Keywords

1 Introduction

Tourism, has developed significantly, mainly after the end of World War II and more specifically since the 1970s, now being one of the most dynamic and rapidly growing sectors in the world economy. It is a phenomenon characterized by great composition, contributing to the economic situation of any country that has developed it or of the individual local society, on multiple levels [1].

Alternative tourism is one form of tourism. According to Lagos 2005, this form of tourism is directly linked to the sustainable development and protection of the natural and man-made environment, local tradition and culture. Based on this form, new frameworks for values and ways of life are still being sought. Alternative tourism can take various forms, religious tourism being one of them.

By religious tourism we mean tourism with some religious element. The religious tourist looks for places where religious elements can be found, such as religiously active or inactive buildings, monasteries, museums and exhibition sites of religious content, as well as areas where saints acted or passed from [2].

In Greece, the areas of religious interest are estimated at 280 according to official data from the World Tourism Organization (UNWTO, 2010) [3]. In these areas, one can find monuments, with temples dating from the early Byzantine to the post-Byzantine period, as well as monasteries and hermitages.

In addition to monuments, there are also routes marked by saints who acted and played an important role in the Greek world. One of these saints was the Apostle Paul, the Apostle of the Nations. The importance of the Apostle Paul’s work arouses the interest of people to discover the places where he passed from and acted.

The Apostle Paul is one of the most important personalities of the early Christian period. He is known by the name “Apostle of the Nations”, as his missionary work took place both in Greece as well as in the European territories [4]. He influenced the religious and cultural capital of Europe with the teaching of Christianity by making trips to many places of the Mediterranean. The Apostle Paul’s religious travels are recorded in modern times, categorized into 4 main trips that he made. We are informed about these trips by the New Testament, the Acts of the Apostles as well as the Apostle Paul’s letters. Thanks to the above sources, scientists from the sixteenth century onwards were able to map the routes precisely [4].

In Greece, the Apostle Paul started his trip from Samothraki and from there, based on the testimonies of the evangelist Luke, he passed to Neapolis, today’s Kavala [4]. Then he proceeded to Chalkidiki and from there he traveled to Kefalonia. From the island of Samos, he went to Chios and Mytilini. Later it moved from Kos to Rhodes, while he probably passed from Nicopolis in Epirus too. Some of the most major places he passed from were Philippi in Macedonia, Thessaloniki, Veria and Athens. From all the places where he passed there are still monuments that honor the passage of the Apostle. The paper aims to record the perceptions of Greek tourists regarding this religious product of the now established touristic and pilgrimage route [5].

2 Literature Review

New technologies have become an integral part of our everyday life and have infiltrated it. The features they offer are so useful, even forcing them to be used as a first priority in all areas. Inevitably, they are also used in tourism.

Today’s technology is developing at a rapid pace and significantly affects people’s daily life, aiming at facilitating it. As a result, our first thought is to use technology in all forms. In the tourism industry, information is considered a way of life. Online maps and websites are considered important technologies. The location of a place of interest contributes to the exposure before and after the visit. Digital maps facilitate the visitor who searches based on their interest [6].

In addition to geographic positioning, the technology can also provide synthetic information. Augmented reality gives the possibility of augmenting the natural environment during a visit to the place of interest. Thanks to the use of augmented reality, the understanding of an object becomes better. For this reason, use in places of cultural interest, such as archaeological sites, museums. In these spaces, smartphones or computers are used, so that the information is provided digitally on the screen, from audio narrations or texts [7].

Another branch that helps the tourism industry is that of artificial intelligence. The tourist’s need to self-serve has made artificial intelligence particularly attractive in the tourism sector as well. A modern science and technology that combines and processes modern data and information with the infrastructure of computers and machine learning programs, which are based on algorithms and neural networks, can contribute significantly to the tourism sector through applications that have the ability to chat by sending automated messages [8, 9].

It is therefore observed that the development of technology created a revolution in the course of both economies and businesses. Tourism is a product, which the tourist can get information about the tourist destination, but cannot see it, until he visits and sees it up close. Thus, new technologies provide more and more possibilities to this defect. At the same time, the interested tourist becomes more and more knowledgeable about new technologies and applications [10].

