, its consumption is shared between Cathedrals and churches, chapels and residents and travellers. sanctuaries, are too organic structures of the cultural tourism, a branch of tourism of nature, What constitutes a tourist resource is a . Sciences of Architecture of humanized “”. Reading and Landscape and Agrarian Sciences transform interpretation of the cultural landscape is the wilderness in cultural landscapes, they basis for the creation of the tourist product and preserve cultural landscape and wilderness its first metamorphosis of value. creating Natural Parks and Reserves and their Centres of Interpretation, which are the organic It’s the ecology of the landscape structures of the tourism of nature. And we (material heritage) and its metaphysics think that SPAs are also organic structures of (immaterial heritage), which constitute the the tourism of nature, a branch of tourism of essence of tourist resource, but only when their nature, health tourism. Agrarian Sciences and interpretation and reading gives it a new Sciences of Heritage adapt farms and village increase in cultural and economic value. residences, rural , to accept tourists and are the organic structures of tourism in rural The landscape is not an open book, space. intelligible empirically. The transformation into a tourist product goes through its And when we discuss these, we can’t readability, which gives it a used value; it’s a forget their immaterial dimension, esthetical metamorphosis that generates economy value, and ethical which can be found in the erudite and it’s also a process of , and popular imagination and in their creative mediated by the construction of a language for expressions in literature, dance, music, tourist communication; the result of this philosophy... process changes the shape and the essence of traditional concepts of resources and tourist The expansion of the human species by products. all regions of the globe and its adaptation to the diversity of habitats in the modern age has What are the skills to transform a spawned a new relationship between humanity potential touristic resource into a product of and nature: it ceased to exist as pure natural Cultural tourism or tourism of nature or countryside and the whole landscape has tourism in rural space? become what it is by direct or indirect influence of human activity, producing either The Natural History, served by the unspeakable destruction or new cultural Earth Sciences, Geology and Geomorphology landscapes, urban landscapes and rural in particular, reveals the diversity of geological landscapes. heritage and its natural monuments.

Life sciences, especially biology and Immaterial heritage of landscape botany, teach us the size and value of represents the domain of aesthetic emotions biodiversity, and also the value of new and feelings, ethical principles and their biotopes created by the humanization of the cultural representations. landscape.

A. dos Santos. (2016). CULTURAL TOURISM AND THE NEW ECONOMY OF HERITAGE, International Journal of Scientific Management and Tourism, Vol.2, 1, pp 229-251 231 Landscape Aesthetic Categories that arouse all senses and appeal to other moral values.

Concerning the concept of beautiful on About the sublime on the landscape, we the landscape, we want to mean the vision of understand the association of the beautiful with harmony of colors and shapes, the balance in a sense of respect and even a certain fear, the diversity, the absence of visible assaults to imposed by natural landscape framework, or their natural and , the predominantly natural, such as the grandeur of permanence of scents and perfumes, the a mountain covered with snow or the movement of crops and trees, therefore, values roominess of the landscape that can be seen.

Fig. 1 The geodiversity and the revelation of the sublime and mysterious: it was the passage of the glacier below the granitic mass of Cântaro Magro (Potted Thin), that lifted them over the landscape and opened the glacial Valley of Loriga. Portugal, Serra da Estrela (Star Mountain). (PM)

Our definition of the wonderful on superior exponent, with some, or all of the landscape, it is the beautiful ascend to a senses stimulated by a higher emotion.

Fig. 2 The wonderful, geodiversity and the revelation of the mysterious: monumental Valley of Manteigas (Butter’s Valley) shaped like a U, for being of glacial origin. . Portugal, Serra da Estrela ( Star Mountain). (PM)

International Journal of Scientific Managment Tourism 2016 Vol 2 - Nº 1 232 With the concept of the mysterious on particular environments, we don't understand the landscape, we wants to represent the spontaneously. surprise and fascination, shapes, colors and

Fig.3 The geodiversity and the History reveal the sublime and mysterious. Fraga da Pena: “Castro” (village fortified) from the Bronze age. Castle Koppie, Inselberg with orthogonal diaclases. Tor, granitic Tower, with the blocks in situ. Situated in the Serra da Estrela (Star Mountain), in Queiriz, Fornos de Algodres.(PM)

The monumental concept on the humanization through work-wide human, landscape, he signifies the recognition of the creating the beautiful in a large dimension, a transformation of the landscape for his monumental dimension.

Fig. 4 Monumental and epic landscape of Loriga: Terraces and glacial Valley of Loriga (PM)

A. dos Santos. (2016). CULTURAL TOURISM AND THE NEW ECONOMY OF HERITAGE, International Journal of Scientific Management and Tourism, Vol.2, 1, pp 229-251 233 The definition of epic on landscape: exceptionally and continuous effort, during when we recognize in this effort of centuries or millenarian presence of the man, humanization of landscape, their frequently associated with the use of animals, transformation into cultural landscape, an creating new biotopes by its own action. Fig. 5 Monumental and epic landscape of Loriga: Terraces built by the human’s arm and composted by "the ass of the sheep".(AQ)

The tragic (and dramatic), when we behind the ruins of a farmer, an old mill, a observe the process of abandonment of the broken wheel, that are the lost signs of the cultural landscapes, total or partial when he left presence of human communities. Fig. 6 The beautiful and the tragic explained by the History and the Ethnography: Casal do Rei (Couple of King). The mill and the shale bridge (PM)

International Journal of Scientific Managment Tourism 2016 Vol 2 - Nº 1 234 These categories can be found such practices also offend our sensibility; that simultaneously in the same landscape is, they have aesthetic as well as moral framework. consequences”. (Berleant, 2011)

