Objective 1

Establishment of a general framework, common among groups and internationally comparative, for the reflection on the patrimonialization processes and conformation of tourism referents.

The development of a common framework between research groups from different disciplinary origins is intended. It involves the development of a general reference framework, stimulating the conceptual and methodological debate concerning key concepts that will structure the work: heritage and patrimonialization processes; tourist structure and tourist dynamics of large metropolitan urban regions; role of heritage as a tourist attraction of different areas; tourist activation strategies; dimensions of tourism carrying capacity; territorial deployment of tourism consumption; etc.

 

Objective 2

Development of a system of heritage information and implementation of tourist applications (sipcam).

Law 3/2013, of 18th June, of Historical Heritage of the Community of Madrid creates the Geographic Catalogue of the Historical Immovable Heritage of the Community of Madrid, composed of Bienes de Interés Cultural (Assets of Cultural Interest) and Bienes de Interés Patrimonial (Assets of Heritage Interest). Following the model of the Instituto Andaluz del Patrimonio Histórico (Andalusian Historical Heritage Institute) and other interesting experiences of cultural mapping, the development of this catalogue is intended by the application of different Geographic Information Technologies (mainly GIS). And, also, to provide tourist dimension to this catalogue, both regarding the information collected and the development of different tourist applications (websites, mobile apps, QR codes ...).

 

Objective 3

Determining the contribution of heritage to regional tourist attractive.

While the importance of heritage for the tourist image of the Community is recognized, its contribution has not been calibrated in the right perspective so far. To this end, two studies are proposed. The first focuses on identifying heritage factors that most influence on the creation of an attractive tourist image and generate greater loyalty among visitors. Given the digital era in which we are engaged, the second research focuses on the effectiveness of websites as a showcase to incite visit (or revisit) by tourists. The results of both studies will be contrasted with information obtained by traditional research techniques (interviews with tourism stakeholders, analysis of guides and catalogues of tour operators ...) and other information based on big data (comments on social networks, images on platforms such as Panoramio...).

 

Objective 4

Characterizing and evaluating the tourist use of regional heritage ensembles.

The aim is to analyse the geographical spread of tourist use of regional heritage ensembles. As noted elsewhere, its deployment is very selective. There are places where visitors are concentrated and places where their presence is testimonial, if not practically non-existent. Taken to the extreme, this process leads to problematic situations: overcoming of the tourist carrying capacity in the most congested areas, underutilization in places without visitors. This study involves a scalar approach, with a special emphasis on dimensions characterizing each type of heritage ensembles (cultural landscapes located in rural areas, monumental villas that correspond to ancient historical cities, large archaeological sites, historic landscapes located in large urban agglomerations, etc.). The work will be addressed at regional level first, measuring tourist use of heritage located in the Community of Madrid. Step one will identify main areas of tourist concentration. Then, a series of heritage referents will be selected on which to develop a more exhaustive work.

 

Objective 5

Analyzing public actions on heritage management and tourism in recent years and developing contextualized strategies for a better use of heritage sites in the region.

This line of work will address two dimensions related to the articulation and implementation of actions by decision-makers and public managers. First how policies and programs have considered the activation of heritage as a vector of cultural and/or tourism development in the region will be analysed, considering both specific sectorial and urban-territorial policies. Second, we aim to develop effective strategies for sharing knowledge between research institutions and decision-makers and managers of public and private programmes.

 

Objective 6

Preparation of work guides for a good heritage tourist management of urban historical landscapes and other equivalent ensembles.

These spaces, which generally correspond to the original settlements of several population centres, respond to different denominations: old towns, historic centres, old cities, historic towns, historic districts, etc. Each term has different connotations, though its nature and value as urban heritage assets is recognized, a combination of morphological, functional, social and cultural dimensions in a dynamic equilibrium. The term "historic urban landscape" has been adopted recently and has been incorporated into the institutional doctrine from the Vienna Memorandum (2005) and has been the subject of a specific recommendation by UNESCO (2011).

 

Objective 7

Preparation of work guides for good heritage and tourist management of cultural landscapes and other equivalent areas located in non urban areas.

Our point of departure is the concept of cultural landscape, which synthesizes the variety of manifestations produced by the interaction between man and the environment. In recent years, various documents, national and international (Council of Europe, UNESCO, Faro Convention, several regulations of our Autonomous Communities) recognize that landscapes are the basis and expression of the diversity of cultural heritage and therefore a resource whose protection is essential. In the region of Madrid, through the Cultural Landscape category, but also under other classifications of territorial range (Site or Historical Territory, Archaeological Zone ...), several areas have been identified as exceptional examples of the expression of relations between societies and their environment.