Chapter 3

How the New Paradigm of Environmental Philosophy and Heritage Create a Tourism Scientific Corpus

António dos Santos Queirós

CFUL, Lisbon University, Portugal

ABSTRACT

The raising of environmental philosophy and their ethics changed the concept of heritage. All domains of social activity are confronted with the necessity of rethinking their paradigm, not only the economy, but also the school, from all levels, the two political systems, capitalism and socialism, for the reason that the humankind walk to discovery the pathway to a new era, towards an ecological civilization. A short synthesis concerning the fundamental concepts of environmental philosophy will be discussed to make this debate accessible to the common people and to the common social leaders: entrepreneur, politic, journalist, teacher, student. The authors are in the domain of philosophy, political philosophy, because the critique against anthropocentrism and the critique against ethnocentrism, the concept of environmental reason, are the beacons to guide and protect the canoe of lives and to discover a new ecological civilization. The paradigm of environmental tourism is a core of this research.

INTRODUCTION

This essay takes the tourism paradigm as core of research, the duality philosophy and tourism, that historically seems to be stranger each other and wants to discuss the conceptual framework from where emerges the new paradigm of environmental tourism, discussing at the same time if can be conceptual-ized by a set of axioms, as an autonomous Scientific Corpus of Tourism. Heritage new concept is the key to understand the clash of ideas that link what seems to be separate and. distant.

DOI: 10.4018/978-1-7998-3636-0.ch003

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 tour-ism 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.

ENVIRONMENTAL PHILOSOPHY IN THE WEST

If every systematic-philosophical construction is built on an intrinsic foundation, a fundamental intuition or attraction to an objective, then the starting point of the philosophical renewal in the 20th century was the concept of environment.

The main purpose (desideratum) of this philosophical renewal is to justify, while invoking the concept Kant’s “reason”, why the Environmental Ethics should prevail over the most advanced achievements of science, the blindness of science face moral and ethics. And, to prevail over Liberal Democracies and Socialism in the past 20 centuries, which are responsible together for the environmental crisis and conflicts. However, this reason is no more the Kantian reason; a new concept of the reason emerged, which I call “Environmental reason”.

If the object of science is to explain the world machinery, then scientific laws are amoral, and the answer to the categorical imperative of “how to live in the world” belongs to the domain of philosophy and ethics. In this sense, the environmental ethics enquire the value of science and the value of social development, not only in an anthropocentric dimension but also according to the new ethics principles: Life before Man and Earth before Life, in a dialectic sense!

This essay want to analyze how the modern Philosophy of Nature, and later, the Environmental Philosophy, allow a new ontology critique of the anthropocentrism, and a new epistemology, based on the critique of the ethnocentrism and create a new ethical theory, which, in our opinion, has a universal value and practical ethics that are applicable to all the social fields.

From this perspective we could rethink the concept of reason, increasing its meaning to the concept of “Environmental reason”, a critical reason of the principle of anthropocentrism and of the principle of ethnocentrism.

The critique of the anthropocentrism considers the Judeo-Christian culture responsible for the arrogant attitude of the human beings against other species and Nature. The author believe that this relationship is not linear and immediate, and its critical perspective and contribution wish to enlarge the scope of this debate.

The critical perspective of environment philosophy toward the ethnocentrism claims the following:

Ethnocentrism is an emotionally conditioned approach that considers and judges other societies by their own culture’s criteria. It’s easy to see that this attitude leads to contempt and hate of all ways of life that are different from that of the observer. (Dias, 1961, p. 219)

The critique of ethnocentrism not only justifies the respect for all national cultures and all forms of classical and popular cultural expression, but also rejects any notion of superiority from a certain model of society, race or ethnicity.

The focal point of the research is the main questions that Spinoza’s philosophy placed on the advent of our modernity: How to think about the rational explanation of man’s existence and universe? How to adapt the philosophical thinking to the raison d’ être of everything that exists and how to transform spiritual life into full understanding and peaceful enjoyment of life to their limits? Espinoza (1667) replied that everything that doesn’t compete for the supreme human perfection must be useless. This answer cost the excommunication (excommunio) for the Jew philosopher decreed from their own community (Spinoza, born in a Portuguese family refugee in Amstelveen).

