From away from their places for several reasons. The

From
the beginning of mankind, human beings have travelled away from their places
for several reasons. The entire globe has undergone many levels of human
development, along with long-distance travel and every human eras have added to
the common understanding of tourism and travel. Today, millions of folks travel
in search of relaxation, pleasure, education, enjoyment, curiosity, love and
for many other internal motives. Also, the most significant resources of
humankind is cultural heritage, on which travel is based and it directly
appeals to every motives of travel (Timothy,
2011). Consequently, the most common attractions everywhere are living
cultures and heritage products. Therefore, all Mediterranean nations have
implemented and adopted a similar model of tourism development on the basis of
their cultural heritage products including 4Ss (Sea, Sand, Sex and Sun) (Sotiriadis and Varvaressos, 2015).
Here, for the purpose of analysing how cultural heritage elements increase
tourist consumption and activities, Greece is chosen as a destination. In this
context, the academic essayis analysing significance of tourism as an economic
activity and to assess structural issues and current situation of cultural
heritage tourism in Greece. The focus is also given on marketing issues of this
destination, in order to recommend strategies for sustainable and competitive
development of different site/attraction in future.

Background
information of Greece as a cultural heritage destination

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Greece is located in
South-Eastern Europe and situated at the meeting point of three different
regions, such as Africa, Asia and Europe. The total area of 131,957 km is covered
by Greece with its population of around 11.16 million (Greece, 2017). Greece is
a region with rich cultural heritage. From the prehistoric centuries to the
present days, the civilisation of Greek has created artworks and monuments that
are exceptional reference points and outstanding landmarks in the human
history. Almost the entire Greece constitutes a complex and extensive
archaeological site. Indeed, most of its islands and hinterland contains
archaeological sites with monuments reflecting the ancient period of Greece and
Roman times (Hlepas and Getimis,
2012). By analysing the cultural heritage products of
Greece, Korka (2014)
determined that the country’s architecture and art has highly influenced and
inspired the Western region from the ages. Mayor (2001) also identified that
Greece is the foreigners’ attraction based on the antiquity for its long and
rich history, Mediterranean beaches and coastline, iconic sights, colourful
cuisines and fascinating culture. The country introduced its tourism in the
global arena that started flourishing in early 1970. Also, the destination has
all such factors, which always have been and will continue to be a great
attraction for the inbound tourists to visit its cities and islands. Therefore,
the preservation and protection of the heritage products has always been a
priority for the state.

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