03436nam a2200601   4500000000100000008004100001260005700042653002000099653001800119653002100137653001400158653002300172653002200195653001200217653001800229653002200247653002100269653002400290653002300314653001300337653002600350653002500376653003300401653003400434653002200468653001300490653002000503653002100523653002600544653003000570653001900600653002200619653002800641653002400669653003000693653002600723653001200749653002600761653002700787653001100814653002700825653001300852653001300865653001900878100001700897700001600914700001500930245009700945856015301042490000801195520158901203020004202792                                       d  bSpringer Science and Business Media Deutschland GmbH10aConfraternities10aConfraternity10aCreative tourism10aCreatives10aCultural heritages10acultural identity10aCulture10aDouro regions10aEssential support10aEuropean council10aExploratory studies10aFuture generations10aheritage10aHistoric preservation10aHistorical heritages10aIntangible cultural heritage10aIntangible cultural heritages10aLocal development10aPortugal10aPublic campaign10aPublic campaigns10aPublic communications10aQualitative methodologies10aSocio-cultural10asociodemographics10aSustainable development10asustainable tourism10aTerras de Trás-os-Montes10aTerras de tra-os-mons10aTourism10aTradition of the mask10aTradition of the masks10aUNESCO10aUNESCO world heritages10aWeb-page10aWebsites10aWorld heritage1 aC. Rodrigues1 aD. Liberato1 aE. Esteves00aThe Intangible Cultural Heritage as a Creative Tourism Product. The Masks of Trás-os-Montes  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85134355663&doi=10.1007%2f978-981-19-1040-1_50&partnerID=40&md5=24cf2f7da1513d83704d8252e86d6f980 v2933 aThe cultural heritage is a crucial asset to understand the historical heritage of humanity and is an essential support to legitimize the path toward the future, since, as in the past, future generations will judge our actions, whether or not we have been able to preserve the path we have trodden to our present. It even serves to protect another good, also invaluable, the intangible heritage, nowadays very in vogue, and that begins to take the first steps in its safeguard: it is the gastronomy, songbooks written and sung, legends, the typical and ancestral clothing, among others, who write in the “skin” the history that is urgently needed to be preserved. This paper is the result of antecedent research, emanated from the doctoral thesis in Communication and Heritage, presented in 2012 at the University of Vigo, which aimed to study the importance of Communication in the award of the title of “World Heritage”, under the aegis of the UNESCO World Heritage Center (United Educational Nations, Scientific and Cultural Organization) to the urban historic oldtowns, and its contribution to the promotion of protected heritage, with a view to preserve and exploit the economic potential. This article aims to build a reflection on the public communication campaigns carried out by both the UNESCO World Heritage Center along with national and local authorities, aiming to build an image of defense of the cultural heritage, as well as the promotion of a more sustainable tourism, fundamental for the preservation of heritage and its relationship with future generations.  a21903018 (ISSN); 9789811910395 (ISBN)