Cultural Tourism, Destination Branding and Spatial Experience Design: Contemporary Hospitality Design in Cyprus

Cultural tourism is becoming a predominant form of special interest tourism in Cyprus, but stands in stark contrast to the actual user perception and experience within the sector. It is assumed that this stems to a great extent from a low appreciation of sense of place by local residents and stakeholders. Therefore, the present study attempts to investigate ways of promoting cultural experience in tourism in relation to the sense of place. It is also discussed how this can contribute to destination, place and product marketing in cultural tourism towards a brand that is based on local culture and, furthermore, socially constructed. The paper explores cultural tourism and cultural destination branding in Cyprus. It aims to question shortcomings and investigates how memorable tourist experiences with cultural relevance can be further expanded towards a holistic hospitality design and branding. The above derived criteria are showcased through student projects related to Hospitality Design in its broader sense. The study presents a number of design proposals exploring the visual vocabulary and the notions signified in relation to tangible and intangible heritage. Spatial interpretations explore the ongoing process of a creative reconsideration of culture. Heritage and traditional values are communicated through direct reference or indirect transfer complementing the experience of sense of place in cultural tourism.