Abstract
This paper aims to investigate the contribution of cultural festivals hosted in historical venues (archaeological or industrial sites) as a tourist policy instrument. More specifically, the focus is put on examining the relationship between cultural activities and the host venues, in the Mediterranean countries, as a key driver for the development of international cultural tourism. This approach will be examined and analyzed through a brief review of international cultural festivals hosted in Mediterranean countries including Italy, Spain, Turkey, France, Cyprus, and Greece. Which are the factors that make the organization of such cultural festivals interesting from a tourist perspective? Which are the marketing tools that have been utilized so far in order to cultural festivals and which other new tools are proposed? Is it possible for a cultural festival to be run independently or does it require support from a broader framework of tourist initiatives in order to become more appealing? What is the purpose of hosting cultural activities in historical venues? Which are the contemporary strategies that can be used for the development of tourism based on the exploitation of the cultural wealth of Mediterranean countries? The article concludes with proposals for defining tourism policy, focusing on cultural festivals held at Heritage sites on a wide scale.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Agaliotou, C. (2015). Reutilization of industrial buildings and sites in greece can act as a lever for the development of special interest/alternative tourism. Procedia—Social and Behavioral Sciences, 175, 291–298. doi:10.1016/j.sbspro.2015.01.1203.
Bitsani, E. P. (2004). Cultural management and regional development. Design of cultural policy and cultural product. Athens: Dionikos.
Bitsani, E., & Kavoura, A. (2012). Connecting oenological and gastronomical tourisms at the wine roads, Veneto, Italy, for the promotion and development of agrotourism. Journal of Vacation Marketing, 18, 301–312. doi:10.1177/1356766712460738.
Burns, L. S. (1993). Busy bodies: why our time-obsessed society keeps us running in place (1st ed.). New York: W.W. Norton.
Chhabra, D. (2010). Sustainable marketing of cultural and heritage tourism. Routledge Critical Studies in Tourism, Business and Management: Routledge.
Defner, A. (1999). Cultural Tourism and Leisure Activities: The effect on urban functions. In Georgios Petrakos & Dimitrios Oikonomou (Eds.), The development of greek cities: interdisciplinary approaches for urban analysis and policy (pp. 113–152). Athens/Volos: Gutenberg/University Press of Thessaly.
Getz, D. (1991). Festivals, special events, and tourism. New York: Van Nostrand Reinhold.
Karavasili, M., & Mikelakis, E. (1999). Cultural routes: A definition of cultural landscape with developmental perspective. Archaeology magazine and arts.
Kavoura, A., & Bitsani, E. (2014). Investing in culture and intercultural relations for advertising and sustainable development of the contemporary European city within the framework of international city branding and marketing: The case study of the intercultural festival of Trieste, Italy. In L. Barreau (Ed.), Advertising: Types Of Methods, Perceptions and Impact on Consumer Behavior (pp 35–66). Advertising: media, marketing, and consumer demands. Hauppauge, New York: Nova Science Publisher’s, Inc.
Kokkosis, C., & Tsartas, P. (2001). Sustainable tourism development and environment. Athens: Kritiki.
Martha, L., & Kotsaki, A. (2014). Ancient Greek drama and its architecture as a means to reinforce tourism in Greece. Procedia—Social and Behavioral Sciences, 148, 573–578. doi:10.1016/j.sbspro.2014.07.082.
Martha, L., & Kotsaki, A. (2015). The museum culture as a means of conjunction of the urban and rural environment. Procedia—Social and Behavioral Sciences, 175, 601–606. doi:10.1016/j.sbspro.2015.01.1243.
Papageorgiou, M., & Gkantouna, E. (2012). Cultural tourism and cultural routes: Design guidelines at local level through the case of the municipality of Elassona. Archaeology magazine and arts.
Richards, G. (2009). Organisation for economic co-operation and development. The impact of culture on tourism. Paris: OECD.
Stevenson, D., & Matthews, A. (Eds.). (2013). Culture and the city: Creativity, tourism, leisure. London: Routledge.
TICCIH. (2003). The international committee for the conservation of the industrial heritage.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer International Publishing Switzerland
About this paper
Cite this paper
Martha, L., Agaliotou, C., Panos, P. (2017). Cultural Festivals on Sites of Cultural Heritage as a Means of Development of Alternative Forms of Tourism. In: Kavoura, A., Sakas, D., Tomaras, P. (eds) Strategic Innovative Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-33865-1_56
Download citation
DOI: https://doi.org/10.1007/978-3-319-33865-1_56
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-33863-7
Online ISBN: 978-3-319-33865-1
eBook Packages: Business and ManagementBusiness and Management (R0)