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We present in this text a chronicle of the event "Intermediate Seminar of the DOUROTUR project" which took place at UTAD (University of Trás-os-Montes e Alto Douro), in Vila Real, the 10th of January 2018. The text presents the main contents of the presentations and debates held between academics, politicians, technicians, entrepreneurs, tourism students and others working in the Douro region. The organization was led by CETRAD (Centre for Transdisciplinary Studies for Development) and the text shows the importance of researcher social responsibility (RSI) and participatory methodologies in the field of tourism research, as well as the value of creating communities of practice tourism research-development in inland territories of Portugal, Presentamos en este texto una crónica del evento "Seminario Intermedio del proyecto DOUROTUR" que tuvo lugar en la UTAD (Universidad de Trás-os-Montes e Alto Douro), en Vila Real, el 10 de enero de 2018. El texto presenta los principales contenidos de las presentaciones y debates celebrados entre académicos, políticos, técnicos, empresarios, estudiantes de turismo y otras personas que trabajan en la región del Duero. La organización corrió a cargo del CETRAD (Centro de Estudios Transdisciplinares para el Desarrollo) y el texto muestra la importancia de la responsabilidad social del investigador (RSI) y de las metodologías participativas en el ámbito de la investigación turística, así como el valor de la creación de comunidades de práctica de investigación-desarrollo turístico en los territorios del interior de Portugal, Apresentamos neste texto uma crónica do evento “Seminário Intermédio do projeto DOUROTUR” que teve lugar na UTAD (Universidade de Trás-os-Montes e Alto Douro), em Vila Real, o 10 de janeiro de 2018. O texto apresenta os principais conteúdos das apresentações e debates tidos entre académicos, políticos, técnicos, empresários, estudantes de turismo e outros que trabalham na região do Douro. A organização foi liderada pelo CETRAD (Centro de Estudos Transdisciplinares para o Desenvolvimento) e o texto mostra a importância da responsabilidade social investigadora (RSI) e as metodologias participativas no campo da investigação turística, além do valor da criação de comunidades de prática investigação-desenvolvimento turístico em territórios do interior de Portugal

This research aims to measure the integration of the concept of territorial heritage, which has been widely supported over the last decades by scholars and international organizations, into tourism policies. This stems from the premise that understanding heritage from an innovative and integral perspective can favour territorial development; as only in this way will it be possible to overcome the continuous disagreements between different sectoral policies, such as those related to tourism and heritage. For this purpose, a methodological proposal is applied in two multi-scale case studies: the Autonomous Community of Andalusia, and the district of Sierra de Cádiz. First and foremost, we report on the current 'stateofplay' with regard to territorial heritage and development policies. Secondly, a public policies analysis takes place, considering tourism as one of the matters that have a more direct impact on the transformation of assets in resources for territorial development. Subsequently, a semiotic analysis of the tourist promotional image is carried out. The results show that the idea of territorial heritage is basically incorporated to the regional policies at a discursive level, except in the case of promotion, where it is present more explicitly. However, while local administrations don’t address the incorporation of this concept in the promotional material, the problem is best solved in practice at this scale, as the territorial perspective has been adopted in programs and strategies. Finally, this research contributes to the consideration of the potential of management of heritage from a territorial perspective, as it supports stronger interrelationship between administrations., Esta investigación pretende medir la integración en las políticas turísticas del concepto de patrimonio territorial, ampliamente respaldado en las últimas décadas por estudiosos y organismos internacionales. Se parte de la premisa de que entender el patrimonio desde una perspectiva innovadora e integral puede favorecer el desarrollo territorial; ya que sólo así será posible superar los continuos desencuentros entre diferentes políticas sectoriales, como las relacionadas con el turismo y el patrimonio. Para ello, se aplica una propuesta metodológica en dos estudios de caso multiescala: la Comunidad Autónoma de Andalucía, y la comarca de la Sierra de Cádiz. En primer lugar, se da cuenta del "estado de la cuestión" actual en materia de patrimonio territorial y políticas de desarrollo. En segundo lugar, se realiza un análisis de las políticas públicas, considerando el turismo como una de las materias que inciden más directamente en la transformación del patrimonio en recursos para el desarrollo territorial. Posteriormente, se realiza un análisis semiótico de la imagen promocional turística. Los resultados muestran que la idea de patrimonio territorial está básicamente incorporada a las políticas regionales a nivel discursivo, salvo en el caso de la promoción, donde