O Marketing Turístico Sustentável orientado para as Comunidades Locais: o Polo de Desenvolvimento Turístico da Serra da Estrela

Abstract

This paper aims to explore the marketing of tourism destinations that follow the principles of sustainability, focusing on the socio-cultural aspect of this development model which implies the involvement of local communities.
The research focused on the Tourism Development Pole of Serra da Estrela and sought to evaluate the residents’ opinions about tourism activity, as well as to assess their willingness to get involved in a future marketing plan for the region. The results obtained from the study reveal that most of the local residents have positive perceptions and opinions towards tourism, regardless of being employed in this activity or not.
Furthermore, the findings indicate that tourists are well accepted by the community which, in turn, also shows willingness to participate in local touristic development decisions, thus meeting the conditions for its involvement in a sustainable tourism marketing plan.