the vine industry and touristic development centered on the landscape

8/14/2019 The Vine Industry and Touristic Development Centered on the Landscape

1/14

The vine industry and touristic development centered on the landscape

- The case study of Douro Demarcated Region -

Ana Lavrador1, F. Bianchi de Aguiar2, Teresa Santos3,

e-GEO, Centro de Estudos de Geografia e Planeamento Regional, Faculdade de Cincias Sociais e Humanas Universidade Novade Lisboa, Avenida de Berna, 26C, 1069061 Lisboa Tel: (+ 351) 21 793 35 19

[email protected]; [email protected]; [email protected]

1 Introduction

The landscape of Douro Region is the result of a successful and unique relationship between especiallydifficult environmental conditions, due to the poverty of the soils and the scarcity of water managed onextremely steep slopes, and a flourishing economic activity based on the hard work of man. This is alsothe result of the efficiency of the institutional organization and management dedicated to wine quality,initiated with the first existing historical demarcation, today named Douro Demarcated Region (DDR)1.

The work done by producers, shippers, and official entities that ruled and managed Porto wineproduction2 to our days, created a unique vine-growing landscape, rich in history and greatness. Theinscription of Alto Douro Wine Region Landscape in the World Heritage List (2001)3 came with therecognition of its value both as universal and outstanding value and an evolutive and living culturallandscape (Bianchi-de-Aguiar, 2001). However, Douro cultural landscape is threatened by the newmechanized terracing systems and the expansion of the production area (inside D.D.R the 25.000ha, atlate 1970s became today more than 40.000ha, IVDP, 2001). The preservation and development of DouroRegion, has to combine the desirable success of wine producers, with the implementation of landscapevalues within the territorial and local policies, through the definition of priorities in landscapemanagement, taking into account the demands of the population and the promotion the rise of goodpractices. In this process it is imperative that the populations understand the value of the presentpatrimony and its conservation for the improvement of convenient practices to be possible. That meansimplementing an integrative landscape planning, witch is only possible through the combined work of

those who handle with territorial management: producers, cultural and tourist entities, local politicians,technicians, others. The target is to preserve the character elements and the ecological diversity andvalues of Douro landscapes, inside the borders of DDR (250.000 ha, of which approximately 48.000 areplanted with vines) and all over the Douro River Valley, main unifying element of the Region and thearea were the traditional vineyard landscape embodies the most significant group of the best-preservedassets (Bianchi-de-Aguiar, 2001, Fig. 1, Table 1, Annexe).

This study aims to identify the components witch define the landscape character of Douro Region,perceived both by its population and wine producers. New options for territorial management and tourismdevelopment are searched. The focus is to face DDR as a social construction, an identity resource,supported on shared social representations of the dominant values of the landscapes. These guidelines tryto accommodate a new kind of tourist demand, orientated for scenic enjoyment in accordance with fast-paced rhythms of modern life. Nowadays, people are looking for leisure but also for culture, on touristic

destinations. A new paradigm of the rural areas is created, the multifunctional rural, based on thecombination of different activities, ruled by quality (Ribeiro, 2003; Pinto Correia, 2000). A new criterionof rural areas has emerged, from a space of living and production for some and scenario for others, to aliving and dynamic communicational landscape (Sanguin, 1981, in Porteous, 1996; CountrysideCommission, 1998; Vorkinn, 1998;Burmil et al., 1999; Mestdagh, 2001). This perspective of the ruralemphasizes the identity values of each Region, which preservation is based in tree main ideas:

1 The first Demarcation to fortified wine, Porto wine, began in 1756 (250 years ago), under the Marquis of Pombal. The boundariesof the demarcation area are the same as at the beginning of the XXth century. In 1986 a dry wine with the appellation of originDouro was produced exactly in the same area.

2 Pointing out the system for classifying the vineyards developed by lvaro Moreira da Fonseca (1932-1980), which stipulated

criteria to be applied to the selection of the wines that would be allowed to be made into Port (Bianchi de-Aguiar, 2001).3 The Alto Douro Wine Region was included in the World Heritage List as an evolutive and living cultural landscape (UNESCO,2001).


