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The wine museums are spaces of visitation, “guardians” of memory and of discourses about the past and present wine culture of the regions they represent. But they are also places of integration and interaction between history and identity, spaces of selection and exclusion, and also of subjective and selective memories. These spaces today assume two different roles and responsibilities: on one hand, the preservation, dissemination and (re)production with scientific rigor of this heritage, but on the other hand, they commit themselves to make it playful, attractive and pedagogical, adapted to targets and publics. They are therefore vital agents in the construction of a “wine culture”, an oenological culture in the regions in which they are integrated, nevertheless remaining selective. The number of wine museums in the Douro region has grown exponentially. For a better understanding of the wine culture in this region and its identity, promoted and valued through these spaces, the present study analyses a significant sample of the existing museums, how they organize and select their discourse. The main goal of this study is to better understand the role of these wine museums in the Douro region, how they help building the local wine culture. From the analysis carried out, it can be concluded that there is some discursive selectivity that values the historical “notables” of the land, the owners, and at the same time it often sheds social cleavages. It can also be noticed a strong religiosity, present in many of the exhibitions and collections. The hard land work is also very visible, centred on the technical aspects of grape and wine production and growth at its evolution for centuries. Many of these spaces are recent and others have been renovated, revealing that the region recognizes and values the existence of wine museums. They are, nevertheless and clearly, an added value for these territories of the Douro, both in their aspect of animation, creating dynamics and building cultural affirmation and identity that goes well beyond the wine heritage of the region. They are spaces that aggregate a cultural universe that represents and values more than the wine itself.

Tese de doutoramento, Geografia (Planeamento Regional e Urbano), 2009, Universidade de Lisboa, Faculdade de Letras Nível de preservação: critical, Criado em: 2009-07-16 11:58:47, Criado por: creator:MARTA, Alterado em: 2010-01-04 14:54:12, Modificado por: viewer:internal Made available in DSpace on 2010-06-22T09:23:28Z (GMT). No. of bitstreams: 2 18143_ulsd_re343_AnaInacio_TeseDoutoramento_2008.pdf: 10292135 bytes, checksum: 1dd70047380448f6b8f5fe365775745b (MD5) 18143.xml: 12695 bytes, checksum: 38137fb0c2f7cf198770e95477e21bb3 (MD5) Previous issue date: 2008 Fundação para a Ciência e Tecnologia (SFRH/BD/18033/2004 Compreender o Enoturismo em Portugal). Programa Operacional Ciência e Inovação 2010

Os eventos são considerados ferramentas estratégicas imprescindíveis para as empresas, e como resultado temos vindo a assistir à sua proliferação rápida. Também os eventos enoturísticos, uma vertente do enoturismo, têm conquistado progressivamente espaço nas agendas das empresas do setor vitivinícola. Considerando a importância dos eventos, e principalmente os impactos que estes podem ter, seja a nível económico, ambiental, social cultural, geográfico ou outro, tornou-se relevante a realização desta investigação, que se concentrou num evento em particular e na forma como este influencia os setores vitivinícola e turístico. Desta forma, a presente dissertação teve como objetivo principal aprofundar as razões que levam as empresas a apostar nos eventos enoturísticos, em particular no Essência do Vinho, bem como as principais vantagens e desvantagens desta participação. Melhor compreender a linha da oferta, que neste caso é representada pelos expositores no evento presentes, e conseguir avaliar qual a posição que o grupo EV e o evento ocupam na mente dos expositores. Para tal, foi necessário recorrer a um processo metodológico que compreende tanto uma abordagem qualitativa como quantitativa do universo em causa. Para além destas fontes primárias de recolha de dados, foram ainda consultadas fontes secundárias, que nos auxiliaram no enquadramento teórico e de contexto do objeto em causa. O estudo permitiu aferir que o evento EV proporciona uma oportunidade de criação de ligações entre atores do setor e os clientes, que poderá refletir-se na concretização de negócios ou apenas no aumento da visibilidade da marca, sendo este último apontado como o principal retorno obtido. Mais se salienta, que a investigação permite concluir que as perceções sobre o grupo e evento EV são, no geral, bastante positivas. Events are considered crucial strategic tools for companies, and as a result we have been witnessing their proliferation. Also, wine events, which are a wine tourism form, have made their way to the agendas of companies in the wine sector. Considering the importance of these events, and especially the impacts they may have, whether economically, environmentally, socially, culturally, geographically or other, it has become relevant to conduct this research, which focused on a particular event and how it influences both the wine sector and the tourism sector. Therefore, the main purpose of this dissertation was to understand the reasons that lead companies to invest on wine tourism events, particularly on “Essência do Vinho”, as well as the advantages and disadvantages of this participation. Get a better grasp of the supply side, which in this case is represented by the exhibitors at the event, and also be able to assess what is the position that the EV group and the EV event take in the exhibitors’ minds. To this end, it was necessary to carry out a methodological process that comprises both a qualitative and quantitative approach to the universe in question. In addition to these primary sources of data collection, secondary sources are also consulted, which helped us in the theoretical framework and in the context of the object at issue. The study showed that the EV event provides an opportunity to create relationships between wine sector players and final customers, which may get reflected in future transactions and businesses, or just increase brand visibility, the latter being indicated as the main return of the event. In addition, this investigation allows us to conclude that the perceptions about the EV group and EV event are, overall, quite positive.