Like in the philosophy of Spinoza, which opened the “universe of reason”, the fundamental pushes for environmental philosophy reveal the ethical and moral issues.

Philosophy of Espinosa (XVII century) and later of Antero de Quental (XIX century) and Hans Jonas (XX century), the fundamental impulses of the environmental philosophy reflection were the ethical issues and the moral problems.

Since the pages of Spinoza’s Ethics have been published, there are two juxtaposed conceptions of the world in philosophy: the Universe of Imagination, dominated by an anthropomorphic conception of God in the Aristotelian-scholastic continuity of world representation, and the Universe of Reason, which, according to the philosophy od Spinoza, is the manifestation of another concept of God, unique substance or Nature naturam naturantem extended to the intelligible reason of Nature natura naturata, the diversity of nature.

Spinoza’s God is the Substance or Nature, not the omniscient Being, omnipotent, creator and tran-scendent to the world, all-merciful, Lord of Heaven and of Hell and Supreme Doomsday Punisher.

The fundamental intuition of Espinoza, according to which God is Nature, developed itself in ac-cordance with the laws that are intrinsically necessary, corresponds to the latest great discoveries in Astrophysics and Cosmology according to the modern scientific reason.

Hubert Reeves (2002) states that the universe, which is not eternal and will be fifteen billion years old, is also not static and continues its evolution from the primordial chaos, shapeless and without organiza-tion. The history of the universe is the story of a growing complexity in the cosmic scale, a progressive structuring of the cosmos, with its physical forces ruled by strict and universal laws. Such laws already had, since the beginning, the ability to develop complexity, life and consciousness. Therefore, we return to the “unknown land” and to the knowledge relativity, but not necessarily to a theological explanation of the origin of the Universe and Life.

Philosophy, the “metaphysical speculation”, from the standpoint of Antero, is the result of the amaz-ing progress of “natural sciences” and “organization science” (social sciences). It also established an umbilical cord between science and modern philosophy in which the philosophical reflection is the key element for the progress of the scientific theory, and, dialectically, science it’s foundation.

For the Portuguese philosopher, the role of human reason is to fill the blank that the scientific view would leave in the Universe. This is since the human consciousness expresses itself throughout the process of development of society and moral facts (the law society and the “individual Holiness” from Antero, that today is the environmental consciousness).

Following Antero de Quental and set against common opinion, the general theory of evolution does not arise as a discovery of natural sciences of this century, but rather as a result of philosophical speculation:

… from the Renaissance, inside the fundamental idea of nature. The dynamic way, autonomous, realistic, of conceiving nature is what more radically distinguishes the modern thinking from the old thinking... (Quental, 1989, p.87)

The modern “environmentalist reason” develops a new categorical imperative for human action, beyond the Kant maximum, conforming individual acts with the principle of a universal law, a new ethical framework, which postulates the needing to configure the human conduct within the limits that safeguard the continuity of life and their diversity (Jonas, 1985): life, before man and earth before life.

From the Ethical Responsibility to the Environmental Reason

The critical perspective of anthropocentrism considers that the Judeo-Christian culture is responsible for the arrogant attitude of the human domain against other species and nature. The concept of the human being elected by God to chair the divine creation and this moral perspective would lead it to take over nature for its own purposes, without any limitation or restriction.

The Rationalist enlightenment, when allowing the human condition to succeed not only over the obscurantism and ecclesiastical and aristocratic society, but also to decipher and control the forces of nature, would open the way for unrestrained use of natural resources and the emergence in the Contem-porary Age of environmental crisis.

However the author think that this relationship is not linear and immediate. The enlightenment of Christian orientation already integrated the existence and preservation of creatures like the continuity of the creator.

At the same time, we might be tempted to assign the responsibility for the desecration of nature (and it was certainly responsible but, in another sense,) to positivism and scientism, since they coexisted with other philosophical currents that tried to conciliate metaphysics with the scientific laws of nature. However, in this case, its historical responsibility for the environmental crisis isn’t direct or decisive.

The author believe that exploiting natural elements as objects for commercial use is associated to the birth of the world capitalism ideology, which in the late 19th century went over the latest market frontiers shared in the Berlin Conference of 1885 - the partition of colonial spaces and virgin lands - and accomplished their integration in the sphere of European and American metropolis. The natural resources and the man, woman or child, elder, masterpiece of God’s creation, were transformed into merchandise and reduced the human condition to the status of mercantile “workforce”.

