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Religious Tourism Development: the Case of Thessaloniki A Service of Leibniz-Informationszentrum econstor Wirtschaft Leibniz Information Centre Make Your Publications Visible. zbw for Economics Zouni, Georgia; Digkas, Dimitrios Article — Published Version Marketing suggestions for multi-religious tourism development: The case of Thessaloniki Journal of Tourism, Heritage & Services Marketing Suggested Citation: Zouni, Georgia; Digkas, Dimitrios (2019) : Marketing suggestions for multi-religious tourism development: The case of Thessaloniki, Journal of Tourism, Heritage & Services Marketing, ISSN 2529-1947, International Hellenic University, Thessaloniki, Vol. 5, Iss. 2, pp. 36-42, http://dx.doi.org/10.5281/zenodo.3601675 This Version is available at: http://hdl.handle.net/10419/215630 Standard-Nutzungsbedingungen: Terms of use: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Documents in EconStor may be saved and copied for your Zwecken und zum Privatgebrauch gespeichert und kopiert werden. personal and scholarly purposes. 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Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, If the documents have been made available under an Open gelten abweichend von diesen Nutzungsbedingungen die in der dort Content Licence (especially Creative Commons Licences), you genannten Lizenz gewährten Nutzungsrechte. may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by-nc-nd/4.0/ www.econstor.eu Journal of Tourism, Heritage & Services Marketing, Vol. 5, No. 2, pp. 36-42, 2019 36 Marketing suggestions for multi- religious tourism development: The case of Thessaloniki Georgia Zouni University of Piraeus, Greece Dimitrios Digkas Alexander Technological Institute of Thessaloniki, Greece Abstract: Today, the desire of honoring God has been transformed into one of the most interesting tourism sectors, the religious one. Religious tourism, undeniably, is a special form of tourism, which presents great potential for the future tourism in general and especially in Thessaloniki, Greece. This study examines the potential development of a multi-religious tourism product, by focusing on monuments from these three monotheistic religions in Thessaloniki. Finally, through the analysis and listing of monuments, which are associated with Muslims, Jewish and Christians, some recommendations are given about a sustainable strategic marketing plan development and religious tourism product renewal. Keywords: religious tourism, pilgrimage, monotheistic monuments, multi-religious destination JEL Classification: MO0, M3, Z12 Biographical note: Georgia Zouni is a Lecturer of Tourism Marketing at the University of Piraeus. Her academic interests focus on destination marketing, experience, tourism satisfaction, digital marketing. Dimitrios Digkas Began his academic studies in Aristotle University of Thessaloniki and recently he completed his Master’s Degree in Tourism Administration at Alexander Technological Institute. Corresponding author: Georgia Zouni ([email protected]). 1 INTRODUCTION about a sustainable strategic marketing plan development and religious tourism product renewal. Religious Tourism is one of the oldest types of tourism which is motivated By Both memory and religious reasons. Religious tourism as a part of cultural tourism has Been 2 RELIGIOUS TOURISM triggering a chain of changes in tourist Behavior. NotaBly, it The history of religious tourism is undouBtedly connected also became clear that religion can Be a lever for economic growth. These opportunities of growing become more with the existence of the human Being on earth. Μoira (2003) significant, especially, when a destination holds a diversity of uses the term homo religious to indicate that humans, from sacred places and well-preserved monuments. For this their first steps, are strongly connected with religion. By reason, Thessaloniki is the ideal destination for religious observing the sky, humans had managed to deal with their tourism development Because of its multicultural history. fears and to continue their life stronger than ever with the help This city was the place where Muslim, Jewish and Christian of a superior being. This need of humans to move Between communities lived together and each of these religions left its reality and supernatural, and especially, to interpret the world own mark on the city. This study examines the potential around them, led to the emergence of different religions development of a multi-religious tourism product, By (Μoira 2003; Kyratsis et al., 2010; Βalomenou et al., 2015; focusing