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Title: Cultural memories, discursive gaps and tourism promotion: A framework for applied research
Authors: Oliveira, Marcelo
Leal, Maria do Carmo
Roque, Maria Isabel
Forte, Maria João
Sousa, Sara
Correia, Antónia
Keywords: literary tourism
cultural and heritage tourism
territorial promotion
Palácio Nacional de Mafra
Issue Date: 2016
Publisher: Universidade Europeia
Citation: Oliveira, M., Leal, M. C., Roque, M. I., Forte, M. J., Sousa, S., & Correia, A. (2017). Cultural memories, discursive gaps and tourism promotion: A framework for applied research. In I. Saur-Amaral, M. C. Leal, R. Soares, & R. Cruz (Eds. lit.), ICIEMC 2016: International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour. Lisboa: Universidade Europeia, 20-21 maio.
Abstract: Tour guides play a decisive role in mediating existing gaps in literary and cultural tourism, helping reconcile the appeal of literature with the material and immaterial heritage of destinations. The promotion and experience of Mafra and of its National Palace, former seasonal residence of the Kings of Portugal, based on the novel Baltasar and Blimunda, by Nobel Prize winner José Saramago, constitutes an extreme case, given the work’s clearly ideological stance and the author’s unorthodox narrative strategy. In order to ascertain the mediation strategies used by tour guides, a qualitative study was designed comprising participant observation of guided tours of the Palace and interviews with the guides involved. Although a challenge for tour guides, the contrasting stance provided by the novel, instead of an obstacle, proved to be highly productive in terms of the strategies used, allowing the guides a far greater discursive freedom than in more traditional visits.
Type: lecture
Appears in Collections:CIDEHUS - Comunicações - Em Congressos Científicos Internacionais

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