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TOURISM&CREATIVE INDUSTRY WORKSHOP
Sustainable tourism, cultural tourism, creative tourism, culinary tourism, heritage & tourism
159
1
Departamento de Organización de Empresas,
edificio 7D
Cno. de Vera s/n, Universitat Politècnica de
València
46022 Valencia
mademi@omp.upv.es, bdemigu@omp.upv.es,
maseo@omp.upv.es
2
Departamento de Conservación y Restauración
de Bienes Culturales, edificio 3N
Cno. de Vera s/n, Universitat Politècnica de
València
46022 Valencia
virsanca@crbc.upv.es
A content analysis to identify tourism
opportunities based on mural art
De-Miguel-Molina
1
, M., Santamarina-Campos
2
, V., De-Miguel-Molina
1
, B.,
Segarra-Oña
1
, M.
Keywords:
creative tourism, mural art, content analysis, tourism strategy.
Culture has a direct impact on the value of urban real estate and becomes
a key ele-ment of culture-led urban regeneration strategies. This impact can
come from major flagship developments – an art gallery, concert hall or
museum – as well as from micro-activities associated with small-scale cultural
entrepreneurs and urban activists.
In this analysis we wonder if it is feasible to develop creative cities using mu-
ral-based tourism taking some Uruguayan cities as a case-study (Montevideo
and Colonia del Sacramento). At present, and with the exception of the towns
of Rosario and San Gregorio Polanco which have some kind of a mural-based
tourism strategy, it seems that the remaining locations do not take advantage
of this opportunity.
To achieve this goal we developed a qualitative analysis from various in-depth,
in-person interviews. The sample consisted of interviewing people involved in
Acknowledgments: Research projects: Creative industries (PAID2012-487-UPV), Uruguayan XX
century muralism as a tool and model for a cultural local sustainable development (11-CAP1-
0136-MAEC y PAID2011-2035-UPV) and Design and Implementation of cultural inclusive policies:
contemporary Uruguayan muralism as a driver of a sustainable heritage activation (HAR2012-
32060, MEyC).