But we must consider the negative categories: the ugly; the horrible; the repugnant; the disgusting; the repulsive; the Parallel –Aesthetic Categories hideous... We can reference in the landscape a set The management of tourism destiny, of categories that we call “parallel-aesthetics”, public administration strategy and touristic carrying an intrinsic moral value and touristic enterprises, must consider those esthetical attraction capacity: "the unique", setting this values, esthetical values that carry on moral concept as susceptible to express the landscape values. attributes of an uncommon Place. "The single” defining the own identity of a common Arnold Berleant's (2004) approach to landscape object. "The authentic” attribute environmental aesthetics considers the human applicable to the conservation of objects and being as an active contributor in a context original landscape contexts. "The genuine and where it is a continuous participant, distancing rare", objects and Places of Humanized himself from the Kantian perspective of a landscape, that in its process of evolution tend contemplative subject and a contemplative to the disappearance or corruption… object. A person is the perceptual centre, both as an individual and as a member of a socio- And differentiate them from “Systemic cultural group, of his or her life-world, whose Parallel-Aesthetics Categories”. horizons are shaped by geographical and cultural factors.( Queirós, 2013) The discontinuity of forest stands and the sustainability of agro-forestry “Mosaic” are In their aesthetical perspective, the supported by mountain terraces, with an concept of landscape can be reduced to a visual amazing hydrological systematization: erosion direction and includes several dimensions: control, drainage and reduced dispersion of full admiring the landscape embraces the tactile tips. Here we can find the use of the traditional appeal, the kinesthetic pleasure, the natural and the simplified use of the land: the songs, the taste... These rich dimensions are polyculture and permanent pasture, terraces forsaken when admiring the landscape and are with trench irrigation and drainage ditches, the relevant to cultural tourism and nature tourism. walls supporting the land, winning against the slopes. Also, this is helped by the use of the The concept of landscape has had to be sheep’s herding and the use of manure from stretched in many directions: from an object to their beds to fertilize the fields an area, from a visual experience to a multi- sensory one, from natural scenery to the whole “Prados de lima”, the drought irrigation range of human-made transformations of system in the winter, with pressure refills of nature. This expansion of the idea of landscape aquifers and summer irrigation. is further complicated by the fact that landscapes are never stationary but are "The Bocage landscape ", concept constantly in transition. (Berleant, 2011) shaped from the French “Bois”, a continuous hedge. With woods at the top of the slope, live Re-thinking landscape on the tourism fences and lines of trees linking plaids and context means that every landscape is a human armed pasture wisely under the slope lines, artifact: the historical human presence brings without supporting walls. value to the landscape, not only the positive categories of the beauty experiences in nature "The Oak and the river forest", that but also the negative sublime, to recognize “if preserving the traditional agriculture, it is a

A. dos Santos. (2016). CULTURAL TOURISM AND THE NEW ECONOMY OF HERITAGE, International Journal of Scientific Management and Tourism, Vol.2, 1, pp 229-251 235 privileged place to avifauna observation. development, but is also at the same time the key to overcome it. This is important "The Water Gardens", landscape places particularly in our time, in which a new covering rivers and streams beds. paradigm of tourism is emerging - environmental tourism, which means cultural "Moss- Gardens": micro-flora and tourism, nature tourism, and , micro-fauna. with their specific products and renewed environmental sustainability requirements, for All this categories are from the all other tourist products. (Queirós, 2009) philosophy and Esthetical domains. Nowadays, ecology and landscape aesthetics depend even more from the labour of farmers and peasants, if we aspire to a full conservation of the landscape ecology and its aesthetic; with more and more people leaving RESTRUCTURING TOURISM FOR the countryside, innumerable biotopes, which MORE COMPETITIVENESS AND are the result from the interaction of human PRODUCTIVITY (AND action with the original biodiversity, will be SUSTAINABILITY) lost. With its ruin and emigration, the risk of it disappearing from many cultural landscapes can become a reality.

Offers in Cultural Landscapes - Circuits and On another plan, we must stop the Route products destruction process of the heritage of historical urban centres. This is why the rehabilitation of The growth of competitiveness in the heritage and the conservation of nature and tourism economy will be sought particularly cultural objects has become a vital issue for through the ability to integrate Circuits and and for the reinforcement of Routes in all patrimonies, which gradually will its traditional value chains. link the current urban attraction poles to dynamic regional visits, inter-regional and See below how the existence of an even cross-border. With these Routes and environmental heritage recognized by the Circuits we can promote the upgrading of the contribution of the different sciences leads us economic status of excursionist to the status of to the concept of “landscape ecology” and, tourist, increasing the time spent in certain simultaneously, the recognition of another places and the desire or need to return to them. intangible heritage translates into This will help surpass the seasonality and “metaphysics of landscape”, two concepts that promote a quality consumption, which will are extremely important to define the Nature increase productivity. Tourism and Cultural Tourism and to organize the products they have to offer in Circuits and The Routes and Circuits will be Routes. integrated in their destinations. These destinations will generate the main profit, but This new vision of the landscape, multi they will not be the structures that organise and interdisciplinary, which is at the same time these Routes and Circuits (the museums, an instrument operating its hermeneutics and a monuments and parks) to collect the greatest category in the field of Philosophy of Nature, profit; the profit from tourism will come from is named: the aforementioned external Chains of Value (Accommodation for visitors, , Ecology of Landscape. In our definition and so one). The misunderstanding it represents a structural and systemic view of this economic paradox is the cause of the that encompasses the large natural landscape, historical conflict between tourism and characterized and differentiated not only by

International Journal of Scientific Managment Tourism 2016 Vol 2 - Nº 1 236 the various fields of science (environmental making of their products. sciences and exact sciences), but also but also social sciences because it was created with the This conception lead to a philosophy help of Man in his daily effort as a farmer, a born in the observation and reading of the shepherd and a landscape architect. (Queirós, landscape and from the synthesis of Earth and 2003:22) Human Being that dwells and transforms the 'cultural landscape', but at the same time But the interpretation of the landscape, threatening to degrade or destroy. That from the perspective of the philosophy of contradiction justifies the need for an ethics of nature and the environment philosophy, would tourism, built from the new Environmental be incomplete without the use of another Ethics and based on the critic of category of elements, which we define as: anthropocentrism and ethnocentrism.

