Innovation networks on aeronautical Portuguese heritage.A collaborative destination marketing approach.

Abstract

This study is a proposed tourism product that adds value to Portuguese aeronautical resources, contributing to existing knowledge by: i) exploring aeronautical heritage as collaborative destination marketing: the Portuguese Aeronautical Route (PAR); ii) developing tourism products through innovation networks. The PAR incorporates collaborative destination marketing and proposes a product designed to re‑ ‑qualify Portuguese heritage. Our findings suggest that there is an opportunity to promote the country using the brand of aeronautical heritage supported by a multi‑destination route. The PAR also enables constant resource updating and ensures sustainability by involving collaboration that feeds an innovation cycle and reinforces its marketing potential.