The Vine Industry And Touristic Development Centered On The Landscape

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 Ciências Sociais e Humanas – Universidade Nova de Lisboa, Avenida de Berna, 26–C, 1069–061 Lisboa Tel: (+ 351) 21 793 35 19 1 [email protected]; [email protected] ; [email protected]

1 Introduction The landscape of Douro Region is the result of a successful and unique relationship between especially difficult environmental conditions, due to the poverty of the soils and the scarcity of water managed on extremely steep slopes, and a flourishing economic activity based on the hard work of man. This is also the 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” wine production2 to our days, created a unique vine-growing landscape, rich in history and greatness. The inscription of Alto Douro Wine Region Landscape in the World Heritage List (2001)3 came with the recognition of its value both as “universal and outstanding value” and an “evolutive and living cultural landscape” (Bianchi-de-Aguiar, 2001). However, Douro cultural landscape is threatened by the new mechanized terracing systems and the expansion of the production area (inside D.D.R the 25.000ha, at late 1970’s became today more than 40.000ha, IVDP, 2001). The preservation and development of Douro Region, has to combine the desirable success of wine producers, with the implementation of landscape values within the territorial and local policies, through the definition of priorities in landscape management, taking into account the demands of the population and the promotion the rise of good practices. In this process it is imperative that the populations understand the value of the present patrimony and its conservation for the improvement of convenient practices to be possible. That means implementing 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 and values of Douro landscapes, inside the borders of DDR (250.000 ha, of which approximately 48.000 are planted with vines) and all over the Douro River Valley, main unifying element of the Region and the area were the traditional vineyard landscape embodies the most significant group of the best-preserved assets (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 tourism development 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 try to accommodate a new kind of tourist demand, orientated for scenic enjoyment in accordance with fastpaced 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 the combination of different activities, ruled by quality (Ribeiro, 2003; Pinto Correia, 2000). A new criterion of rural areas has emerged, from a space of living and production for some and scenario for others, to a living and dynamic communicational landscape (Sanguin, 1981, in Porteous, 1996; Countryside Commission, 1998; Vorkinn, 1998; Burmil et al., 1999; Mestdagh, 2001). This perspective of the rural emphasizes 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 boundaries of the demarcation area are the same as at the beginning of the XXth century. In 1986 a dry wine with the appellation of origin “Douro” was produced exactly in the same area. 2 Pointing out the system for classifying the vineyards developed by Álvaro 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).

Figure 1 – Location of the Douro Demarcated Region

a) A sustained development, resulting of a social demand of the Region; b) A factor of economical growth; c) An environmental regulation tool. The combination of those procedures implies the assumption of the landscape as patrimony (Davodeau, 2005). Assuming the landscape as a patrimony it should present a diversified offer: authenticity, the search of different destinations with different ways of living, the game, physical exercise, in one word, “touristic plurifuncionality” (Cavaco, 2003; Joaquim, 1994; Bercial and Timón, 2005). Considering landscape patrimony planning and management, the evaluation 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 “tourist destiny”, 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 a tourist destiny depend on the human resources of the Region and on an appropriate strategic plan of management, acting locally but with a global thinking (Cooper and Ruhanen, 2004). The potentialities and fragilities as perceived by the population, the “desired rural”, is valuable to bring people into the process of landscape protection and qualification (Jacinto, 2003, Figueiredo, 2003). The identification of less well known landscapes values by the population can help to open new horizons to wine and touristic promoters 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 marketing communication made by wine producers on one side and touristic operators on the other regarding their different uses of the landscape, in search of common interests or goals. There is assumed that there is a strong correlation between wine quality and landscape quality (Kastenholz, 2005). That correlation is meaningful to wine promotion and to the Region promotion, both interacting in a plan by interchanging potentialities 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 check for 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 of questionnaire was used. Also the promotional publications of the wine and tourism business were analyzed. Through a GIS tool, the aspects of the landscape and touristic activities more often represented were spacialized on a sub-regional scale, for better understanding of the referred attributes on a local scale. 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, as well as promotional actions thought to be presented by the inquired individuals (totalizing 13 variables

