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The Role of Cultural Routes in Sustainable Tourism Development: a Case Study of Syria’S Spiritual Route

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The Role of Cultural Routes in Sustainable Tourism Development: a Case Study of Syria’S Spiritual Route International Journal of Sustainable Development and Planning Vol. 15, No. 6, September, 2020, pp. 865-874 Journal homepage: http://iieta.org/journals/ijsdp The Role of Cultural Routes in Sustainable Tourism Development: A Case Study of Syria’s Spiritual Route Bashar Dayoub1,3*, Peifeng Yang1, Alaa Dayoub2, Sarah Omran1, He Li1 1 Af1Faculty of Architecture and Urban Planning/ Key Laboratory of New Technology for Construction of Cities in Mountain Area, Ministry of Education, Chongqing University, Chongqing 400045, China 2 College of Economic and Business Administration, Chongqing University, Chongqing 400044, China 3 Faculty of Architectural Engineering, Tishreen University, Latakia, Syria Corresponding Author Email: [email protected] https://doi.org/10.18280/ijsdp.150610 ABSTRACT Received: 13 December 2018 Cultural routes and associated cultural tourism are innovative, broadly networked, and Accepted: 20 December 2019 designed tourism systems that serve multiple purposes. Cultural routes had become a tool for maintaining destinations and promoting tourism simultaneously. This study assesses the Keywords: potential of cultural routes in rebuilding Syria’s dire tourism infrastructure situation after the cultural tourism, cultural routes, cultural war. The aim is to examine whether the "Spiritual Route" proposed by the Syrian Ministry of corridors, tourism destination, the Tourism has the potential to attract tourists and reinstate itself as a sustainable route generating spiritual route, creative tourism, slow benefits for all stakeholders. The purpose is to determine the potential the “Spiritual Route” tourism, sustainability, sustainable has for tourism and how it may attract people. Data has been obtained from a literature review tourism, SWOT analysis and reconstructed from interviews and information from tourism databases and concerned personnel on its history, geography, and potential as a sustainable culture. The results from a SWOT analysis and the literature review revealed that the “Spiritual Route” has the potential to become a primary tourism attraction for a wide audience. This can be achieved by linking the tangible heritages of different geographical areas if planning and development are appropriate; however, the current internal situation of the war is a substantial hindrance. These principal findings can contribute as a valuable review in highlighting key limitations to be dealt with by decision-makers of Syria’s “Spiritual Route” and others working on similar cultural routes in post-war Syria. 1. INTRODUCTION Cities [9]. The war in Syria has resulted in chaos. Critical conditions in Hama and Homs have severely affected the roads The cultural route has a huge potential for cultural tourism between Aleppo and Damascus and most of the UNESCO [1]. In the 19th century, members of the British aristocracy World Heritage Sites in Syria have suffered [10]. frequently made a "Grand Tour" of continental Europe. They Cultural tourism may help in improving Syria’s image after visited places of high civilization: Egypt, Syria, Greece, Italy, the war. The promotion of Syrian cultural routes can promote to enrich their outlook [2]. Cultural tourists travel to other tourism growth with an emphasis on remote sites with states and communities to learn about cultures. But this extensive coverage. This study aims to analyze the potential of learning process is usually negative [3]. Cultural tourism isn’t the proposed "Spiritual Route” by the Ministry of Tourism in confined to simply sightseeing. The route is systematically Syria as a productive cultural route. The research examines broken down into an interlinked web of cohesive sites [4]. whether this route will act as a sufficient source for sustainable "Cultural Routes" illustrates and enriches the growing trend of development serving multiple causes. This study also a cultural heritage approach through a multidimensional investigates the route’s capacity to serve various purposes impression and contributes to our knowledge [2]. The Council including economic development, post-war rehabilitation for of Europe’s cultural routes program launched the Saint James residents of these routes, and cultural promotion, and its Pilgrimage Ways as the first Council of Europe cultural route. capability to act as a new tool for sustainable tourism They have recognized the cultural routes since 1987 [5]. Syria development. Finally, the findings aim to identify the key steps has a diverse and rich cultural heritage, as well as famous sites and approaches required for sustainable tourism routes dating back to early Christianity and the Byzantine