Escola de Sociologia e Políticas Públicas Departamento de História Where tourists and locals meet The empowerment of local culture through the integration of the tourist (Cultural Organizations in Anjos, Lisbon) Paulina Valérie Anna Louisa Roxane Stemmler Dissertação submetida como requisito parcial para obtenção do grau de Mestre em Empreendedorismo e Estudos da Cultura – Gestão Cultural Orientadora: Doutora Sofia Macedo, Professora Auxiliar Convidada ISCTE- Instituto Universitário de Lisboa Junho, 2020 Where tourists and locals meet Empreendedorismo e Estudos da Cultura Escola de Sociologia e Políticas Públicas Departamento de História Where tourists and locals meet The empowerment of local culture through the integration of the tourist (Cultural Organizations in Anjos, Lisbon) Paulina Valérie Anna Louisa Roxane Stemmler Dissertação submetida como requisito parcial para obtenção do grau de Mestre em Empreendedorismo e Estudos da Cultura – Gestão Cultural Orientadora: Doutora Sofia Macedo, Professora Auxiliar Convidada ISCTE- Instituto Universitário de Lisboa Junho, 2020 i Where tourists and locals meet Empreendedorismo e Estudos da Cultura ii Where tourists and locals meet Empreendedorismo e Estudos da Cultura Acknowledgements I would like to thank from the bottom of my heart all the cultural organizations that made themselves available to answer my survey and thus enabled me to elaborate this master dissertation. A second big thank you goes to my patient, understanding and simply great supervisor Sofia Costa Macedo, who not only once put me back on the ground when I wanted to digress and lose focus. Thanks to everyone who shows interest in the topic, which is a personally important matter for me. Culture should and must not only take place in museums, it is very close to us. Tourism is a “people business” (Tewes-Gradl et al, 2014: 8), which makes the intercultural approach possible, no matter how different we may be. Tourism offers us the opportunity to get to know the "other", to get inspired and to connect with it. And culture offers the base for that. It is therefore up to all of us to promote the preservation of culture and to stand up for cultural diversity. Integration begins with mutual acceptance. There are already many cultural participants who have understood this. And I thank them for that. Spread the word. iii Where tourists and locals meet Empreendedorismo e Estudos da Cultura iv Where tourists and locals meet Empreendedorismo e Estudos da Cultura Background to the study I am originally a student of Romance languages and literature from Germany. The fascination of learning languages and discovering cultures brought me to Portugal. When I started writing this thesis, I was living in Lisbon for two years of which I worked one year in a hotel in the center of Lisbon and the rest of the time as a local tour guide. The experience I earned while working in the touristic field and my personal conviction of the beauty of Lisbon’s soul, led me to develop a thesis on the relationship between tourism and culture in the culturally vibrant city of Lisbon. Due to my work experience, I was confronted with the changes happening in this city involving mass tourism. I am aware of the touristification fueled by the touristic image that is being transmitted to the visitors. During my work as a tour guide I spoke with a lot of clients about their perception of Lisbon - their expectations, their fascinations and their disappointments when experiencing its cultural heritage. For a rapprochement between culturally interested tourists and the local community where culture is created, lived and reflected, a physical space which is attractive for both and where this meeting can take place is useful. This consideration led me to have a closer look to the cultural organizations that are the focus of this dissertation. These places could not be more different from each other, hence, making a comparison difficult. However, they offer insights into Lisbon's contemporary popular culture, that is, into the culture that is not accessible in museums but on the streets and through the interaction with locals. Thereby, the culture can suit the taste and understanding of the public and does not limit itself to specialists and intellectuals. In this dissertation, I aim to show how Lisbon’s intelligible culture scene experiences the effects of mass tourism and how they perceive their role as cultural agents. I want to discover the expectations, fascinations and disappointments of the cultural organizations, institutions, associations, and bars in Anjos (Lisbon) in relation with tourism. v Where tourists and locals meet Empreendedorismo e Estudos da Cultura vi Where tourists and locals meet Empreendedorismo e Estudos da Cultura Resumo O crescente desafio da sociedade de Lisboa para resistir à desertificação turística do centro histórico, provocada pela indústria massificada do turismo, levanta questões relativamente às responsabilidades que se devem alocar a essa indústria. Embora a procura de um turismo cultural "autêntico" já exista há muito tempo, a questão é saber qual o papel que o turismo pode desempenhar na preservação da alma de cidades turisticamente pressionadas como Lisboa. Esta dissertação analisa a relação entre cultura e turismo em tempos de gentrificação global e de novas tendências turísticas. Através de um olhar sobre o papel das audiências externas e internas, o objectivo é perceber as possíveis ligações entre as manifestações culturais de génese local e a apropriação pelos turistas das mesmas, tendo como agentes principais no processo de ligação, as organizações culturais. Foi conduzida uma pesquisa empírica, baseada num questionário realizado a representantes destas organizações culturais localizadas e atuantes no bairro dos Anjos, em Lisboa. Procura-se encontrar respostas às questões de como a cultura local e a cultura turística podem ter um impacto positivo mútuo e se a sustentabilidade turística pode ser alcançada através da descentralização dos locais de interesse. Palavras-chave: Lisboa; turismo; organizações culturais, pós-turismo; integração turística; turismo cultural; turismo sustentável; autenticidade; bairro dos Anjos vii Where tourists and locals meet Empreendedorismo e Estudos da Cultura Abstract The growing challenge of Lisbon’s society to resist the desertification of the historical city center, powered by the mass tourism industry, raises the question of what kind of responsibility we can allocate to the tourism industry. In spite of a long-time acceptance of an “authentic” cultural tourism, the question is what role tourism can play in the preservation of the “soul” of cities with such a high demand as Lisbon. The following thesis analyzes the relationship between culture and tourism in times of global gentrification and new touristic trends. Looking at internal and external audiences, the aim is to understand the possible connections between local cultural life and the new tourist trend, which seeks to experience that very culture. The connections between the two will be analyzed through the role that cultural organizations play in this. An empirical research was conducted, based on the application of a questionnaire to representatives of cultural organizations located and acting in the district of Anjos in Lisbon. The goal is to find answers to the question of how the culture of locals and tourists can have a mutual positive impact on each other and whether touristic sustainability can be achieved by decentralizing the places of interest. Keywords: Lisbon; tourism; cultural organizations, post-tourism; tourist integration; cultural tourism; sustainable tourism; authenticity; Anjos district. viii Where tourists and locals meet Empreendedorismo e Estudos da Cultura Table of Contents INTRODUCTION ...................................................................................................................... 1 CHAPTER I: Research Question and Methods ......................................................................... 3 CHAPTER II: Urban culture and tourism practices ................................................................... 7 2.1 Culture as a consumer product ......................................................................................... 7 2.1.1 New audiences for urban culture ............................................................................. 10 2.1.2 The commodification of culture ............................................................................... 12 2.1.3 The cultural sustainability challenge ....................................................................... 14 2.2 The impact of urban tourism development on local culture ........................................... 17 2.2.1 Touristification and fake authenticity ...................................................................... 19 2.2.2 The local and the stranger ........................................................................................ 21 2.2.3 The live-like-a-local trend ........................................................................................ 24 2.3 New tourism tendencies .................................................................................................. 26 2.3.1 The post-modern tourist ........................................................................................... 27 2.3.2 The “sharing city” .................................................................................................... 29 2.3.3 “Experiences”: The trend to participate