Metaphysics of landscape. It represents the domain of the "spirituality", "soul" of things, the categories of aesthetic emotions Global Code of Ethics for Tourism and feelings, "beauty" and "beautiful", the "sublime", "wonderful" and "mysterious", The Global Code of Ethics for “monumental”, "epic" and "tragic." (Queirós, Tourism, adopted in 1999 by the General 2003:23) Assembly of the World Tourism Organization, its acknowledgement by the United Nations Including the negative categories: the two years later clearly encouraged the disgusting, the ugly, the repulsive, the Organization to promote effective follow-up of abhorrent... its provisions. Although not legally binding, the Code features a voluntary implementation The concepts of Tourist Circuits and mechanism through its recognition of the role Routes are based on the need to use a scientific of the World Committee on Tourism Ethics methodology, based on an inter- and multi- (WCTE), to which stakeholders may refer discipline, to interpret and organise the visit to matters concerning the application and the territory, which allows the tourists to read interpretation of the document. (UNWTO, and interpret their cultural landscapes. 2012)

The first key of this reading and In the field of philosophy, the interpretation landscape is the Natural history, relationship between tourism and ethics is Earth Sciences, geology and geomorphology. engaged by two central concepts: ontology and The second key is the Life sciences, revealing epistemology. However, it is also associated to the splendour of biodiversity. And the third the Ethics and Aesthetics values, virtue and key is social and artistic History, associated to good practices. Ethnography and Anthropology. But Geography is probably the science, in their This axiom is supported by the fact that scientific work methodology, closer to tourism tourism creates innumerable negatives costs studies. (Queirós, 2009) (impacts) that stem from the pursuit of primarily hedonistic ends. With this scientific perspective, the essence of the methodology of scientific work The position of tourism research from in tourist information and guidelines consists an ethical standpoint, especially in the light of in 'describing and interpreting' the Earth and a better understanding of human nature, might the Human Beings who live in their midst, but open up new possibilities for better grounding by different ways given accessibility to and many new forms of alternative or different audience segments, and by this red responsible tourism (Fennell, 2011). line pass the frontier from Geography object study and the tourism research, including the But in the heat of the dispute, some

A. dos Santos. (2016). CULTURAL TOURISM AND THE NEW ECONOMY OF HERITAGE, International Journal of Scientific Management and Tourism, Vol.2, 1, pp 229-251 237 authors led to raise controversy “against” the Concerning the tremendous influence ethics of tourism (Butcher, 2011), particularly of the modern technique the nature, Hans emphasizing the contradictions between mass Jonas, a German Jew that immigrated to tourism and . We think that cannot Canada and the USA, in “The Imperative of reduce the debate to these issues. Responsibility In Search of an Ethic for the Technological Age” (1979), formulates a new In this period emerged a new ethical categorical imperative for human action, framework, environmental ethics: beyond the Kantian imperative ethic of the conformation of individual acts with the For approximately a quarter of a principle of a universal law (Kant, 1789). He century, moral reflection has turned to a new designs a new ethical framework, which is a object: the environment. Environmental ethics result of the need to configure the human has emerged primarily in the United States out conduct within the limits that safeguard the of considerations on Nature in the wild state - continuity of life and its diversity: the wilderness - and the duty to preserve it. As such, it divides into two trends. The first seeks Act so that the effects of your action to develop a general theory of moral value, an are compatible with the permanence of abstract, universal principle qualifying genuine human life. (Jonas, 1979) individual entities, such that the intrinsic value of living entities deserves our respect. The Amongst this ethical principle we are at second, first formulated by an American the border of the humanism, but still remain at forester, Aldo Leopold, is an ethics of the biotic the frontier of anthropocentrism. community: how Nature can be a community of which we are members, and in within which it is possible for us to conduct ourselves well. (Larrère, 2006:0) Enlarging the concepts of Community and Person

The new categorical imperatives of Utilitarian ethics Environmental Ethics emerge from this framework: Utilitarian ethics from Jeremy Bentham (18st-19st centuries) and Stuart Mill (19st Nature shall be included in our field of century), assume that not only the individual moral reflection - our duties, before limited to action, but also all the Government measures human beings, shall be extended to other enhance well-being and reduce suffering. This natural beings. creates a distance from the primacy of Aristotelian duty (eudainomia), which justifies Waters, like soil, is part of the energy the morality of action based on benefits for the circuit. Industry, by polluting waters or subject and/or on the principle of less suffering obstructing them with dams, may exclude the caused to “another”. plants and animals necessary to keep energy in circulation…The image commonly employed The hedonistic vision inspired by in conservation education is «the balance of Jeremy Bentham, identifying the profile of the nature»..this figure of speech fails to describe contemporary tourist with the individual accurately what little we know about the land freedom and pleasure mechanism. A much true image is the one employed in ecology: the biotic In the Kantian categorical imperative, pyramid…Poundage or tonnage is no measure this is an end in itself and cannot be of the food–value of farm corps; the products used/annihilated as a means to benefit other of fertile soil may be qualitatively as well people, even if to achieve a higher benefit, quantitatively superior… (Leopold, 1949:251- which in this case is to reduce casualties. 255)