And a new ethics (or non-ethics) emerged slowly from the beginning of 16th rural capitalism to the 18th and 19th century industrialization: the denial of sacred nature and human condition, in the context of the capitalism economy, definitely stripped from the stigma of medieval Christian censorship and fearless to purgatory, born in the beginning of modern capitalism to redeem the immorality of profit, postulates that everything is permissible and legitimate to accumulate capital.

And this social model, which is focused on obtaining new and bigger profits and increase the concen-tration of capital, became somewhat “natural”. It imposed a new legal planning of the state, prevailed in the culture and spiritual environment of the nations, by claiming that it’s new relationships of produc-tion and exchange represented the “end of history”, the peak of progress and civilization, destined to be eternally represented in the future of societies.

Environmental Crises and Environmental Conscience: The Origin and International Relevance of UN Stockholm Conferences 1972

In this historical and environmental context, humanity is confronted for the first time with the danger of its own extinction, either as a result of an environmental disaster, or as the tragic outcome of a nuclear or biological war, as well as a pandemic financial crisis on multiple continents. (Jonas, 1984)

The new categorical imperatives of Environmental Ethics emerge from this framework. The “impera-tive of dignity” and the “imperative of perpetual peace”.

This is the moment to introduce to the debate the question of “Political ethics” and the problem of “political alienation”, to try to answer the key question: Why must environmental ethics prevail, over democratic and socialist politics, modern science and international right?

The answer turns to the focal point of Espinosa in order to analyze the development of the environ-mental and peaceful consciousness in the modern world, rising from the UN environmental conferences.

New principles emerged from the first environmental conference, held in Stockholm in 1972: one of them was the principle of a “common house”:

… man has two homelands, his own and planet Earth” (Dubos, R and Ward, B., 1972, p.338)

But also, the principle of “loyalty”, a planetary community and solidarity, founders of a new inter-national order (an ethical order) and the principle of defending the intrinsic value of Life on the planet and their biodiversity.

…Today, we can only expect to survive if our precious diversity is intact and has the conditions to gener-ate a fundamental loyalty towards our planet Earth, this unique planet, so beautiful and so vulnerable.” (Dubos, R and Ward, B., 1972, p.349)

Those principles created a first rupture line with the cultural and political perspective of ethnocen-trism and anthropocentrism.

The critique of environmental philosophy queries our civilization mode, in the perspective of envi-ronmental reason. Nature shall be included in our field of moral reflection. Our duties, before limited to human beings, must be expanded to the domains of the “Land Ethic” and “Animal Ethics”.

The most recent world environmental conferences resolutions are well known, from the 21 Agenda of Rio de Janeiro 1991 to the failure to agree when facing the climate change, in Copenhagen 2009. How-ever, the report of the first Conference, in Stockholm in 1972, represents better than any other not only the political dimension of the environmental crisis, but also the contradictions and limits to overcome them, without changing the dominant mode of economic production and its power system.

The United Nations Stockholm Conference recognized, for the first time, the environmental crisis through the following Proclamation:

Having met at Stockholm from 5 to 16 June 1972,

Having considered the need for a common outlook and for common principles to inspire and guide the people of the world in the preservation and enhancement of the human environment,

Proclaims that:

1. Man is both creature and molder of his environment, which gives him physical sustenance and affords him the opportunity for intellectual, moral, social and spiritual growth. In the long and tortuous evolu-tion of the human race on this planet a stage has been reached when, through the rapid acceleration of science and technology, man has acquired the power to transform his environment in countless ways and on an unprecedented scale. Both aspects of man’s environment, the natural and the man-made, are essential to his well-being and to the enjoyment of basic human rights-even the right to life itself (UNCHE, 1972, p.3)

The Report of Barbara Ward and Rene Dubos, which formed the basis of the “Report On The Human Environment” (1972) analyzed at that Conference, remains insufficiently known, even to the specialists in this area, which is why the author will resume here its main strengths.

The last chapter proposes the creation of a new international order, through a fair and clean man-agement of the biosphere, the international control and cooperation to improve the regeneration of the dysfunctions of environmental atmosphere, oceans and climate: A new international order supported by the reform of the world system of technology, innovation, investment and trade. The peaceful negotia-tions and peaceful solutions represent a condition for the establishment of a strategy for the survival of Humanity and the Earth, our common home.

