IV Congreso internacional Científico-Profesional de Turismo Cultural
Córdoba. España
22 y 23 de Febrero 2018
©António
dos Santos Queirós
Universidade de Lisboa
Faculdade
de Letras. Centro de Filosofia
Alameda
da Universidade 1600-214, Lisboa Portugal
adsqueiros@gmail.com
Abstract
This essay wants to discuss the conceptual framework from where emerges the new paradigm of
environmental tourism, discussing at the same time if can be conceptualized by a set of axioms, as an autonomous Scientific
Corpus of Tourism.
Crossing this analytical and experimental way, new
conceptual definitions emerges, claiming to have "mathematician"
value, comparable to the "scientific laws” or axioms, like the definition
of the types or categories of tourism, the concepts of taste, aesthetics of the
landscape, particularly the parallel aesthetic- categories applied to tourism
products and even simple mathematical formulas adequate to expresses the new
relationship between the heritage and the value chains of tourism.
The Convention, approved at the 22nd UNWTO General
Assembly transforms the Code of Ethics for Tourism into an international
convention.
Tourism is today a scientific autonomous area under
construction, with a fewer developed conceptual corpus, but has its own
identity and autonomy compared to other areas of science.
This essay, in the form of 50 thesis, departing
from the perspective of convergence of different tourism theories, wants to
design the pathway to the construction of a theoretical body of Scientific
Corpus of Tourism, discovering some of the "universal constants" of
tourism phenomenology.
50 bricks of its fundamental concepts, presented as
philosophical axioms, like a Tourism Rosetta Stone
Keywords: Paradigm.
Axiom. Hermeneutics. Environmental Tourism. Corpus Scientific.
50 theses ABOUTH the corpus
of tourism
.
The new paradigm override the anthropocentric and
ethnocentric perspectives, which are based on tourism planning and management
to satisfy the motivations for the travels of the human being, for a different
and broader view, the outlook of environment philosophy and environmental
ethics. A new approach to the tourism phenomenology with the prevalence of
environmental principles, holistic, systemic, unified and determined by the environmental
philosophy and environmental ethics.
The concept of taste, not only in the restrict
sense of the concept of motivation, change the viewpoint of tourism
hermeneutics and could find in the diversity of the global market, not only the
hedonistic demands and practices on the middle class, but a new tendency, the
ethical and aesthetical values disseminated in the new middle class, a global
changing in the taste of different social strata.
A new world market where we can find several
paradigmatic models.
1. Geography is
probably the science, considering its scientific work methodology that is closer
from tourism studies.
2. The essence of the
methodology of scientific work in tourism information and guidelines consists in 'describing and interpreting' the
Earth and the Human Beings who live in the cultural landscape, but by different
ways accessible to different audience segments. (see figure 1)
3. The imperative of a tourism ethics. This conception lead to a philosophy born in the
observation and reading of the landscape that represents the synthesis of Earth
and Human Being relationship, whom create and transforms the 'cultural
landscape', but at the same time menacing to degrade or destroy them. That contradiction justifies the necessity of
an ethics of tourism, built from the new Environmental Ethics and based on the
critic of anthropocentrism and ethnocentrism. The
World Code of Tourism Ethics must be imperative and be really applied.
4. The frontier
between Geography and Tourism, from a scientific perspective. That is exactly the combination of inductive and
deductive methodologies that allows to organize tourism information and tourism
guidance, based in the new concepts of Tourism Route and Circuits of Tourism.
That means, firstly, selective observation and meaningful description of the
cultural landscape, in the perspective of tourism economy and diversified needs
of information of its target audiences.
And by this red line pass the frontier from
Geography scientific object study to the autonomous field of tourism research,
including the making of their products offer. The Geography scientific object
is to build a conceptual framework about selective observation and meaningful
description of the cultural landscape, objective and universal. Departing from
scientific view of Geography, the market, the demand of different targets
audiences, the chains values are not pertinent.
Consequently, a very well structured scientific Route and its Circuit,
could not be relevant to the tourism activity and economy, if they not serve
its Chains of Value.
4. It is
precisely at the intersection of the paths of art, knowledge and science, that
cultural tourism and tourism of nature have its origin.
6. Preserved Ethnography
in rural areas gives the opportunity to create exclusive products of tourism,
in a Europe that industrialized and destroyed humanized landscape (cultural
landscape), but without the recognition of the political and economic decision-makers
and agents of tourism, about their potential.
7. Cultural Tourism
and tourism of nature, and the ethical values. Globalization of tourism activity, anchored on cultural tourism and
tourism of nature, whom is founded on a scientific basis and preserves the most
significant elements of the identity and diversity cultural of peoples and
nations, becomes itself a powerful agent of social and moral renewal of social ethics
(environmental ethics).
8. This new
vision of the landscape, multi and interdisciplinary, which is at the same
time an instrument operating its hermeneutics and a category in the field of
Environmental Philosophy, is entitled:
Landscape ecology (natural landscape humanized by the man’s work).
In our definition it represents a structural and systemic view that encompasses
the large natural landscape, characterized and differentiated not only by the
various fields of science (environmental sciences and exact sciences), but also
because it was created with the help of Man in his daily effort as a farmer, a
shepherd and a landscape architect.
9. However the knowledge of the landscape
humanization, from the perspective of the philosophy of nature and the
environmental philosophy, would be incomplete without the use of another
category of elements, which we define as:
“Metaphysics
of landscape. It represents the domain of the "spirituality",
"soul" of things, the categories of aesthetic emotions and feelings,
"beauty" and "beautiful", the "sublime",
"wonderful" and "mysterious", “monumental”,
"epic" and "tragic."
All this categories can be linked with wilderness
but also with the human labor in the land. Including the negative categories:
the disgusting, the ugly, the repulsive, the abhorrent...
§ Landscape
Aesthetic Categories
Concerning the
concept of beautiful on the landscape, we want to mean the vision of
harmony of colors and shapes, the balance in the diversity, the absence of
visible assaults to their natural and cultural heritage, the permanence of
scents and perfumes, the movement of crops and trees, therefore, values that
arouse all senses and appeal to other moral values.
