Fonte: Journal of Tourism & Development; v. 2, n. 21/22 (2014); 377-389
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Resumo: The increasing valorisation of rural areas as spaces mainly oriented to consumption derive from diverse transformation processes and factors, particularly from the ones related to the loss of social and economic relevance of agriculture. In consequence of these processes of change, in many rural areas of Portugal, tourism and related activities assume a paramount role, being frequently pointed out as local revitalization and development mechanisms. Tourism promotion constitutes, as well, a relevant aspect in the representation, consumption and reconfiguration of rural territories, contributing to the formation of the social imaginary on the rural through its frequent presentation as an idyllic space, full of recreation and leisure opportunities. Based on the content analysis of the promotional materials (textual and visual) of three Village Networks – Schist Villages; Historical Villages of Portugal and Wine Villages – this paper aims to examine the ways in which rural areas and ruralities are represented and promoted, emphasizing the symbols and narratives utilized. Empirical evidence shows that the promotional materials of the three Villages Networks mobilize the combination of local and global symbols and elements, both material and immaterial. Those symbols and elements seem to be increasingly transformed in commodified products and experiences.
