The development of creative tourism in small towns in rural areas has been the subject of growing interest and research from different perspectives. As part of the national CREATOUR project, which took place in Portugal over about four years, various organisations with relevant activity in the cultural aspect of creative tourism were analysed, constituting a successful reference at a national and international level. However, since mid-2020, the health crisis owing to the pandemic made it necessary to reflect and work under new circumstances for tourism, in contexts not previously planned for, and at the same time as continuing to champion sustainable development. It is in this context that the present study emerges, the aim of which is to identify organizations’ strategies for adaptation within the scope of creative tourism activities in a pandemic situation. This empirical approach is anchored in the case study of the activities of the ‘Saídas de Mestre’ project based on intangible cultural heritage, using in-depth analysis of strategies developed to mitigate the effects of supply and demand constraints. The results show that there was no disintegration of the supply structure, as planned, due to the fact that creative activities are based on the valorisation of the principles of sustainable development and, therefore, depend on endogenous resources and local agents, who remained accessible.

Research into place identity has mainly focused on its intensity rather than its contents. Place identity measurement is relatively mature, and the scales have been used in many literatures. However, the contents of place identity are rarely addressed, and if so, only in qualitative studies, constraining comparative studies. Thus, the purpose of the current paper was to develop a measure of place identity contents that elucidates the dimensions that contribute most to place identity in different urban contexts. The three studies described here developed and implemented a place identity contents scale. The scale was designed and validated amongst a sample of 422 residents in Study 1, with the identification of an eight-factor structure consistent with the literature review. Study 2 replicated the factor structure and confirmed correlations with place identity, place satisfaction and quality of life in the place. Study 3 explored the applicability of the PIC scale in a field study investigating three parishes that differed significantly in their physical and social features. Overall, the results suggest that place identity is a flexible and dynamic process and that, in order to form a bond with a place, people make use of those available features (both physical and social) that better contribute to a positive place identity. The results also suggest which place identity contents better favor identification and may, therefore, contribute to improving the quality of places and human well-being.