About the
sublime on the landscape, we understand the association of the beautiful
with a sense of respect and even a certain fear, imposed by natural landscape
framework, or predominantly natural, such as the majesty of a mountain covered
with snow or the largeness of the landscape that can be seen.
Our definition of the wonderful on landscape, it is the beautiful ascend to a
superior exponent, with some, or all of the senses stimulated by a higher
emotion.
With the concept of the
mysterious on the landscape, we wants to represent the surprise and
fascination, shapes, colors and particular environments, we don't understand
spontaneously.
The concept of the monumental
on the landscape, he signifies the recognition of the transformation of the
landscape from the human’s labor crossing the centuries and millennium,
creating the harmony and sustainability in a large dimension, a monumental
dimension.
The definition of the epic on
landscape: when we recognize in this effort of humanization of landscape, their
transformation into cultural landscape, an exceptionally and continuous effort,
during centuries or millenarian presence of the man, frequently associated with
the use of animals, creating new biotopes by its own action.
The tragic (and
dramatic), when we observe the
process of abandonment of the cultural landscapes, total or partial when he
left behind the ruins of a farmer, an old mill, a broken wheel, that are the
lost signs of the presence of human communities.
These categories can be found simultaneously in the
same landscape framework.
But we must consider the negative categories: the ugly; the horrible; the repugnant; the
disgusting; the repulsive; the hideous...
§§ Parallel –Aesthetic Categories
We can make reference in the landscape to a set of
categories that we call “parallel-aesthetics”, carrying an intrinsic moral
value and touristic attraction capacity: "the
unique", setting this concept as susceptible to express the landscape
attributes of an uncommon place. "The
single” defining the own identity of a common landscape object. "The authentic” quality applicable
to the conservation of objects and original landscape contexts. "The genuine and rare",
objects and places of Humanized landscape, that in its process of evolution
tend to the disappearance or corruption…
And differentiate them from “Systemic Parallel-Aesthetics Categories”.
The discontinuity of forest stands and the
sustainability of agro-forestry “Mosaic” are supported by mountain terraces,
with an amazing hydrological systematization: erosion control, drainage and
reduced dispersion of full tips. Here we can find the use of the traditional
culture and the simplified use of the land: the polyculture and permanent
pasture, terraces with trench irrigation and drainage ditches, the walls supporting
the land, winning against the slopes. Also, this is helped by the use of the
sheep’s herding and the use of manure from their beds to fertilize the fields
“Lime meadows”, the drought irrigation system in the winter, with
pressure refills of aquifers and summer irrigation.
"The Bocage
landscape ", concept shaped
from the French “Bois”, a continuous hedge. With woods at the top of the slope,
live fences and lines of trees linking plaids and armed pasture wisely under
the slope lines, without supporting walls.
"The Oak and
the river forest", that preserving
the traditional agriculture, it is a privileged place to avifauna observation.
"The Water
Gardens", landscape places covering
rivers and streams beds.
"Moss
Garden": micro fauna and flora.
…
All this categories came from the philosophy and
Esthetical domains.
The landscape has become the sediment of life and
death of all beings, from the non-biotic and biotic community, crossing their
cycle of birth and death recycle and reutilize.
10. The best way to
delimit the modern tourism is maybe to consider it in terms of the concept of
levels of organization, viewed as a kind
of a spectrum of cultural tourism and tourism of nature ... tourism focuses on
the central part of the spectrum. That is, on the levels of organization, economic
organization, socio-cultural organization, political-historical, human’s
organization, that are autonomous and common ecosystems, that depends one from
the others, (The human beings replaced by the Environmental Philosophy at a non-privileged
place )
On the center of the spectrum the cultural tourism
and the tourism of nature, the environmental tourism as a new synergistic
energy irradiator. (see figure 2).
11. The
Conceptualization of Tourism Sciences and the design of new products are made
by the same way.
The territory that the tourist crosses has
differentiated ecosystems equivalent to the biological ecosystems, produced by
the historical relationship of man and nature, which constitute the ecosystem
of cultural tourism, the ecosystem of tourism of nature and others.
An internal dynamics transfer, of cultural goods, energy
and economic value, crosses those ecosystems, moved by the role of human labor.
12. That
perspective can explain why there are various theories about tourism, its
history and diversity. It is not just a
matter of different approaches according to the scientific field where the
theorizing came from. In fact the object of study of tourism has evolved over
the last 150 years and this evolution has accelerated rapidly in the second
half of the 20th century and in recent decades. But evolved unevenly and
diversely as its matrix, anthropological, sociological, cultural, economic,
political-historical, regional, national, local, incorporating new and old
products; mixing the taste and values of various segments of public; carrying
on conservative and innovative dynamics. Despite the integrator role and even
synchronizing tendency, brought by technical-scientific revolution, the
environmental crisis and the financial, economic and cultural globalization
13. The first
theories about tourism are no less valuable than new approaches.
From that perspective, the theoretical plurality is
the image of the different levels of organization of the
phenomenon of tourism in diverse destination, and indirect proof of its
formidable and complex diversity, coexisting in the same space-time. In this
space-time distinct tourism objects are moving, not mechanically but
dialectically, and physical reality of tourism belongs to the fields of
relativity and quantum's and not to the traditional science, which,
paradoxically, cannot and must not spare.
14. At this
historical time, tourism unifying paradigm is the analytical and conceptual
framework of cultural tourism and tourism of nature, which we designate as
Environmental Tourism in the perspective of the Philosophy of Nature and the
Philosophy of Environment.
To achieve the “Environmental tourism”, the new
paradigm of tourism, we need to apply a new ethical perspective to the economic
and financial issues, and to the political governance
15. And the development of theoretical production line
should promotes the convergence of theories on tourism, without considerations
of leadership or hierarchy of scientific merit_ convergence is the Ariadne's thread of tourism theories.