Portugal detém um conjunto de características vinícolas únicas, pelo que o enoturismo pode e deve intervir no sentido de as potenciar, tornando-as em elementos diferenciadores e posicionando Portugal enquanto destino enoturístico. Porém, há que considerar que o contexto competitivo é cada vez mais aguerrido: a procura é mais exigente e emergem novos destinos concorrentes. Deste modo, é essencial, em primeira instância, compreender o que é o enoturismo e perceber quais os efeitos desta atividade. Adicionalmente, importa estudar quem são os enoturistas, as suas motivações e comportamentos de consumo que efetivam o consumo deste produto turístico. No panorama das atividades que envolvem e desenvolvem o enoturismo, assim como as respetivas regiões, acentua-se a importância da comunicação para um próspero crescimento do produto. Neste domínio, é conveniente analisar os modelos, meios e ferramentas de comunicação, nos planos tradicional e digital, que poderão responder assertivamente aos desafios enoturísticos. Posteriormente, importa determinar, à escala nacional, os elementos que são utilizados por um dos principais veículos de intermediação e divulgação da prestação turística de serviços: as agências de viagem. Sob o ponto de vista das agências de viagem, distingue-se diferentes perfis da procura, identifica-se os produtos que são integrados na oferta enoturística e analisa-se as estratégias de comunicação desenvolvidas. A investigação encerra-se ao compreender se o enoturismo é perspetivado como um produto estratégico pelas agências de viagem e se está a ser convenientemente promovido, tendo em vista a potencialização de Portugal enquanto destino enoturístico. Portugal is a country with unique wine characteristics. Therefore, it is convenient that wine tourism maximizes their value, turning them into elements that allows Portugal to placed itself as a wine destination. None the less, it should be recognized the more and more intense competitive context: on one hand, the demand is more demanding; on the other hand, new wine destinations appear with regularity. As such, firstly, it is critical to understand what is wine tourism and to understand its effects. Secondly, it is essential to study who are wine tourists, what drives them and the behaviour that can lead to increase the demand of this product. Approaching the activities that involve and develop wine tourism, as well as the correspondent regions, the importance of communication for the adequate growth of the product is addressed. In this matter, it is relevant to analyze the models, means and tools of communication, on a traditional and digital perspective, that can overcome the wine tourism challenges. Thereafter, it is important to establish, on a national level, the elements that can be utilized by one of the more important vehicles of intermediation and promotion of the tourism activity: travel agencies. Regarding to the travel agencies in Portugal, it is distinguished several profiles of demand, identified the products that are integrated in wine tourism offer and analyzed the strategic communication developed. The research is concluded by comprehending if wine tourism is perspective as a strategic product for the travel agencies and if it is conveniently promoted, bearing in mind the maximization of Portugal as a wine tourism destination.