Intangible cultural heritage, local entrepreneurship, and sustainable tourism in an insular context: The case of Madeira Wine Traditions
Keywords:
Entrepreneurship, Intangible cultural heritage, Madeira Wine Traditions, Portuguese Language, Sustainable tourismAbstract
Intangible cultural heritage (ICH) has increasingly been recognized as a strategic resource for sustainable tourism development, particularly in island territories where cultural identity and endogenous resources play a central role in territorial sustainability. This article examines the case of Madeira Wine Traditions within the context of the ongoing candidature to UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity, exploring how heritage safeguarding may contribute to tourism development, local entrepreneurship and community engagement. The study adopts a qualitative case study approach, combining documentary analysis, participant observation and semi-structured interviews with 49 representatives of Madeira wine-producing organizations and 24 wine growers. The empirical material was analyzed through thematic content analysis focusing on four dimensions: heritage safeguarding and cultural identity, community participation and territorial mobilization, tourism entrepreneurship, and linguistic proximity. The findings reveal broad stakeholder support for the safeguarding of Madeira Wine Traditions and highlight the UNESCO candidature as a mechanism for awareness-raising, institutional cooperation and community mobilization. The results also suggest that the valorization of this heritage may create opportunities for authentic wine tourism experiences while reinforcing cultural transmission through linguistic proximity. At the same time, challenges related to vineyard abandonment, demographic ageing and tourism pressures remain significant. The study demonstrates how intangible cultural heritage can support more sustainable tourism strategies in island destinations by strengthening cultural identity, community participation and local development.
Downloads
References
Abreu, C., Gonçalves, A., Jesus, A., Rodrigues, B., Santos, J., Teives, M., & Garcias, J. (2019). Madeira wine contributions for Madeira Island sustainable tourism. Journal of Spatial and Organizational Dynamics, 7(4), 339–350.
Baldacchino, G. (2006). Serving sustainable island tourism: Hot or cold? Insula: International Journal of Island Affairs, 15(2), 15–22.
Bortolotto, C., Demgenski, P., Karampampas, P., & Toji, S. (2020). Proving participation: Vocational bureaucrats and bureaucratic creativity in the implementation of the UNESCO Convention for the Safeguarding of the Intangible Cultural Heritage. Social Anthropology, 28, 66–82. https://doi.org/10.1111/1469-8676.12741
Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Breda, Z., Costa, C., & Lopes, F. (2020). Enoturismo e sustentabilidade: Um estudo em regiões insulares. Revista Turismo & Desenvolvimento, 33, 11–26.
Connell, J., & Page, S. J. (2006). Tourism in peripheral rural areas: Case studies from the Scottish Highlands and Islands. Tourism Management, 27(6), 1243–1254.
Crespi-Vallbona, M., & Mascarilla-Miró, O. (2021). Increasing sustainability through wine tourism in mass tourism destinations: The case of the Balearic Islands. Sustainability, 13(5), 5–21. https://doi.org/10.3390/su13052481
Debarbieux, B. (2020). Imaginaires de la mondialité au patrimoine culturel immatériel de l’UNESCO: Les mondes du yoga, de la fauconnerie, du tango, du flamenco et de l’alpinisme. L’Espace géographique, 49(4), 355–371.
Deller, S. (2010). Rural tourism and sustainable economic development. Annals of Tourism Research, 37(4), 1123–1141.
Direção Regional de Estatística. (2019). Conta satélite do turismo – Em foco. Portal de Estatísticas Oficiais.
Esperança, J. P. (2010). An eclectic approach to language valuation: The global influence of the Portuguese language. In Language use in business and commerce in Europe. Instituto de Camões.
Freytag, P., & Hjalager, A. (2021). The coextension of food and tourism business models. Journal of Gastronomy and Tourism, 5(3), 163–175. https://doi.org/10.3727/216929721X16105303036517
Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis. Tourism Management, 27(1), 146–158. https://doi.org/10.1016/j.tourman.2004.08.002
Gonçalves, A., Dorsch, L., & Figueiredo, M. (2022). Digital tourism: An alternative view on cultural intangible heritage and sustainability in Tavira, Portugal. Sustainability, 14(5), Article 2912. https://doi.org/10.3390/su14052912
Governo Regional. (2021). Estratégia para o turismo da Região Autónoma da Madeira no período 2022–2027. IPDT – Turismo Consultadoria.
Hall, C., & Zeppel, B. (1992). Cultural and heritage tourism. In B. Weiler & M. Hall (Eds.), Special interest tourism (pp. 47–68). Belhaven Press.