16. The concepts of
Touristic Circuits and Routes are based on the need to use an inter- and multi-disciplinary scientific
methodology, to interpret and organize
the visit to the territory, which allows the tourists to read and interpret
their cultural landscapes.
17. The first key
of this reading and interpretation landscape is the Natural History, Earth Sciences, geology and geomorphology. The second key is the Life sciences,
revealing the splendor of biodiversity. And
the third key is social and art Histories, associated to Ethnography and
Anthropology.
18. We define
“tourism Route as an organized set of
Circuits to discover and enjoy all heritages, with a specific identity, based
on ecology of landscape metaphysic of landscape, accessible to all audiences
but with different products according their segments, organized to serve the
development of tourism activity and its Chains of Value.” (Queirós, 2009)
19. We define tourism
Circuit as a road integrating all heritage products, short-lived (should not
exceed one day/night), accessible to all audiences but segmented in an
autonomous and distinctive identity, organized in the context of discovery and
enjoyment of the landscape ecology (in the sense of interdisciplinary
contribution to read landscape) and the metaphysics of landscape (immaterial
heritage, imaginary erudite and popular), and using the communication/emotional
principle of "montage of attractions", created to sustain and develop
Chains of Value of tourism activity.
§ This new concept is built upon the conceptual
contributions of geography, selective observation and significant description
of the cultural landscape - its historical, natural, ethnographic heritage; the
philosophy of nature and the philosophy of the environment, “ecology of
landscape and metaphysics of landscape"; communication sciences, involving
the psychology of affection and the cinema (the montage of attractions is a
concept from Eisenstein); economy, “Chains of Value”. And its methodological
construction consists in recycle traditionally concepts used in another
scientific fields and reprocess them to a new subject of study.
20. Although there are common elements among the Circuits (for example, churches of the
same era, gourmet dishes, the same flora) the sum of their heritage should
produce a single offer and
identity. And it is in this matter
that the activity of tourism differs from other scientific fields, because
selection and value are determined by the differentiation of the tourism
products, not from scientific criteria values.
21. The
structure of contents of great Route and its Circuits requires a changing
paradigm in tourism products, the choice of the products of Cultural Tourism and
Tourism of Nature _ or Environmental Tourism, because the environment is
culture plus nature, found in the humanized landscape.
22. The
tourism image is a game of mirrors. What is really crucial for the activity
of tourism is the way who others look at us, the image we have of ourselves is
never the same from how we are observed. Cultural differences between the
countries and their Nations (China, for example, has 56 nationalities), leads
to having he same brand image is apprehended differently for multiple
receivers. The different mirrors game that is the metaphor chosen to put in
evidence this fact.
23. Functional
inversion of the relationship between Chains of Values and Heritage
What its historical relationship with heritage and Chains
of Values of tourism_ accommodation, catering, merchandising, animation,
transport, guides and agencies? They needs to incorporate new products and even
other values?
For many years’ hotels was the must of tourism
attraction. What's changed since then?
Taken variable
a as the variable of the accommodation (representing also the others Chains
of Values) and h the variable which represents the heritage (cultural heritage and
natural heritage). In the past h=f (a).
The mathematic law is based on the correlation
between a and h, univocal correspondence in the direction a → h. We say that
the variable h was a function of the variable a and we write symbolically h = f
(a), which mean that a is the independent variable and h the dependent
variable.
In our time, what result from the appearing of a
new middle class educated, from the emancipation of work women, a new young
generation increasingly cultivated and the anticipation of active retire in
growing segments of the middle class, is a change of taste and motivation in
tourism travel, resulting in a
functional inversion between the two variables. Now a=f (h).
Tourism travel is attracted by the existence of
cultural heritage and natural heritage in the tourism destination. To choose a
hotel came in second palace. Traveling to usufruct cultural heritage and
natural heritage makes all Chains of Value in production.
In the field of mathematics, rigorously, each value
of h corresponds one value of a; but, in the tourist market, the same monument,
site or landscape is accessible from the existence of several hotels,
relatively close.
The reproduction of
tourism capital: Externalities and Competition
Considering that:
For many years’ hotels were the must to tourism
attraction. What's changed since then?
Taken a as the variable of the accommodation
(representing all the Chains of Value) and h the variable which represents the cultural
heritage and natural heritage. In the past h=f(a). Currently a = f (h).
The misunderstanding of this economic paradox is
the cause of the historical conflict between tourism and sustainable development,
but is also at the same time the key to overcome it. This is important
particularly in our time, in which a new paradigm of tourism is emerging, environmental tourism, which means cultural
tourism, tourism of nature, and rural
tourism, with their specific products and renewed environmental sustainability
requirements, for all tourism products.
.
24. If currently
a = f (h), the majority of hotel units, uniforms
in those architecture and services,
cease to be the center of tourism attraction, tending to become dependent in
their functional market area from the existence of heritage values, well
preserved, attractive and accessible.
This new relationship transform accommodation on a
variable dependent from heritage and makes imperative the resolution of the
conflict of interest between the construction of tourism infrastructures and
the preservation of the natural heritage and cultural heritage.
And, by changing
the functional relationship a = f (h), put in question the very nature of
traditional accommodation, at least on four dimensions: first: the imperative of quality of building
requires incorporate architectural value, correct landscape insertion and
environmental management. Second, the need to conform their services with the
asset values of the cultural landscape, offering their most genuine products in
the construction, catering and merchandising. Third the diversification of the
offer, complementing the service of accommodation, catering and merchandising,
with the animation, and in particular proposing Routes integrating Cultural
Tourism Circuits and Tourism of Nature Circuits. Fourth the elimination of
architectural barriers, in order to welcome all guests with special needs and
the creation of appropriate leisure structures, especially to the senior
tourists: namely, fast access to health
services and special parks.
