The Impact of Culture on Tourism examines the growing relationship between tourism and culture, and the way in which they have together become major drivers of destination attractiveness and competitiveness. Many locations are now actively developing their tangible and intangible cultural assets as a means of developing comparative advantages in an increasingly competitive tourism marketplace, and to create local distinctiveness in the face of globalisation. Culture and creative industries are increasingly being used to promote destinations and enhance their competitiveness and attractiveness. "Cultural tourism is one of the largest and fastest-growing global tourism markets. The managerial implications of the present study could be useful for tourist operators, professionals and destination management organisations who may be interested in implementing this proposed route or any other cultural routes in the future. Finally, we concluded that the most feasible way to promote the route should not be limited to its cultural content, but should also emphasise the natural beauty and alternative tourism activities that it offers. Survey participants expressed a strong desire for guided tours, and interest in modern services provided at waypoints. In terms of demographics, most interest was expressed by highly educated women of all age groups. The survey results showed that there is strong interest for participation in the proposed route. To achieve these objectives, we conducted a field survey, distributing a questionnaire, from which 519 valid responses were collected. The main objectives of this study are to outline the demographic profile of potential visitors of the route and to explore appropriate means of organisation and promotion to ensure its success. This study explores the interest of potential visitors to participate in a proposed cultural route, themed after the Labors of Hercules in the Peloponnese.
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