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- Projecting an image: TV series Amor Amor and Lua de Mel and the impacts of film-induced tourism in PenafielPublication . Ferreira, Ana; Lopes, Maria Carlos; Alén, ElisaThe image of a touristic destination is a complex construction based on different sources of information. Among them we can highlight the films and television series as they are an excellent tool for promoting tourism for the territories where they are filmed. The appearance of a particular area in a film or television series can have a huge effect on the number of visitors of an already existing place and create a new kind of tourism to the area and generate a boost for the local economy. The main objective of this article is to analyze the impact of the soap opera “Amor, Amor” and “Lua de Mel” that was broadcast at prime time in a Portuguese television channel, in the image of the city of Penafiel as a touristic destination. We intend to assess the short-term impacts of the great media exposure felt by the general population and, in particular, by the various stakeholders, on the influx of domestic tourists to this city; and the way this influx of tourists is being fostered in order to generate medium- and long-term revenue turning the small town of Penafiel into a tourist hotspot. We have done some literature review as well as an exploratory and quantitative investigation. The data collection was carried out with a questionnaire designed to be answered online by the inhabitants of Penafiel. The results of the analysis highlight the importance of films and series as important sources of information giving visibility to destinations that are still little known or not at all.
- The impact of literary festivals on boosting tourist activity: the case of EscritariaPublication . Ferreira, Ana; Villares, MartaThe growing awareness towards literary tourism has given it a gradual popularity, strengthening its role in the tourist offer in Portugal. Aware of this fact, we discuss, in this paper, the main initiatives of literary festivals in the country in the city of Penafiel. Experiences, images, and texts are increasingly important to achieve tourist realities. And it is through literary festivals that they are enhanced. Although event tourism has an increasingly interdisciplinary approach, the analysis of the literary experience is still scarce. The main goal of this article is to understand the experience provided by the literary festival ESCRITARIA which took place in 2022, holding its 15th edition. Therefore, a thorough literature review was done, as well as an exploratory and quantitative investigation. In addition, a data collection was carried out with a questionnaire designed to be answered online by the national and international participants in Escritaria. To understand Escritaria as a literary event proposal, one surveyed a sample of national and foreign participants in the festival; since it took place during the event, it allowed one to gauge the importance of literary events as an enhancing offer of the tourist activity. Starting from the sociodemographic profile of the participants, this study aims to understand the forms of participation, involvement and satisfaction. The results of the analysis highlight the growing importance of this type of events and this one, in particular, a festival that has been building loyalty and expanding its audience, an audience of national and international scope. This festival not only increases the number of tourists/visitors, but also enhances the destination promotion and marketing activities.