está presente de forma más explícita. Sin embargo, aunque las administraciones locales no abordan la incorporación de este concepto en el material promocional, el problema está mejor resuelto en la práctica a esta escala, ya que la perspectiva territorial ha sido adoptada en programas y estrategias. Por último, esta investigación contribuye a la consideración del potencial de la gestión del patrimonio desde una perspectiva territorial, ya que apoya una mayor interrelación entre las administraciones., Esta investigação visa medir a integração do conceito de património territorial, que tem sido amplamente apoiado nas últimas décadas por estudiosos e organizações internacionais, nas políticas de turismo. Isto decorre da premissa de que a compreensão do património numa perspectiva inovadora e integral pode favorecer o desenvolvimento territorial; pois só assim será possível ultrapassar as contínuas divergências entre as diferentes políticas sectoriais, tais como as relacionadas com o turismo e o património. Para este efeito, uma proposta metodológica é aplicada em dois estudos de caso multi-escala: a Comunidade Autónoma da Andaluzia, e o distrito da Serra de Cádiz. Em primeiro lugar e acima de tudo, fazemos o ponto da situação actual no que diz respeito ao património territorial e às políticas de desenvolvimento. Em segundo lugar, realiza-se uma análise das políticas públicas, considerando o turismo como uma das questões que têm um impacto mais directo na transformação dos bens em recursos para o desenvolvimento territorial. Posteriormente, realiza-se uma análise semiótica da imagem promocional turística. Os resultados mostram que a ideia de património territorial está basicamente incorporada nas políticas regionais a um nível discursivo, excepto no caso da promoção, onde está presente de forma mais explícita. No entanto, embora as administrações locais não abordem a incorporação deste conceito no material promocional, o problema é melhor resolvido na prática a esta escala, uma vez que a perspectiva territorial foi adoptada em programas e estratégias. Finalmente, esta investigação contribui para a consideração do potencial de gestão do património a partir de uma perspectiva territorial, uma vez que apoia um maior inter-relacionamento entre administrações.

This article analyses the production of audiovisual fiction as an instrument for disseminating the image of the Alhambra (Granada) and the Royal Alcazar (Seville) for tourism purposes. The methodology used was twofold: qualitative, carrying out an exhaustive bibliographic review, but also quantitative, using primary sources, through the identification of the films shot, visualization and collection of metadata of the scenes filmed. The information, previously structured, also allows a double analysis: temporal, considering five stages, and spatial, identifying and mapping more than twenty significant places within both sites. In its temporal dimension, the main conclusion refers to the different significance of cinema in the dissemination of the image of both sites: very prominent during Franco’s regime, with a profusion of foreign productions (Alhambra), while from the democratic period onwards it is the Royal Alcazar which offers a greater number of filming. In its spatial dimension, it has been verified that the 19th century formats in charge of disseminating images established a canon of places according to a certain degree of exoticism, which has been perpetuated by cinematography without significant changes.

The article is aimed at forming the tourist image of the city as a strategic direction of development of territory marketing. The article proves that a strong and positive image of the city is considered to be the effective and efficient mechanism allowing to fight for limited resources, competitive advantages and high competitiveness, representing a holistic set of characteristics, combining unique and original features of the city, as well as figurative ideas or perceptions that makes it possible for consumers, tourists, investors to distinguish and identify the city from among many other. The structure of the city’s potential, i. e., its economic, political, social and environmental components, on which the image of the territory is based, is provided. In the research, the existing instruments for creating and promoting a territorial image that can be used in both external and internal communications are proposed to be classified according to the four-component image structure, which includes conceptual, active, personal and attributive components. Studying the currently established image of the city and getting an idea of what position it occupies in the minds of target groups is an exceptionally important stage in the planning of urban marketing. Studying the image of the city is anything but easy task. That is why the article suggests to use an aggregate of different approaches, methods and specific tools in order to study the entire complex and multi-aspect nature of the image of the city of Kharkiv. An evaluation of such kind is needed in order to develop an algorithm for strategic management of the image of the territory. Whereas a positive and properly constructed relevant image can act as one of the instruments for attracting investments aimed at developing the territory and achieving the goals of the city development.