and 52 modalities). After that, sensorial dimensions of the visual stimulation and landscape aesthetical values were evaluated: a) Ambiences (genius locci) and formal and symbolic aesthetic attributes (two groups of questions, totalizing 12 variables and 48 modalities); b) Symbolic dimensions associated to local 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 protected areas 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 and management. A confrontation between “desired landscape” and real perceived “living landscape” were aimed. For this collection of groups an adaptation of Likert half 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 of the 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 appreciation of the effective value of those issues in the D.D.R. (a group of questions, totalizing 12 variables and 48 modalities, applying the some Likert adapted scale). These inquire also served to identify the preferences of the population and producers preferences as wine consumers. Alternative and multiple questions were presented to sum up the preferences in respect to promotional viniculture landscapes images (23 questions presented by percentages); b) Another inquiry targeted producers (22 entities at the wine business were asked) aimed at marketing landscape 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 postcards and 4 portfolios, totalizing 94 items) were the investigation resource to evaluate the wine and the tourist promotional offers. The methodology used by Sarmento (2004), based on the Textual Analysis Model of Cohen (1993, in Sarmento, 2004) was adapted. The contextualization regarding sub-region scale is represented through images or text. Two marketing categories were considered: the landscape and the enotourism. The first was decomposed by attributes, each able to be evaluated and quantified both as formal and symbolic interpretation, accordingly to perception and marketing inquiries used. To landscape category were defined 4 sub-categories: a) Biophysical values (4 attributes); b) Constructed patrimony (5 attributes); c) Vineyard landscape (11 attributes); Vine (4 attributes). Concerning the enotourism category, 18 issues were identified. A comparative analysis was done regarding the promotional issues able to be crossed with the public perception and marketing inquiries results (4 cultural and recreational aspects). For the categories and sub-categories in evaluation, a congruence of the promotional actions inside the wine sector and tourism sector was searched, as well as links to public perception choices. The percents resulting of the promotional publications, the perception study and the marketing evaluation are graphically presented in this study. Using a GIS tool, the most represented attributes of the publications to both categories (landscape and enotourism) were spacialized to the Douro sub-regions Baixo Corgo (Low Corgo) Cima Corgo (Upper Corgo) and Douro Superior (Upper Douro), totalizing 5 maps. To each attribute, the results of the total number of representations were normalized in percentages. We pretend to detect if the promotional representations make use of the identity landmarks found in this study, in other words, if the “desired landscape” 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 most notable 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 relevant aspect of the visibility of the Douro Region. The antiquity of the DDR, the quality of the wine and the extension of the vineyards (average above of 3.5), were also considered of high value for the notoriety of the Region. The enotourism and other aspects related to the organization and management of the sector are less well evaluated, mainly by the public in general, who located it on an average/low platform in terms of relevance for the Region’s image (average between 2.9 and 2.7, Graphic 1).

Regarding the Region’s 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 touristic offers and the wine business management (average between pt=3. 0 and pt=2.7, Graphic 2).

4 3 2

Total population

In st itu tio ns

bu si ne ss ie n

W

En ot ou ri s m

in ey ar d m ix tv

ar ds No -

Vi ne y

W in e

ql l. D .D .R .A nt iq ui ty

1

Re lie f

Perception levels

Notoriety attributes

Producers

Marketing values of the Douro Demarcated Region

Perception levels

4

3

2

1 Wine Qlt.

Terraces

"Patamares"

Total population

Producers work

Cultural Practices

Touristic Off.

Producers

Graphic 2 Inquired opinions about Douro 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 remaining population the sublime dimension concerning Douro landscapes (Graphic 3).

4

5

Terraces –Horizontal platforms with schist stone retaining walls with one or two rows of vines Patamares – modern mechanised terraces without retaining walls

Am bie nce of the la ndsca pe (genius locci)

Perception levels

4 3 2 1 Greatness

Harmony

Sublim Total population

Picturesque

Unf amiliarity

Producers

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 relevant asset 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 comes from some lack of infrastructures and services that promote the discovery of the landscape. Among the attributes of the formal aesthetics, the inquired individuals emphasize the aspect of contrast (average pt=3.5), attributing average values to the variety and to the degree of observable integrity of the landscape. The producers, more expert and/or closer to the subject, recognize greater variety in the landscape (averages pd=3.7; pt=3.3, Graphic 4). La ndsca pe a e sthe tics

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Perception levels

4

Total Population

Producers

Graphic 4 Landscape aesthetical evaluation of the Douro Demarcated Region

Land use systems

Perception levels

4 3 2

Total populationl

s

tic ul tu ra l V/ C er ea ls

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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 inquired individuals are: the association of the vineyards next to olive trees, the olives as border partitioning element of the land parcel and the dominant vineyard (average between 3.2 and 3.1). The producers attributed highest value than the population in general, to olive trees bordering vineyards (average pd=3.7), they also have more conscience of the ecological and aesthetical meaning concerning coppices/ Mediterranean shrubs and mortórios6, as diversity elements of the vineyard landscape (average pd=2.9; pt=2.6, coppices; averages pd=2.7; pt=2.5, mortórios). The consociation vine/horticultural and vine/cereals are rejected as Douro landscapes values (averages less den 2.3, Graphic 5). Among the terracing techniques employed, the Terraces, in particular those before phylloxera plague are the most emblematic, as considered by both, population and producers (pt=3.3; pd=3.5). The producers rate the wide 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 erosion and mechanization. The ramadas (branches) are considered of reduced interest in the Douro landscape (Graphic 6).