period to development. the Islamic and Ottoman Empires. Pre-war, the tourism sector in Syria employed 20% of the population. Syria has around 3,000 archaeological and cultural sites, which are barely 2. LITERATURE REVIEW promoted [6, 7]. They include some of the oldest and most prestigious sites in the world [8]. Syria is a valuable asset for Culture and tourism are interlinked to serve the main archeologists owing to ancient cities like Aleppo and objective of representing the past to the present [11]. Damascus. They are recognized as UNESCO's World Heritage Accordingly, cultural routes provide a connection with both 865 intangible and tangible heritage to attract the present routes situated in Syria. These include four transnational generation of the "new tourism,” which is emerging from cultural routes: the Abraham Path, the Way of St. Paul from cultural tourism. This new type of tourism that the cultural Jerusalem to Rome, the Way of Ahlul Bayt from Karbala to routes belong to is known as “creative tourism” [12]. Cultural Damascus, and the Pilgrimage Route from Istanbul to Mecca Routes not only delivers creative activities and learning the (“The Hajj Route”). These paths are interlinked with several medium, but they also maintain sustainable tourism [13]. cities, towns, villages, and communities across the Middle Creative tourism can be defined as experiencing local East, including Syria. It is vital to understand the reason culture by performing and participating in activities related to behind the selection of this study area and to highlight the that culture. The activities can be associated with arts, significance of the ancient roads [28]. However, to identify a religious offerings, or even eating the local food [14]. Creative sustainable cultural route in this study, the theme for its tourism has become increasingly important to support the development is specified. The theme links the paths and their identity of the destination site and to stimulate the potential appeal for external visitors [29]. consumption of local culture and creativity [15]. In creative tourism, a cultural route has to function as a cultural tourism 3.2 Data collection product as well as by having all necessary product features and offering corresponding content, information, and facilities for The data were collected from different sources: the Syrian providing hospitality and accommodation services [5]. Ministry of Tourism website and related websites, observation Richards is known for his recognition of the emerging creative and discussions with officials and key tourism administrators, tourism as the new and more interactive cultural tourism [16]. etc. In addition, data were collected by visiting some of the Richards and Raymond further elaborated that creative same areas during the preparation of the undergraduate project tourism enhances public engagement [17]. Tourism designed entitled "Return of the Spirit to the Route of St. Maron" in around creativity generally produces more revenue than 2010. Tourism authorities provided data on tourism based on traditional cultural tourism [15]. a police database of arrival and departure of foreign and Syrian The next important approach is “slow tourism” and its citizens but have no records of tourist accommodations and integration and effective role in promoting a creative form of purpose of visit. cultural tourism. Slow tourism is a form of tourism which emphasizes experiencing a journey without complications, 3.3 Data analysis rushing, or discomforts. This type of tourism promotes a slower approach to discover and enjoy every aspect of the tour To devise a systematic approach for essentials in design and in a planned manner. One of the major issues associated with maintenance, the directives derived from the literature were tourism currently is the stress associated with covering too applied to the case-study “Spiritual Route,” and a SWOT many distant sites in a short time [18]. Cultural routes have the analysis was performed. The application of a case-study potential to integrate slow tourism while covering multiple approach is considered to provide a rigorous investigation into destinations and engaging tourists. the limitations and strengths of this plan [30]. The data The Council of Europe is developing a “Cultural Corridor” organized through primary and secondary research and scheme. The intent is to create networks that transcend the literature recommendations provide a list of approaches tangible routes interlinking cultural sites. These corridors will essential to the successful implementation of the “Spiritual accommodate the entire variety of creative assets in a region. Route” project. A tourist can experience them at a slow pace without being rushed owing to physical separation [19]. According to 3.4 Limitations ICOMOS and its International Committee on Cultural Routes, key features of the cultural
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