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Gastronomy, Cheese, and the Contributions of Maketing to Territorial Identity: A Proposal for an Exploratory Study on “Queijo da Serra” (Portugal)
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Author(s): Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave (IPCA), Portugal &Applied Management Research Unit (UNIAG), Portugal & Centre for Tourism Research, Development and Innovation (CiTUR), Portugal)and Vasco Ribeiro Santos (Polytehnic Institute of Tomar (IPT), Portugal & Centre for Tourism Research, Development and Innovation (CiTUR), Portugal & GOVCOPP, Portugal)
Copyright: 2025
Pages: 16
Source title:
Global Perspectives on Cheese Tourism
Source Author(s)/Editor(s): Grant Altay Taşkın (Aksaray University, Turkey)and Aysu Altaş (Aksaray University, Turkey)
DOI: 10.4018/979-8-3693-3490-4.ch023
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Abstract
Tourism is an activity strongly characterized by different motivations and specific interests. In this sense, tourist destinations and territorial stakeholders are paying attention to attributes (e.g. gastronomic heritage) as a preponderant element of territorial management and brand awareness (e.g. city marketing, place marketing, internal marketing, relationship marketing). Cheese tourism has been of particular interest to the marketing and tourism academic community. Portugal, and “Queijo da Serra” in particular, is a tourist product much appreciated by visitors and an important destination brand attribute in the Portuguese context. The chapter aims to present a brief theoretical and exploratory reflection of this product for the niche tourism literature (specifically, cheese tourism). From an embryonic perspective, the chapter presents insights for tourism, internal marketing and territorial management.
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