Theme Hotels, Cultural Heritage and Destination Image: The Case of Portugal

The emergence of themed hotels represents an innovative strategy within the hospitality sector aimed at offering guests unique and personalised experiences. This study examines how literary themed hotels contribute to cultural tourism and heritage enhancement, as well as to destination image formation, experiential marketing dynamics and territorial branding processes linked to cultural identity. A multiple case study approach was applied to three themed hotels in Portugal, using content analysis with categories generated a posteriori. The findings highlight the integration of aesthetic and functional elements inspired by both traditional and contemporary sources, which support the preservation and dissemination of cultural heritage while generating symbolic value that strengthens destination image and reinforces cultural identity within the visitor experience. The results further demonstrate the potential of themed hotels to act as agents of change in the tourism and hospitality sector, functioning as cultural mediators and experiential marketing platforms capable of shaping tourist perceptions and contributing to territorial branding processes. The originality of the research lies in revealing how themed hotels create immersive experiences through narrative-driven design that connects guests to the history and cultural identity of destinations, influencing destination image and territorial brand formation. Moreover, the study shows that themed hotels operate as experiential micro-destinations, where narrative construction and sensory engagement reinforce destination branding dynamics and support culturally grounded experiential marketing strategies.DOI: https://doi.org/10.54663/2182-9306.2026.SpecialIssueCMTH.127-145