International Extended Report
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INTERNATIONAL EXTENDED REPORT S M E s , g o o d p r a c t i c e s , o p p o r t u n i t i e s a n d i n n o v a t i o n o n p i l g r i m a g e a n d r e l i g i o u s t o u r i s m a n d c u l t u r a l m a n a g e m e n t International Extended Report. SMEs, good practices, opportunities and innovation on pilgrimage and religious tourism and cultural management Report 1 (of 5) of the CULTOUR+ project (Erasmus+ Strategic Partnership on Higher Education - INNOVATION AND CAPACITY BUILDING IN HIGHER EDUCATION FOR CULTURAL MANAGEMENT, HOSPITALITY AND SUSTAINABLE TOURISM IN EUROPEAN CULTURAL ROUTES) Project reference: 2015-1-ES01-KA203-016142 Editor: Martín Gómez-Ullate Authors: Martín Gómez-Ullate, Veronique Joukes, Pilar Barrios Manzano, Carlos Fernandes, Juana Gómez Pérez, Francesco Zaralli, Aphrodite Kamara, Marco de Cave, Luis Ochoa Sigüencia, Renata Ochoa-Daderska, Katarzyna Kruszynska, Xerardo Pereiro, José Álvarez García Published in 2017 by The content of this report does not reflect the official opinion of the European Commission. Responsibility for the information and views expressed in therein lies entirely with the authors. Acknowledgements: The authors would like to thank the project team members and all collaborators of the Cultour+ Network for their valuable input and feedback. The CULTOUR+ project is supported by: (Project reference: 2015-1-ES01-KA203-016142 Research Commision Martín Gómez-Ullate (University of Extremadura) Pilar Barrios Manzano (University of Extremadura) Juana Gómez Pérez (University of Extremadura) José Álvarez García (University of Extremadura) Veronique Joukes (University of Tràs-os-Montes e Alto Douro) Xerardo Pereiro (University of Tràs-os-Montes e Alto Douro) Ana Paula Rodrigues (University of Tràs-os-Montes e Alto Douro) Ana Cantante (University of Tràs-os-Montes e Alto Douro) Isabel Vieira (Polytechnic Institute of Viseu, School of Technology and Management of Lamego) Carlos Marques (University of Tràs-os-Montes e Alto Douro) Pilar Barrios Manzano (University of Extremadura) Carlos Fernandes (Politechnic Institute of Aveiro) Juana Gómez Pérez (University of Extremadura) Francesco Zaralli (Futuro Digitale) Marco de Cave (Futuro Digitale) Aphrodite Kamara (Time Heritage) Cleopatra Ferla, (Time Heritage) Despoina Lampada (Time Heritage) Yorgos Tzedopoulos (Time Heritage) Luis Ochoa (Inbie) Gergana Zhelyazkova (Varna Free University “Chernorizets Hrabar”) Jetchka Ilieva (Varna Free University “Chernorizets Hrabar”) Eduardo Nuno Oliveira (Cámara Municipal de São Pedro do Sul) María de la Cruz del Río-Rama (University of Vigo) Contents 1. Presentation ............................................................................................................................................................................... 4 2. Introduction. Project Cultour+: Building Professional Skills on Religious and Thermal Tourism ................................................5 3. Case Studies ............................................................................................................................................................................. 16 3.1. The Silver Route (Vía de la Plata) in Extremadura ................................................................................................................ 17 3.2. The Portuguese Inland Way to Santiago de Compostela ................................................................................................ 39 3.3. S. Pedro do Sul e os Caminhos De Santiago .................................................................................................................. 53 3.4. Via Francigena Case Study (Italy) .................................................................................................................................. 58 3.5. Bulgaria case study: Cross Forest ..................................................................................................................................64 3.6. Tracing Roots and Routes of Religious Tourism in Rural Areas of Greece: The Case of the “Footsteps of St. Paul” ...... 81 3.7. Competitive Analysis in Poland [Radom – Częstochowa pilgrim route by bicycle] ....................................................... 117 4. Summary Report ...................................................................................................................................................................... 127 Annex I. Joint Action Research on Via de la Plata (Silver Route) ...................................................................................................... 129 Annex II. Exhibition of Portuguese Inland Way to Santiago ................................................................................................................. 