ALTERNATIVE TOURISM: RELIGIOUS PROMOTION OF THE BRAND’S IMAGE “ALGARVE” THROUGH INTANGIBLE CULTURAL HERITAGE OF THE MARIAN CULTS RELATED TO THE SEA

Abstract

I argue the highlight of natural and cultural peculiarities, present in religious festivals, contributing to underline an alternative identity and to promote the brand’s image "Algarve" as a tourist destination. The sacred evocations characterize a way of life, a geographical tradition, and the concept or binomial "sun-sea". Social behaviors are marked by a strong religious component, according to some values, traditional practices and customs. The defense of social memories related to sea and ritual of social integration in the region belongs to Algarve’s history and their uses/customs. Even conducive to touristic activities for its natural and historical conditions, meeting point of diverse cultures and many immigrants, Algarve follows the Catholic tradition of a country defined itself as secular in an epoch of globalization. In the Algarve, the devotion of Our Lady of Navigators, Sailors and Fishermen is predominant. Therefore, the main issue to discuss is: what are the social functions of these cults and rituals in a globalized space through a postmodern tourism? The tourism can be religious and promote a region dedicated to a mass tourism?