From Repression to Surf: A Sociological Analysis of the Transformation of Peniche's Image
DOI:
https://doi.org/10.31637/epsir-2024-1186Keywords:
audiovisual communication, lifestyle, marketing, surf, sociology, tourism, sustainability, sportsAbstract
Introduction: This study examines the transformation of Peniche, a coastal city in Portugal, from its association with repression during the Salazar dictatorship to its current recognition as an international surf capital. Methodology: A mixed-method approach was used, combining in-depth interviews with residents, tourism students, and surfers, and surveys with visitors. Additionally, the evolution of the city's symbols was analyzed. Results: Findings indicate that surfing has played a crucial role in redefining Peniche's image. Interviews and surveys revealed a dramatic shift in the city's perception, from a dark past to a vibrant tourist destination. Discussion: Communication and marketing strategies have been key to this rebranding, using slogans and symbols that resonated with both residents and visitors. Conclusions: Peniche has successfully overcome its repressive past through a combination of community efforts and sustainability strategies, establishing itself as a world-renowned surf destination.
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