International Journal of Scientific Managment Tourism 2016 Vol 2 - Nº 1 238 In name of the principle of equality, …Today, we can only expect to survive Singer and Regan refused the concept of the if our precious diversity is intact and has the superiority of the human species that is conditions to generate a fundamental loyalty compared to racism, for violating the censoring towards our planet Earth, this unique planet, principle of human non-recognition, the so beautiful and so vulnerable. (Dubos, R and capacity of feeling and suffering of animals. In Ward, B., 1972) their work, they claim that animals are subjects of interest in not suffering and also as Regan Those principles created a first rupture adds, are subjects of law, by which they are line with the cultural and political perspective entitled to a life experience that has intrinsic of ethnocentrism and anthropocentrism. The value. critique of environmental philosophy queries our mode, in the perspective of Their main propose is the expansion of environmental reason. Nature shall be included the concept of person: in our field of moral reflection. Our duties, before limited to human beings, must be I propose the use of 'person', to be expanded to the domains of the “Land Ethic” rational and self-conscious, to incorporate the and “Animal Ethics”. elements of the popular sense of human being that are not covered by member of species Homo Sapiens. (Singer, 1980) The imperative of perpetual peace A planetary community: The principles of a “common house” and “loyalty” …everything is lost where peace is lost,

The feeling of need for help and and first of all freedom is lost. defense, developed throughout the process of natural selection, spawned the concept of the (Sena, J., 1984) Community, which is the basis of the ethic. In this historical and environmental In our historical and environmental context, humanity is confronted for the first context, humanity is confronted for the first time with the danger of its own extinction, time with the danger of its own extinction, either as a result of environmental disaster, or either as a result of an environmental disaster, as the tragic outcome of a nuclear or biological or as the tragic outcome of a nuclear or war and pandemic financial crises on multiple biological war, as well as a pandemic financial continents. crisis on multiple continents. And it is here that a new categorical New principles emerged from the first imperative of Environmental Ethics arises: The United Nations environmental conference, imperative of perpetual peace. held in Stockholm in 1972: one of them was the principle of a “common house”: A new scientific paradigm for science and civilization and the significance of the new … man has two homelands, his own environmental ethics and planet Earth. (Dubos, R and Ward, B., 1972) The scientific and technical contemporary progress erupted in the interface But also the principle of “loyalty”, a of traditional disciplines. We believe that is planetary community and solidarity, founders from this matrix of science and moral of a new international order (an ethical order) intersection which made the scientific and the principle of defending the intrinsic foundations of environmental consciousness in value of Life on the planet and their its varied hues emerge: biology, history, biodiversity. physics and chemistry, literature and the

A. dos Santos. (2016). CULTURAL TOURISM AND THE NEW ECONOMY OF HERITAGE, International Journal of Scientific Management and Tourism, Vol.2, 1, pp 229-251 239 natural sciences, communication sciences, tourist Circuit as a road integrating all earth and life sciences, etc., are making the heritage products, short-lived (should not environmental crisis visible. exceed one day/night), accessible to all audiences but segmented in an autonomous But we aren’t saying that the modern and distinctive identity, organized in the environmentalist philosophy represents the context of discovery and enjoyment of the triumph of consciousness and the ethics of life landscape ecology (in the sense of against the indifference and the horror of our interdisciplinary contribution to reading the time. We’re trying to say that it is against the landscape) and the metaphysics of landscape amorality, barbarism and indolent social that (immaterial heritage, imaginary erudite and such awareness emerges: Refusing death, the popular), and using the nonsensical and the night of our civilization, communication/emotional principle of and penetrating all domains of human thought "montage of attractions", created to sustain and culture (s). The philosophy of environment and develop value chains of tourist obliges the reinterpretation of the more activity.(Queirós, 2009:54) conservative books, the sacred books of all religions and the traditional way of We define understanding their doctrines. Let us question the most important political paradigms from tourist Route as an organized set of nineteenth century, the main ideologies offered Circuits to discover and enjoy all heritages, to our century, the Marxism and the with a unique identity, based on ecology and Liberalism. landscape metaphysics, accessible to all audiences but with different products Is time to conclude that the Code according their segments, organized to serve perspectives, based in the Aristotelian the development of tourist activity and their paradigm of virtue ethics, eudaimonia; the value chains. (Queirós, 2009:54) Kantian paradigm of the categorical imperative respect for the person and the paradigm of the utilitarian ethics considering the greatest good Although there are common elements (Jamal and Menzel, 2011), don’t have the same among the Circuits (for example, churches of view as the environmental philosophy and the same era, gourmet dishes, the same flora) their environmental ethics. The environmental the mixture of their heritage should produce a ethics perspective is systemic; the Human single offer and identity. And it is in this matter being doesn’t remain at the center of their that the activity of tourism differs from other concept of value, as an absolute and scientific fields, because selection and value discretionary master of nature. According to are determined by the differentiation of the environmental ethics perspective, every tourism products, not from scientific criteria human activity, including the tourism values. activities, must subordinate itself to the respect and conservation of the biotic community and This new concept is built upon the non biotic community. The principles of Land conceptual contributions of geography, Ethics and Animal Ethics with their own selective observation and significant values, in the philosophical, ethical and description of the cultural landscape - its aesthetic sense, must be considered in the historical, natural, ethnographic heritage; the moral conduct of the human societies and philosophy of nature and the philosophy of the tourism activities. environment, “ecology and metaphysics of landscape"; communication sciences, This matrix of interdisciplinary science involving the psychology of feels and the and moral intersection is applied to the new cinema (the montage of attractions is a concept concepts of Circuit and Tour: from Eisenstein); economy, “value chains”. And its methodological construction consists We define in recycle traditionally concepts used in