25. The animation
cannot be confused with "radical tourism", or trivialized in small
shows. On the context which we
put the problem, offer animation is to give easy access and informed access to
the structures of cultural tourism and tourism of nature. The only ones which
have the capacity to attract and occupy large groups and even masses of
millions of tourists. If the animation remains in charge of hospitality
unities, costs are unaffordable to the success of the business. This is not
justified and is not necessary, thanks to the current expansion of museums, the
main structure of Cultural Tourism and the multiplication of Centers of
Interpretation of Protected Areas, the maim structures of Tourism of Nature.
26. Distinction
between natural resources and raw materials of tourism economy. Form and
essence of tourism resource
The concept of tourism industry has led to search
for local resources - biological and geological, livestock and forestry, etc.
as their basic material. In fact the first are used and processed by other
industries, and in many cases require its conservation. And for the second, its
consumption is shared between residents and travellers.
27. The cultural
landscape as a touristic resource
What constitutes a tourism resource is the
humanized cultural landscape, urban and rural. Reading and interpretation of
the cultural landscape is the basis for the creation of the tourist product and
its first metamorphosis of value.
It’s the ecology of the landscape (material
heritage) and its metaphysics (immaterial heritage), which constitute the
essence of tourist resource, but only when their interpretation and reading
gives it a new increase in cultural and economic values.
28. Touristic
merchandise. Usage value and exchange value
The landscape is not an open book, empirically intelligible. The transformation into a tourism product goes through its
readability, which gives it a value of use; it’s a metamorphosis that generates
economy value, and it’s also a process
of cultural literacy, mediated by the construction of a language for tourism
communication; the result of this process changes the shape and the essence
of traditional concepts of resources and tourism products.
29. Raw material
sources of the Tourism New Economy
The Natural History, served by the Earth Sciences,
Geology and Geomorphology in particular, reveals the diversity of geological
heritage and its natural monuments.
Life sciences, especially biology and botany, teach
us the size and value of biodiversity, and also the value of new biotopes
created by the humanization of the landscape.
Social History with their archaeological and
artistic valences, and ethnography, allow us to take advantage of the built heritage,
works of art and literature, as well as ethnographic objects.
And when we discuss these resources, we can’t
forget their immaterial dimension.
See below how the rehabilitation of heritage and
conservation of cultural objects became a matter vital to the economy of
tourism and for the productivity of its traditional Value Chains.
30. What are, after
all, cultural tourism and tourism of nature? Organization and products
We propose the following definition, about Cultural
Tourism: An organic and productive branch of tourism, incorporating levels of
design, organization and promotion, contents and materials from the domain of
culture and scientific culture. Particularly in the essence of cultural
tourism, are Museology and Heritage Sciences.
The scientific core of the Tourism of Nature are Environmental
Sciences. The organic structures of Tourism of Nature are the Centers of
Interpretation of Nature, localized in protect areas.
The organic structures of Rural Tourism (Tourism in
Rural Space), are rural houses, rural hotels, farms, offering the visit of
cultural landscape, organic products, and participation in the activities of
production.
However, museums or centers of interpretation of
nature may be adjusted to the dynamics and the objectives of the tourism
economy, in the framework of the management of their Value Chains.
We can distinguish
clearly types or categories of tourism looking into their different organic
structures and products.
31. Cultural
tourism: organization and management
Cultural Tourism only exists if it’s present the
network of museums, monuments and archaeological and historical sites and
centers, particularly those which are classified by Unesco World Heritage,
cultural festivals and celebrations. Museums,
in the largest definition of ICOM (International Council of Museum), are the
major organic structures of Cultural Tourism.
The products offered by Cultural Tourism, are the
collections display at museums (permanent or temporary), from the Louvre to the
Prado, monuments, and archaeological and historical sites and centers
(particularly those which are Human Heritage), festivals and celebrations with
a value of identity, local matter, at regional, national or international
levels, like the Holy Week celebrations in Castilla or the Fátima Sanctuary
celebrations, in Portugal.
Cultural Tourism also offers the architectural
value of heritage structures, like the iconic Guggenheim Museum in Bilbao or
the monumental complex of Alhambra in Granada, Spain.
All these organic structures of Cultural Tourism
(museums, monuments, science centers...) are operating today as interpretation
centers to their diverse audience segments (the tourists surpass the segment of
the public school) and temporary events also require an organizational structure
itself, even if assembled for a limited period, which increasingly tends to set
in partial but permanent forms of memory and event promotion. This is the case
with the creation of museums of the Holy Week in Spain or of the apparitions in
Fatima, Portugal, or in Lourdes, France, which complement the Sanctuaries. And
these temples are evolving in the complexity of products and as a standing
offer, in addition to the dates of pilgrimages.
§ Therefore, the
concept of cultural tourism must naturally integrate religious tourism,
because that concept is larger than the second and the religious phenomenon is
one of humanity's cultural expressions.
§ §
The idea of Cultural tourism based on built
heritage, views and lifestyle, as well as events and happenings, gives us a
rough overview of the diversity of contexts and products of cultural tourism.
It should be connected to the specific function of tourism economy and, in this
context, should lead us to study how today it constitutes and can reproduce the
tourism capital, based on its relationship with the culture industry, and most
of all to recognize the extension of the cultural penetration into the tourism
activity, which may have led to profound changes in the traditional paradigm of
tourism.
32. Tourism of
Nature: organization and management
The major organic structures of Tourism of Nature are
the Parks and Natural Reserves, paleontological, and nature interpretation
centers, and its cultural landscape - humanized landscape (cultural landscape
or “terroir”), with a special focus on those was classified as World Heritage.
The products offered by Tourism of Nature or
Ecological Tourism, structured within this network in the context of cultural
and natural landscapes, offer the discovery of nature diversity, observation of
species, small and large pedestrian routes, and the pleasure of a human
re-approach to nature, with all the sensations.
§ We include
Health Tourism to the above mentioned Tourism of Nature: Thermal and water
pleasures (SPA), the French thalassotherapy (sea station), mountain stations,
wellness, the functional (healthy) food tours and itineraries offered by
Circuits. And we also include Sports in Nature as part of the activities of
Tourism of Nature.
