The link between ICH and creative tourism experiences in rural areas: evidence from Alentejo, Portugal

Description

Small rural areas face the challenge of preserving their authenticity and distinctiveness, which local managers and stakeholders aim to promote in order to attract visitors and revitalize the local economy. The purpose of this preliminary study is to analyze the link between Intangible Cultural Heritage (ICH) listed by UNESCO and creative tourism in rural areas. Considering that ICH and creative tourism in rural areas have in common the difficulty to reach consumers, this qualitative exploratory article analyses how local tourism activities companies promote the UNESCO listed ICH and its use in creative tourism programs, in three municipalities in the Alentejo region, Portugal. Findings indicate that there is no link between ICH and creative tourism. The programs offered by the tourism activities companies are mainly guided tours, either through villages and monuments or in nature. This article adds to the literature by linking the creative experience to ICH and providing information on how local suppliers are promoting these experiences online. Further research on the link between creative tourism and ICH in rural areas is recommended.

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