International Journal of Scientific Managment Tourism 2016 Vol 2 - Nº 1 240 another scientific fields and reprocess them to The new tourist products, from a new subject of study. Cultural Tourism and Tourism of Nature, as merchandise that they are, have an added The reproduction of touristic capital: value and an exchange value, comparable to Externalities and Competition common goods. However, the products of Cultural Tourism and Tourism of Nature in The Routes and Circuits (including the the market competition have a strange offer of the cultural heritage and the natural behavior. This competition, for differentiation, heritage) will be integrated in their generates complementary and cooperative destinations. These cultural and natural networks, without exclusion of the competitor. products will generate the main profit, but they will not be the structures that organize these Indeed, the tourist consumer of Routes and Circuits (the museums, monuments Cultural Tourism and Tourism of Nature and parks) to collect the greatest profit; the products tends to visit all the museums and profit from tourism will come from the monuments, different protected areas and aforementioned external Value Chains cultural landscapes and not to settle unique a (accommodation, catering, merchandising, product, or icon or mark. (Queirós, 2015:202) animation, , guides and agencies). If municipality wants to become a pole Chains Values of tourism needs to of attraction integrate in a new touristic incorporate new products and even other destination, must consider the cooperation values and what its historical relationship with with all the neighbors to create scale in the the heritage (s)? competition with the consolidated tourism destinations. They need to organize common For many years hotels was the main Routes and Circuits justifying at least a journey from tourism attraction. What's changed since visit (a day and one night) and several journeys then? crossing the territory unified, on the context of a Route of environmental tourism. Taken a as the variable of the accommodation and p the variable which What are cultural tourism and tourism of represents the patrimony (cultural heritage nature? Organization and products and natural heritage). In the past p=f(a)… Currently a = f (p). (Queirós, 2015:198-199) We propose the following definition to the cultural tourism: The misunderstanding of this economic paradox is the cause of the historical conflict An organic and productive branch of between tourism and sustainable development, tourism incorporating levels of design, but is also at the same time the key to overcome organization and promotion, contents and it. This is important particularly in our time, in materials from the domain of culture and which a new paradigm of tourism is emerging scientific culture, particularly in the essence of - environmental tourism, which means cultural cultural tourism, Museum and , nature tourism, and rural tourism, Sciences. (Queirós, 2009:109) with their specific products and renewed environmental sustainability requirements, for And in the core of the Nature Tourism, all other tourist products. you can find other contents and materials from Environmental Sciences. However, when To achieve the “Environmental adjusted to the dynamics and the objectives of tourism”, the new paradigm of tourism, we the tourism economy, in the framework of the need to apply a new ethical perspective to the management of their value chains, we can economical and financial issues, and to the distinguish clearly these concepts looking into political governance. their different organic structures and products.

A. dos Santos. (2016). CULTURAL TOURISM AND THE NEW ECONOMY OF HERITAGE, International Journal of Scientific Management and Tourism, Vol.2, 1, pp 229-251 241 Cultural Tourism only exists if it’s Swarbrooke (2002), gives us a rough overview present the network of museums, monuments of the diversity of contexts and products of and archaeological and historical sites and cultural tourism. It should be connected to the centres, particularly those which are World specific function of tourism economy and, in Heritage, cultural and celebrations. this context, should lead us to study how today Museums, in the largest definition of ICOM it constitutes and can reproduce the tourist (International Council of Museum), are the capital, based on its relationship with the major organic structures of Cultural Tourism. culture industry, and most of all to recognise The products offered by Cultural the extension of the cultural penetration into Tourism, are the collections display at the tourist activity, which may have led to museums (permanent or temporary), from the profound changes in the traditional paradigm Louvre to the Prado, monuments, and of tourism. archaeological and historical sites and centres (particularly those which are Human The major structures of Nature Heritage), festivals and celebrations with a Tourism are the Parks and Natural Reserves, value of identity, local matter, at regional, paleontological, and nature interpretation national or international levels, like the Holy Centres, and their landscape - humanized Week celebrations in Castilla or the Fátima landscape (cultural landscape or “terroir”), Sanctuary celebrations, in Portugal. Cultural with a special focus on those classified as Tourism also offers the architectural value of World Heritage. The products offered by patrimony structures, like the iconic Nature Tourism or Ecological Tourism, Guggenheim Museum in or the structured within this network in the context of monumental complex of Alhambra in cultural and natural landscapes, offer the , . discovery of nature diversity, observation of species, small and large pedestrian routes, and All these organic structures of Cultural the pleasure of a human re-approach to nature, Tourism (museums, monuments, science with all the sensations. We include Health centres...) are operating today as interpretation Tourism to the above mentioned: Thermal and centres to their diverse audience segments (the water pleasures (SPA), the French tourists surpass the segment of the public thalassotherapy (sea station), mountain school) and temporary events also require an stations, wellness, the functional (healthy) organizational structure itself, even if food tours and itineraries offered by Circuits. assembled for a limited period, which And we also include Sports in Nature as part of increasingly tends to set in partial but Active Tourism: , walking, , permanent forms of memory and event canoeing, skiing or motorized vehicles. These promotion. This is the case with the creation of products are shared with Rural Tourism. museums of the in Spain or of the Integrating the health aspect with Nature apparitions in Fatima, Portugal, or in Lourdes, Tourism becomes an obvious choice when we France, that complement the Sanctuaries. And realise that the network of Thermal Baths these temples are evolving in the complexity of occurs in zones of geological faults and dating products and as a standing offer, in addition to back to at least the Romanization period of the the dates of pilgrimages. Iberian Peninsula and Europe. And even more when we adopt the current formula of the Therefore, the concept of cultural World Health Organization (WHO) to tourism must naturally integrate religious establish its content: tourism, because that concept is larger than the second and the religious phenomenon is one of The WHO defines health as "a State of humanity's cultural expressions. complete physical, mental and social well- being, which is not merely the absence of The idea of Cultural tourism based on disease or infirmity". This approach amplifies built heritage, views and lifestyle, as well as the biological concept of health, because it events and happenings, proposed by includes the psychological and social