Sports of Nature that mean Active Tourism: hiking,
walking, climbing, canoeing, skiing or motorized vehicles. These products are
shared with Rural Tourism.
Active tourism is
not a type or category of Tourism bur a quality of several types or categories
of tourism.
Integrating the Health Tourism in the type or
category of Tourism of Nature becomes an
obvious choice when we realize that the network of Thermal Baths occurs in zones of geological faults and dating back to at least
the Romanization period of the Iberian Peninsula and Europe. And even more when
we adopt the current formula of the World Health Organization (WHO) to
establish its content:
The WHO defines health as "a State of complete
physical, mental and social well-being, which is not merely the absence of
disease or infirmity". This approach amplifies the biological concept of
health, because it includes the psychological and social components of the
human being and an ethical dimension.
The functional food and the conditions surrounding
the conservation of nature are now inextricably linked to the modern Spas, just
as they already were connected to the Baths of classical civilizations.
§§ The
products offered by Tourism in Rural Area include accommodation in traditional
homes as well as the discovery of humanized landscapes (cultural landscapes,
the French "terroir" concept) and/or participating in the agriculture
work cycles, associated to Active Tourism: road trips, hikes, TT, horseback
riding, hunting and fishing, and Golf
Tourism.
Usually this typological framework does not apply
to golf, but, golf normally implies the creation of a cultural landscape in the
rural space not in urban or virgin landscapes, which adapt traditional
landscapes to new functions while keeping the landscape setting.
Golf, like tennis, will be gradually democratized
and accessible to the middle class. Their social value, can attract a younger
crowd and promote fitness and an active ageing. The current breakdown between
Golf and Rural Tourism, is the issue of deficient integration of tourist
products in the same destination.
Other activities that relay rural tourism to Health
tourism include outdoor hiking, a demand for air and water in pollution free
woods and springs, and traditional, biological and healthy food.
The joint offering
of Cultural Tourism and Nature Tourism, which may include the products of Tourism
in Rural Areas, can be called Environmental Tourism.
33. A conceptual approach to the typology or
categories of tourism
1. Cultural Tourism,
organized by the organic structures of
museums and monuments and its material and immaterial heritage
and offer products (collections, visits), animation and events. Includes tourism
of religion.
The collections and
exhibitions of museums, from the Louvre to the Prado, monuments and
archaeological and historical sites, particularly those which are Human
Heritage, festivals and celebrations with a value of identity, in the local,
regional, national or international level, as the Theatre Classic Festival in
Spain roman heritage, the celebration of Holy Week in Castilla or religious
celebrations at Portuguese Fatima sanctuary. But also the architectural value
of these structures and cultural landscapes, for instance, the Côa Valley
Museum and Prehistoric Rock Art Sites in the Côa Valley and Siega Verde, the
iconic attraction capacity of the architecture of Guggenheim Bilbao Museum or
the monumental complex of the Alhambra in Granada.
2. Tourism of Nature,
or Ecotourism, structured with the organic structures of parks and
reserves, paleontological and nature interpretation Centers, in the context of
cultural and “wild” landscapes, especially those who are classified by UNESCO
as Word Heritage, discovering geodiversity and biodiversity, and cultural
landscape diversity, offering products as observation of the birds and protects
species...
Including “Health Tourism” with Health Spa and some
sports of nature, like walking, climbing, canoeing, caving…skiing and rackets…
motorized journeys ... shared with Rural Tourism.
3. Tourism in Rural
Areas, organized from the organic structures of farmers, villages and rural
hotels, using the products of terroir, eating, chasing, fishing… offering
several “sports of nature”, like golf or rafting… equestrian activities or hang
gliding… landscape promenades… and enjoying “functional food” (healthy
food).
The accommodation at
traditional home but also the discovery of humanized landscapes (cultural
landscapes, the French “terroir” concept) and/or participation in the
agriculture work cycles, associated with the “active tourism”: car rides,
hikes, TT, horseback riding, hunting and fishing, and Golf Tourism...
Unusually this typology
is not applied to Golf, but, golf practice implies, as a rule, to create a
cultural landscape in the rural space not in urban or virgins landscapes, who
modify traditional landscape to news leisure functions. Golf, like tennis, will
be gradually democratized and accessible to the middle class, for the reason of
their social value, which attracts youth and promote fitness healthy and active
ageing.
The current breakdown among Golf and Rural Tourism
is a problem of deficient integration of tourism products in the same
destination.
Tourism in Rural Areas share products related with
“Health Tourism”, sharing fresh air activities and clean waters, woods and springs without
pollution, the traditional and organic food, but their products are very
different from the Tourism of Nature: we observe the birds on the Tourism
of Nature activities and we hunt them on the Rural Tourism.
4. Tourism of Idiom,
based in the organic structures of school exchanges heading for the promotion
of knowledge of the language and culture among foreigners, their holiday’s
camps and programs.
5. Tourism of
Congresses and Business, realized in the organics structures like the
conference centers, with meetings in the form of seminars, symposia,
conferences, workshops and those social programs. International fairs and
exhibitions.
6. Tourism of
Gastronomy and Oenology, offer in the organic structures like restaurants,
shops, wineries and vineyards and cellars, linked to the concept of “terroir”.
Wine and gastronomy, with particular emphasis on degustation of wine, sausage,
cheese and gastronomic icons menus and restaurants, as the Spanish El Bulli or
the Portuguese, Port Wine (Vinho do Porto).
Those are the structures of
gastronomic and oenological tourism, but we must include fairs and specialty
museums, festivals and related events and a new multimedia literature that won
important role in the promotion and the optimization of their market.
7. Tourism of Sea and
River, based on ocean beaches and river beaches, with their leisure
activities and characteristic sports, especially water sports, sailing and
diving, beaches inland waterways, providing the sport fishing and boating...
The coastline also offers
a wide range of products typically associated with ordinary concept of touring;
walking and boating, enjoying the sun and the sand, geological and biological
diversity and the aesthetics of landscape, the waterfront (and river) “promenades”
, a tradition that came back from the beginnings of tourism use, in the 19th
century reserved to the high class.
