Marketing suggestions for multi-religious tourism development: The case of Thessaloniki

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.