International Journal of Scientific Managment Tourism 2016 Vol 2 - Nº 1 242 components of the human being and an ethical politic argument, it was the option of local dimension. The functional food and the people, not for preserve old techniques and conditions surrounding the conservation of natural heritage, but to choose new productive nature are now inextricably linked to the technologies, infrastructures, jobs and modern Spas, just as they already were commodities…the Spanish example of connected to the Baths of classical Torremolinos, a poor fishing community that . was transformed into a prosperous , and the impact of tourism revenues from the 1960s The products offered by Rural ’s economic modernization, for include accommodation in traditional homes as instance. well as the discovery of humanized landscapes (cultural landscapes, the French "terroir" Ecotourism , environmental philosophy concept) and/or participating in the agriculture and ethics of tourism, they are accused to be work cycles, associated to Active Tourism: road trips, hikes, TT, horseback riding, hunting …anti-modern, and likely to take sides and fishing, and Golf Tourism. Usually this against any desire for substantial typological framework does not apply to golf, development, even in economically poor but, golf normally implies the creation of a societies. (Butcher, 2011:255). cultural landscape in the rural space not in urban or virgin landscapes, which adapt The same author identifies the traditional landscapes to new functions while advocacy of ethical tourism with the adjectives keeping the landscape setting. Golf, like tennis, small, local and participatory, and most will be gradually democratized and accessible associate it with sustainability. And concludes: to the middle class. Their social value, can attract a younger crowd and promote fitness This serves to accentuate the limiting and an active ageing. The current breakdown philosophy of “small is beautiful” and deny the between Golf and Rural Tourism, is the issue many benefits of large scale development. of deficient integration of tourist products in (Butcher, 2011:249). the same destination. The democratization and socialization Other activities that relay rural tourism of education and culture, as well as the to Health tourism include outdoor hiking, a evolution of big markets around the world demand for air and water in pollution free solved some of the opposing issues: Cultural woods and springs, and traditional, biological Tourism has become a mass tourism. such as and healthy food. Tourism of nature, in America, Europe and Asia. This new reality became clear when the The joint offering of Cultural Tourism research on the “motivations” of tourism and Nature Tourism, which may include the travelling was completed with the research of products of Rural Tourism, can be called the real activities carried out by tourists. Environmental Tourism. Spanish tourism data (Spain was the 2th international destiny and remains the 2th in the ranking of income) gives a complete statistical evaluation about tourist activities, which Mass tourism versus ecotourism, the clearly explains this evolution: controversy Consulting the data of “Movimientos The debate among ecotourism and its Turísticos en Fronteras (IET) _ 2008”, the critics (Butcher, 2011), has initially been statistics about cultural tourism reveal that they focused on opposing mass tourism to represent 55% (30.665 from 55.762 thousand) ecotourism identified as a small niche of of all international tourists activities and those customers, with limited financial size and tourists correspond to 60% of tourism rent; market needs. Another argument, a moral and they stayed about 10,3 days, a number that

A. dos Santos. (2016). CULTURAL TOURISM AND THE NEW ECONOMY OF HERITAGE, International Journal of Scientific Management and Tourism, Vol.2, 1, pp 229-251 243 exceeds the national average; return acquires, conserves, researches, frequently, 79,6% and more than 10 times communicates and exhibits the tangible and 30,5%. (Source: IET. International border intangible heritage of humanity and its travelling. International Tourists Activities. environment for the purposes of education, 2007 and 2008. Tourism Studies Institute study and enjoyment. (ICOM, 2007) Spain). The dominance of cultural tourism has a parallel with the fall down of traditional The scientific-technical revolution activities in the beach. creates a dynamic of innovation in this sector, with the development of the museums and In the next years, the dominant science centers of 2nd and 3rd generation, tendency to prefer cultural tourism activities - design under the sign of participation and visiting museums and monuments, cultural interaction of their audiences. events assistance and others - is confirmed and consolidated: 2009: 53,5 % of international The new museums and the use of tourists; 2010, 51,3% Growing again 10% in modern technologies of restoration, 2011 and 5% in 2012, to 54% (Source: conservation, information and communication, IET_EGATUR). could reduce the negative impacts of mass tourism. The French Louvre can be considered the great cosmologic observatory of tourism About the tourism of nature or and tourists and their metamorphosis market: ecotourism, there are no clear and accurate statistics, but we can establish their relevance, First. The growth of visitors, 8 413 000 for example, by considering the number of in 2010 to 9.330.000 at 2013 (and 2014). 70% visitors of Spanish national parks (and take are international tourists. 68% pay their ticket note that several national parks not have entrance. visitors date) , which represent only a fraction of the tourists who seek all the parks, reserves Second. Origin: 30% France, 70% from and the cultural landscapes of Spain: more than other countries: USA, 13%. Italy 5% and 10.618.284, in 2007! And more of 12.252.000 China 5% (China grow to 6% and takes the in 2010! second place in 2014). Spain 5% and Germany 4%, Brazil 4%, UK 4% and Russian In the 2009 Conference Ecotourism 4%...Australia 3%... and , sponsored by the International Ecotourism Society, most of the Age: 50% young people under 30 old. discussions at the conference focused on how to define environmental tourism practices and Over 14.000.000 on Louvre web site. how to create appropriate guidelines and Loading 480.000 audio guide and 103.000 implementation strategies, especially when the mobile application charged. (Source, Louvre, practices are motivated by the interests of 2015) tourists and tourism operators from outside those communities. A new middle class emerges from China, Brasil and Russian is patent. The new challenge is how thinking a new mass tourism in an ethical perspective: the The growth of the museum offer, in all ecotourisme. the countries and the development of the museum concept can also explain this change However we need to build a consensus in the demand from the middle class: about these concepts. We propose the definition of Cultural Tourism as the tourism A museum is a non-profit, permanent based in the cultural structures, namely institution in the service of society and its museums and monuments and their material development, open to the public, which and immaterial heritage; Tourism of Nature (