Благодарность: Екатерине Платоновне Чиловой. Acknowledgments: Yekaterina Platonovna Tchilova. В статье представлен образ туристического назначения как незаменимого международного инструмента, понимаемого как сумма общего продукта и цели этого назначения. Эта статья направлена на определение характеристик, которые идентифицируют образ Эквадора как туристического направления. The article presents the image of the tourist destination as an indispensable international tool, understood as the sum of the global product and the objectives of this destination. This article seeks to define the characteristics that identify the image of Ecuador as a tourist destination.

Resumo O cinema transformou-se em uma efetiva ferramenta para a divulgação de destinos ao longo de sua história, possibilitando distintas concepções de imaginários e identidades nacionais. Sob esta perspectiva, surgiu o estudo em questão, que visou analisar como a imagem do Brasil tem sido abordada nas obras cinematográficas nacionais e internacionais de acordo com a percepção de espectadores estrangeiros. Sob uma abordagem mista, foi desenvolvido um instrumento de coleta de dados em formato de questionário/entrevista, com a finalidade de aferir como o público estrangeiro tem visto o país, e verificar a relação das características atribuídas por eles com as imagens retratadas em cinco filmes: Cidade de Deus (2002), Tropa de Elite (2007), Rio (2011), Velozes e Furiosos 5: Operação Rio (2011) e Rio 2 (2014). A partir dos resultados, foi constatado que a imagem do país é estereotipada e que os clichês apresentados nas produções cinematográficas também estão presentes nas respostas do público participante da pesquisa. O estudo ressalta a necessidade de que sejam criadas ações para a melhoria da imagem nacional presente no imaginário estrangeiro, refletindo, assim, diretamente na promoção e aumento de fluxo na atividade turística. Abstract Cinema has become an effective tool in the dissemination of destinations over time, enabling different imaginary and national identity conceptions. From this perspective, the present paper aims to analyze how Brazil’s image has been approached in the national and international cinematographic works according to the perception of foreign viewers. From a mixed approach, a questionnaire was developed in order to assess how the foreign public has seen the country and to verify the relationship between the characteristics attributed by them and the images portrayed in the movies City of God (2002), Elite Squad (2007), Rio (2011), Fast Five (2011) and Rio 2 (2014). The results show that the country’s image is stereotyped and that the clichés presented in cinematographic productions are also present in the discourse of the public that participated in the research. The paper emphasizes the need for actions to improve the national image present in the foreign imagination, thus reflecting directly in the promotion and increased flow in the tourist activity. Resumen El cine se ha convertido en una herramienta efectiva para la difusión de destinos a lo largo de su historia, permitiendo diferentes concepciones de lo imaginario e identidades nacionales. Desde esta perspectiva, surgió el estudio en cuestión, cuyo objetivo era analizar cómo se ha abordado la imagen de Brasil en obras cinematográficas nacionales e internacionales de acuerdo con la percepción de los espectadores extranjeros. Bajo un enfoque mixto, se desarrolló un instrumento de recolección de datos en formato de cuestionario para evaluar cómo el público extranjero ha visto el país, y para verificar la relación de las características atribuidas por ellos con las imágenes retratadas en las películas Ciudad de Dios (2002), Tropa de Élite (2007), Río (2011), Rápidos y furiosos: 5in Control (2011) e Río 2 (2014). A partir de los resultados obtenidos, se encontró que la imagen del país es estereotipada y que los clichés presentados en las producciones cinematográficas también están presentes en el discurso del público participante en la investigación. El estudio destaca la necesidad de crear acciones para mejorar la imagen nacional presente en la imaginación extranjera, lo que se refleja directamente en la promoción y el aumento del flujo en la actividad turística.

