Fonte: Journal of Tourism & Development; n. 16 (2011); 127-143
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Resumo: This article analyses the case of Montalegre, a county which has created and promoted brands with authenticity. This strategy is on the basis of diverse events that have generated a tourism demand throughout the year. The Feira do Fumeiro, which is one of the most dynamic in Portugal, the so-called Friday the Thirteenth, which attracts a large number of tourists, the Congress of Traditional Medicine at Vilar de Perdizes, now celebrating its twenty seventh edition, and the Ecomuseu do Barroso, which acts as a promoter of the region, are some of the events discussed in this article. On the basis of their analysis, this article encompasses a number of contributions that are likely to be useful for many rural municipalities that are still not exploring all the potential of their territories