International Journal of Scientific Managment Tourism 2016 Vol 2 - Nº 1 244 in the nature - wilderness and mixed domain and development process. wilderness/cultural landscapes) organized by the parks and reserves; and distinguish them The case study of Portugal: some notes from Rural Tourism ( in the humanized landscape, landscape in the sense of the Greek We can make the synthesis of oikoumenê gê, the French terroir, the “cultural tendencies of cultural changes in the demand landscape”) organized by the rural farmers and of Portuguese leisure, balance the visitors of hotels. museums, monuments and galleries, with the The weight of this middle class and its spectators of football stadiums. The main instruction and cultural level, in parallel with National Football League closed 2013 with the the emancipation of the working woman, a balance, in the 30 rounds of the competition, contemporary youth increasingly educated and attracting 2.343.284 fans to the stadiums, 11% the anticipation of an active retirement in less than the total recorded in 2011-12 segments of the middle class, generated a (2.629.950). The national score of museums change in the social weight of this class and in visitors in the year of 2011 was 13.495.187: those preferences or “taste”: The modern zoological gardens (zoos), botanic gardens and social taste of the middle class includes a new aquariums representing 3.317.790 visitors and global concept about Art and Aesthetics. New the museums 10.177.397. It’s a value growing moral and ethic values face nature, heritage, every year, despite the crises. International environment and landscape, by influence of the tourists represent 3.351.144 and teachers and Environmental Philosophy in every scientific students in school groups 2.111.452.

Table 1. Visitants of museums, zoological gardens (zoos), botanic gardens and aquariums.

Source: INE. National Institute of Statistic, 2011

A. dos Santos. (2016). CULTURAL TOURISM AND THE NEW ECONOMY OF HERITAGE, International Journal of Scientific Management and Tourism, Vol.2, 1, pp 229-251 245 Art museums are in the top with Fortifications (2012) 3.057.678 visitants; museums of history in the Historic Centre of Évora (1986) second place, with 2.686.272 visitants and in the third place the specialized museums with Historic Centre of Guimarães (2001) 1.348.341 visitors. Historic Centre of Oporto (1996) Monuments, like palaces, convents and Landscape of the Vineyard monasteries, towers, which are too, as the Culture (2004) museums, organic structures of cultural Monastery of Alcobaça (1989) tourism, haven’t in Portugal a global data base concerning their visitors. But we can estimate Monastery of Batalha (1983) that number, departing from objective criterion Monastery of the Hieronymites and and exact records. Tower of Belém in Lisbon (1983) Prehistoric Rock Art Sites in the Côa The World Heritage List of UNESCO Valley and Siega Verde (1998) Cultural: – Alta and Sofia (2013) Alto Douro Wine Region (2001)

Central Zone of the Town of Angra do Heroismo in the (1983) Natural Convent of Christ in Tomar (1983) Laurisilva of (1999) Cultural Landscape of (1995)

Garrison Border Town of and its Table 2. Visitors of the national monuments. A short list

Palácio Nacional da Ajuda 53.534 Palácio Nacional de Mafra 274.255 Panteão Nacional 89.629 Total 417.418 World Heritage List of UNESCO Convento de Cristo Convent of Christ in Tomar 209.294 Mosteiro de Alcobaça Monastery of Alcobaça 187.499 Mosteiro da Batalha Monastery of Batalha 300.565 Mosteiro dos Jerónimos Monastery of the Hieronymites 807.845 Torre de Belém Tower of Belém 530.903 Total 2.036.106

Source: DGPC. National Board of Cultural Heritage, 2014

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Table 3. Visitor of Palaces and Monuments of Sintra, in the context of Cultural Landscape of Sintra (UNESCO, World Heritage)

Source: Parques de Sintra-Monte da Lua S.A. (PSML), Visitors Statistics, 2015

In the city of Oporto, the second town the Portugal dos Pequenitos (Portugal of the of Portugal, with the Historic Centre of Oporto little kids), recorded 228.000 visitors in 2014. classified as World Heritage, the famous monument Palácio da Bolsa (Palace of the The main organic structures of Tourism Bourse) incorporate 288.705 guiding visits. of Religion, a branch of the cultural tourism Another group of monuments classified by offer, are the sanctuaries; religious services UNESCO, in the center of Portugal, University celebrate on the Santuário de Fátima in the of Coimbra – Alta and Sofia, recorded 355.000 year 2014 represent 3.209.000 pilgrims. visitors from 60 different countries. In the At least, Art Galleries and others same city of Coimbra, the thematic park for cultural spaces of exhibition, which are too, kids, on the subject of national monuments and organic structures of cultural tourism, recorded architecture of the colonial Portuguese empire, 8.834.971 visitors.

Table 4. Visitors of Art Galleries and others cultural spaces of exhibition

Source: INE. National Institute of Statistic, 2011

A. dos Santos. (2016). CULTURAL TOURISM AND THE NEW ECONOMY OF HERITAGE, International Journal of Scientific Management and Tourism, Vol.2, 1, pp 229-251 247 Only in this very incomplete list we can and operation, opening them to public fruition find 13.495.187 visitors of museums, and enhancing their touristic valour. zoological gardens (zoos), botanic gardens and What represents this global value to the aquariums; 8.479.118 visitors of the national economy? We must confine our study monuments with a ticket entrance_ a total of on the context of a sample article, but we can 21.974.305. However, we must consider give an example about what means “enhancing almost 50% of other visitors that access only to their touristic valour”, reveling the last values the open spaces of the museums and of the Museu of Conimbriga long study of monuments. Galleries recorded 8.834.971 tourism impact on the Chains of Valor of visitors_ a new total of 30.809.276 visitors. tourism. This museum represents the micro cosmos of Portuguese tourism: visitors came The management of these monuments for all Portuguese regions and from all the involves their restoration, requalification, countries, on a correct balance of social levels, revitalisation, conservation, research, publicity gender and age, face the national tourism data.