The aim of this study is to determine the necessity of measuring the present image of the destinations that are important in tourism marketing and then to provide fundamental material for a marketing strategy parallel to this image. In 2018, 225 thousand Korean tourists arrived in Catalonia, 60% more than in 2017. And since 2012, the number of tourists of this destination has multiplied by 4.5. This tourist flow increases year after year and Barcelona is one of the preferred destinations. Beyond this small context, the truth is that the Catalan tourism industry does not have conscientious studies that describe the image of Barcelona perceived by the Korean tourists. Therefore, statistical data have been analyzed and 340 surveys have been carried out on young Korean people in their twenties who intend to travel to Barcelona. A credibility analysis and a regression analysis were conducted to study the effects of these affective and cognitive images on South Korean students’ intention to visit. As a result of this study, affective image was rejected because it did not have an impact on intention to visit, while cognitive image was found to do influence it. El objetivo de este estudio es determinar la necesidad de medir la imagen actual de los destinos que son importantes en el marketing turístico y luego proporcionar materiales fundamentales para una estrategia de marketing paralela a esta imagen. En 2018 llegaron a Cataluña 225 mil turistas coreanos, un 60% más que en 2017. Y desde 2012, el número de turistas de este destino se ha multiplicado por 4,5. Este flujo turístico aumenta año tras año y Barcelona es uno de los destinos preferidos. Más allá de este pequeño contexto, lo cierto es que la industria turística catalana no cuenta con estudios concienzudos que describan la imagen de Barcelona que perciben los turistas coreanos. Por ello, se han analizado datos estadísticos y se han realizado 340 encuestas a jóvenes coreanos veinteañeros que pretenden viajar a Barcelona. Se realizó un análisis de credibilidad y un análisis de regresión para estudiar los efectos de estas imágenes afectivas y cognitivas sobre la intención de visitar de los estudiantes surcoreanos. Como resultado de este estudio, la imagen afectiva fue rechazada porque no tenía un impacto en la intención de visitar, mientras que la imagen cognitiva sí la influyó.

[Resumen] La Playa de los Cristales, ubicada en el municipio de Laxe, debido a su origen y características tan peculiares se ha convertido en un reclamo turístico consolidado dentro de la oferta ya existente, pero a su vez, como consecuencia de su creciente popularidad, corre el riesgo de desaparecer debido a que los visitantes se están llevando consigo los cristales, siendo el turismo sostenible una herramienta capaz de dar solución a dicha problemática. No obstante, su implementación únicamente será posible gracias a estudios como la presente investigación, los cuales permiten el planteamiento de un diagnóstico adecuado de los factores que definen la actividad turista de este lugar, logrando descubrir aquellas características perjudiciales para el equilibrio del mismo, basándose los futuros planes de actuación en consecuencia a los resultados obtenidos. Para la realización de dicho diagnóstico, serán analizadas las siguientes variables esenciales para desarrollar un modelo de actividad turística sostenible: • Las motivaciones que definen el comportamiento del turista que visita la Playa de los Cristales. • La imagen turística actual de la Playa de los Cristales. • El impacto de la globalización y las redes sociales como elementos definitorios tanto del perfil de turista que viaja a la Playa de los Cristales y la tipología de turismo que practica. • La posible definición de la Playa de los Cristales como nuevo producto turístico. [Resumo] A Praia dos Cristais, situada no concello de Laxe, pola súa orixe e características peculiares, converteuse nun reclamo turístico consolidado dentro da oferta existente pero, ao mesmo tempo, como consecuencia da súa crecente popularidade, corre o risco de desaparecer dado que os visitantes estanse a levar consigo os cristais, sendo o turismo sostible unha ferramenta capaz solucionar dita problemática. Non obstante, a súa execución só será posible grazas a estudos como a presente investigación, que permiten establecer un diagnóstico adecuado dos factores que definen a actividade turística deste lugar, logrando descubrir aquelas características que son prexudiciais para o seu equilibrio, en función do plans de acción futuros como consecuencia dos resultados obtidos. Para levar a cabo este diagnóstico, analizaranse as seguintes variables esenciais para desenvolver un modelo de actividade turística sostible: • As motivacións que definen o comportamento do turista que visita a praia dos cristais. • A imaxe turística actual da Praia dos Cristais. • O impacto da globalización e