Determinants of portuguese wine & enotourism consumer behaviour

This study tries to understand what needs to be done to improve value perceptions and wine usage (1) Change the Portuguese wine and enotourism industry profile to adjust to huge competitive marketplace because it is still production-based; more sales than marketing oriented and the market data are less important then production and sales ones; (2) Enhance strongly the relationship between the wine and enotourism company and final consumers by “management synergies”; high “innovativeness to market”;“marketing research” and by an effective brand strategy. In this line, this paper provides an overview about strategic factors that determine the Portuguese wine and enotourism decision making process. The results of this research enable the essential features of a consumer profile of purchase and consumption to be obtained with respect to: (1) the structure of attributes - intrinsic and extrinsic - that Portuguese still wine consumers best recognise and value in determining its quality, (2) the motivational structures that encourage and guide them in their decision making process when purchasing and consuming wine and enotourism services, (3) the anticipated effect of interaction between different situations of consumption with different price bands.

Socio-cultural visions of interactivity within Museums

The ideas on which this paper is based are drawn from my thesis “Interactivity in Museums. A Relationship Building Perspective” written in 2007 for the fulfillment of the Master Degree in Museology at the Reinwardt Academy in Amsterdam. The main arguments are that the notion of Interactivity conceptualized within a technological orientation coupled with the pedagogic approach of mere information transmission need to be reconsidered; that Interactivity in museums is a conception both misinterpreted and under-implemented; and that the problems of understanding Interactivity will resolve by identifying the aspects which define Interactivity and most importantly focus on why they matter in a broader socio-cultural context within museums. Without an intention to attribute all the developments and advances associated with new museological practice, in some deterministic way, solely to politics and economic change, I argue that the new strategies adopted by museums towards progression and broader accessibility –at least regarding interactivity, seem to be linked more with a dominant commercialization of culture and education, than with a belief towards an effect on social change through the promotion of social interaction within a pluralistic and multicultural society, acknowledging the diversity of nature, opinion and practices, which can be combined instead of contrasting each other.