2/14

Figure 1 Location of the Douro Demarcated Region

a) A sustained development, resulting of a social demand of the Region; b) A factor of economicalgrowth; c) An environmental regulation tool. The combination of those procedures implies theassumption of the landscape as patrimony (Davodeau, 2005). Assuming the landscape as a patrimony itshould present a diversified offer: authenticity, the search of different destinations with different ways ofliving, the game, physical exercise, in one word, touristic plurifuncionality (Cavaco, 2003; Joaquim,1994; Bercial and Timn, 2005). Considering landscape patrimony planning and management, theevaluation of the identity marks can help to establish a hierarchy of planning and/or financing decisions.In the face of market competition, the use of identity values suits the characterisation of a touristdestiny, a geographical unity with a same image (Lundberg, 1990, in Kasterholz, 2005; Silva et al.,2003). Through its characterisation as a destiny the perceived desired landscape (amenity) can be

turned into a sold landscape (commodity). The sustainability and efficiency of that landscape as atourist destiny depend on the human resources of the Region and on an appropriate strategic plan ofmanagement, acting locally but with a global thinking (Cooper and Ruhanen, 2004). The potentialitiesand fragilities as perceived by the population, the desired rural, is valuable to bring people into theprocess of landscape protection and qualification (Jacinto, 2003, Figueiredo, 2003). The identification ofless well known landscapes values by the population can help to open new horizons to wine and touristicpromoters of the Region. The use of those territorial values raises tourist activity to an educational media.In landscape marketing, all agents in the process should articulate. This study look at the marketingcommunication made by wine producers on one side and touristic operators on the other regarding theirdifferent uses of the landscape, in search of common interests or goals. There is assumed that there is astrong correlation between wine quality and landscape quality (Kastenholz, 2005). That correlation ismeaningful to wine promotion and to the Region promotion, both interacting in a plan by interchangingpotentialities to obtain quality. Considering the long viniculture history of D.R.R. and its unique cultural

values, the expectations of Douro Region as a touristic destiny are high, nevertheless, it is worth to checkfor new promotional opportunities based on landscape potentialities.

2 Methodology

For the understanding of the concepts of living rural, desired rural and sold rural a method ofquestionnaire was used. Also the promotional publications of the wine and tourism business wereanalyzed. Through a GIS tool, the aspects of the landscape and touristic activities more often representedwere spacialized on a sub-regional scale, for better understanding of the referred attributes on a localscale.

As a first step, an inquiry to population (pt) and producers (pd) was made (a closed questionnaire,presented to 118 individuals). The DDR most relevant aspects used on divulgation were evaluated, aswell as promotional actions thought to be presented by the inquired individuals (totalizing 13 variables


3/14

and 52 modalities). After that, sensorial dimensions of the visual stimulation and landscape aestheticalvalues were evaluated: a) Ambiences (genius locci) and formal and symbolic aesthetic attributes (twogroups of questions, totalizing 12 variables and 48 modalities); b) Symbolic dimensions associated tolocal ways of living and working, agricultural systems and of terracing systems (two groups of questions,totalizing 14 variables and 56 modalities); c) Constructed patrimony potentialities, natural and protectedareas and accessibilities (a group of questions, totalizing 7 variables and 28 modalities). Beyond that

evaluation, there were done another investigation targeting the real state of territorial planning andmanagement. A confrontation between desired landscape and real perceived living landscape wereaimed. For this collection of groups an adaptation ofLikerthalf quantitative scale was used (4 elevated;3 mean; 2 reduce; 1- unfound and /or inexistent).

As plural touristic destination, both desired rural and sold rural, the perception and the promotion ofthe D.D.R. was evaluated through different technical tools:

