The territory through the eyes of literature: promoting cultural and creative experiences. A Bairro dos Livros´ case study

• Autor(a) principal: Silva, Ana Filipa Sousa
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/21349
• topic: Turismo cultural; Turismo literário; Setor cultural e criativo; Bairro dos Livros; Cultural Tourism; Literary Tourism; Cultural and Creative sector; Gestão

Tourism trends show the growth of cultural tourism, an increase in interest in both tangible and intangible heritage, cultural attractions and events, as well as the need to create memorable touristic experiences that are tailored to customers’ individual needs. These experiences should engage them emotionally and intellectually, namely through the use of storytelling in cultural product marketing and experience. The creative economy and the role of human creativity and innovation are highlighted as generators of wealth and value in general. Within this context, literary tourism is gaining popularity as a source of innovation and added value to touristic destinations, as well as having a positive impact on regional development and preservation of cultural capital. The present internship report covers the internship completed at Bairro dos Livros, conducted within the framework of the Master’s Degree in Intercultural Studies for Business (MISB) at ISCAP (Porto Accounting and Business School). Bairro dos Livros is the commercial brand of CulturePrint, a cooperative based in Porto that communicates and creates innovative experiences through arts and culture, such as artistic programming, artistic installations and book publishing. The internship involved my participation in the research for projects related to literary tourism (literary guides, literary tours and exhibitions), communication and social media management for a literary festival, text revision and editorial coordination, and assistance in the production of cultural events. This report uses bibliographic research and first-hand experience acquired during the internship at Bairro dos Livros to provide a case study of how culture and creativity can be employed by a business to create engaging experiences, promote heritage and improve social cohesion. It presents an in loco analysis of the internship experience and tasks completed.