Marketing for creative literary tourism: Cases and opportunities

In the context of Territorial Marketing, it is intended to present a prospective work on the management of destinations based on cultural heritage. We therefore seek to demonstrate the importance of literary heritage and the effective possibility of its touristic use in Portugal, in the context of cultural and creative tourism, leveraged by Cultural Marketing strategies for low-density regions. In what concerns methodology, the paper is based on an extensive literature analysis and case studies, also taking into account available secondary data concerning relevant policies and suggests new possibilities for diversifying tourism offer at literary sites, leveraging the sociohistorical background, partnering with relevant stakeholders, or promoting the usage of digital tools. The opportunities arising must naturally be anchored in public policies focused on the consumer market and strategically conceived in a double sense, that is, also enabling the representation of the local community and the expression of its culture (Fernandes, 2014; Andreyanova, 2021); Indeed, a constructive relationship between culture and tourism implies an integrated approach where the wisdom of local communities is respected in valuing their memory and identity, in a joint enjoyment that enables the growth of the region's economy.