Valuing the “adventure tourism” niche in the Madeira region

• Autor(a) principal: Luz, Fábio
• Data de Publicação: 2019
• Outros Autores: Sousa, Álvaro
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/etd.v0i3.18885

The increase in the demand for new tourism segments, as a result of special interests that refer to personalized recreational experiences, has proved to be a determining factor for the growth of adventure tourism. As a result of that new trend, it has been witnessed the revitalization of a certain local reality, leading tourism destinations to expand their strategic plans. Although marketing is often the origin of those plans, many other areas have benefited from this industry, being branding and communication design two of the most notable. Taking the case of Madeira tourism, we can look at the adventure tourism segment as a pertinent case, since it is based on activities enabled by the diversity that the regional territory has to offer, but has not yet reached the notoriety to evidence itself towards the target audience. The difficulty in establishing a communication plan for a certain audience in the tourism segment, that communicates the place in an authentic way, is one of the most relevant issues of tourism development, leading to the development of a strategic plan, for the use of the resources made available by the territory, in the capitalization of local tourism.