Local Identity, Language and Sustainable Tourism: Results of a Survey of Madeira University Tourism Students About their Communities

This study shows the potential of culture, society, and language tourism for the sustainable development of the island of Madeira. The intention is to ascertain the level of knowledge of students in the higher professional technical course of tourist information and marketing at Madeira University about their local identity and the importance of cultural heritage for sustainable tourism. The research question is about the role of communities‘ tangible and intangible cultural heritage (ICH) (including language or linguistic heritage) for the sustainability of tourism in the region. The qualitative and descriptive methodology used is based on data collected through a questionnaire with open questions applied in the classroom to 43 tourism students from different localities about their cultural heritage and identity. The results of the sample show that religious festivities, Madeiran regionalisms and traditional expressions were registered in Funchal and outside. For the city of Funchal (the capital of Madeira) there are more indications of tangible cultural heritage. For the other municipalities, ICH predominates with diverse local handicrafts and festivities of agricultural products. Thus, communities’ preservation of their ICH is fundamental for local identity and sustainability. Students, together with Madeiran cultural associations and local people, have an important role to play in the authenticity and sociocultural sustainability of regional tourism.