In this paper, the general term of tourism will not be researched, but a specific part, that of pilgrimage routes. Pilgrimage routes and itineraries have recently gained great importance as tourist destinations and as an expression of a qualitative change in the approach to the protection and preservation of culture and landscape heritage, which are now considered to provide opportunities for sustainable regional development [11].

Pilgrimage tours have attracted the attention of both public and private organizations related to tourism and economy, aiming at making an attempt to link the cultural capital to the tourism development, so that the economy of the regions where these routes pass through is boosted. Most importantly, all these historic and cultural monuments are highlighted [12].

This study aims to investigate one particular route, that of the Apostle of the nations, the Apostle Paul. The route is popularly known as “Steps of the Apostle Paul”. The monuments that are still in existence and prove his course in Greece as well as abroad, are a pole of attraction for tourists as well as for those involved in the tourism industry. In addition, this study attempts to state the opinions of the digital era in tourism industry.

3 Research Methodology

The methodology of the paper is based on a bibliographic review and on answers given through a questionnaire in a research carried out for the needs of the Holy Metropolis of Kitros, Katerini and Platamon, Greece in collaboration with the Regional Unit of Pieria and the Pieria Organization for Tourism Development and Promotion, Greece. A total of 200 people participated in this research and a questionnaire with a total of 38 closed-ended questions was used. The research was based on the epistemology of positivism which is based on the positive sciences and an objective reality. The present research is primary, quantitative descriptive and correlational between and within groups of a convenient sample. Primary research was chosen to directly assess the views of research participants [13] on the significance of the journeys of the Apostle Paul. Quantitative research was used because the study framework of the possible benefits and obstacles of the routes is specific, the concepts studied are measurable (religiousness, attitude towards the routes, benefits, obstacles), while, according to the last research question of the thesis, the comparison of the opinions between demographic groups is required, i.e. a study of the interaction of the variables, which is achieved in quantitative research with statistical techniques, generalizing the conclusions for the study population [14]. The dependent variables of the research are the attitude towards possible realization of religious tourism, the benefits of pilgrimage tours and the obstacles to the development of pilgrimage tours, while the independent variables are religiosity, knowledge of routes and demographic as well as professional characteristics.

4 Findings and Analysis

As seen by the demographic conclusions of the questionnaires, regarding the religion of the respondents, 96.71% (N = 206) declared that they are Orthodox Christians and the remaining 3.29% (N = 7) declared some other religion.

Fig. 1
A 3-D bar graph. The Y-axis represents frequency. The X-axis text is provided in a foreign language. Bars are plotted with values of 3.29% and 96.71%.

Religion

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Tables 1, 2 present the answers of the respondents to questions concerning the Pilgrimage Routes of the Apostle Paul and especially about their attitude towards the possible realization of religious tourism on the pilgrimage routes of the Apostle Paul. Initially, to the question whether they know the pilgrimage routes-steps of the Apostle Paul, 67.61% (N = 144) of the respondents answered that they are aware of them, while 32.39% (N = 69) are not. Regarding how likely it is that they would realize religious-pilgrimage tourism on the routes-steps of the Apostle Paul, 32.86% (N = 70) of the respondents answered that it was quite likely, 24.88% (N = 53) moderately likely, 16.43% (N = 35) somewhat likely, whereas 16.43% (N = 35) answered that it was very likely and 9.39% (N = 20) not likely at all. Therefore, the average attitude of the respondents towards the possible realization of religious tourism on the pilgrimage routes of the Apostle Paul was neutral (3.31 ± 1.20).Finally, of those who answered that they are not interested in doing religious tourism on the pilgrimage routes of the Apostle Paul, 50.00% (N = 6) justified their answer by saying that they are simply not interested, while the rest 50% was equally apportioned (8.33% each) to those who declared that they are not aware of the routes-steps (N = 1), they do not have time and money (N = 1), it is not a priority in their tourism planning (N = 1), they believe that they will not be benefitted anyhow (N = 1), they do not do it for health reasons (N = 1) or because they are atheists (N = 1).

Table 1 Pilgrimage routes of the Apostle Paul
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Table 2 Religious tourism characteristics in the pilgrimage routes of the Apostle Paul
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Table 2 presents the answers of the respondents to questions regarding the characteristics of religious tourism in the pilgrimage routes of the Apostle Paul.

