Learning from the past
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.29073/e3.v8i2.592 |
Resumo: | Since January 2020, a multisectoral hub of Madeiran institutions has been involved in the INTERREG project SABOREA Mac. The main objective of this regional cluster is to put Madeira on the map of food destinations. The timing could not have been worse: a global disaster that severely affects the tourism industry within the framework of an ongoing pandemic, which no one anticipated. There have been no studies focused on this area of activity and on the impact caused by a health crisis of this magnitude that until recently was completely unthinkable. Learning from the past is a way to respond immediately to the urgent need to re-evaluate the original strategy of the SABOREA consortium, delineated in a totally different conjuncture. In this paper, we analyse the path adopted by the organizers of the 5th Centenary of Madeira’s discovery at the end of (World War 1) WW1. Facing the cumulated impact of the conflict and the Spanish flu, they successfully rebranded Madeira, a strategy that continues to shape the perception of the destination by today’s visitors. This case study serves as a starting point for considering to what extent the SABOREA project still fits into the reality of the post-pandemic era. |
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Learning from the pastAprender com o passadoArticlesSince January 2020, a multisectoral hub of Madeiran institutions has been involved in the INTERREG project SABOREA Mac. The main objective of this regional cluster is to put Madeira on the map of food destinations. The timing could not have been worse: a global disaster that severely affects the tourism industry within the framework of an ongoing pandemic, which no one anticipated. There have been no studies focused on this area of activity and on the impact caused by a health crisis of this magnitude that until recently was completely unthinkable. Learning from the past is a way to respond immediately to the urgent need to re-evaluate the original strategy of the SABOREA consortium, delineated in a totally different conjuncture. In this paper, we analyse the path adopted by the organizers of the 5th Centenary of Madeira’s discovery at the end of (World War 1) WW1. Facing the cumulated impact of the conflict and the Spanish flu, they successfully rebranded Madeira, a strategy that continues to shape the perception of the destination by today’s visitors. This case study serves as a starting point for considering to what extent the SABOREA project still fits into the reality of the post-pandemic era.Desde janeiro de 2020, um consórcio multissetorial de instituições madeirenses está envolvido no projeto INTERREG SABOREA Mac. O principal objetivo deste cluster regional é colocar a Madeira no mapa dos destinos gastronómicos. O momento não poderia ser pior: um desastre à escala mundial que afeta gravemente a indústria do turismo no âmbito de uma pandemia, que ninguém previu. Estamos hoje perante uma falta absoluta de estudos sobre o impacto de uma crise sanitária de tal magnitude, impensável há um ano, nesta área de atividade. Olhar para o passado é uma forma de responder à necessidade de reavaliar no imediato a estratégia delineada anteriormente pelo consórcio SABOREA numa conjuntura totalmente diferente. Neste artigo, analisaremos o plano de ação adotado pelos organizadores do Vº Centenário do Descobrimento da Madeira no final da Primeira Guerra Mundial. Perante os efeitos cumulados do conflito e da gripe espanhola, conceberam uma estratégia de “rebranding”, que continua, ainda hoje, a moldar a perceção do destino Madeira. Este caso de estudo serve como ponto de partida para reavaliar em que medida o projeto em análise ainda se adequa no contexto pós-pandémico. Realça o potencial de uma abordagem histórica para repensar em tempo útil como lidar com mudanças drásticas no mercado de turismo. Confirma também que as estratégias de branding baseadas em valores fortes, multissetorialidade e estratégias participativas podem ser muito resilientes, mesmo em situações extremas. Ponteditora2022-11-27info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttps://doi.org/10.29073/e3.v8i2.592eng2183-72012183-380XSilva, António José Marquesde Almeida Leite, Eduardo Manuelinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-06-14T09:30:53Zoai:revistas.ponteditora.org:article/592Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:00:32.861942Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Learning from the past Aprender com o passado |
title |
Learning from the past |
spellingShingle |
Learning from the past Silva, António José Marques Articles |
title_short |
Learning from the past |
title_full |
Learning from the past |
title_fullStr |
Learning from the past |
title_full_unstemmed |
Learning from the past |
title_sort |
Learning from the past |
author |
Silva, António José Marques |
author_facet |
Silva, António José Marques de Almeida Leite, Eduardo Manuel |
author_role |
author |
author2 |
de Almeida Leite, Eduardo Manuel |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Silva, António José Marques de Almeida Leite, Eduardo Manuel |
dc.subject.por.fl_str_mv |
Articles |
topic |
Articles |
description |
Since January 2020, a multisectoral hub of Madeiran institutions has been involved in the INTERREG project SABOREA Mac. The main objective of this regional cluster is to put Madeira on the map of food destinations. The timing could not have been worse: a global disaster that severely affects the tourism industry within the framework of an ongoing pandemic, which no one anticipated. There have been no studies focused on this area of activity and on the impact caused by a health crisis of this magnitude that until recently was completely unthinkable. Learning from the past is a way to respond immediately to the urgent need to re-evaluate the original strategy of the SABOREA consortium, delineated in a totally different conjuncture. In this paper, we analyse the path adopted by the organizers of the 5th Centenary of Madeira’s discovery at the end of (World War 1) WW1. Facing the cumulated impact of the conflict and the Spanish flu, they successfully rebranded Madeira, a strategy that continues to shape the perception of the destination by today’s visitors. This case study serves as a starting point for considering to what extent the SABOREA project still fits into the reality of the post-pandemic era. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-11-27 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.29073/e3.v8i2.592 |
url |
https://doi.org/10.29073/e3.v8i2.592 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
2183-7201 2183-380X |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
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Ponteditora |
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Ponteditora |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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