Journal of Tourism & Hospitality
Open Access

Abstract

Managing Cultural Heritage Festivals towards Sustainable Tourism Development: The Aegean Methexis Festival in Andros Island

Maria Psarrou*, Charilaos Lavranos and Vasiliki Georgoula

Purpose: The purpose of this paper is to address the contribution of the “Aegean Methexis” festival to raising awareness of Andros’ rich cultural heritage and building social bonds for locals and tourists, as well as attracting cultural tourists and providing opportunities for development to local tourism-related businesses.

Design/methodology/approach: The research methodology was formed on the basis of deepening into the festival experience of locals and visitors and its impact on tourism sustainability. The paper opted for an exploratory study using both quantitative and qualitative methodology. Primary data was collected via: a. 58 online questionnaires addressed to festival participants; and b. participant observation during a six-month period.

Findings: The paper provides empirical insights about how festival participants perceive their experience in connection to cultural heritage and tourism. Findings consolidate that the festival provides a unique platform combining entertainment and familiarity with Andros’ rich cultural heritage based on a cognitive model experience. Participants seem to connect their experience with further tourism engagement in more authentic aspects of the island while seem to seize the opportunity for cultural interaction and building stronger social bonds with the local community. All the stakeholders warmly supported the festival, due to its contribution to cultural heritage awareness and tourism product enrichment.

Originality/value: The study fulfils an identified need to study how the “Aegean Methexis” festival may act as a catalyst for sustainable tourism development, how the destination can benefit from similar events, and how to employ them as original branding tools of Andros.

Published Date: 2021-03-30; Received Date: 2021-03-09