Initially, regarding the areas they would visit for religious-pilgrimage tourism with the theme-destination of the routes-steps of the Apostle Paul in case they were interested, 65.80% (N = 127) of the interested respondents answered Pieria, 60.10% (N = 116) Philippi Kavala, 59.59% (N = 115) Veria, 55.96% (N = 108) Thessaloniki, 52.33% (N = 101) Samothraki, 51.81% (N = 100) Corinth, 47.15% (N = 91) Athens, 42.49% (N = 82) Mytilini, 41.97% (N = 81) Rhodes, 40.93% (N = 79) Samos, 39.90% (N = 77) Kos, 39.38% (N = 76) Neapolis Kavala, 31.61% (N = 61) answered all the previous regions, while 1.55% (N = 23) of the respondents who were interested answered none of them. Additionally, to the question about how many days the interested respondents would like their journey for the pilgrimage routes-steps of the Apostle Paul to last, 34.72% (N = 67) answered 4–6 days, 34.20% (N = 66) 1–3, 21.76% (N = 42) from 7 days or more, while 9.33% (N = 18) answered “I don’t know/I don’t answer”. Regarding how many hours the interested respondents would like each visit to the cultural attractions of each destination to last, 47.67% (N = 92) answered 2 to 4 h, 40.41% (N = 78) 1 to 2 h and 7.77% (N = 15) more than 4 h, while 4.15% (N = 8) answered “I don’t know/I don’t answer”.

Table 3 presents the answers of the respondents regarding the benefits of the pilgrimage tours of the Apostle Paul. According to the results of the table, the respondents stated that the benefits of the pilgrimage tours of the Apostle Paul are, to a great extent, the development of the region’s religious profile (avg. = 4.15 ± 1.01), the development of domestic tourism (avg. = 4.08 ± 0.95), the development of the region’s cultural profile (avg. = 4.07 ± 0.98) and the improvement of the region’s services (food, accommodation) (avg. = 3.94 ± 0.99). They also stated that financial development (avg. = 3.93 ± 1.06), the development of inbound tourism (avg. = 3.92 ± 1.09), the creation of jobs at a local level (avg. = 3.73 ± 1.09), the improvement of the region’s infrastructure (e.g. transport) (avg. = 3.68 ± 1.09) and the activation of local authorities (avg. = 3.63 ± 1.13) are significantly beneficial. Furthermore, they stated that investments in the region (avg. = 3.58 ± 1.18) and the development of the local society’s primary sector (avg. = 3.53 ± 1.16) are beneficial to a moderate to large extent. Finally, they stated that environmental development (avg. = 3.31 ± 1.20) and the decrease of economic inequalities between residents (avg. = 3.08 ± 1.20) are moderately beneficial. In conclusion, the benefits of pilgrimage tours are considerable (avg. = 3.74 ± 0.92).

Table 3 Benefits of the Apostle Paul’s pilgrimage tours
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Table 4 shows the answers of the respondents regarding the obstacles to the development of pilgrimage tours of the Apostle Paul. According to the results, the respondents stated that the lack of relevant information about the tour locations (avg. = 3.64 ± 1.11) and the lack of organized tours of the pilgrimage routes-steps of the Apostle Paul by tourist offices (avg. = 3.63 ± 1.09) are to a large extent obstacle to the development of pilgrimage tours of the Apostle Paul. Additionally, the lack of information (digital or in person) at the tour points themselves (avg. = 3.59 ± 1.15), the lack of organization from the tour services (avg. = 3.55 ± 1.10), and the high cost of the tour (avg. = 3.42 ± 1.09) are also obstacles to a moderate to quite large degree. Furthermore, the reduced accessibility to sightseeing spots (avg. = 3.39 ± 1.07), the reduced services of guided tours, hospitality and accommodation (avg. = 3.37 ± 1.12), the reduced cultural interest of the area (historical monuments, cultural sites) (avg. = 3.32 ± 1.02), the lack of possibility to visit all year round (avg. = 3.3 0 ± 1.12) and the lack of other forms of tourism (avg. = 3.06 ± 1.13) constitute obstacles to a moderate extent. Finally, the regions’ unattractive natural environment (natural features, buildings, roads) (avg. = 3.05 ± 1.09), the few attractions in the area (avg. = 2.99 ± 1.08), the reduced entertainment possibilities in the area (avg. = 2.93 ± 1.06), the decreased commercial development in the area (avg. = 2.90 ± 1.02) and the absence of a major religious event during the visit (avg. = 2.86 ± 1.08) are also obstacles to a moderate degree. In conclusion, the obstacles to the development of pilgrimage tours of the Apostle Paul are moderate (avg. = 3.27 ± 0.74).