das redes sociais como elemento definitorio tanto do tipo de turista que viaxa á Praia dos Cristais como da tipoloxía de turismo que practica. • A posible definición da Praia dos Cristais como novo produto turístico. [Abstract] The Glass Beach, located in the municipality of Laxe, due to its origin and peculiar characteristics, has become a consolidated tourist claim inside the current offer of tourist attractions, but at the same time, as a consequence of its growing popularity, it is in danger of disappearing because visitors are taking the crystals with them, being sustainable tourism a tool capable of solving this problem. However, its implementation will only be possible thanks to studies such as the present investigation, which allow the approach of an adequate diagnosis of the factors that define the tourist activity of this place, managing to discover those characteristics that are detrimental to its balance and creating future action plans in relation to the results obtained. To carry out this diagnosis, the following essential variables to develop a model of sustainable tourism activity will be analysed: • The motivations that define the behaviour of the tourist who visits the Glass Beach. • The current tourist image of the Glass Beach. • The impact of globalization and social media as defining elements like the type of tourist that travels to the Glass Beach and the type of tourism they practice. • The possible definition of the Glass Beach as a new tourist product. Traballo fin de mestrado (UDC.SOC). Planificación e xestión de destinos e novos produtos turísticos. Curso 2020/2021

[Resumen] Las ciudades con patrimonio cultural y universidad de gran tradición se han convertido en destinos potenciales de turismo académico. A pesar de la escasa literatura sobre el tema, el aumento de la demanda y la oferta universitariapara este alumnadoha impulsado esta tipología turísticadurante los últimos años. Según la cantidad y calidad de la información disponible para el posible turista se desarrollará una percepción cognitiva positiva o negativa, de ahí su importancia. En este estudio, se pretende conocer la imagen turística de las ciudades de Santiago de Compostela y Salamanca entorno a este tipo de turismo a través de un análisis de sus páginas web.Los resultados alcanzados indican que ambas universidades cuentan con una larga tradición y experiencia en el ámbito del turismo académico pero que, sin embargo, la información facilitada en sus páginas resulta incompleta desde el punto de vista turístico. [Abstract] Cities with rich cultural heritage and universities of long tradition have become potential destinations for academic tourism. In spite of the scarce literature on this subject, an increase in demand and offer of university courses for these students has boosted this kind of tourism in recent years. Depending on the quantity and quality of the information available for the potential tourist there will be a positive or negative cognitive perception, hence its importance. This research aims to find out what the tourist image of the cities of Santiago de Compostela and Salamanca is regarding this type of visitors by analyzing their web pages. The results show that both universities have a long tradition and experience in the field of academic tourism but, nevertheless, the tourist information provided by their websites is incomplete from the visitor’s point of view. Traballo fin de mestrado (UDC.SOC). Planificación e xestión de destinos e novos produtos turísticos. Curso 2020/2021

Показано, що згортання надходжень від міжнародного туризму в умовах пандемії COVID-19 може бути компенсовано розвитком внутрішнього туризму. Розвиток внутрішнього туризму також дозволить підготуватися до відновлення ринку міжнародних туристичних послуг після спаду пандемії. Уточнено основні складові туристичного потенціалу регіонів України з погляду їх придатності для розвитку внутрішнього і міжнародного туризму. Удосконалено підхід до оцінки доцільності розвитку конкретних видів внутрішнього туризму в регіонах країни, виходячи з їх туристичного потенціалу, стану туристичної інфраструктури, наявних ринкових можливостей і загроз з урахуванням впливу пандемії COVID-19. Уточнена структура туристичного іміджу регіону. Окреслено коло комунікаційних інструментів формування туристичного іміджу і бренду регіону. Отримані результати у комплексі формують підхід до розроблення на засадах маркетингу туристичного іміджу та бренду регіону для розвитку внутрішнього туризму в період пандемії COVID-19, а в подальшій перспективі після завершення карантинних обмежень - для виходу на міжнародний ринок туристичних послуг. The global pandemic COVID-19 has negatively affected the entire world economy. The tourism sector has suffered greatly from it. More than a hundred countries have imposed restrictions on entry into their territories, which has reduced their revenues