Maria Manola

Associate Professor, University of West Attica, Department of Tourism Management, Athens, Greece.

Stylianos X. Koufadakis

Adjunct Lecturer, University of West Attica, Department of Tourism Management, Athens, Greece.

 

 

Abstract

In the present work we will analyze the phenomenon of literary tourism through the perspective that determines the motivations. Specifically, the psychological motivations that push tourists to get to know the places they have lived or mentioned in their works are examined.

Then we will study the reasons that push a tourist to visit Skiathos because he was influenced by the works of Alexandros Papadiamantis

Keywords: cultural tourism, literary tourism, tourist motivations, tourist psychology, Papadiamantis, Skiathos

 

1.1 The Motivations In Choosing A Cultural Destination

Tourism, as a tourist activity, seems to be a necessary way out of the modern rhythm of life, if we consider that both the social and psychological obligations of individuals make everyday life very stressful. A key factor in encouraging consumers to travel is the cultural dimension of tourism, as it enables consumers of tourist packages to :therefore, numerous factors that motivate tourists to travel and buy a tourist product (Igoumenaki, 2007).

Cultural tourism "is a form of tourist activity where the main motivation of the visitor is to visit cultural attractions in order to learn, discover and experience the cultural heritage of each tourist destination." (Ministry of Tourism, 2018) and includes cultural heritage, cultural thematic routes, cultural events and festivals, city tourism, wedding tourism and film tourism. Manola (2019a) mentions as literary tourism the subcategory of cultural tourism that concerns readers who travel in order to feel the protagonists of their favorite literary readings.

 

1.2 The Concept of Incentives in Tourism

Before referring to the theories of incentives in relation to the tourism industry, it is advisable to take a brief approach to the definitions of incentives, from the point of view of consumer psychology.

The complexity and variety of theories that try to describe the nature of motivation as influential forces in the behavior of individuals has already been identified. Forgas et al. (2005) remind us of the early attempts of philosophy and psychology to interpret motivation, under the behavioral action of individuals and the view that these (motivations) reveal a course of action.

A simple interpretation of motivations could be what describes them as the driving force that drives people to take action, according to their particular levels of desire or need. Shanks (2011) even notes that behavior is motivated by various needs, the satisfaction of which has the character of reward.

Despite the abundance of theories about motivation, what can be universally supported is that they are the motivating factors of a person's behavior and that they justify the actions taken to meet his needs or desires.

According to Kotler (2002), individuals are led into an action if a need is pressing enough, asking to be met.

The study of consumer behavior includes - among others - those actions that aim at the purchasing process, which follows or follows the acquisition of products and services (Wertenbroch et al., 2020).

Regarding the dynamics of psychological factors (psychological factors) in purchasing decisions, Kumar et al. (2020) emphasize their importance in the procurement process,

Richards (1996) based his study on cultural tourism, argued that tourists who visit a cultural site show a significant level of total tourism consumption, usually on short trips. At the same time, he clarifies that not all visitors to a cultural site are characterized as predominantly cultural tourists, because a visit to a place of cultural heritage can only be a subset of the overall travel experience. In this light, Galí-Espelt (2012) characterizes the motivations of cultural tourists as "primary" or "secondary", classifying the motivations according to the duration of the visit and the level of experience gained by tourists in this category in a cultural place.

A reported motivation that appears as a motivating factor for visiting cultural sites, is the intention to return to these places in the future, in relation to the level of satisfaction that has affected the specific tourist experience (Chang, Backman and Chih Huang, 2014).

It is important to note that it is not easy to capture the dimensions of the concept of motivation under a narrow travel context, although we can note that these include:

·The idea that travel is initially associated with human needs and this is evidenced by desire and motivation or drive, as a motivator of human action.

·The perception that motivation is based on the sociological and psychological aspects of rules, cultural views or perceptions acquired during a person's lifetime, thus leading to forms of motivation that revolve around his behavior.

·The view that the image of the tourist destination created through a variety of communication channels, affects the motivation and therefore the form of travel that will ultimately be chosen by the tourist (Siomkos, 2018)

 

 

1. The Characteristics of the Literary Tourist

The flourishing of literary tourism is based on the strong motivation of a special category of people to visit a specific place, for which either a reference has been made to a literary work, or the author maintains an emotional relationship with it (Busby and Klug, 2001). This category of tourists seems to have a developed need to recreate in their imagination the images, landscapes and stories that stem from the "consumption" of literary readings, when they visit the landscapes that refer to them.

