Creative Destinations and the Rooster of Barcelos (“Galo de Barcelos”)

Creative Destinations and the Rooster of Barcelos (“Galo de Barcelos”)

Francisco Barbosa Gonçalves, Carlos Costa
DOI: 10.4018/978-1-7998-8528-3.ch012
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This chapter aims at understanding the Rooster of Barcelos (Galo de Barcelos) as local intangible cultural heritage, being the case study of a research leading to the proposal of this explanatory model for developing and implementing tourism creative destinations. The Barcelos Rooster is the result of two ancestral customs of this territory, namely handicrafts and the Jacobin legend of the miracle of the rooster. These two customs, eternalized in time, were associated by the intervention of tourism. In addition, handicrafts, the Camino de Santiago, gastronomy (roast rooster from this legend), wine (vinho verde) and the traditional market, and heritage associated with the Rooster of Barcelos emerge as the main tourist attractions of this territory. It might be concluded that the Rooster of Barcelos, as one of the main symbols of Portuguese tourism, local heritage, and tourism product honey pot has the potential to leverage the sustainable development of this territory as a creative tourist destination.
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Creative Tourism: A Theoretical Framework

The concept of Creative Tourism is defined by UNESCO (2006, p. 3), within the scope of the “Creative Cities Network”, as a new generation of tourism stating: “creative tourism is travel directed toward an engaged and authentic experience, with participative learning in the arts, heritage, or special character of a place, and it provides a connection with those who reside in this place and create this living culture”. Creative tourism is perceived as a form of cultural tourism, but different, because while cultural tourism is based on observing, watching and contemplating (visiting museums and art galleries), in turn, creative tourism is based on experience, participation and in learning. It satisfies self-actualization needs focused on developing skills based on intangible resources, including processes such as dancing, singing, producing handicrafts, painting, participating in festivals, but avoiding negative impacts generated by the consumption of the built space. It goes beyond the idea of tourism as an agglomeration of businesses and activities and moves into the concept of tourism as a holistic activity that calls for emotions and self-enrichment (Jelinčić and Senkic, 2019) capable of creating memorable experiences (Sterchele, 2020). It emerges in the context of the emergence of new phenomena, namely the experience economy, the sharing economy, globalization, the concept of intangible cultural heritage and the emerging paradigm of tourism as an instrument for the sustainable development of territories. In this sense, the concept of co-creation and the need to value creativity and innovation as critical factors of development and distinction of tourist destinations were brought to the centre of the debate (Ferreira, 2014).

Key Terms in this Chapter

Tourism: It is a phenomenon resulting from people traveling outside their usual environment and their activities in the destination in accordance with the Tourism Satellite Account.

Model of Creative Destinations: It proposes and explain a tourism productive process of cocreation of creative experiences based on the interpretation of cultural heritage and territories, the study of their visitors and the destination governance.

Tourist Destination: It designates the place marked for the end of a trip, a territory where a visitors wish to spend some time away from home, but being more than just a geographical place, being an amalgam of products, services, natural resources, artificial elements, and information with potential to attracting visitors.

Rooster of Barcelos (Galo de Barcelos): It is a tradition, local cultural heritage, resulting from two ancient customs from Barcelos, namely Crafts of roosters and the legend of the rooster miracle in the Camino of Santiago, associated by tourism.

Creative Tourism: Phenomenon resulting from travel directed toward an engaged and authentic experience, with participative learning in the arts, heritage, providing a connection with those who reside in this place and create this living culture.

Interpretation of Heritage: Acts as the revelation and the voice of the members of communities and their heritage, living cultures and the intangible cultural heritage.

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