from the tourism industry. This has led to significant losses, as the share of tourism in the economy of foreign countries is about 10% (international average). One of the most effective measures to correct the negative trends in the field of tourism is the development of domestic tourism, which should compensate for the losses caused by reducing the flow of foreign tourists. In countries with developed tourism, their share is up to 90%. Ukraine's tourism industry is less dependent on foreign tourists, accounting for about a third of the total. However, domestic tourism can not only provide rapid results that will offset the current losses, but will also prepare for the development of international tourism after the recession of the COVID-19 pandemic. In view of the above, there is a problem of finding ways to develop domestic tourism in Ukraine with the prospect of strengthening the position of the domestic tourism industry in the international market of tourist services. The purpose of the article is development of an approach to the formation on the basis of marketing of the tourist image and brand of the region for the development of domestic tourism in the period and after the pandemic COVID-19 with the prospect of further entry into the international market of tourist services. Based on statistics, it is shown that the development of domestic tourism can not only compensate for the curtailment of revenues from international tourism in the context of the COVID-19 pandemic, but also prepare for the recovery of the international tourism services market after the recession of the COVID-19 pandemic. The main components of the tourist potential of the regions of Ukraine are specified. The approach to assessing the feasibility of developing certain types of domestic tourism in specific regions of the country has been improved, based on their tourism potential, the state of tourism infrastructure, existing market opportunities and threats, taking into account the impact of the COVID-19 pandemic. Its practical approbation is executed. The structure of the tourist image of the region has been clarified. The range of communication tools for the formation of the tourist image and brand of the region is outlined. The obtained results form an approach to the development on the basis of marketing the tourist image and brand of the region for the development of domestic tourism during the pandemic COVID-19, and in the future after the end of quarantine restrictions - to enter the international market of tourist services.

The aim of this study is to determine the necessity of measuring the present image of the destinations that are important in tourism marketing and then to provide fundamental material for a marketing strategy parallel to this image. In 2018, 225 thousand Korean tourists arrived in Catalonia, 60% more than in 2017. And since 2012, the number of tourists of this destination has multiplied by 4.5. This tourist flow increases year after year and Barcelona is one of the preferred destinations. Beyond this small context, the truth is that the Catalan tourism industry does not have conscientious studies that describe the image of Barcelona perceived by the Korean tourists. Therefore, statistical data have been analyzed and 340 surveys have been carried out on young Korean people in their twenties who intend to travel to Barcelona. A credibility analysis and a regression analysis were conducted to study the effects of these affective and cognitive images on South Korean students’ intention to visit. As a result of this study, affective image was rejected because it did not have an impact on intention to visit, while cognitive image was found to do influence it. El objetivo de este estudio es determinar la necesidad de medir la imagen actual de los destinos que son importantes en el marketing turístico y luego proporcionar materiales fundamentales para una estrategia de marketing paralela a esta imagen. En 2018 llegaron a Cataluña 225 mil turistas coreanos, un 60% más que en 2017. Y desde 2012, el número de turistas de este destino se ha multiplicado por 4,5. Este flujo turístico aumenta año tras año y Barcelona es uno de los destinos preferidos. Más allá de este pequeño contexto, lo cierto es que la industria turística catalana no cuenta con estudios concienzudos que describan la imagen de Barcelona que perciben los turistas coreanos. Por ello, se han analizado datos estadísticos y se han realizado 340 encuestas a jóvenes coreanos veinteañeros que pretenden viajar a Barcelona. Se realizó un análisis de credibilidad y un análisis de regresión para estudiar los efectos de estas imágenes afectivas y cognitivas sobre la intención de visitar de los estudiantes surcoreanos. Como resultado de este estudio, la imagen afectiva fue rechazada porque no tenía un impacto en la intención de visitar, mientras que la imagen cognitiva sí la influyó.