Total population

Ramadas(branche s)

Vertical system

Terraces prephylloxra

1

Patamares (narrow)

2

Patamares (wide)

3

Terraces posphylloxera

4

Perception levels

Terracing thecnical systems

Producers

Graphic 6 Terracing systems evaluation in the Douro Demarcated Region

6

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Mortórios – Ancient terraces abandoned after phylloxera plague, today almost disappeared by shrub occupation. Vertical planting system – plantation system on witch vines are align along the highest slope.

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

Perception levels

4

3

2

1 Monumental Vernacular P. P. Total population1

Protected Areas

Villages

Producers1

Paths

Mod. Cellars

Total population2

Highways

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 natural areas 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 religious sites; the natural and protected areas; the vernacular patrimony and the villages and casais (small landholdings), having averages above of the 3.7. Of this set, the vernacular patrimony is considered the best 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 aren’t accept as adequate to Douro landscape (average pt and pd=2.4). In order to accessibilities, the results refer its reduced number and preservation, especially the 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 the priorities 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 aren’t in sufficient number and quality (average below of 2.5), being therefore priorities in the management of the territory. In the remaining aspects contemplated, participation in gathering/pruning/wine pressing are distinguished for being considered by the producers as an interesting touristic offer (average pd=3.5). Nevertheless, it’s still far to be implemented (effective average pd=2,9; pt=2,7). Concerning the quintas and cellar’s visits and wine tasting prices, we had some difficulty in getting conclusive answers, due to the 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

Perception levels

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3

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1

Total population1

Producers1

Total population2

Producers2

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 the wine marketing. Through opened reply, the respondents mention as icons of the Region applied as marketing 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%), the landscape pattern (29%) and attributes of the grapevine (leaves, cluster, grape, 29%) are also interesting in the promotion (Graphic 10). Landscape marks % 30 25 20 15 10 5 0 Do uro River

Relief/Shist

Vineyards

Quintas/M ano r Ho uses

Graphic 9 The landmarks of the Douro Demarcated Region used in the marketing by the producers The Landscape on the Marketing % 60 40 20 Environmental Values

Villages

P. Monumental

P. Vernacular

Mod. Cellars

Leaves/bunch/g raps

Land. Pattern

Trad. Cellars

Quintas/Manor Houses

Aut./Summer leavs

Vineyard

0

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%), witch does 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 interest for marketing of the environmental values (0% of the producer responses, Graphic 11). Concerning the promotion of the constructed patrimony, quintas are distinguished (41%). The relevance of traditional cellars (20%) denotes the importance of viniculture as a continuous and evolutionary process on the DDR history. In opposition, the modern cellars, rejected by the population as previously demonstrated, are less represented (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 and religious and invocative sites: hermitages, market crosses and alminhas (invocative niches), almost invisible in the landscape, but very emblematic and symbolic, as proved by the evaluation (pt=96%, Graphic 12).

The biophysical landscape %

70 60 50 40 30 20 10 0

Relief

Douro River Publications

Shist

Total population

Copp./Shrubs Producers

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

The architectural patrimony % 100 80 60 40 20 0 Quintas/Manor Houses

Villages

Trad. Cellars

Publications

P, Vernacular

Total populationl

P. Monumental

Mod. Cellars

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 mortórios and the coppices, being depreciated by the producers as promotional issues, are represented in the analyzed documents (43% and 38%, respectively). Its use in the touristic promotion must be encouraged, due to its priority position in the land planning and management, owing to its high environmental 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 preferences of the consumers, population and producers included (Graphic 14). The vineyard landscape % 100 80 60 40 20

O

No nm ixt

vi ne ya rd liv e Bo rd er s Te rra ce s V/ O liv es Pa ta m ar es M or tó rio s V/ C op pi ce V/ s Fr ui tt re es V/ C er ea Ex ls ot ic Bo rd V/ er s H or tic ul tu ra l

0

Publications

Total population

Producers

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

The vineyards %

100 80 60 40 20 0 No n-mixt vineyard

Leaf/bunch/grape

Publications

A utumn leaves

Total population

Summer leaves

Producers

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 on the 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 that outdoor sports and the activities related to the works in the vine and/or wine press have some relevance in the opinion of the public and producers (respectively 63% and 66%, for sports and 66%, 71% for the works), even so, they are little represented in the promotional supports (12% and 7%, respectively), and insufficiently explored as tourism opportunities (Graphic 16). Culture and recreation in the publications % 80 60 40 20

