Influence of cultural routes as a driver for cultural tourism promotion – example of the European pilgrimage route

Purpose: To investigate how cultural routes, specifically the European Pilgrimage Route, contribute to the promotion and development of cultural tourism in Europe. Design/methodology/approach: Specific pilgrimage routes within Europe were analysed to understand the varied impacts of cultural tourism on local communities and cultural heritage preservation. The analysis of different routes highlighted the different tourism development strategies. Findings: The study has demonstrated that cemetery routes play a significant role in promoting cultural tourism. These routes offer an opportunity for tourists to explore unique cultural and historical narratives, providing an alternative form of engagement with a region’s heritage. Although awareness of cemetery routes is currently low, their inclusion in broader cultural tourism initiatives can contribute to the diversification and enhancement of tourism offerings, stimulating interest and expanding the cultural tourism market. Research limitations/implications: The research focuses on a specific pilgrimage route rather than all pilgrimage routes across Europe, which limits generalizability. Addressing potential limitations of the study, such as the relatively small sample size, may not fully capture the diversity of tourist perspectives, and the limited geographical scope, focusing predominantly on Lithuania, additionally, the reliance on self-reported data introduces bias, as participants have provided socially desirable responses rather than accurate reflections of their preferences. Practical implications: Based on the findings, tourism boards and cultural route managers can develop more targeted and effective promotional campaigns to attract visitors to pilgrimage routes. Social implications: The research can raise awareness about the importance of cultural heritage, specifically pilgrimage routes, as part of Europe’s shared cultural identity. By promoting these routes, society is encouraged to value and preserve local traditions, historical landmarks, and cultural practices. Originality/value: The paper offers a contemporary examination of pilgrimage routes as drivers of cultural tourism in the context of today’s tourism dynamics. It highlights the shift from purely spiritual journeys to multifaceted tourism experiences that include cultural, social, and economic components. This new approach contrasts with traditional studies that focus primarily on religious aspects, expanding the discussion to include how these routes function as part of the broader cultural tourism ecosystem. Keywords: cultural routes, cultural tourism, pilgrimage routes, tourism promotion. Category of the paper: research paper.