THE DEVELOPMENT OF ENRICHED MIXTURES OF CULTURAL TOURISM, FOR THE REPROMOTION OF GREEK MATURE DESTINATIONS

Abstract

Like in many international destinations, so follows in Greece that the launching of various forms of cultural tourism has been for many decades one of the basic pillars of the dominating literature as regards the desired touristic development model in fully formed as well as developing destinations of Greece. However, the transition from a heliotropic to a cultural tourism doesn’t seem to be such a feasible, in some cases at least, prospect. In general, the efforts were focused on the country’s rich and scattered archeological as well as cultural stock, systematically setting aside the potential of forming a series of cultural products targeted towards a wider market of a “generic” cultural tourist which could strengthen the differentiation of the touristic offer and become an element of competitive advantage for the destinations. The present article looks into the challenges and prospects which are created through the introduction of newer and more enriched forms of cultural tourism in order to reform and reinforce the provided touristic experience in fully developed Greek destinations, so as to achieve their repromotion towards international markets.