Q

ts .V

is its

/ta st in gs D . C ul D.R tu ra . l G Ev. ar G d as en tr o s R es nom t./ H y Be ot l v els ed er Fl es uv S C ial / po om R rts m ail .T er c i our al s A Fe rea s W s o r ti vi l O d H ties pe er n i G a ta at i r C ge he rin off e g/ s o H the an rs di cr af C t am pi Sp a n Fl uv g P s ia a rk lB ea es ch es

0

Graphic 15 Culture and recreation marketing in the publications Touristic marketing and touristic demand % 80 60 40 20 0 Qts. Visits/Tasting

Rest./Hotels Publications

Sports

Total Population

Gathering/others

Producers

Graphic 16 Touristic marketing and touristic demand in the DDR

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

The spacialization of the content of promotional publications demonstrates a strong correspondence between the promotional values represented and the local attributes (Table 1, Annexe). They also confirm a great similarity between the sub-regions in terms of the attributes in evaluation. This fact confirms the existing strong unity inside DDR landscape and the existence of a consolidate identity image for the Region. In terms of the biophysical components, the relief is the mostly represented in the publications and 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 cultural system (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 of being 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 system be less used on that sub-region than on the oldest ones. This fact confirms the value of these supports as marks of the Douro landscape. In the architectural category, the quintas and manor Houses patrimony are clearly the strongest values in the Low Corgo (15.5%), being the Upper Douro the poorest sub-region in this type of patrimony (12% Fig. 2). In opposition, the touristic promotion through visits and wine tasting is more incisive in this sub-region (21%, Fig. 2). This fact shows the work of the producers on the promotion 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 identity around the production of quality wines supported in a strong cultural identity marks of the landscape on the Demarcated Douro Region. This evaluation also allows concluding that those landmarks are used in the marketing of vineyard and wines and the touristic promotion of the Region, proving that promotional activities, both touristic and productive are relatively well articulated. The interaction founded between the perception of the public and of the producers in relation to the identity marks and its use in the vineyard 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 image creation, 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 wine and touristic agents. In spite of the consensual point of view on the Douro landscapes values, aspects to be defended and/or promoted were found, both in terms of the landscape and of activities related to tourism. In terms of the landscape, the unique and the symbolic character are unquestionable potentialities of the Region. The last one should be better explored, namely, the religious and archeological sites. The relief and the Douro River are distinguished as the principal biophysical components of the DDR landscape. Other important marks are the vineyard, mainly in Terraces, and the presence of the olive trees, in consociation or in borders. This consociation must be financed, accordingly to its important role in the ecological variety and its aesthetical value, diversifying the monotony of the "sea of vine". The same occurs with the naturalized coppices and mortórios, less valued. As a matter of fact, a greater touristic marking brings visibility and develops the curiosity, knowledge and safeguards around those values. 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 to the narrow platforms, more erosionable. In terms of the constructed patrimony, the new cellars are worst evaluated. Difficulties to accept innovations, or lack of quality or lack of integration of those constructions in the landscape could be possible explanations.

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

When the DDR is seen as a touristic destination, the quintas and manor houses are evaluated as the greatest patrimony of Douro landscapes and the main economical value of the Region, by constituting an offer of excellence for leisure and cultural tourism as they represent relevant spaces of entrepreneurial sustainability. 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 and senders, 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 the vineyard 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 Douro sub-regions consolidate, rather than attenuate, the marked cultural identity of the Demarcated Douro