a) The same inquire to population and producers was used to emphasize landscape potentialities,functions and activities useful to enotourism. The responders were once more faced with the appreciationof the effective value of those issues in the D.D.R. (a group of questions, totalizing 12 variables and 48modalities, applying the someLikertadapted scale). These inquire also served to identify the preferencesof the population and producers preferences as wine consumers. Alternative and multiple questions werepresented to sum up the preferences in respect to promotional viniculture landscapes images (23 questionspresented by percentages);b) Another inquiry targeted producers (22 entities at the wine business were asked) aimed at marketinglandscape utilization in the wine market (11 questions presented by percentages);c) Promotional paper publications (including 67 brochures, 37 on wine and 29 on tourism, 24 postcardsand 4 portfolios, totalizing 94 items) were the investigation resource to evaluate the wine and the touristpromotional offers. The methodology used by Sarmento (2004), based on the Textual Analysis Model ofCohen (1993, in Sarmento, 2004) was adapted. The contextualization regarding sub-region scale isrepresented through images or text. Two marketing categories were considered: the landscape and theenotourism. The first was decomposed by attributes, each able to be evaluated and quantified both asformal and symbolic interpretation, accordingly to perception and marketing inquiries used. To landscapecategory were defined 4 sub-categories: a) Biophysical values (4 attributes); b) Constructed patrimony (5attributes); c) Vineyard landscape (11 attributes); Vine (4 attributes). Concerning the enotourismcategory, 18 issues were identified. A comparative analysis was done regarding the promotional issuesable to be crossed with the public perception and marketing inquiries results (4 cultural and recreationalaspects). For the categories and sub-categories in evaluation, a congruence of the promotional actionsinside the wine sector and tourism sector was searched, as well as links to public perception choices. Thepercents resulting of the promotional publications, the perception study and the marketing evaluation aregraphically presented in this study.

Using a GIS tool, the most represented attributes of the publications to both categories (landscape andenotourism) were spacialized to the Douro sub-regions Baixo Corgo (Low Corgo) Cima Corgo (UpperCorgo) and Douro Superior(Upper Douro), totalizing 5 maps. To each attribute, the results of the totalnumber of representations were normalized in percentages. We pretend to detect if the promotionalrepresentations make use of the identity landmarks found in this study, in other words, if the desiredlandscape is represented in the sold landscape. At sub-region scale, it will be show differences and/or

complementarities between the tree regions, as well as verify if promotional publications present the mostnotable values of each region.

3 Results

3.1 Landscape character of the Douro Region

The inquired individuals mention the landscape (the relief and the river Douro) as the most relevantaspect of the visibility of the Douro Region. The antiquity of the DDR, the quality of the wine and theextension of the vineyards (average above of 3.5), were also considered of high value for the notoriety ofthe Region. The enotourism and other aspects related to the organization and management of the sectorare less well evaluated, mainly by the public in general, who located it on an average/low platform in

terms of relevance for the Regions image (average between 2.9 and 2.7, Graphic 1).


4/14

Regarding the Regions promotion, the answers confirm the trend previously definite: the landscape Terraces4 and patamares5 and the quality of the wine are assumed as the stronger promotional values(average between 3.8 and 3.4), being the effort of the producers. The issues less evaluated are the touristicoffers and the wine business management (average between pt=3. 0 and pt=2.7, Graphic 2).

Notoriety attributes

1

2

3

4

Relie

f

Wine

qll.

D.D.R.

Antiquity

Vineyard

s

No-mixt

vine

yard

Enoto

urism

Wien

busin

ess

Institu

tions

Perception

levels

Total population Producers

Marketing values of the Douro Demarcated Region

1

2

3

4

Wine Qlt. Terraces "Patamares" Producers

work

Cultural

Practices

Touristic Off.

Perception

levels


Graphic 2 Inquired opinions aboutDouro Demarcated Region Marketing

Regarding ambience, the greatness (average pt=3.8) is the sensation more often felt by the respondents,both population in general and producers. The producers valued more significantly than the remainingpopulation the sublime dimension concerning Douro landscapes (Graphic 3).

4 Terraces Horizontal platforms with schist stone retaining walls with one or two rows of vines5Patamares modern mechanised terraces without retaining walls


5/14

Ambience of the landscape (genius locci)

1

2

3

4

Greatness Harmony Sublim Pic tures que Unf amiliarity

Perceptionlevels


Graphic 3 Ambience felt by the inquired in the Douro Demarcated Region

It was also pointed out that the DDR withholds a strong symbolic uniqueness being the more relevantasset of the Douro landscapes (average pt=3.8). Of the remaining symbolic attributes in evaluation -

familiarity, harmony and mystery - the last one is less valued (average pt=3.4). Perhaps this fact comesfrom some lack of infrastructures and services that promote the discovery of the landscape. Among theattributes of the formal aesthetics, the inquired individuals emphasize the aspect of contrast (averagept=3.5), attributing average values to the variety and to the degree of observable integrity of thelandscape. The producers, more expert and/or closer to the subject, recognize greater variety in thelandscape (averages pd=3.7; pt=3.3, Graphic 4).

