Innovation networks on aeronautical Portuguese heritage. A collaborative destination marketing approach
DOI:
https://doi.org/10.25145/j.pasos.2020.18.016Keywords:
Innovation Networks, Aeronautical Heritage, Aeronautical Tourism, Collaborative Destination, MarketingAbstract
This study intends to develop a tourism product by adding value to Portuguese aeronautical resources, contributing to existing knowledge by: i) exploring aeronautical heritage as a collaborative destination marketing: the Portuguese Aeronautical Route (PAR); ii) developing tourism product through innovation networks. The PAR incorporates collaborative destination marketing and proposes a product that could qualify Portuguese heritage. Our findings suggest the opportunity to promote the country as an aeronautical destination brand, supported by a multi-destination route. The PAR also enables a continuous resource valorization and ensures sustainability by involving collaboration which feeds an innovation cycle and reinforces its marketing potential.
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