Higgins-Desbiolles, F. (2018). Sustainable tourism: Sustaining tourism or something more? Tourism Management Perspectives, 25, 157–160. https://doi.org/10.1016/j.tmp.2017.11.017
Karampela, S., Kizos, T., & Spilanis, I. (2016). Evaluating the impact of agritourism on local development in small islands. Island Studies Journal, 11(2), 447–466. https://doi.org/10.24043/isj.341
Khaokhrueamuang, A., & Chueamchaitrakun, P. (2019). Tea cultural commodification in sustainable tourism: Perspectives from Thai and Japanese farmer exchange. Special Issue of Rajabhat Chiang Mai Research Journal, 104–117.
Kim, S., Whitford, M., & Arcodia, C. (2019). Development of intangible cultural heritage as a sustainable tourism resource: The intangible cultural heritage practitioners’ perspectives. Journal of Heritage Tourism, 14(5–6), 422–435. https://doi.org/10.1080/1743873X.2018.1561703
Lenzerini, F. (2011). Intangible cultural heritage: The living culture of peoples. European Journal of International Law, 22(1), 101–120. https://doi.org/10.1093/ejil/chr006
Liddel, A. (2014). Madeira: The mid-Atlantic wine. Hurst & Company.
Majdak, P., Mosz, J., & Almeida, A. (2022). Overtourism: The impact of tourism on Madeira’s social and economic environment. Studia Ecologiae et Bioethicae, 20(2), 79–88. https://doi.org/10.21697/seb.2022.09
Nunes, N. (2024). Local identity, language and sustainable tourism: Results of a survey of Madeira University tourism students about their communities. European Journal of Tourism, Hospitality and Recreation, 14(1), 71–81. https://doi.org/10.2478/ejthr-2024-0005
O’Leary, J., Morrison, A., & Alzua, A. (1998). Cultural and heritage tourism: Identifying niches for international travelers. Journal of Tourism Studies, 9(2), 2–13.
Pereira, E. (1989). Ilhas de Zargo. Câmara Municipal do Funchal.
Pine, J., & Gilmore, J. (2011). The experience economy (Updated ed.). Harvard Business Review Press.
Reto, L. (2012). Potencial económico da língua portuguesa. Texto Editora.
Richards, G. (2018). Cultural tourism: A review of recent research and trends. Journal of Hospitality and Tourism Management, 36, 12–21. https://doi.org/10.1016/j.jhtm.2018.03.005
Richards, G., & Wilson, J. (2007). Tourism, creativity and development (1st ed.). Routledge.
Santos, R. A. (2019). A língua portuguesa e o desenvolvimento do turismo nas áreas rurais da CPLP. E3 Revista de Economia, Empresas & Empreendedores na CPLP, 2(4), 111–128.
Schneider, D., Mourão, P., & Silva, R. (2021). Lusophone entrepreneurship: Analysis of entrepreneurial behavioural characteristics in Brazilian and Portuguese universities. Sustainability, 13(8), Article 4568. https://doi.org/10.3390/su13084568
Sharpley, R. (2009). Tourism development and the environment: Beyond sustainability? Earthscan. https://doi.org/10.4324/9781849770255
Silva, A. (2023). From the glass to the plate: Reframing the storytelling about the Madeira wine’s leaping into gastronomy. Revista Herança, 6(2). https://doi.org/10.52152/heranca.v6i2.668
Smith, K., & Robinson, M. (2006). Cultural tourism in a changing world: Politics, participation and (re)presentation. Channel View Publications.
Soini, K., & Birkeland, I. (2014). Exploring the scientific discourse on cultural sustainability. Geoforum, 51, 213–223. https://doi.org/10.1016/j.geoforum.2013.12.001
Timothy, D. (2020). Heritage tourism: An introduction (2nd ed.). Channel View Publications.
UNESCO. (2003). Convention for the safeguarding of the intangible cultural heritage. UNESCO.
UNESCO. (2019). UNESCO thematic indicators for culture in the 2030 agenda for sustainable development: Analytical report of the consultation with the member states. UNESCO.
Uslu, A., Recuero-Virto, N., Eren, R., & Blasco-López, M. (2024). The role of authenticity, involvement and experience quality in heritage destinations. Tourism & Management Studies, 20(3), 79–91. https://doi.org/10.18089/tms.20240306
World Tourism Organization. (2018). Tourism and culture synergies. UNWTO. https://doi.org/10.18111/9789284418978
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Journal of Entrepreneurial Researchers
This work is licensed under a Creative Commons Attribution 4.0 International License.