Landscape aesthetics

1

2

3

4

Unici

ty

Familia

rity

Contrasts

Harm

ony

Mist

ery

Varie

ty

Pres

erva

tion

Perception

levels

Total Population Producers

Graphic 4 Landscape aesthetical evaluation oftheDouro Demarcated Region


6/14

Land use systems

1

2

3

4

V/Olive

s

Olive

borde

rs

Non-m

ixtvine

yards

V/Fr

uittrees

Exotictree

sbord

ers

Shrub

es/C

oppe

ces

Mort

rios

V/Ho

rticultura

l

V/Ce

reals

Perception

levels

Total populationl Producers

Graphic 5 Land use systems evaluation of the Douro Demarcated Region

Attending the land use, the most relevant aspects of the Douro landscape mentioned by the inquiredindividuals are: the association of the vineyards next to olive trees, the olives as border partitioningelement of the land parcel and the dominant vineyard (average between 3.2 and 3.1). The producersattributed highest value than the population in general, to olive trees bordering vineyards (averagepd=3.7), they also have more conscience of the ecological and aesthetical meaning concerning coppices/Mediterranean shrubs and mortrios6, as diversity elements of the vineyard landscape (average pd=2.9;pt=2.6, coppices; averages pd=2.7; pt=2.5, mortrios). The consociation vine/horticultural andvine/cereals are rejected as Douro landscapes values (averages less den 2.3, Graphic 5). Among theterracing techniques employed, the Terraces, in particular those before phylloxera plague are the mostemblematic, as considered by both, population and producers (pt=3.3; pd=3.5). The producers rate thewide platforms better (average pd=3.5) than the wide Terraces (average pd=3.4) and the Vertical planting

system7

(average pd=3) above of the narrow platforms, that are more problematic regarding the erosionand mechanization. The ramadas (branches) are considered of reduced interest in the Douro landscape(Graphic 6).

Terracing thecnical systems

1

2

3

4

Terracespre-

phylloxra

Terracespos-

phylloxera

Patamares(wide)

Patamares

(narrow)

Verticalsystem

Ramadas(branche

s)

Perception

levels


Graphic 6 Terracing systems evaluation in the Douro Demarcated Region

6Mortrios Ancient terraces abandoned after phylloxera plague, today almost disappeared by shrub occupation.7

Vertical planting system plantation system on witch vines are align along the highest slope.


7/14

The potential (1) and the real (2) value of the landscape

1

2

3

4

Monumental

P.

Vernacular

P.

Protected

Areas

Villages Paths Mod.

Cellars

Highways

Perception

levels

Total population1 Producers1 Total population2 Producers2

Graphic 7 The evaluation of the landscape planning and management in the Douro Demarcated Region

In terms of the landscape planning and management, the architectural patrimony, the protected naturalareas and the accessibilities were evaluated as the highest priorities. The population pointed as stronger

values the monumental patrimony - quintas (large estates), manor houses, archeological and religioussites; the natural and protected areas; the vernacular patrimony and the villages and casais (smalllandholdings), having averages above of the 3.7. Of this set, the vernacular patrimony is considered thebest preserved (averages pd=2.9; pt=2.7) and the natural areas the elements that need greater attention(average pt=2.3; pd=2.1). The modern cellars arent accept as adequate to Douro landscape (average ptand pd=2.4). In order to accessibilities, the results refer its reduced number and preservation, especiallythe paths (average pt and pd=2.4, Graphic 7).

3.2 Douro landscapes as touristic destination

Regarding the touristic potentialities, particularly for the Enoturism, of both population and producers thepriorities are visits to quintas, villages, touristic offices, signposts, wine tasting and restaurants (average

above of 3.5). However, concerning the effective value, villages, touristic offices and signposts arent insufficient number and quality (average below of 2.5), being therefore priorities in the management of theterritory. In the remaining aspects contemplated, participation in gathering/pruning/wine pressing aredistinguished for being considered by the producers as an interesting touristic offer (average pd=3.5).

Nevertheless, its still far to be implemented (effective average pd=2,9; pt=2,7). Concerning the quintasand cellars visits and wine tasting prices, we had some difficulty in getting conclusive answers, due tothe existence of different circumstances: lack of information, free entrances, a large variety of prices(Graphic 8).

