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Contributos Do Turismo Cultural No Arquipélago Da Madeira Para Um Turismo Sustentável a Importância Do Património Cultural Imóvel DISSERTAÇÃO DE MESTRADO

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Contributos Do Turismo Cultural No Arquipélago Da Madeira Para Um Turismo Sustentável a Importância Do Património Cultural Imóvel DISSERTAÇÃO DE MESTRADO DM Contributos do Turismo Cultural no Arquipélago da Madeira para um Turismo Sustentável A importância do património cultural imóvel DISSERTAÇÃO DE MESTRADO Marco José Sousa Gomes MESTRADO EM GESTÃO CULTURAL fevereiro | 2019 Contributos do Turismo Cultural no Arquipélago da Madeira para um Turismo Sustentável A importância do património cultural imóvel DISSERTAÇÃO DE MESTRADO Marco José Sousa Gomes MESTRADO EM GESTÃO CULTURAL ORIENTADOR António Manuel Martins de Almeida CO-ORIENTADORA Anne Martina Emonts i Que o turismo ao aproximar os povos do mundo inteiro salve sempre as culturas e identifique as Regiões – os patrimónios artísticos, ambientais, etnográficos, gastronómicos e outros que são parte integrante dos homens. Mas o Turismo, porque é humano, tem como obrigação primeira, defender o próprio homem dignificando-o, respeitando-o. João Carlos Abreu ii Agradecimentos À minha família, em especial aos meus pais, por acreditaram em mim e tornarem possível a conclusão de mais um ciclo de estudos. Aos meus verdadeiros amigos pelo incentivo e partilha de experiências ao longo desta jornada. Aos meus orientadores Professor Doutor António Almeida e Professora Doutora Martina Emonts por toda a ajuda, disponibilidade, compreensão e conselhos transmitidos, desde o primeiro até ao último dia. A todos os docentes e funcionários da Universidade da Madeira que contribuíram para o fortalecimento do meu percurso académico. A todas as pessoas que aceitaram participar na investigação, nomeadamente, no preenchimento dos inquéritos. À Unidade de Mercados do Funchal, por ter concedido permissão para a distribuição dos inquéritos. Agradecimento especial aos estabelecimentos Madeira Beer Lab, Macaronésia, Cica Café, Confeitaria e Mercado das Tapas, por permitiram a distribuição de inquéritos aos seus clientes. A todos os funcionários do Mercado dos Lavradores pela amabilidade demonstrada. À Direcção dos Aeroportos da Madeira, na pessoa da Dra. Sónia Nunes, por toda a gentileza, atenção e disponibilidade no processo de recolha de dados. À Direcção de Serviços de Museus e Património Cultural, pela disponibilização de bibliografia e esclarecimento de dúvidas. Ao escritor António Castro, pela gentileza de ter cedido o seu poema e pelo apoio demonstrado. A todos aqueles que, de alguma forma, contribuíram para o enriquecimento da minha formação. iii Resumo O arquipélago da Madeira apresenta uma diversidade de recursos culturais e naturais, que não só orgulham a sua população, como constituem uma oferta única para aqueles que a visitam. A singularidade do património cultural imóvel classificado, em específico, constitui uma mais valia para distinguir-se de outros destinos, nomeadamente insulares e de escala superior, possibilitando a criação de alternativas consistentes a um “turismo generalista”, ao valorizar e permitir a interpretação da sua cultura e identidade, tanto pela população local como para os seus visitantes. Tendo conhecimento da importância do sector turístico para a Madeira, da crescente procura pela oferta cultural, do facto de 2017 ter sido o ano internacional do turismo sustentável para o desenvolvimento, além de 2018 ter sido o ano europeu do património cultural, a presente dissertação foi estruturada no sentido de responder à questão “Qual o contributo do património cultural imóvel para um desenvolvimento sustentável da atividade turística do arquipélago da Madeira?”. Por conseguinte, relacionou-se os conceitos de turismo cultural, com o de património cultural imóvel e de desenvolvimento sustentável, no sentido de demonstrar a importância de se desenvolver uma oferta diferenciadora capaz de produzir experiências únicas e enriquecedoras, ao mesmo tempo que se constrói um futuro mais sustentável para o sector. Desta forma, serão produzidos efeitos positivos tanto para a população local, como para os visitantes, que demonstrarão níveis de satisfação mais elevados, o que resulta numa maior probabilidade de retorno. Com a intenção de avaliar a importância do património cultural imóvel para o turismo cultural sustentável na Madeira, escolheu-se o Mercado dos Lavradores como caso de estudo. Este, consistiu num estudo empírico em torno da relação entre o Mercado e o turismo cultural sustentável, suportado através de um inquérito por questionário. Os resultados obtidos permitiram verificar o impacto positivo da visita a este imóvel cultural classificado, certificando a importância do Mercado para o fortalecimento da imagem cultural e turística do destino, na mente dos seus visitantes, tanto através do seu esplendor arquitectónico, como pela actividade