His philosophical stance about the human condition is clearly inspired by the ideas of Konrad Lorenz (see the book Die acht Todsünden der zivilisierten Manschheit, (1973)

But now, the idea of establishing these strategies through an authority, an action and adequate resources still seems strange, visionary and utopian, simply because the world institutions are in no real sense of planetary community nor any commitment in this regard”.(Dubos, R and Ward, B., 1972, p.341)

The analytical perspective from the Report do not analyze the concept of Nature in other cultures and civilizations, namely the oriental (Asian) and Hispano-Arabic cultures, those cultures are absenting from the Report, that is focused in western cultures.

In the context of the world environmental conference held in Stockholm, 1972, four philosophical principles emerged: the principle of common home, man has two homelands, his own and the planet Earth; the principle of loyalty _ a planetary community and planetary solidarity and the principle of planetary defense of life before Humanism. Establishing a new international ethical’ order and a new political order, that the four principle, quoted above, clearly proclaim:

Principles

States the common conviction that:

Principle 1

Man has the fundamental right to freedom, equality and adequate conditions of life, in an environment of a quality that permits a life of dignity and well-being, and he bears a solemn responsibility to protect and improve the environment for present and future generations.

In this respect, policies promoting or perpetuating apartheid, racial segregation, discrimination, colo-nial and other forms of oppression and foreign domination stand condemned and must be eliminated. (UNCHE, 1972, p.4)

Fifty years after the Stockholm Conference, the environmental crises deeper and global, generates a dramatic menace for the Life, the rhythm of the loss of biodiversity, considering the irreversibility of evolution of species, recognized by the laws of paleontology. (Jonas, 1984)

The extinction of homo sapiens sapiens and species associated with our evolution, an imaginary world of plants, microbes and insects, would unlikely rise again to the human species or even to mammals. According to this perspective, the preservation of the human being returns to the center of environmental ethics, at the same time as the protection of global biodiversity.

If the human species ends up being extinguished, nobody can imagine nowadays what will be the link of the life chain where the evolutionary leap will occur, as nobody dreamed before that the grandfather of our human condition was an insignificant rodent that survived the widespread extinction of dominant species at the end of the Mesozoic Era (252 to 66 million years ago).

The Land Ethic

The reference work of the land ethic belongs to Aldo Leopold (after Walt Whitman and David Thoreau and the transcendentalism of Waldo Emerson, John Muir and G. Pinchot, pioneers of rational manage-ment of forest and environment and George Perkins Marsh), and it comes from Darwin’s studies and the scientific advances of ecology.

The feeling of need for help and defense, developed throughout the process of natural selection, spawned the concept of the Community, which is the basis of the ethic. However, a new conception of nature emerges, now understood as a society of plants, animals, minerals, fluids and gases, closely linked and interdependent. The concept of a community enlarged to the all-natural being.

The (usual) land-relation is still strictly economic, entailing privileges but not obligations…All ethics are based on a premise: that the individual is a member of an interdependent community…The land ethic simply enlarges the boundaries of co the community to include soils, water, plants, and animals, or, collectively: the land .(Leopold, 1949, pp. 238- 239).

The Biocentrism (d ‘ Earth first! Greenpeace, Wilderness Society (...) assigns an intrinsic value to any living entity and Ecocentrism focuses on the duty which we owe to the biotic community that we are a part of.

Conservation is a state of harmony between men and land…Plants absorb energy from the sun. This energy flows through a circuit called the biota, which may be represented by a pyramid consisting of layers…The species of a layer are alike not in what they came from, or what they look like, but rather in what they eat…The lines of dependency for food and other services are called food chains…The pyramid is a tangle of chains so complex as to seem disorderly, yet the stability of the system proves is to be a highly organized structure. Its functioning depends of the co-operation and competition of its diverse parts.. Soils depleted of their storage, or of the organic matter which anchors it, wash away faster than they form. This is erosion. (Leopold, 1949, pp. 243, 251, 252, 255)

The question isn’t applied to new objects, such as nature or pre-existing moral theories. Nature shall be included in our field of moral reflection - our duties, before limited to human beings, shall be extended to other natural beings.

