Sound contexts of cultural heritage tourism in the Iberian Peninsula

Abstract

ABSTRACT Podcasting has emerged as an important tool for interpretive communication of heritage and promotion and marketing of tourism organizations. The integration of podcasting in these organizations’ digital models and strategies became even more evident with the emergence of the Covid-19 pandemic, setting an alternative and enriching medium for citizens to experience heritage. Thus, the aim of the paper is to explore the use of cultural heritage, tourism-related podcasts in the context of the Iberian Peninsula, a territory with deep geographical and intercultural relationships, with capacity for developing integrated tourism strategies and products, but also with dissimilarities in the tourism and media area. Through qualitative methodology, the cultural heritage, tourism-related podcasts available in Portugal and Spain in 2022 were mapped, an observation grid was built, and a content analysis was carried out, identifying the themes, the origin, the structure, sound expressiveness and narrative techniques used in podcasts. Thus, this paper contributes to a greater understanding of how podcasts are used in the tourism sector, highlighting the good practices existing in both countries, the advantages and potential of podcasts and pointing out new paths that could constitute innovative uses in communication in tourism.