The potencial (1) and the real (2) value of the Enotourism

1

2

3

4

Quint

asvisits

/tasting

s

Villag

es

Touri

sticP

osts

Sinalizatio

n

Pano

ramicV

iews

Resta

urants

Tasting

s

Vineyard

drawing

Hunting

/Fishing

Gathe

ring/O

thers

Open

airS

ports

Quint

asBan

quets

Price

s(visits/tas

tings)

Perception

levels

Total population1 Producers1 Total population2 Producers2


8/14

Graphic 8 The evaluation of touristic potentialities and offers in the Douro Demarcated Region

Moving from intentions to acts, the most of the producers (86%) say that they refer to the landscape in thewine marketing. Through opened reply, the respondents mention as icons of the Region applied asmarketing values: the Douro River, the relief and the schist, the vineyard and the quintas (Graphic 9).Answering closed and multiple questions, the producers pointed out the vineyard and its image in the

autumn and summer and the quintas (above 50% of the answers). The traditional cellars (38%), thelandscape pattern (29%) and attributes of the grapevine (leaves, cluster, grape, 29%) are also interestingin the promotion (Graphic 10).

Landscape marks

0

5

10

15

20

25

30

Douro R iver Relief /Shis t Vineyards Quintas /Manor

Houses

%

Graphic 9 The landmarks of the Douro Demarcated Region used in the marketing by the producers

The Landscape on the Marketing

0

20

40

60

Vineyard

Aut./Summer

leavs

Quintas/Manor

Houses

Trad.

Cellars

Land.

Pattern

Leaves/bunch/g

raps

Mod.

Cellars

P.

Vernacular

P.

Monumental

Villages

Environmental

Values

%

Graphic 10 The landscape of the DDR used in the marketing by the producers

Attending the promotional supports analyzed, and concerning the landscape category, the relief (57%)and the Douro River (52%) are the biophysical aspects more often represented and, simultaneously,strong values of Douro landscape, as proved before. The schist also counts in the promotion (22%), witchdoes not include shrubs/coppices areas (9%, Graphic 11). Considering the regional landscape

potentialities and the evaluation achieved on this study, producers should be more attentive to the interestfor marketing of the environmental values (0% of the producer responses, Graphic 11). Concerning thepromotion of the constructed patrimony, quintas are distinguished (41%). The relevance of traditionalcellars (20%) denotes the importance of viniculture as a continuous and evolutionary process on the DDRhistory. In opposition, the modern cellars, rejected by the population as previously demonstrated, are lessrepresented (11%). The vernacular patrimony is more represented (16%) than the monumental one (12%),which in Douro Region, besides the quintas and manor houses, is represented by archeological sites andreligious and invocative sites: hermitages, market crosses and alminhas (invocative niches), almostinvisible in the landscape, but very emblematic and symbolic, as proved by the evaluation (pt=96%,Graphic 12).


9/14

The biophysical landscape

0

10

20

30

40

50

60

70

Relief Douro River Shist Copp./Shrubs

%

Publications Total population Producers

Graphic 11 The biophysical landscape represented in the publications and perceived by the inquired

The architectural patrimony

0

20

40

60

80

100

Quintas/Manor

Houses

Villages Trad. Cellars P, Vernacular P. Monumental Mod. Cellars

%

Publications Total populationl Producers

Graphic 12 The architectural patrimony represented in the publications and perceived by the inquired

The viticulture landscape of the DDR appears in the promotion associated with the non-mix vineyard(70%), olive tree borders (59%), Terraces (55%), vines consociated with the olive (54%) and patamares(45%). The mortrios and the coppices, being depreciated by the producers as promotional issues, arerepresented in the analyzed documents (43% and 38%, respectively). Its use in the touristic promotionmust be encouraged, due to its priority position in the land planning and management, owing to its highenvironmental and economic interest (aromatherapy, production of honey, others) and touristic value(hunting, Graphic 13). On the grapevine scale, the use of images of its leaves and fruit is relevant (28%),in particular in the autumnal colors (25%), but also in the summer (19%), accordingly to the preferencesof the consumers, population and producers included (Graphic 14).