8. Long Term
Residential Tourism, new principal residences for foreign, which are
expanded from the coast into the interior, involving mainly senior tourists
with its old members, but also young couples with great mobility.
9. Itinerant Tourism Auto-Caravan new
practices, which corresponds to the overcoming of a new class of users of
modern auto-caravan ( organic structures) , demanding and using the
infrastructures available for cultural tourism and tourism of nature, but also
a new type of parks, for refueling and waste treatment, endowed with regional
information, shop and supplementary housing.
10. School and
Scientific Tourism, from the organic structures that are basic schools and
high schools, which corresponds to the models of study visits or finalists
travels extend beyond a journey, but also associate to nature, scientific and
cultural expeditions, markedly increased by the emerging of Museum and Science
Centers of the 2rd an 3rd generation, thematic parks and the museums of
industrial archaeology.
11. Sport Tourism and
from Sport, new organic structures as national or Olympic stadiums,
sportive centers, considering the first
as being the displacement of the athletes and their teams and the second the
travel of supporters and spectators. That category includes Olympic Games,
world championship and others competitions, including professionals and
amateurs who perform regularly a sport activity.
It is obvious that some
sport activities are shared with the Tourism of Nature and Rural Tourism offer,
which is the case of Golf, or sea and river leisure. His distinction type can
be made through their main motivation and “taste”: enjoy diversity of or the
rural environment, or searching a particular sport: that is the case of
"snow tourism” to practice ski or the tourism groups affiliated in golf
clubs to practice this sport championship.
12. Tourism of Gaming
and Entertaining, organized from the organic structures of casinos and
thematic parks, with their own animation.
Those categories have in
common several activities, but preserve their own identity, different organic
structures and diverse products.
However, it is not easy
to measure their impact in the Tourism Satellite Account.
In the domain of the economy, they are different
productive segments of tourism activities.
34. The
metaphors of the economy of tourism: The Routes as complex production units
and productive lines of new capital gains. The Circuits are machine tools of
the tourism activity.
335. Plus
value of Routes and Circuits. The design of great Routes and its
interdisciplinary and multidisciplinary Circuits, enables the reading and
enjoyment of the landscape in it’s fullness, teaches how to see and how take
advantage of travel. But also extends the travel, creating the need to offer
interpretation, guidance, catering and accommodation, transport and mediation,
creating new professional profiles and innovative business projects.
The transdisciplinary component of Routes and
Circuits is the language specific of tourism addressed to various segments of
the public and the multidisciplinary that surrounds them, displays as a need of
an integrated strategy of training, research, multimedia communication,
conservation and rehabilitation of the heritage, land use planning,
accessibility, especially through airports and ocean ports, etc.
36. They are
key indicators of Environmental Tourism potential, the numbers and attributes
of visitors of museums and monuments, festivities… in the field of Cultural Tourism
and the Parks and nature reserves, and cultural landscapes, in the field of the
Tourism of Nature, considered in the perspective of tourism and economy of
their Chains of Value.
37. A
reductive vision of economy of heritage. From the dominant vision about
economy of heritage, the income obtained from thickets of the museums, natural
parks, added to sailings of shop, restaurant, guidance and other services
provided by the structures of cultural tourism and tourism of nature, is a
reductive perspective that does not take into account the positive
externalities and the changing nature of the functional relationship between
the Chains of Value and cultural and natural heritage, offer by Environmental
Tourism.
38. The
concept of great Route, structured with Touristic Circuits, is the best to
serves the planning, rational management of tourism resources and, especially,
the efficiency in tourism promotion, overcoming the seasonality, allowing
to increase the index of permanence, hotel’s occupation and hospitality,
catering, animation, the sale of other
products/merchandising, rentals and other forms of negotiation and mediation.
39. Twelve
ranks of differentiated products of 12 categories or types of tourism.
1. Cultural Tourism.
The collections and
exhibitions of museums, from the Louvre to the Prado, monuments and
archaeological and historical sites, particularly those which are Human
Heritage, festivals and celebrations with a value of identity, in the local,
regional, national or international level, as the Theatre Classic Festival in
Spain roman heritage, the celebration of Holy Week in Castilla or religious
celebrations at Portuguese Fatima sanctuary. But also the architectural value
of these structures and cultural landscapes, for instance, the Côa Valley
Museum and Prehistoric Rock Art Sites in the Côa Valley and Siega Verde, the
iconic attraction capacity of the architecture of Guggenheim Bilbao Museum or the monumental complex of the Alhambra in
Granada.
2. Tourism of Nature, or
Ecotourism.
Walking to discovery
geodiversity and biodiversity, and cultural landscape diversity, offering
products as observation of the birds and protects species...
Including “Health
Tourism” with Health Spa and some sports of nature, like walking, climbing,
canoeing, caving…skiing and rackets… motorized journeys ... shared with Rural
Tourism.
3. Tourism in Rural Areas
Using the products of terroir, eating, chasing, fishing…
offering several “sports of nature”, like golf or rafting… equestrian
activities or hang gliding… landscape promenades… and enjoying “functional
food” (healthy food).
The accommodation at
traditional home but also the discovery of humanized landscapes (cultural landscapes,
the French “terroir” concept) and/or participation in the agriculture work
cycles, associated with the “active tourism”: car rides, hikes, TT, horseback
riding, hunting and fishing, and Golf Tourism...
Unusually this typology
is not applied to Golf, but, golf practice implies, as a rule, to create a
cultural landscape in the rural space not in urban or virgins landscapes, who
modify traditional landscape to news leisure functions. Golf, like tennis, will
be gradually democratized and accessible to the middle class, for the reason of
their social value, which attracts youth and promote fitness healthy and active
ageing. The current breakdown among Golf and Rural Tourism is a problem of
deficient integration of tourism products in the same destination.