221 International Extended Report. SMEs, good practices, opportunities and innovation on pilgrimage and religious tourism and cultural management 1. Presentation Innovation and Capacity Building in Higher Education for Cultural Management, Hospitality and Sustainable Tourism in European Cultural Routes (CULTOUR+) is a Strategic Partnership (SP) of universities, local governments, SMEs and NGOs funded by the programme Erasmus+. Participating organizations share the concern, expertise and experience in proving that cultural management, sustainable tourism and European Cultural Routes and Heritage can be a source to promote creative, high-quality work 4 for young graduate and postgraduate entrepreneurs. As well as SME generation, networking, co-working and clustering. Cultour+ has coordinated research in cultural routes, specially focusing in pilgrimage routes and religious tourism in Europe gathering also in scientific and professional international conferences, expertise and good practices cases of America and Asia. During the research, we have been able to perform research visits on the following cases: Spain Portugal Greece Poland Bulgary Silver Route (Vía de la Plata) Portuguese Inland Way to Santiago St. Pauls Footsteps Radom-Czestockowa Cross (Caminho Português Interior a Forest Santiago) Based on the European Cultural Route “The Santiago de Compostela Pilgrim Routes”, as a transnational model of inspiration, imitation and transformation, CULTOUR+ is connecting expertise in cultural heritage and tourism management to a selected number of significant religious routes and centers´ case studies from the participant countries. CULTOUR+ is establishing links with different levels of authority – local, national and European – financial and governmental institutions, tourist organisations, and other bodies that would encourage future development of the routes and sites. It is also providing insights on and contribute to SMEs’ performance, innovation capacity, and network and cluster development in the partner countries cultural religious routes and sites. Chaves and Sao Pedro do Sul in Portugal are some of the inspiring models of thermal tourism management, another strategic area for most of the participant partners regions and organizations. Introduction. Project Cultour+: Building Professional Skills on Religious and Thermal Tourism 2. Introduction. Project Cultour+: Building Professional Skills on Religious and Thermal Tourism Afroditi Kamara, Martin Gomez Ullate, Luis Ochoa Siguencia, Veronika Joukes, Altheo Valentini Abstract Pilgrims going on a pilgrimage tour or tourists seeking healing and relaxation at thermal springs and spas are special categories of travelers, involving a certain level of spirituality, interest in the cultural ambience and, 5 sometimes, special needs. They constitute, thus, special clientele and need quite a good support on the information and services' level. The project CULTOUR+ is a European project aiming at enhancing the professional capacities and at upgrading the tourist services regarding pilgrims' routes and thermal springs in several European countries, namely Portugal, Spain, Italy, Greece, Bulgaria and Poland. It follows an innovative practice by bridging the gap between entrepreneurship and cultural tourism management, VET learning and the implementation of information technologies. The work aims at presenting the philosophy and preliminary phases of the project at an international audience. The main issues addressed are: researching cultural routes management, investigating and understanding the needs of these special categories of tourists, pinpointing their places of interest, monitoring the infrastructure (notably the accommodation facilities) and training young entrepreneurs into improving and diversifying the services offered. The final aim is to create an instrument for presenting a cultural map for religious and thermal tourism in a large part of Europe as well as for training the future generations of tourist specialists in improving and diversifying their products and services and in anticipating the needs of the future generations of tourists. a) Introduction: The Philosophy Underlying Cultour+ Religious and healing purposes have urged people to travel since antiquity. In fact, after trade and relocation in quest for better land, the need to visit sanctuaries (often famous for their healing practices as well) has been the second most important reason for people's engagement in travel (Elsner & Rutherford 2006; Maraval 1985). Until now, both religious and thermal tourism (a major form of tourism for therapeutic purposes) aim at people's well-being, spiritual and corporal, and remain, therefore, quite popular. Despite the fact that both types of tourism attract large numbers