The vineyard landscape

0

20

40

60

80100

Non-m

ixtvine

yard

Olive

Bord

ers

Terra

ces

V/Olive

s

Patam

ares

Mort

rios

V/Co

ppice

s

V/Fr

uittrees

V/Ce

reals

ExoticB

orders

V/Ho

rticultura

l

%


Graphic 13 The vineyard landscape represented in the publications and perceived by the inquired


10/14

The vineyards

0

20

40

60

80

100

Non-mixt vineyard Leaf/bunch/grape Autumn leaves Summer leaves

%


Graphic 14 The vineyards represented in the publications and perceived by the inquired

In the category culture and recreation, the visits and tastes in quintas are the most represented aspects onthe promotional supports analyzed (76% Graphics 15 and 16). The Demarcation Region is a promotional

value found in this study (38%). On the contrary, the World Heritage Cultural Value classification(UNESCO, 2001) is still far from being used on the marketing (9%, Graphic 15). It was proved thatoutdoor sports and the activities related to the works in the vine and/or wine press have some relevance inthe opinion of the public and producers (respectively 63% and 66%, for sports and 66%, 71% for theworks), even so, they are little represented in the promotional supports (12% and 7%, respectively), andinsufficiently explored as tourism opportunities (Graphic 16).

0

20

40

60

80

Qts.

Visit

s/tastin

gsD.D.R.

Cultu

ralEv

.

Garde

ns

Gastr

onom

y

Rest./H

otels

Belve

deres

Sports

Fluvial/R

ail.To

urs

Comm

ercial

Areas

Festivities

World

Heritag

e

Open

airC

offes

Gathe

ring/o

thers

Handicr

aftSp

as

Camp

ingParke

s

FluvialB

each

es

Culture and recreation in the publications%

Graphic 15 Culture and recreation marketing in the publications

Touristic marketing and touristic demand

0

20

40

60

80

Qts. Vis its/Tasting Rest./Hotels Sports Gathering/others

%

Publications Total Population Producers

Graphic 16 Touristic marketing and touristic demand in the DDR

3.3 Landscape identity values and touristic opportunities in Douro sub-regions


11/14

The spacialization of the content of promotional publications demonstrates a strong correspondencebetween the promotional values represented and the local attributes (Table 1, Annexe). They also confirma great similarity between the sub-regions in terms of the attributes in evaluation. This fact confirms theexisting strong unity inside DDR landscape and the existence of a consolidate identity image for theRegion. In terms of the biophysical components, the relief is the mostly represented in the publicationsand constitutes a mark of the Region. The sub-region Upper Corgo is the one where it has greater

representation (21%), due to its important slopes (average declivity 80.5%, Table 1, Annexe and Fig. 2).Regarding the continuous vine occupation, the Upper Douro takes the priority in this type of culturalsystem (27%), owing to the more recent viticulture and its softer morphology. In opposition, the Lower Corgo, as the lower percentage values of continuous vine (24.5%, Fig. 2) demonstrating the reality ofbeing the first area to be cultivated with the vine and being the most populated sub-region. As expected,Terraces, the oldest terracing system in the DDR., have in this sub-region the highest values (22%, Fig.2). Curiously, Terraces are also well represented to Upper Douro (20.5%), despite this supporting systembe less used on that sub-region than on the oldest ones. This fact confirms the value of these supports asmarks of the Douro landscape. In the architectural category, the quintas and manor Houses patrimony areclearly the strongest values in the Low Corgo (15.5%), being the Upper Douro the poorest sub-region inthis type of patrimony (12% Fig. 2). In opposition, the touristic promotion through visits and wine tastingis more incisive in this sub-region (21%, Fig. 2). This fact shows the work of the producers on thepromotion of this recondite and depopulated sub-region.

4 Conclusions

The evaluation presented in this study permit us to conclude that it exist a strong functional identityaround the production of quality wines supported in a strong cultural identity marks of the landscape onthe Demarcated Douro Region. This evaluation also allows concluding that those landmarks are used inthe marketing of vineyard and wines and the touristic promotion of the Region, proving that promotionalactivities, both touristic and productive are relatively well articulated. The interaction founded betweenthe perception of the public and of the producers in relation to the identity marks and its use in thevineyard and wines and touristic marketing reflect an important investment in the construction of the"tourist destination Douro". This opportunity value of the Region is the result of a long process of imagecreation, beginning in the figure of the demarcation and, more recently, the Douro landscape elevation to

