Nikolaos Banos

• A. GKRITZALI
• S. KARAMPELLA
• E. MAVRAGANI

Intangible cultural heritage (ICH) constitutes a critical resource for the sustainable development and differentiation of tourism destinations, as it encapsulates the identity, authenticity, and living traditions of a place. Corfu, although widely recognized as a mature mass tourism destination and, increasingly, as a wellness destination, possesses a rich yet underexplored reservoir of intangible cultural assets. To date, the island’s Easter celebrations remain the most prominent and internationally recognized expression of its ICH. However, the extent to which other elements of Corfu’s intangible cultural heritage can contribute to destination development and repositioning remains insufficiently examined.
This dissertation aims to investigate the role of intangible cultural heritage as a driver of cultural tourism development in Corfu. Specifically, it seeks to (a) establish a clear conceptual and empirical framework for identifying and delineating the island’s intangible cultural heritage assets, and (b) explore the potential of leveraging these assets to enhance and enrich the existing destination branding.
Adopting a qualitative research approach, the study conducts an in-depth analysis of the perceptions and attitudes of key stakeholder groups, including tourism service providers, cultural institutions, and cultural tourists visiting Corfu. Through this multi-perspective examination, the research evaluates the current relationship between intangible cultural heritage and the destination’s tourism profile.
The findings are expected to contribute to a deeper understanding of how intangible cultural heritage can be strategically utilized to diversify Corfu’s tourism offering. Ultimately, the study explores whether—and under what conditions—Corfu can evolve into a multifaceted cultural destination, strengthening its competitiveness and sustainability in the long term.