Looking forward to capturing the characteristics of literary tourists, Hudson and Richie (2006) identify their need for artistic and philosophical pursuits as well as their high level of education, as they are lovers of literature. For this category of tourists, the authors also single out their personal disposition for continuous education and literacy, while from the analysis of their demographic characteristics they seem to belong to the middle and largest income category, as they have money to make a domestic need a reality. giving great value to experiencing an authentic experience, while wishing to escape from their daily lives. It is worth noting that they usually prefer to travel alone and not en masse.

 

 

2.2 The Motivations of the Literary Tourist

According to Maslow (1948) there are two types of mechanisms that lead to meeting human needs:

• Lack of motivation intensity.

• The stimulating motives of interest.

Maslow argued that the incentive model is holistic and dynamic and that it can be applied to both everyday life and the workplace. His humanitarian values ​​seem to have led him to believe that man should look forward to his self-realization.

According to Maslow's ranking of needs, a traveler reaches the highest point of satisfaction when he feels complete. Thus, according to Hendrix (2007), the existence of literary paths that are experiential, are motivated by the deepest inner desires of man, which challenge the reader, both as a spiritual and as an emotional entity, to identify and unite - even for a short time. space- the real world with the one made by his imagination.

Literary experiential journeys began because some readers go beyond Squire (1994), beyond the intellectual exchange of texts, and seek a kind of material contact with the author of these texts or with the places that the texts describe.

"Literary places" are places that identify either with the authors in their real life, or are built as a theatrical or cinematic setting in one of their works.

Motivation is also considered to be the experience of emotions provided through activities with the unique ability to evoke intense emotion through experiences, landscapes and drastic changes in daily life.

Beyond the places, the author himself can also be considered as a motivator, since he is the creator, and therefore the focus of interest. So there are many travelers who seek to spend valuable time with familiar faces.

According to Epitropakis (2011), motivations classified can be classified into four general categories.

In motivations directly related to climate and nature.

• In motivations related to culture.

• In financial incentives.

• In psychological motivations.

Some studies suggest that travel shows the responsibilities that the individual has applied to himself and what he intends to draw from this experience (Korstanje, 2013).

 

2.3 How Needs Are Related to Tourism Incentives

Tourism needs are directly related to tourism incentives and their categories, as a strong link is identified between incentives and satisfaction of basic needs.

Motivations that contribute to a consumer's need to buy a product - in this case a tourism product for the purpose of traveling - are defined as a set of needs and attitudes that enable him to act in a particular way.

In other words, needs and motivations contribute to creating a form of motivation for the tourist.

As literary tourism gains space easily, it is realized that it can be a remarkable economic capital not only for local but also for national economies.

In China according to Wang H.J. and Zhang D. (2017) for example, began to develop many literary sites such as: "The Grand View Garden" in Beijing and Shanghai, Luzhen in Shaoxing, etc. According to Jia (2009) places used as "sets" in novels were cleverly transformed into successful tourism products.

 "KZN Literary Tourism" according to Watson (2009) is a research program on literary tourism in South Africa that began in 2002. Those in charge plan literary trips, organize conferences and workshops and offer scholarships to those who want to work in publishing.

 

2.4 Literary Tourism in Greece

Cultural tourism is one of the six main categories offered in Greece along with the rest, which are "maritime tourism", tourism "city break", "medical tourism", the category "sun and see", and MICE tourism (meetings, incentives, conferences, exhibitions), composing the main pillar of strategic development of the Greek tourism product for the next decade.

The phenomenon of literary tourism, as part of the cultural, can be perceived, under certain conditions, to function efficiently in our country, given that Greece has to show several notable literary personalities, such as Papadiamantis who is then a case study (Manola, 2019b).

 

3. Case Study - Alexandros Papadiamantis[1]- In the Steps of Alexandros Papadiamantis

 

3.1. The Museum - Papadiamantis House

Skiathos is a popular destination, but for a lover of literature, it is an even more interesting place to visit because of the cosmopolitan writer. One of the most important points that the island has to show is the house of Papadiamantis.

According to Karagiannioti (2012), his house is located in a square in the center of Skiathos and is a few meters from the port. Apart from the fact that it is known because of the author, it is at the same time a representative sample of Skiathos folk architecture, without subsequent alterations and changes.

It was built around 1860 by the author's father. Since 1954, this building belongs to the Municipality of Skiathos and in 1965 it was designated by the Ministry of Culture as a historical monument.

