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A dimensão sensorial das experiências: uma abordagem qualitativa em contextos patrimoniais
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Abstract(s)
A experiência turística é uma combinação complexa de fatores da qual resulta a formação de
uma perceção holística e pessoal. A literatura descreve a experiência em sítios patrimoniais
como um processo influenciado pela ação de elementos de natureza cognitiva e emocional do
qual resulta a interação entre o indivíduo e o lugar visitado. O significado da visita a um
monumento ou sítio histórico é, pois, eminentemente pessoal e está diretamente ligado às suas
perceções e motivações enquanto indivíduo, assim como às suas expectativas quanto à
experiência que será proporcionada.
Além disso, quando um indivíduo explora um lugar, ele o faz através dos sentidos,
continuamente influenciados pelo pensamento, pelo ambiente circundante, por experiências
anteriores e pela presença de outros indivíduos. É através dos sentidos que os indivíduos
assimilam a realidade. Este processo afeta a memória e intenções relativas a comportamentos
futuros. A compreensão destes mecanismos é, pois, essencial à oferta de experiências turísticas
significativas.
Esta pesquisa tem como objetivo explorar a dimensão sensorial da experiência de visita a sítios
de património na perspetiva do visitante. O estudo empírico foi realizado no Castelo de Silves,
a segunda atração turística mais visitada do Algarve, Portugal. Foi adotada uma abordagem
qualitativa e exploratória, tendo sido utilizados dois métodos de recolha de informações junto
dos visitantes no monumento: entrevistas semiestruturadas e focus groups. Os dados foram
compilados e analisados através da análise categorial e com recurso do software QSR NVivo
12.
A análise dos dados permitiu evidenciar os estímulos visuais projetados pelas características
físicas próprias do Castelo de Silves dado que revelaram ter um forte impacto na experiência
de visita ao monumento. Além disso, esta visita estimula o exercício do imaginário, a
construção de imagens multissensoriais, fantasias e respostas afetivas relacionadas ao passado
do local.
Os resultados obtidos permitem identificar aspetos relevantes à oferta de condições para que os
visitantes usufruam de experiências de visita memoráveis, não apenas no caso concreto do
Castelo de Silves, mas também com potencial de poderem vir a ser considerados na gestão de
outros sítios patrimoniais abertos ao público. Este trabalho vem ainda contribuir para esclarecer
o papel da valorização da dimensão sensorial da experiência de visita a sítios patrimoniais e
apresenta sugestões relevantes para a gestão do palco onde decorre a experiência turística. Além
disso, dada a escassez de trabalhos especialmente dedicados ao estudo e compreensão da
experiência turística em sítios de património, este estudo apresenta contributos ao explorar o
papel da dimensão sensorial na construção da experiência de visita a um monumento que se
afirma como uma das principais atrações histórico-patrimoniais numa região turística
vocacionada para o segmento Sol e Mar.
The tourist experience is a complex combination of factors that results in a holistic and personal perception. Literature describes the experience at heritage sites as a process determined by the cognitive and emotional connections between the individual and the place visited, where the meaning of a monument or historical site is very personal, and it’s directly related to the visitor’s perceptions and motivations as individual, as well as his expectations in regard to the to-be-provided experience. Moreover, when an individual explores a place, he does it through the senses, continually influenced by his thoughts, by the surrounding environment, by the experiences he previously lived. The senses act as filters through which individuals absorb the reality. It also impacts on individuals’ memories and future behavioral intentions. Understanding this process is the key to design meaningful touristic experiences. This research aims to explore the sensorial dimension of heritage experiences in the case of a heritage site from the visitors’ perspective. The investigation was conducted in the castle of Silves, the second most visited tourist attraction in the Algarve, Portugal. A qualitative and exploratory approach was adopted, and two methods of data collection were used to retrieve information from the visitors of the monument: semi-structured interviews and focus groups. The data was compiled and analyzed through a categorical content analysis using the software QSR NVivo 12. The analysis of the results showed how the physical component of the Silves castle, mainly through visual stimuli, had a greater impact on the visiting experience. Also, it can be stated that the place offers positive stimuli to its visitors, allowing the exercise of the imaginary, the construction of multisensory images, fantasies and affective responses related to the past of the place. The results obtained allow us to clarify the aspects that contribute to design meaningful tourism experiences and, at the same time, valorize the sensorial dimension of the experience in heritage sites with relevant insights for the management of this type of resources in tourism destinations. The results allow the identification of relevant aspects so that visitors enjoy memorable experiences, not only in the specific case of Castelo de Silves, but also with the potential to be considered in the management of other heritage sites open to the public. This work also contributes to clarify the role of valuing the sensory dimension of the experience of visiting heritage sites and presents relevant suggestions for the management of the stage where the tourist experience takes place. In addition, given the scarcity of works especially dedicated to the study and understanding of the tourist experience in heritage sites, this study presents contributions by exploring the role of the sensory dimension in the experience of visiting a monument that is one of the main attractions in a seasonal tourism destination mainly focused on sun and beach
The tourist experience is a complex combination of factors that results in a holistic and personal perception. Literature describes the experience at heritage sites as a process determined by the cognitive and emotional connections between the individual and the place visited, where the meaning of a monument or historical site is very personal, and it’s directly related to the visitor’s perceptions and motivations as individual, as well as his expectations in regard to the to-be-provided experience. Moreover, when an individual explores a place, he does it through the senses, continually influenced by his thoughts, by the surrounding environment, by the experiences he previously lived. The senses act as filters through which individuals absorb the reality. It also impacts on individuals’ memories and future behavioral intentions. Understanding this process is the key to design meaningful touristic experiences. This research aims to explore the sensorial dimension of heritage experiences in the case of a heritage site from the visitors’ perspective. The investigation was conducted in the castle of Silves, the second most visited tourist attraction in the Algarve, Portugal. A qualitative and exploratory approach was adopted, and two methods of data collection were used to retrieve information from the visitors of the monument: semi-structured interviews and focus groups. The data was compiled and analyzed through a categorical content analysis using the software QSR NVivo 12. The analysis of the results showed how the physical component of the Silves castle, mainly through visual stimuli, had a greater impact on the visiting experience. Also, it can be stated that the place offers positive stimuli to its visitors, allowing the exercise of the imaginary, the construction of multisensory images, fantasies and affective responses related to the past of the place. The results obtained allow us to clarify the aspects that contribute to design meaningful tourism experiences and, at the same time, valorize the sensorial dimension of the experience in heritage sites with relevant insights for the management of this type of resources in tourism destinations. The results allow the identification of relevant aspects so that visitors enjoy memorable experiences, not only in the specific case of Castelo de Silves, but also with the potential to be considered in the management of other heritage sites open to the public. This work also contributes to clarify the role of valuing the sensory dimension of the experience of visiting heritage sites and presents relevant suggestions for the management of the stage where the tourist experience takes place. In addition, given the scarcity of works especially dedicated to the study and understanding of the tourist experience in heritage sites, this study presents contributions by exploring the role of the sensory dimension in the experience of visiting a monument that is one of the main attractions in a seasonal tourism destination mainly focused on sun and beach
Description
Keywords
Atrações patimoniais Dimensão sensorial da experiência turística Atmospherics Respostas hedónicas