World Heritage. The defense and the reinforcement of this image depends, in the opinion of the inquired(and correctly so) on the agreement between producers, institutions related to the vineyard and the wineand touristic agents. In spite of the consensual point of view on the Douro landscapes values, aspects tobe defended and/or promoted were found, both in terms of the landscape and of activities related totourism. In terms of the landscape, the unique and the symbolic character are unquestionable potentialitiesof the Region. The last one should be better explored, namely, the religious and archeological sites. Therelief and the Douro River are distinguished as the principal biophysical components of the DDRlandscape. Other important marks are the vineyard, mainly in Terraces, and the presence of the olivetrees, in consociation or in borders. This consociation must be financed, accordingly to its important rolein the ecological variety and its aesthetical value, diversifying the monotony of the "sea of vine". Thesame occurs with the naturalized coppices and mortrios, less valued. As a matter of fact, a greatertouristic marking brings visibility and develops the curiosity, knowledge and safeguards around thosevalues. The less good evaluation of the Vertical planting vineyard system by the population, can mean

some resistance to change, but also the necessity of a clarification of its advantages, namely in relation tothe narrow platforms, more erosionable. In terms of the constructed patrimony, the new cellars are worstevaluated. Difficulties to accept innovations, or lack of quality or lack of integration of thoseconstructions in the landscape could be possible explanations.


12/14

When the DDR is seen as a touristic destination, the quintas and manor houses are evaluated as thegreatest patrimony of Douro landscapes and the main economical value of the Region, by constituting anoffer of excellence for leisure and cultural tourism as they represent relevant spaces of entrepreneurialsustainability. As weak points, the results of the perception study revel that the villages, the restaurants,the development of tourist offices, the signposts, namely of the Routes of the Wines, and the roads andsenders, are the greatest priorities in land planning and management. In terms of recreation and culture,the evaluation inquiry carried out in this study indicates that the open air sports and the activities in thevineyard and/or wine press are faced as new opportunities for the Region. Concerning the intra-regional

scale, the differences that distinguish between the Lower Corgo, the Upper Corgo and the Upper Dourosub-regions consolidate, rather than attenuate, the marked cultural identity of the Demarcated Douro

Figure 2 The more often represented aspects of the Douro Demarcated Region


13/14

Region The marketing example given by the promoters of Upper Douro regarding the visits and winetasting in the quintas, must be extensible to other attributes and to the other sub-regions, for the localdevelopment and the defense of the unique patrimony that is the Douro Vineyard Region.

Bibliography

Berciel R. A. e Timn, D. A., 2005. Nuevas Tendencias en el desarrollo de destinos tursticos: marcasconceptuales y operativos para su planificacin y gestin, Cuadrenos de Turismo, 15, 27-44.

Bianchi-de-Aguiar, F., coord. 200).Plano intermunicipal de Ordenamento do Territrio do Alto DouroVinhateiro. Vila Real: UTAD, 199 pp. 2 vol.

Burmil, S., Daniel, T. C., Hetherington, J. D., 1999. Human values and perceptions of water in aridlandscapes,Landscpe and Urban Planning, 44, 2-3, 99-109.

Cooper C. and Ruhanen, L., 2004. Enhancing destination competitiveness through the use of strategicvisioning approach to tourism planning,RT e D, 1, 1, 2004, 27-34.

Cavaco, C.,. Celta (Ed), 2003. Ambiente e Usos do Territrio: reflexes incmodas, in Portugal Cho,coord. Portela J. e Castro Caldas J., 189, Portugal.

Countryside Commission, 1998. Coutryside Character, 3, Yorkshire and the Humber, England.Davodeau, H., 2005. La sensibilit paysagre lpreuve de la gestion territorial, in Cahier deGeographie du Qubec, 49, 137, 177-189.

Figueiredo, E., Celta (Ed), 2003. Entre o vivido e o desejado: o papel do ambiente na nova dicotomiarural/urbano, in Portugal Cho, coord. Portela J. e Castro Caldas J., 149, Portugal.

IVDP, 2001. O Vinho do Porto, Instituto do Vinho do Porto, Portugal.

Mestdagh, W., 2001. Environmental Education in Flandres: from policy to practice, APEA, Workshop,Maio 2001.

Jacinto, P. M., IPC (Ed.), 2003. A animao turstica como oportunidade empresarialidade: o caso daregio duriense, TERN. coord. Simes and Cristvo, A., 243, Portugal.

Joaquim, G., IPC (Ed.), 2003. Turismo Sustentvel: o desafio da inovao e da tradio, inTurismo emEspaos Rurais e Naturais, TERN coord. Simes and Cristvo, 57, Portugal.