Table 5. Externalities of Museum of Conimbriga visitors % Rendimento do Turismo de Conimbriga: Externalidades 7,73 M €/ano

Turistas: 88,30%

Excursionistas: 11,70%

90 Rendimento do Turismo: 80 Impacte nas Cadeias de Valor 70 Turistas: 7.048.072 €

60 Excursionistas: 690.987 €

50 Turistas Excursionistas 40

30

20

10

0 Euros per capita Source: Cefop.Conimbriga (I&D) research data, 2014

In the last fifteen years, the centre of a universe of 100.000 visitors/year average. research Cefop.Conimbriga (I&D), located at Tourists are 88,30% and excursionist 11,70%. the Museu Monográfico de Conimbriga, an Tourists spend on the Chains of Value more archeological site near Coimbra, that includes than 7.000.000 €/year. The impact of a museum and the ruins of the old roman town excursionist is near 700.000 €. Subventions of of Conimbriga, inquires every year direct and government to the budget of the museum can personally the visitors. Covering all types of be in the range from 400.000 to 500.000 € per visitors, crossing the four seasons, the year. questionnaire record hundred of replies and As well in the next figure, concerning a every year the sample must to accomplish global study for United King market, investing 1.200/1.500 peoples, from all the countries, in in cultural heritage is investing in success.

International Journal of Scientific Managment Tourism 2016 Vol 2 - Nº 1 248

Table 6. Heritage and the UK tourism economy

Impacto económico do Turismo Cultural e do Turismo de Natureza

U.K. (Citado de Vasco Costa, último Diretor Geral da DGEMN)

Source: Heritage Lottery Fund, Report, 2010

CONCLUSIONS: PARADIGME ET environmental tourism and the Global Code of HERMÉNEUTIQUE DU TOURISME Ethics for Tourism must be at the centre of the debate.

This controversy requires the analyze A new theory of tourism must be the of the philosophical sources adopted by the first consequence of the changing of paradigm advocate of ecotourism against the hedonistic and a new hermeneutic emerges from that philosophy and the approach of the new conceptual framework. philosophical paradigm, the philosophy of the environment (and the environmental ethics); but also the critical study of the evolution of This article, discussing those issues, the market and the resolutions of the equations formulates four key problems and a double tourism cultural-tourism of masses, economy heuristic, negative and positive: of heritage-economy of tourism, development sustainable-participation-sharing. I. II. _ The State of research in tourism: what are the developments of the themes of research _ How are structured advanced over the past decades in the field of tourism? research and applied research? In our opinion the ecotourism or

A. dos Santos. (2016). CULTURAL TOURISM AND THE NEW ECONOMY OF HERITAGE, International Journal of Scientific Management and Tourism, Vol.2, 1, pp 229-251 249 To gives an answer, he must to make that visit a museum want to visit all the another question: using the traditional method museums, a market singularity that could of the science_ dialogue between observation promote environmental Routes and Circuits and mathematical concepts, basic research and between different municipalities, regions, applied research were able to interrogate the border territories and countries; of tourism and to provide the means to construct a unified theory of tourism? a second dimension of modern tourism is anthropological and socio-cultural, were the The research of a new paradigm relevance of the social taste ( preferences) of comply a new definition of the area of medium classes is crucial, conducing to a third research; among others: new products and dimension, historical and political, were the services, as those of ecotourism, affecting the ethical imperatives are critical, namely the reliability of the (CST) Tourism Satellite imperative of perpetual peace. Those Account, what means updating the dimensions are inseparable on the tourism conceptualization of new categories or types of hermeneutic. tourism... However, the new paradigm of tourism We propose two conceptual criteria to is configured to a four dimension, the establish the types of tourism: differentiation reintegration of the human being in Nature of the categories of tourism by their organic without any privilege, providential destiny and structures and for its distinctive products. supremacy, under the critical cosmovision from the environment philosophy and the About the nature of the market demand environmental ethics, with intrinsic morals the concept of 'motivation' is consensual to values and aesthetic values. understand and explain the nature of tourism demand, but it is not enough. We need to IV. expand the hermeneutics of tourism with the notion of 'taste ' ( preferences)… _ The specificity of tourism as object of research, with diverse paradigms generate by III. the globalization and differentiation of markets, means to break with an ethnocentric _ Methodologies are frozen? vision and an anthropocentric vision?

Without ignore the economics This short essay has concluded for the dimension of tourism activities and the coexistence of different paradigms in global progress of economical theory to understand and domestic markets, with the rise of cultural the nature of their business and its apparent tourism and tourism of nature (environmental transformation in 'tourism industry', our tourism). perspective considers that the economy of tourism, especially the economy of the cultural tourism and of tourism of nature (environmental tourism), manifest singularities and dissonances on the traditional REFERENCES market: incomes are generate by the organic structures of cultural tourism and by the Books organic structures of the tourism of nature, however profits are made on the Values Bentham, J. (1907). An Introduction to Chains, a phenomena of externalities the Principles of Morals and Legislation. represented by the new function a = f (p); the Library of Economics and Liberty. Retrieved products of cultural tourism and the products April 13, 2015 from the World Wide Web: of tourism of nature entering in competition on http://www.econlib.org/library/Bentham/bnth the market don’t excluded each other; people PML1.html (Original work published 1789).

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