Table 4 Obstacles to the development of pilgrimage tours of the Apostle Paul
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Table 5 is about digital applications in tourism. In the question about the importance of digital applications related to tourism, it is promising that a large percentage answered that they consider it very important. Technology today plays an important role in modern society. Through the survey, the question of whether the respondents believe they are familiar with new digital technologies was also raised. However, 70% of the respondents consider themselves familiar with them.

Table 5 Digital applications
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5 Discussion and Conclusion

In this research study, 200 people participated, the majority of them being Orthodox Christians. The 1st research question investigated the attitude of the inhabitants of Greece towards the possible realization of religious tourism on the pilgrimage routes of the Apostle Paul. The results showed that on the one hand, the majority of the respondents were aware of the pilgrimage routes-steps of the Apostle Paul but on the other hand, they expressed a neutral attitude towards a possible realization of religious tourism on these routes. About half of the sample was positively inclined to participate, 25% negatively while 25% were neutral. The attitude of the 200 respondents is in accordance with the opinion of Moira [2009], according to which the Greek state has not shown a systematic interest in the development of religious tourism, as it does not seek to exploit the country’s religious monuments by turning them into attractive destinations. Unlike countries where pilgrimage routes are booming. It is necessary for the state to cooperate with local institutions and religious organizations, in order to take advantage of the development of pilgrimage routes in Greece as well, as religious monuments are abundant and underutilized.

Τhe 2nd research question investigated the characteristics of religious tourism on the pilgrimage routes of the Apostle Paul that the respondents would prefer. The results showed that for religious-pilgrimage tourism with the theme-destination of the routes-steps of the Apostle Paul they would like to visit firstly Pieria, secondly Philippi Kavala and Veria and thirdly Thessaloniki, Samothrace and Corinth. The majority also stated that they would like their journey for the pilgrimage routes-steps of the Apostle Paul to last from 1 to 6 days, while they would like each visit to the cultural attractions of each destination to last up to 4 h.

The 3rd research question investigated the benefits of the realization of religious tourism to the pilgrimage routes of the Apostle Paul. The results showed that the benefits of pilgrimage tours are various. In particular, the respondents indicated that the pilgrimage tours would be a lot helpful in the development of the region’s religious and cultural profile, the development of domestic tourism, the improvement of the region’s services such as catering and accommodation, as well as financial development. They also stated that they would help develop inbound tourism, create jobs locally and improve the region’s infrastructure such as transportation. Finally, they would help activate local authorities, investments in the region and develop the local society’s primary sector. The positive contribution is linked to financial development [15], the creation of jobs and the appropriate infrastructure [16, 17] regarding the coverage of the tourists’ food and accommodation needs.

The final research question investigated the benefits of the digital era in tourism. The results showed that digital applications are important in tourism. The majority also stated that they consider themselves familiar with the new digital technologies and also that the use of apps is important on the route of the “Steps of the Apostle Paul”. Finally, they stated that applications create positive and unique experiences on religious tourism. In recent decades, the development of technology could not leave the tourist industry unaffected, both internationally and locally. Due to globalization, the inclusion of technology in the tourism industry is, if not compulsory, essential. The use of technology and the benefits it provides are necessary to maintain sustainability in the tourism field. Tourism as an economic indicator plays a very important role in the global economy and affects a multitude of people from the mere visitor to the largest hotel chain. Tourism companies exploit new technologies for new business ideas and thus change their strategic goals.

The descriptive approach in the present research is a case study that highlights issues that could be further studied through an in-depth analysis of quantitative methods and options, in order to verify and generalize results in wider samples of selected segments (e.g. users from abroad, by age group of analysis, professional partners). The work’s considerations expressed above could be a motivation for further future research in other tourism forms as well.