social que lá decorre. Tal conjugação, levará ao aumento da intenção em explorar o património cultural, estabelecendo um maior nível de satisfação e fidelização. Palavras chave: Madeira, Turismo, Património Cultural Imóvel, Turismo Cutural, Desenvolvimento Sustentável, Mercado dos Lavradores. iv Abstract The archipelago of Madeira presents a diversity of cultural and natural resources, which not only makes its population proud, but also constitute a unique offer for those who visit it. The uniqueness of the classified cultural heritage, in particular, is an added value to distinguish it from other destinations, in particular island and higher-scale destinations, allowing the creation of consistent alternatives toa “generalist tourism”, by valuing and allowing the interpretation of the its culture and identity, both by the local population and its visitors. Given the importance of the tourism sector for Madeira, the growing demand for the cultural offer, the fact that 2017 was the International Uear of Sustainable Tourism for Development, and 2018 was the European Year of Cultural Ceritage, this dissertation was structured to answer the question "What is the contribution of immovable cultural heritage to a sustainable development of the tourist activity of the Madeira archipelago?". Therefore, the concepts of cultural tourism, immovable cultural heritage and sustainable development were related, in order to demonstrate the importance of developing a differentiating offer capable of producing unique and enriching experiences, while constructing a more sustainable future for the sector. In this way, positive effects will be produced both for the local population and for the visitors, who will demonstrate higher levels of satisfaction, which results in a greater probability of return. With the intention of evaluating the importance of the immovable cultural heritage for sustainable cultural tourism in Madeira, the Mercado dos Lavradores (a historical farmers market) was chosen as a case study. This part consisted of an empirical study on the relationship between the Market and sustainable cultural tourism, supported by a questionnaire survey. The results obtained, allowed to verify the positive impact of the visit to this classified immovable cultural heritage, certifying the importance of the Mercado dos Lavradores to strengthen the cultural and tourist image of the destination, in the minds of its visitors, both through its architectural splendor and through its social activity. Such a combination will lead to an increase in the intention to exploit the existing cultural heritage, establishing a higher level of satisfaction and loyalty. Keywords: Madeira, Tourism, Cultural Heritage, Cutural Tourism, Sustainable Development, Mercado dos Lavradores. v Índice Geral Agradecimentos ................................................................................................................... ii Resumo ................................................................................................................................ iii Abstract ............................................................................................................................... iv Índice Geral .......................................................................................................................... v Índice de Figuras .............................................................................................................. viii Índice de Gráficos ............................................................................................................... ix Índice de Tabelas ................................................................................................................. x Lista de Abreviaturas ......................................................................................................... xi Introdução ............................................................................................................................ 1 Capítulo 1- Turismo Cultural: Conceito, Importância e Dimensão ............................... 6 1.1- O conceito de Turismo ............................................................................................... 7 1.1.1- A Importância e a Dinâmica do Turismo a Nível Global e Regional .................. 9 1.2- Conceitos de Cultura: Noções, Tradição e Identidade Cultural ............................... 14 1.3- Turismo Cultural: A Pluralidade de um Sistema ...................................................... 17 1.3.1- Dimensão e Procura do Turismo Cultural na União Europeia .......................... 20 1.3.2- O Perfil do Turista Cultural ............................................................................... 26 1.3.2.1- Turista de Património Cultural .................................................................... 32 1.3.3- Os benefícios da aliança entre a Insularidade com o Turismo Cultural no Arquipélago da Madeira
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