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

Bibliography Berciel R. A. e Timón, D. A., 2005. Nuevas Tendencias en el desarrollo de destinos turísticos: marcas conceptuales y operativos para su planificación y gestión, Cuadrenos de Turismo, 15, 27-44. Bianchi-de-Aguiar, F., coord. 200). Plano intermunicipal de Ordenamento do Território do Alto Douro Vinhateiro. Vila Real: UTAD, 199 pp. 2 vol. Burmil, S., Daniel, T. C., Hetherington, J. D., 1999. Human values and perceptions of water in arid landscapes, Landscpe and Urban Planning, 44, 2-3, 99-109. Cooper C. and Ruhanen, L., 2004. Enhancing destination competitiveness through the use of strategic visioning approach to tourism planning, RT e D, 1, 1, 2004, 27-34. Cavaco, C.,. Celta (Ed), 2003. Ambiente e Usos do Território: reflexões incómodas, in Portugal Chão, coord. Portela J. e Castro Caldas J., 189, Portugal. Countryside Commission, 1998. Coutryside Character, 3, Yorkshire and the Humber, England. Davodeau, H., 2005. La sensibilité paysagère à l’épreuve de la gestion territorial, in Cahier de Geographie du Québec, 49, 137, 177-189. Figueiredo, E., Celta (Ed), 2003. Entre o vivido e o desejado: o papel do ambiente na nova dicotomia rural/urbano, in Portugal Chão, 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 animação turística como oportunidade à empresarialidade: o caso da região duriense, TERN. coord. Simões and Cristóvão, A., 243, Portugal. Joaquim, G., IPC (Ed.), 2003. Turismo Sustentável: o desafio da inovação e da tradição, in Turismo em Espaços Rurais e Naturais, TERN coord. Simões and Cristóvão, 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 support for 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. Espaços Rurais como espaços turísticos: reflexões em torno da construção da oferta de turismo em espaço rural, em Portugal, in Portugal Chão, coord. Portela and Castro Caldas, Portugal. Sarmento, J., Fundação Calouste Gulbenkian (Ed.), 2004. Representação, Imaginação e Espaço Virtual: Geografias de Paisagens Turísticas em West Cork and Açores, Potugal. Silva G., Edwards, J. and Vaughn, R., IPC (Ed.), 2003. Oportunidades e constrangimentos ao desenvolvimento do turismo rural, in Turismo em Espaços Rurais e Naturais, TERN coord. Simões and Cristóvão, 217, Portugal. UNESCO, 2001 – www.unesco.com Vorkinn, M., 1998. Visitor Response to Management Regulations – A Study among recreationists in Southern Norway, Environmental Management, 22-5, 737-746. ANNEXE Table 1 – Land use classes and sub-classes distribution in DDR SUB-REGIONS ATTRIBUTES

LOWER CORGO

UPPER CORGO

UPPER DOURO

SLOPES (above 30%)

BIOPHYSICS

GEOLOGY

CLIMATE

SOILS

RIVER-DAMS

AGRO-FORESTRY

VINEYARDS

OLIVES TREES

Schist and Greywacke Complex Precambrian and Palaeozoic and rare granite formations Cs – Koppen Average annual rainfall 1.000mm Cambisols and Anthrosols9 deepest (till 50cm), associated to an highest content of moisture and fine material and lowest amount of coarse material 7% Land Use 48,9% Land Use Terraces pre-phylloxera 1% Terraces post-phylloxera 70% «Patamares» 20% Vertical planted vineyards 4% Natural sloping planted vineyards 5% 7,3% Land Use In mortório 3,7%

80,5%

71%

Idem

Idem8

Csa – Koppen Average annual rainfall 700mm.

Csa – Koppen Average annual rainfall 400mm

Lithic Anthrosols and Letposols, Lower depth and more stony than the previous

Lithic Letposols predominance and some patches of Chromic Fluvisols

6,3% Land Use 36,4% Land Use Terraces pre-phylloxera 2% Terraces post-phylloxera 41% «Patamares» 44% Vertical planted vineyards 6% Natural sloping planted vineyards 7% 13,3% Land Use In mortório 9,7%

9,9% Land Use 17,3% Land Use Terraces pre-phylloxera 13% Terraces post-phylloxera 10% «Patamares» 51% Vertical planted vineyards 3% Natural sloping planted vineyards 24% 27,9% Land Use In mortório 18,1%

ALMOND TREESS

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

15,7% Land Use Natural sloping 7% In mortório 3,7% 1,8% Land Use: DDR greatest population densities, concentrated settlement and/or align all over accesses

19,7% Land Use Natural sloping 10% In mortório 6,1% 0,8% Land Use: Reduced number and population density

28,6% Land Use Natural sloping 22% In mortório 4,3% 0,5% Land Use: Concentrated settlement

QUINTASs

High patrimonial value (manor houses), small dimensions, large number

Buildings with bigger dimension and volume, stronger marks in the landscape

Larger private estates, business managed with or without olives or almond trees exploitation

ROADS AND PATHS

3,6% Land Use

2,5% Land Use

0,9% Land Use

BRUSHWOODS

SOCIO-ECONOMICS

75,1%

SOCIAL AREAS

(Adapt from PIOT- ADV, 2001)

8

9

Specially resistant formations of quartz grauvaics and granite intrusions occur in the border between Upper Corgo and Upper Douro – Cachão da Valeira -making difficult the vineyard cultivation to amount. Antrossoils – Soils made by deep and continuous land mobilization and fertilizers addition. Stony surfaces and soils 70-120cm depth, as a result of profound scarifying (surriba).