on monuments from these three monotheistic Chantziantoniou & Dionysopoulou, 2017). Firstly, humans religions in Thessaloniki. Finally, through the analysis and started to adore things and animals and then they tried to listing of monuments, which are associated with Muslims, personalize this situation, by honoring their ancestors. Jewish and Christians, some recommendations are given Finally, the form of monotheistic religion and the worship of Copyright © 200 © 2019 Authors. Published by International Hellenic University Some rights reserved. ISSN: 2529-1947. UDC: 658.8+338.48+339.1+640(05) Except otherwise noted, this work is licensed under https://creativecommons.org/licenses/by-nc-nd/4.0 http://doi.org/10.5281/zenodo.3601675 Published online: 30 November 2019 www.jthsm.gr MARKETING SUGGESTIONS FOR MULTI-RELIGIOUS TOURISM DEVELOPMENT: THE CASE OF THESSALONIKI 37 God were created, through cultural osmosis and historical type of travels was a dangerous procedure. People were circumstances. traveling without food and water for months and sometimes It is an undeniaBle fact that defining religion is a difficult thieves or pirates were threatening their lives (Μoira, 2009). procedure. This difficulty is based on the meaning of religion Nevertheless, this difficult and dangerous journey was a part itself, which changes from place to place and from one person of the purification procedure. The lack of supplies made to another. Moira, 2009 argues that religion is a cluster of believers stronger to continue and to save their souls from the beliefs. These beliefs exist as a result of history and tradition, evil. There are literature sources which indicate that, from the which has the power to determine human’s Behavior. This Byzantine era, there were hotels in the Holy Land. This data behavior led people to express their loyalty to God by shows that religious tourism for monotheistic religions has constructing temples and creating sacred places. Not only is started early (Kartal et al., 2015; SeleBou, 2016; Chami, & architecture a way to honor God, but pray and rituals are Kaminyoge, 2019). On the other hand, for Muslims the insights of faith. In this way, it Becomes clear that religion is journey in Mecca has the form of oBligation. In Islamic a main human right and at the same time, it contributes to the belief, this journey is a kind of obligation for believers and it flourishing of cultural heritage (Revilla Hernández et al., is referred in Quran as Hajj. Religious Islamic texts indicate 2016; Gilli & Ferrari, 2017). that Muslims, Besides Mecca, need to visit Medina and other Travels in sacred places and pilgrimages are not a sacred places, where Muhammad had lived (Balomenou et contemporary feature. Religious tourism is probably as old as al., 2015; Turker, 2016). human history. The ancient Greek historian, Herodotus, is All this information reveals the real meaning and motivations considered one of the oldest literature masterpieces, which is of religious tourism. First of all, religious tourism is a special recorded. When Herodotus described the customs of form of cultural tourism. Skoultos and Vagionis (2015) point Egyptians, he underscored the way that Egyptian Believers that religious tourism was motivated By human’s deep desire crossed the Neil to approach the temple in Memphis by boat. to honor God. However, they state that religious tourism Many decades after Herodotus, another great Greek includes knowledge of religious, heritage and customs as sightseer, Pausanias, visited and listed the majority of forms of culture. Through a religion-motivated journey, sanctuaries in Greece. Besides the description of temples, tourists have the opportunity to study architecture and Pausanias also described Greek religious customs. For religious art, in order to reinforce faith to God. Religious example, when he visited the temple of Zeus in Olympia, he Tourism experience Becomes more intense Because tourists highlighted the way that olive wreaths were made (Lagos & take part in religious events and are active in a religious Chistrogianni, 2006; Μoira, 2009; Gretzel et al., 2012; Kartal environment. Mont Athos is a perfect example because et al., 2015). Through the analysis of these literature sources tourists engage in rituals, pray and taste the unique monastic of antiquity, it becomes clearer the fact that the roots of cuisine (Ron & Timothy, 2013; Kartal et al., 2015; Shinde, religious tourism are long. It has to Be highlighted that in 2015; Balomenou et al., 2015; Tsarouchis, 2016; Almeyda- ancient Greece, the
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