Title: The cultural route of Hercules: mapping the tourist's perspective

Authors: Valia Chountala; Panos Chountalas; Anastasios Magoutas; Eleni Mavragani

Addresses: Faculty of Humanities and Social Sciences, Open University of Cyprus, 56, Yiannou Kranidioti Avenue, 2220 Latsia, Nicosia, Cyprus ' Department of Business Administration, University of Piraeus, 80, M. Karaoli & A. Dimitriou St., 18534 Piraeus, Greece ' General Department, University of Athens, Location Skliro, 34400, Psachna, Greece ' School of Economics, Business Administration and Legal Studies, International Hellenic University, 14th km Thessaloniki-N. Moudania, 57001, Greece

Abstract: This study explores the interest of potential visitors to participate in a proposed cultural route, themed after the Labors of Hercules in the Peloponnese. The main objectives of this study are to outline the demographic profile of potential visitors of the route and to explore appropriate means of organisation and promotion to ensure its success. To achieve these objectives, we conducted a field survey, distributing a questionnaire, from which 519 valid responses were collected. The survey results showed that there is strong interest for participation in the proposed route. In terms of demographics, most interest was expressed by highly educated women of all age groups. Survey participants expressed a strong desire for guided tours, and interest in modern services provided at waypoints. Finally, we concluded that the most feasible way to promote the route should not be limited to its cultural content, but should also emphasise the natural beauty and alternative tourism activities that it offers. The managerial implications of the present study could be useful for tourist operators, professionals and destination management organisations who may be interested in implementing this proposed route or any other cultural routes in the future.

Keywords: cultural route; cultural tourism; heritage tourism; tourist demographic profile; the labours of Hercules.

DOI: 10.1504/IJTP.2019.102638

International Journal of Tourism Policy, 2019 Vol.9 No.2, pp.131 - 154

Received: 16 Jan 2019
Accepted: 18 Apr 2019
Published online: 30 Sep 2019 *

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