Waters, like soil, is part of the energy circuit. Industry, by polluting waters or obstructing them with dams, may exclude the plants and animals necessary to keep energy in circulation…The image commonly employed in conservation education is «the balance of nature ...this figure of speech fails to describe accurately what little we know about the land mechanism. A much true image is the one employed in ecology: the biotic pyramid…Poundage or tonnage is no measure of the food–value of farm corps; the products of fertile soil may be qualitatively as well quantitatively superior… (Leopold, 1949, pp. 255, 251, 260)

And this is the ecological consciousness _ The duties to nature.

Animal Ethics

It was up to Australian Peter Singer and American T. Regan to emphasize animals feelings and rights, given the brutality of modern production processes: genetic cloning, cages, feedstuffs based on ground meat from dead animals and saturated hormones, systematic violation of natural rhythms and animal life needs - and all of this in order to obtain a bigger profit margin.

In name of the principle of equality, the two authors refused the concept of the superiority of the human species that is compared to racism, censoring the human being for not recognize the capacity of feeling and suffering of animals, the so-called sentient beings.

In their work, they claim that animals are subjects of interest in not suffering and as Regan adds, are subjects of law, they life experience has an intrinsic value.

Its main propose is the expansion of the concept of person:

I propose the use of ‘person’, to be rational and self-conscious, to incorporate the elements of the popular sense of human being that are not covered by member of species Homo Sapiens. (Singer, 1980, p.88)

In the cited work of Peter Singer, criticize the aid that the rich countries of the North promises to of-fer to the poor countries of the South; only Sweden, the Netherlands, Norway and some Arab countries reached the modest export oil objective set by the UN: 0.7% of gross national product, he said.

They make clear that exist a standard common model of civilization, between hunger in the world and the brutal killing of animals - the society of consumption and its amoral production and exchange of merchandises.

Perpetual Peace

In this framework, the peaceful and negotiated resolution of conflicts is the first political corollary of Environmental Ethics, conduced to a new categorical imperative, the “imperative of perpetual peace”:

“In the strange fortune of doom,

[...] this strange fortune, from which light comes oh just harmless powder, I pray

to myself not to lose the memory,

for you, for you should always remind

that everything is lost when we lose peace, and first of all, freedom is lost. (Sena,1984)

This “light” on the poem, was the light of the nuclear bomb of Hiroshima.

The state of war, considering the lessons of the History of liberal democracies and socialist democra-cies, is incompatible with the preservation and deepening of democracy and contributes to creating the conditions for its limitation and degeneration. The war is the end of the tourism activities.

The perpetual peace is thus the main political corollary of Environmental Ethics.

50 THESES ABOUTH THE CORPUS OF TOURISM

The new paradigm overrides 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. (Lakatos, 1970). 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 dis-seminated 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. (Lakatos, 1970).

Geography is probably the science, considering its scientific work methodology that is closer from tourism studies. (Berque, 2003, pp. 299-305)

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.

The imperative of a tourism ethics. (Espinosa,1960) This conception lead to a philosophy born in the observation and reading of the landscape that represents the synthesis of Earth and Human Being rela-tionship, who 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. (Johannesburg Declaration on Sustainable Development, 2002)

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 do not serve its Chains of Value.

It is precisely at the intersection of the paths of art, knowledge, and science, that cultural tourism and tourism of nature have its origin. (Berleant, 2011)

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. 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), based on the application of the principles of critique of anthropocentrism and critique of the ethnocentrism, to the

domain of tourism activities. /Queirós, 2014, pp. 107-117)

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 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. (Queirós, 2013, pp. 107-112)

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 cat-egories of aesthetic emotions and feelings, “beauty” and “beautiful”, the “sublime”, “wonderful” and “mysterious”, “monumental”, “epic” and “tragic.” (Queirós, 2013, pp. 107-112)

All these categories can be linked with wilderness but also with the human labor in the land. Includ-ing the negative categories: the disgusting, the ugly, the repulsive, the abhorrent. (Heidegger, 1977)

Landscape Aesthetic Categories (Queirós, 2013, pp. 177-187)

Concerning the concept of beautiful on the landscape, we want to mean the vision of harmony of col-ors 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. (Berleant, 2004)