Today, the floor of the house is preserved as the residence of Papadiamantis with authentic furniture and objects of the time, while the ground floor functions as an exhibition space of old and new editions of the author. In this way, each tourist realizes the life and daily life of the author he admires, while at the same time trying to listen to the environment that made such a great person.

The house gives the visitor the impression that it springs from his stories. The objects that decorate the space are the only material property he left behind. The same visitors become carriers of its dissemination.

The local community participates to a large extent voluntarily in the activities and has understood the value of the museum as a tourist attraction.

 

3.1.1 The Landscape of the Island

The Skiathos landscape, but also idioms are identical with the descriptions in the works of Papadiamantis, since he used them extensively in his short stories.

In conclusion, both the interesting personality of the Greek author and his unique works are an occasion for the development of literary tourism in Skiathos, where he stayed most of his life, because part of the tourism is due to a literary audience. The writer, through his works describes an ideal landscape, emphasizing his worship of nature.

The reader, reading his works, acquires the need to experience for himself a part of the carefree daily life described by Alexandros Papadiamantis on the island depicted, thus increasing his tourist demand.

 

3.1.2 Athens - The "Cell" of Papadiamantis

Alexandros Papadiamantis lived a large part of his life in Athens, where he was called to face conditions of great misery. Most of the time he lived in small rented rooms in the yard, in Psyrri, in a place from which he was forced to leave when in a bad weather his roof collapsed and his life was in danger.

At the beginning of 1880, after the author was having difficulty paying the rent and his health condition was bad, according to Chaperas (2021), he took refuge in the church of Agioi Anargyroi in Psyrri, where a childhood friend from Skiathos, the monk, worked. Nifon who hosted him in the same cabin where he slept, in the churchyard. This small room, today has been named "The cell of Papadiamantis", because it resembles the monastery cells.

In this part, the writer wrote one of his most important works, "Fonissa", in the paper bags that Kachrimanis gave him food from his tavern, while at the same time he participated in the church services as a cantor.

In 2021, this room was renovated and so, it is now open to the public with free admission. On the walls of the cell are various portraits of the author and a podcast with one of his stories.

 

3.1.3 In the Tank

In 1906, an old friend of Alexandros Papadiamantis, hosted the author for a while in his room in Lycabettus, near Dexamenis Square. On a side wall of the square, there is a relief portrait of the writer, which nowadays has been almost forgotten. This portrait was created by the sculptor Thomas Thomopoulos in 1923.

 

3.1.4 Cultural Events

From the time the great writer Alexandros Papadiamantis passed away until today, various kinds of events are organized in his honor, mainly through his Museum in Skiathos. More specifically, in Zappeion in 2011 on the occasion of the 34th book festival, a mental visit was made to the author's house. The history of the Museum was presented through pictures, excerpts from the works of Papadiamantis were read, while 110 publishing houses participated. Finally, the public could watch a documentary dedicated to the writer who had donated the ERT archive.

Another cultural event organized in connection with Alexandros Papadiamantis, is at the Athens and Epidaurus Festival in 2011, a theatrical performance on the occasion of the 100th anniversary of the author's death.

A tribute in memory and honor to Alexandros Papadiamantis was held in Graz, Austria by the Austro-Greek company of the city. The people who inspired this event were academics and professors of the Music School of the University of the city, who had the chance to visit the Papadiamantis Museum in Skiathos. There, during their tour, they came up with the idea of ​​holding a similar tribute to what the Museum is doing in Austria.

The event took place at the Palais Meran Princely Palace, now part of the Graz University of the Arts complex and hosting various other cultural events.

The content of the event in honor of the writer was presented in Greek and German. In the last part of the tribute, excerpts from one of the greatest works of the author, "Fonissa" and two of Papadiamantis's hymns dedicated to Saint Antipas were read.

At the same time, in the space of the event, a painting exhibition inspired by the works of Alexandros Papadiamantis was hosted and his short stories that have been translated into German were presented.

Finally, there were books available for visitors with translations of Papadiamantis works in English and German.

 

4.The survey

In the survey conducted online through the google questionnaire, 151 people took part and answered 16 questions the two were  demographic and the rest  multiple choice about their  motives and their opinions.

Demographic characteristics

4.1.Graph 1: “Age”

 

As shown to the graphic according to the answers, 57%, ie 86 people belong to the age group of 18-28 years and the immediately most numerous is that of 29-39 with a percentage that reaches 27.5%.