Tourism in Rural Areas
share products related with “Health Tourism”, sharing fresh air activities and
clean waters, woods and springs without pollution, the traditional and organic
food, but their products are very different from the Tourism of Nature: we
observe the birds on the Tourism of Nature activities and we hunt them on the
Rural Tourism.
4. Tourism of Idiom
Classes that promotes the
knowledge of the language and culture among foreigners, their holiday’s camps activities
and programs.
5. Tourism of Congresses and
business
Meetings in the form of
seminars, symposia, conferences, workshops and those social programs. International
fairs and exhibitions.
6. Tourism of Gastronomy
and Oenology,
Wine and gastronomy, with
particular emphasis on degustation of wine, sausage, cheese and gastronomic
icons menus and restaurants, as the Spanish El Bulli or the Portuguese, Port
Wine (Vinho do Porto). Those are the structures of tourism gastronomic and
oenological, but we must include fairs and specialty museums, festivals and
related events and a new multimedia literature that won important role in the
promotion and the optimization of their market.
7. Tourism of Sea and
Rive
Leisure activities and
characteristic sports, especially water sports, sailing and diving, beaches
inland waterways, providing the sport fishing and boating...
The coastline also offers
a wide range of products typically associated with ordinary concept of touring;
walking and boating, enjoying the sun and the sand, geological and biological
diversity and the aesthetics of landscape, the waterfront (and river)
“promenades” , a tradition that came back from the beginnings of tourism use,
in the 19th century reserved to the high class.
8. Long Term Residential
Tourism
New principal residences
for foreign, which are expanded from the coast into the interior, involving
mainly senior tourists with its old members, but also young couples with great
mobility.
9. Itinerant Tourism Auto-Caravan new
practices
The overcoming of a new
class of users of modern auto-caravan, demanding and using the infrastructures
available for cultural tourism and tourism of nature, but also a new type of
parks, for refueling and waste treatment, endowed with regional information,
shop and supplementary housing.
10. School and Scientific
Tourism
Study visits or finalists
travels extend beyond a journey, but also associate to nature, scientific and
cultural expeditions, markedly increased by the emerging of Museum and Science
Centers of the 2rd an 3rd generation,
thematic parks and the museums of industrial archaeology.
11. Sport Tourism and
from Sport.
That category includes
Olympic Games, world championship and others competitions, including
professionals and amateurs who perform regularly a sport activity.
It is obvious that some
sport activities are shared with the Tourism of Nature and Rural Tourism offer,
which is the case of Golf, or sea and river leisure. His distinction type can
be made through their main motivation and “taste”: enjoy diversity of or the
rural environment, or searching a particular sport: that is the case of
"white tourism” to practice sky or the tourism groups affiliated in golf
clubs to practice this sport championship.
12. Tourism of Gaming and
Entertaining,
Games of casinos and
thematic parks, with their own animation.
Those categories have in
common several activities, but preserve their own identity, different organic
structures and diverse products.
However, it is not easy
to measure their impact in the Tourism Satellite Account.
40. A
strange behavior of Cultural Tourism and Tourism of Nature products, in the
market
The new tourist products, from Cultural Tourism and
Tourism of Nature, as merchandise that they are, have an added value and an
exchange value, comparable to common goods.
However, the products of Cultural Tourism and Tourism of Nature in the
market competition have a strange behavior. This competition, for
differentiation, generates complementary and cooperative networks, without
exclusion of the competitor.
Indeed, the tourist consumer of Cultural Tourism
and Tourism of Nature products tends to visit all the museums and monuments,
different protected areas and cultural landscapes and not to settle unique a
product, or icon or mark
§ If municipality wants to become an attraction
pole integrate in a new touristic destination, must consider the cooperation
with all the neighbors municipalities to create scale in the competition with
the consolidated tourism destinations. They need to organize common Routes and
Circuits justifying at least a journey visit (a day and one night) and several
journeys crossing the territory unified, on the context of a Route of
environmental tourism.
§ § A strange competition
The new tourist products, from Cultural Tourism and
Tourism of Nature, as merchandise that they are, have an added value and an
exchange value, comparable to common goods.
However, the products of Cultural Tourism and Tourism of Nature in the
market competition have a strange behavior. This competition, for
differentiation, generates complementary and cooperative networks, without
exclusion of the competitor.
Indeed, the tourist consumer of Cultural Tourism
and Tourism of Nature products tends to visit all the museums and monuments,
different protected areas and cultural landscapes and not to settle unique a
product, or icon or mark.
But the concentration of organic structures of
Cultural Tourism and Tourism of Nature at a specific location, for example
Paris, focus 80% of international tourism to the France capital. Louvre becomes
a microcosm of the world tourism. The same phenomena in Madrid or London…
From the expansion of low-cost flights, all
cultural destinations are competing among themselves and if a city or
municipality wants to become a pole of attraction, must consider the
cooperation with neighbors, cities and regions, to create scale in the
competition with the consolidated tourism destinations. They need to organize
common Routes and Circuits justifying at least a journey visit (a day and one
night) and several journeys crossing their territory.
41. From
that perspective, the notion of competitiveness in the field of tourism have a
new sense: the economic development of new forms of tourism creates a large
dynamics that determines the
evolution of other economic areas upstream and downstream, promoting an economy of conservation of
nature and rehabilitation of cultural heritage. In parallel, environmental
tourism encourages a sustainable agriculture and the reform of the construction,
sustainable architectural and urban sets rehabilitation. And the spread of
info-and cyber culture.
42. The
construction of a specific tourism speech. In terms of written and
multimedia language disclosure, the concepts of
selective observation and meaningful description of the cultural landscape,
using different sciences and cultural expressions, involve the construction of
a specific tourism speech, distinct of the scientific discourse. The most
common mistakes in this matter are the transcription of academics texts or the
trivialization of information.
We must emphasize here that tourism writing is a
specific art, very complex, because must associate and make accessible
scientific and philosophical contents and communicational concepts, at the same
time rigorous and accessible and that needs to be validated by the various
segments of their audiences.