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, want to represent the surprise and fascination, shapes, colors and certain 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; not only the unpleasant to look, but also what is not attractive to other senses, including a moral dimension

• the horrible; very unpleasant or bad, again with the physical and moral dimensions, a higher level of ugly and moral rejection

• the disgusting; extremely unpleasant for all senses and unacceptable in the moral field

• the repugnant; very unpleasant, causing a feeling of disgust that surpass moral refuse and produce moral condemnation

• the hideous, a superlative of repugnant

• the repulsive; extremely unpleasant and unacceptable, to look and other senses, including a moral dimension, conducting to a prior decision_ “not go”

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 suscep-tible 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 agricultural and 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 simpli-fied 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 category came from the Philosophy and Esthetical domains. (Jamal and Menzel, 2011).

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.

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 com-mon 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 tour-ism as a new synergistic energy irradiator.

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 eco-systems, 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 dynamic transfer, of cultural goods, energy and economic value, crosses those ecosystems, moved by the role of human labor.

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 ac-celerated 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, the unequal development of economy of tourism and the emerging of new paradigms, can coexist in the same country and region.

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.

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. (Queirós, 2015, pp. 179-216)

To achieve the “Environmental tourism”, the new paradigm of tourism, we need to apply a new ethi-cal perspective to the economic and financial issues, and to the political governance. (Queirós, 2013, pp. 31-48)

And the development of theoretical production line should promote the convergence of theories on tourism, without considerations of leadership or hierarchy of scientific merit_ convergence is the Ari-adne’s thread of tourism theories.

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 its cultural landscapes. (Queirós, 2013, pp. 177-187)

The first key of this reading and interpretation landscape is the Natural History, Earth Sciences, ge-ology 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.

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)

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 interdisci-plinary 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 mon-tage 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.

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. Let’s better explain: we can have in two neighboring areas two Romanic church with a great historical and artistic value, and in one of those areas a gothic church without a significative value; to organize a complementary offer, the tourism criteria should be put in evidence in the first circuit the Romanic church and in the second circuit the gothic church, obviously indicating the existence of the other church. 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.

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.

Functional inversion of the relationship between Chains of Values and Heritage (Queirós, 216, pp.

229-251)

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 place. 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 tour-ist 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?

Remember: 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 tour-ism 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.

Currently a = f (h). Consequently, most 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 in-corporate 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, in the field of reception and information, proposing Routes integrating Cultural Tourism Circuits and Tourism of Nature Circuits, with represent the diversification of the offer, complementing the service of accommodation, catering and merchandising, with proposes of animation that are externalities of the hospitality without internal costs. 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.

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 multiplica-tion of Centers of Interpretation of Protected Areas, the maim structures of Tourism of Nature, that can be associate to the hotel services.

When the tourist arrives, the reception services must provide qualify information concerning the diversity of Circuits that are accessible from hotel, during a journey. The organization of Routes, com-posed by several Circuits, can extend their lodgment for several nights.

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.

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., (Queirós, 2014, pp. 177-187)

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.

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.

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. (Swarbrooke, 2002),

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 struc-tures and products.

Cultural Tourism: Organization and Management

Cultural Tourism only exists if it is 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 tem-porary), all kind of museums, not only the great museums like 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 operat-ing 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 hap-penings, 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.

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. (Ziffer, 1989)

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 activi-ties 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 par-ticipating 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 Tourism of nature, which may include the products of Tourism in Rural Area, can be called Environmental Tourism.

A Conceptual Approach To The Typology Or Categories Of Tourism

The criteria proposed to establish an autonomous category or type, are the existence of different organic structures that can offer distinct products.

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 archaeo-logical 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 capac-ity of the architecture of Guggenheim Bilbao Museum or the monumental complex of the Alhambra in Granada. (Kotler and Kotler, 1998)

Tourism of Nature, or Ecotourism, structured with the organic structures of parks and reserves, pale-ontological and nature interpretation Centers, in the context of cultural and “wild” landscapes, especially those who are classified by UNESCO as World 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.

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.

Remember, that 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.

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.

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.

Tourism of Gastronomy and Oenology, offer in the organic structures like restaurants, shops, winer-ies 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 spe-cialty museums, festivals and related events and a new multimedia literature that won important role in the promotion and the optimization of their market.