4.2Graph 2: “Gender”

Regarding the question "gender", 44.3% said they were women, 45.6% said they were men, while 10.1% gave the answer another, differentiating the biological from the social gender.

Characteristics and Motives

4.3.Graph 3: “Season of visit”

 

In the fourth question, that is, “when did you visit the island”, we have  a clear lead in the summer and autumn months, which in total cover 64.0% of the answers.

4.4.Graph 4: “Visit duration”

The fifth question concerns the duration of vacation in the island. As can be seen from the graph, 18 people preferred Skiathos for a one-day trip, a percentage of 14%, while 42 people, ie 33, answered from 5 to 7 days. The choice from 2 to 3 days follows with 23% while here it is worth emphasizing that in a total percentage that amounts to 30%, Skiathos is a favorite destination for multi-day vacations of 10 days or more.

4.5.Graph 5: “motive”

The reason for this choice is shown in the graph of the sixth question "reasons why you have chosen  Skiathos"  which shows multiple answers of which the most friendly with 28.3% is the diptych "sun-sea", followed by 25.2% the answer "leisure". Here, however, it is worth noting that it appears as a motivation to visit the island and in fact at a rate of 20.5% "training - education" and at a rate of 11.8% “touring-cultural tourism” as a response was given to participation in cultural events.

The answers show that although the triptych "sun-sea-leisure" continues to monopolize the interest of tourists , a large percentage occupy other forms of tourism such as cultural, literary and educational, but also sports,  gastronomy could work as a motivation

4.6.Graph 6: “influence”

Following the previous one, question seven asks the participants for clarifications on the reasons that influenced them regarding the choice of Skiathos for a tourist destination and at a rate of 31.1% it seems that the novels of  Papadiamantis  holds the lead. It is followed by the fame of the island with a  18.2%, while the advertising is 13.6%, the media and Social 11.4%. Recommendations from friends or travel agencies total 17.4%.

4.7.Graph 7: “places”

The answers to the graph show  as a disposition of tourists beyond the classic sun sea vacation to combine cultural interests.

 

Opinions

Do you consider that improvement is needed in cultural structures and services?

4.8.Graph 8: “improvement”

Also of interest are the participants' answers about their satisfaction with the infrastructure.

Thus, regarding the museums in a large percentage of 28.2%, ie 40 people were very satisfied with the facilities, only 9.2% of people consider that it is absolutely necessary to improve the infrastructure in the museums.

4.9.Graph 9: “relation to other destinations”

In the fifteenth multiple-choice question, where the opinion of the participants is asked about the point at which they consider that Skiathos lags behind in relation to other Greek destinations, the answers vary. The largest percentage of 29.6% answer that they lag behind in financial support of the cultural structures , a  20.4% consider that the options for alternative activities is missing. The tourist infrastructure seems to be incomplete for 19%, while a 15.5% sees a deficit in the promotion  of the island and the ratio price/product arrives at 12.5%.

4.10.Graph 10: “Actions for development”

In the sixteenth question, which is given multiple answers regarding the actions to be taken by local authorities for the further tourism development of the region and the extension of the tourist season, the participants suggest a percentage of 19.7%  to  promote literature festivals, , 18% ask for price reductions, 16.2% of the answers converge on the increase of  advertising, 15.5% talk about improving infrastructure,  in a total of 20.6% mention to involve  young people in  alternative and sustainable agencies by focusing to  the local population,  and finally a 8%  suggest an orientation to  new investments.

 

Epilogue

Alexandros Papadiamantis is an important source of literary tourism. The author's audience visits the places where he lived and wrote his short stories, in order to get in his place and better understand his living conditions at the time. Tourism in places of Athens such as Psyrri, is increasing due to the desire of people to know in every possible way the author of their favorite short stories.

Finally, there is the phenomenon of literary tourism through the cultural events that take place on the occasion of Papadiamantis's works, but also in his honor.

In conclusion, after the case study on the occasion of Alexandros Papadiamantis, it turns out that with the proper utilization of material and intangible wealth there is a great impact on the local community as the needs of a literary tourist are met in various ways.

This is primarily because the physiognomy of the literary tourist who as previously analyzed is an example of a mild form of tourism, and then because it is so interesting in places where events are held, that with proper promotion many tourists do not hesitate to travel.

Greece is a place with a rich literary heritage and based on some of the actions that have been taken in foreign countries, which have been proven to bear fruit, the state and the private sector must turn to the exploitation of this wealth.

 

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