The Role of Cultural Heritage in Tourism Route Design and Marketing

Overcrowding has been a severe problem to many popular tourism destinations, especially those small hotspots. The pattern of tourist flows often shows a dramatic distribution along the main routes to the landmark spots. To solve the problem, we propose that well-developed alternative routes may share the tourist flows and ease overcrowding on the main routes. As cultural tourism is thriving, we argue that cultural heritage plays a key role in tourism route design and marketing. Conducting a case study in Macau, we present our model.