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.

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.

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 treat-ment, endowed with regional information, shop and supplementary housing.

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 as-sociate 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. 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 other 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.

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.

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.

Added-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.

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.

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.

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.

Twelve ranks of differentiated products of 12 categories or types of tourism.

At this point, this essay reexamines not only the concept of different products from different types or categories of tourism, but also the identity of the products, to reinforce the idea that the product must have an authentic link with the heritage goods and to support another crucial concept, the double dimen-sion of the heritage good_ tangible and intangible.

The follow examples are about the unity between the nature of the heritage good and the offer of a characteristic product: The Festival of Classic Theater in Merida, Spain, reutilize the original structures of the roman theater; a rock festival in the same theater, it is technically possible, but without relevance to the cultural tourism offer. And so one….

Cultural Tourism

The collections and exhibitions of museums, from the Louvre to the Prado, monuments and archaeologi-cal 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.

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.

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 of Idiom

Classes that promotes the knowledge of the language and culture among foreigners, their holiday’s camps activities and programs.

Tourism of Congresses and Business

Meetings in the form of seminars, symposia, conferences, workshops and those social programs. Inter-national fairs and exhibitions.

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.

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...

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.

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.

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.

Sport Tourism and from Sport

That category includes Olympic Games, world championship and others competitions, including profes-sionals 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.

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. (Queirós, 2016, pp. 229-251)

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

From the expansion of low-cost flights, all cultural destinations are competing among themselves and if a 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.

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.

If internal tourism promotes distribution of national wealth, the international tourism increases na-tional wealth and all regions can benefice from that.

Consequently, the strategic development of tourism needs to promote the decentralization of the most attractive museums and national parks, to promote a common regional development of tourism benefits and to increase the travel of tourist into regional destiny.

One other consequence of the concentration of organic structures of Cultural Tourism, is that Lou-vre becomes a microcosm of the world tourism. The same phenomena occur in Madrid, with the Prado Museum or London, with the British Museum, and so one...

Creating a singular opportunity to enquire the tendencies of tourism evolution and to reveal the changes in the “social taste” of the international tourists.

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 ag-riculture and the reform of the construction, sustainable architectural and urban sets rehabilitation. And the spread of info-and cyber culture.

The construction of a specific tourism speech. In terms of written and multimedia language disclo-sure, 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 academic’s 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.

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 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.

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 sometimes, occupy the space to tourism development of tourism Chains of Value.

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”.

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.

The prosperity of a tourism destination based on the target audience of Middle-middle class and Up-per 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 juve-nile 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 be spreading the new paradigm of cultural tourism and tourism of nature in society and in the youth. And teachers are the first vehicles of informa-tion 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”.

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 itin-eraries 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.

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.

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 be collect by the external Value Chains (Accom-modation 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. (Queirós, 2017, pp. 37-59)

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 prod-ucts, 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, cater-ing, shopping and merchandising, animation, transport, forwarding of agencies. It is the phenomenon

of positive externalities.

The misunderstanding of this economic paradox is the cause of the historical conflict between tour-ism and development but is also at the same time the key to overcome it.

Competitiveness and Productivity

We must build new economic tools to enquire the real economic impact of Cultural Tourism and Tour-ism 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 promote 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 con-sumption of quality, increasing productivity.

In this new context is imperative planning and organizing tourism to transform the excursionist in tourist, considering 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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Examining a New Paradigm of Heritage With Philosophy, Economy, and Education

António dos Santos Queirós, Lisbon University, Portugal

Published in the United States of America by IGI Global

Names: Queirós, António dos Santos, 1952- editor. Title: Examining a new paradigm of heritage with philosophy, economy, and education / António dos Santos Queirós, editor and co-author. (20 authors.)

Description: Hershey, PA : Information Science Reference, [2020] | Includes bibliographical references and index. | Summary: “This book provides comprehensive research on the sustainability of identity and cultural heritage. The book establishes uniform and consistent conceptual criteria to identify and distinguish the different typological categories of heritage and discusses the concept of “cultural landscape” and environmental ethics. Moreover, connections between cultural heritage and natural heritage and the economy of heritage are explored”-- Provided by publisher.

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Examining a New Paradigm of Heritage With Philosophy, Economy, and Education