Strategies for Creative Tourism Activities in Pandemic Contexts: The Case of the ‘Saídas de Mestre’ Project

Noemi Marujo, Maria do Rosário Borges, Jaime Moleiro Serra and Rosa Coelho
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Noemi Marujo: CIDEHUS—Interdisciplinary Centre for History, Culture and Societies, University of Évora, 7000-809 Évora, Portugal
Maria do Rosário Borges: CIDEHUS—Interdisciplinary Centre for History, Culture and Societies, University of Évora, 7000-809 Évora, Portugal
Rosa Coelho: MARCA-ADL, 7050-191 Montemor-o-Novo, Portugal

Sustainability, 2021, vol. 13, issue 19, 1-17

Abstract: The development of creative tourism in small towns in rural areas has been the subject of growing interest and research from different perspectives. As part of the national CREATOUR project, which took place in Portugal over about four years, various organisations with relevant activity in the cultural aspect of creative tourism were analysed, constituting a successful reference at a national and international level. However, since mid-2020, the health crisis owing to the pandemic made it necessary to reflect and work under new circumstances for tourism, in contexts not previously planned for, and at the same time as continuing to champion sustainable development. It is in this context that the present study emerges, the aim of which is to identify organizations’ strategies for adaptation within the scope of creative tourism activities in a pandemic situation. This empirical approach is anchored in the case study of the activities of the ‘Saídas de Mestre’ project based on intangible cultural heritage, using in-depth analysis of strategies developed to mitigate the effects of supply and demand constraints. The results show that there was no disintegration of the supply structure, as planned, due to the fact that creative activities are based on the valorisation of the principles of sustainable development and, therefore, depend on endogenous resources and local agents, who remained accessible.

Keywords: creative tourism; holistic experiences; intangible cultural heritage; pandemic contexts; strategies (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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