Fundação para a Ciência e a Tecnologia - Ministério da Ciência e do Ensino Superior
Nowadays tourists have changed their values particularly in what concerns the environment and different cultures. The old mass tourism has given place to a new tourism where changing values are generating demand for a more environmentally conscious and nature-oriented holidays. Sun and beach resorts which have for long been one of the main attractions for tourists start to be replaced for other destinations such as rural areas where natural environment is still intact. Also the new tourist wishes to run away from everyday life and look for new cultural environments, in order to explore new values, and new ways of living. Cultural motivations turn into enrichment in what education is concerned through the participation in cultural events, such as festivals, theatre, music, museums, etc. or through visiting destinations rich in history, costumes and traditions which , in fact, attract the cultural tourist.
The northern east region of Portugal near the border with Spain still owns a rich natural, historic and cultural patrimony which is the base to promote tourism activity. The proximity with Spain makes this country as the first market coming to the region not always as a tourist but also as a one day visitant. A research project was conducted in 2002 aiming to characterise the supply and demand in the tourism sector in the northern east region of Portugal and also to find what were the motivations and expectations of the tourist coming to this region. The research was held in August and September and a survey was applied both to national and foreign tourists from a sample considered significant. In what the demand is concerned the following features were inquired, among others: type of tourist consumer, motivations, touristic products that were more satisfying and dissatisfying and the likelihood to return and to recommend the regions to others. The research allowed to conclude that the first motivation for tourists who visit the region for the first time is a cultural one- meet new places, new people and other ways of living. The first motivation for people that came to the region for the second time or more is the nature and landscape of this region followed by the gastronomy as the second motivation. Moreover the tourist who came for the second time or more refer the hospitality and sympathy of the people of the region as one of the main reason to return.. The aim of the present study is to launch another research based on the first one, trying to explore these first results with the purpose of assessing how those motivations are related to cultural tourism and how the proximity of the border influences cultural tourism. The survey was conducted in the summer months trying to identify the main characteristics of tourists coming to the northern east region focusing on those who come for cultural purposes. This second research project will also allow us to conclude from those who came for cultural purposes what measures could be undertaken to promote cultural tourism and to take the best advantage of this region location.