Its reference boundary can be what, in every
historical period and cultural context, represents the general level of
education and culture of the middle class. This means that the tourism
narrative raises the knowledge of large masses of travelers and enlarge
information of elites, which, as a rule, have a scholarly knowledge but only in
a single scientific domain.
43. In the
framework of the information and knowledge society, the demand for
individualized programs,
independently selected, predominates over the provision of "packages",
in the same way as the search for
information, booking and payment by Internet to prevail over the traditional agency
mediation. In this new context, travel agencies must to look for new
degrees of expertise and qualification of their products. And the segments that
structure the tourism value chains must progress from the analogical culture to
the digital culture, integrating both in their offer. This process moves the center
of tourism promotion to the cyber culture and, paradoxically, to the "word
of mouth", now, in universal network.
44. Accompanying
this trend of more autonomy of the tourist, the migration of more time of
reserved nights from the hotel sector to the sectors of residence hire, loan
and purchase of dwellings. In such a way that emerged a new type or
category of tourism, Long Term Residential Tourism, demanded for international
tourists, that not to be confused with the second homes to nationals residents,
who, in some times, occupy the space to tourism development of tourism Chains
of Value.
45. In the
same evolutionary line and generate by metamorphosis, emerged the Itinerant
Tourism Auto-Caravan new practices, distinctive from traditional practices
of camping and caravanning, and we can define as "cultural tourism and
travelling in nature".
46. The
terroir. The gastronomy and oenology should be considered as a tourism
product only when they include a cultural component, which links the product
with the cultural landscape, farming the man’s work, a product having specific
identity and the value of a icon, that France masterfully set with the concept
of terroir.
47. The
prosperity of a tourism destination based on the target
audience of Middle-middle class and Upper middle class. The sustainable and balanced of development of the tourism market, cannot be
based on high classes segments of consumers of products, like casinos games,
golf, tourism white or luxury resorts, because its contribution to global
tourism income is residual. Neither overestimate the juvenile segments called
"radical tourism", because your value contribution is insignificant
to any tourism destination. But also, the tourism income not depend of the
segments, more numerous, of the popular classes and low middle class who are looking for trivial products of the Sun and Beach, and
atypical gastronomy and hotels, that the
market already did go into decline.
The prosperity of a tourism destination must be
based on the target audience of Middle-middle class and Upper middle class, by
its superior economic capacity and social weight and because they role of
"social consumption modeling". Their
young people will spreading the new paradigm of cultural tourism and tourism of
nature in society and in the youth. And teachers are the first vehicles of
information and formation of cultural taste; that's is the reason we consider
the teachers of all levels of school training “the main informal tourism agents”.
48. As
economic metaphor, tourism reaches the scope and function of a branch of
Economics social development, which has a primary sector comprises the
activities of conservation and enhancement of the cultural and natural heritage
integrating, in tourism management, organization and operation of museums and monuments,
interpretation centers, parks and natural reserves, etc.; a secondary sector,
equated metaphorically to industrial complexes, structured with the Routes and
Circuits, with their itineraries and ways, especially road and trails, but also
ports and airports; and a tertiary sector, one that is traditionally considered
the "tourism industry" integrating the value chains: accommodation,
catering, shopping and merchandising, entertainment, transportation, mediation
and guidance.
49. The
growth of competitiveness in the tourism economy will be sought
particularly through the ability to build Circuits and Routes integrating all
heritage products, which gradually will link the current urban attraction poles
to dynamic regional visits, inter-regional and even cross-border. With these
Routes and Circuits we can promote the upgrading of the economic status of
excursionist to the status of tourist, increasing the time spent in certain places
and the desire or need to return to them.
This will help surpass the seasonality and promote a quality consumption, which
will increase productivity.
50. In the framework of the new paradigm of tourism, the Environmental
Tourism, Routes and Circuits are the
functional structures of tourism destinations in connection with the Chains of
Value. But they are not the structures that organize these Routes and
Circuits (the museums, monuments and parks) that collect the greatest profit;
the profit from tourism will come from the aforementioned external Value Chains
(Accommodation for visitors, restaurants, transports and so one).
The
misunderstanding of this economic paradox is the cause of the historical
conflict between tourism and development, but is also at the same time the key
to overcome it. This is important
particularly in our time, in which a new paradigm of tourism is emerging -
environmental tourism, which means cultural tourism, tourism of nature, and
rural tourism, with their specific products and renewed environmental
sustainability requirements, for all other tourist products.
§ The paradox of
the new economy of tourism: externalities of tourism economy
.
The new functional relationship a = f (h), accommodation ( and Chains of
Value) is a mathematic function
depending from heritage,
establish that are Routes and
Circuits, integrating all the heritage
producs, which attract tourists from
middle and upper class, generating the main values of tourism activities.
However they're not the structures that organize
these Routes and Circuits, the museums, monuments and parks, which collect the
highest values; the tourism income is collected outside the structures of
Cultural Tourism and Tourism of Nature on the aforementioned value chains:
accommodation, catering, shopping and merchandising, animation, transport,
freight forwarding and animation. It is the phenomenon of positive externalities.
The misunderstanding of this economic paradox is
the cause of the historical conflict between tourism and development, but is
also at the same time the key to overcome it.
§§ Competitiveness
and Productivity
We must built new economic tools to enquire the
real economic impact of Cultural Tourism and Tourism of Nature.
Then, the growth of competitiveness of the tourism
economy destination will result mainly from the ability to organize their
Routes and Circuits, which gradually enlarge the current urban attraction
poles, giving a dynamic of visit regional, inter-regional and even
cross-border.
Routes and circuits promotes the passage of the
economic status of excursionist into tourist, growing time of permanence and
the desire/need to return, surpassing the seasonality and encourages the
consumption of quality, increasing productivity.
In this new context is imperative planning and
organizing tourism to transform the excursionist in tourist, taking into
account the concepts here synthesized as Externalities, Chains Values of
tourism needs to incorporate permanently new products and even other values and
what its historical relationship with the heritage (s).
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