Kasterholz, E., 2005. Contributos para o Marketing de Destinos Rurais o caso do Norte de Portugal,RT e D, II (1), 21-33.

Pinto Correia, 2000. Future Development in Portuguese rural areas: how to manage agricultural supportfor landscape conservation?Landscape and Urban Planning, 50, 95-106.

Porteous, J. D., Routledge (Ed.), 1996. Environmental Aesthetics ideas, politics and planning,London.

Ribeiro, M., Celta (Ed.), 2003. Espaos Rurais como espaos tursticos: reflexes em torno daconstruo da oferta de turismo em espao rural, em Portugal, in Portugal Cho, coord. Portela andCastro Caldas, Portugal.

Sarmento, J., Fundao Calouste Gulbenkian (Ed.), 2004. Representao, Imaginao e EspaoVirtual: Geografias de Paisagens Tursticas em West Cork and Aores, Potugal.

Silva G., Edwards, J. and Vaughn, R., IPC (Ed.), 2003. Oportunidades e constrangimentos aodesenvolvimento do turismo rural, in Turismo em Espaos Rurais e Naturais, TERN coord. Simes andCristvo, 217, Portugal.

UNESCO, 2001 www.unesco.com

Vorkinn, M., 1998. Visitor Response to Management Regulations A Study among recreationists inSouthern Norway,Environmental Management, 22-5, 737-746.

ANNEXETable 1 Land use classes and sub-classes distribution in DDR

SUB-REGIONSATTRIBUTES

LOWER CORGO UPPER CORGO UPPER DOURO


14/14

SLOPES(above 30%)

75,1% 80,5% 71%

GEOLOGY

Schist and GreywackeComplex Precambrian andPalaeozoic and rare graniteformations

Idem Idem8

CLIMATE Cs KoppenAverage annual rainfall1.000mm

Csa KoppenAverage annual rainfall700mm.

Csa KoppenAverage annual rainfall400mm

SOILS

Cambisols and Anthrosols9deepest (till 50cm),associated to an highestcontent of moisture and finematerial and lowest amountof coarse material

Lithic Anthrosols andLetposols, Lower depth andmore stony than the previous

Lithic Letposolspredominance and somepatches of ChromicFluvisols

BIOPHYSICS

RIVER-DAMS 7% Land Use 6,3% Land Use 9,9% Land Use

VINEYARDS

48,9% Land UseTerraces pre-phylloxera 1%Terraces post-phylloxera70%Patamares 20%Vertical planted vineyards4%Natural sloping plantedvineyards 5%



OLIVES TREES7,3% Land UseIn mortrio 3,7%

13,3% Land UseIn mortrio 9,7%

27,9% Land UseIn mortrio 18,1%

ALMONDTREESS 0,0% Land Use 0,1% Land Use 0,5% Land Use

FOREST 5,1% Land Use 7,3% Land Use 2,6% Land Use

WOODS 5,9% Land Use 10,7% Land Use 8,9% Land Use

AGRO-FORESTRY

BRUSHWOODS

15,7% Land Use

Natural sloping 7%In mortrio 3,7%

19,7% Land Use

Natural sloping 10%In mortrio 6,1%

28,6% Land Use

Natural sloping22%In mortrio 4,3%

SOCIAL AREAS

1,8% Land Use:DDR greatest populationdensities, concentratedsettlement and/or align allover accesses

0,8% Land Use:Reduced number andpopulation density

0,5% Land Use:Concentrated settlement

QUINTASsHigh patrimonial value(manor houses), smalldimensions, large number

Buildings with biggerdimension and volume,stronger marks in thelandscape

Larger private estates,business managed with orwithout olives or almondtrees exploitationSO

CIO-ECONOMICS

ROADS ANDPATHS 3,6% Land Use 2,5% Land Use 0,9% Land Use

(Adapt from PIOT- ADV, 2001)

8 Specially resistant formations of quartz grauvaics and granite intrusions occur in the border between Upper Corgo and Upper

Douro Cacho da Valeira -making difficult the vineyard cultivation to amount.9 Antrossoils Soils made by deep and continuous land mobilization and fertilizers addition. Stony surfaces and soils 70-120cmdepth, as a result of profound scarifying(surriba).

the vine industry and touristic development centered on the landscape

Documents