Events can play a critical role in implementing sustainable developing models at destinations. Furthermore, the perceptions of stakeholders may contribute to the sustainability of a tourist destination in the long term. This paper presents an insight into the stakeholders' perceptions of the importance of festival events in promoting tourism sustainability, concentrating on Patras' Carnival. Festivals can be an instrument for tourism development, city image improvement and boosting regional economies. Based on a theoretical model that is grounded in the social exchange theory the research enriches the existing knowledge on promoting sustainable events and sustainable approaches to tourism development by taking into account the views of the leading players of tourism, local residents and business owners. A quantitative survey via a structured questionnaire was conducted in the city of Patras, Greece's third-largest city before the COVID-19 pandemic outbreak. The questionnaire was distributed to the residents and business owners during the Patras' Carnival (Patrino Carnavali), the largest event of its kind in Greece. In total, 238 people participated in the study. It will be presented as a variety of positive and negative impacts of tourism toward economy, society, culture and environment and shed light on adequate managerial practices that boost further tourism flows in cities. The results may be useful not only to local government entities involved in the tourism strategic planning but also to stakeholders engaged in creating sustainable competitive advantage in the tourism industry.

The tourism model of 4s prevails as the dominant development model for tourist island destinations. Corfu following the 4s model of tourism development records negative effects which combined with increased environmental sensitivity result in the search for alternative forms of tourism. Cultural tourism based can emerge as an alternative tourism carrying capacity model. The development of the conditions of cultural tourism has not been sufficiently studied for its island destinations. The development of cultural tourism can have the effect of increasing tourism revenues and improving the standard of living in mature tourist destinations such as Corfu. Tourism policy and destination marketing should be devoted into an alternative model of cultural tourism. This article examines a possible correlation between cultural tourism and accessibility, the sun - sea, attractions and sights. Key findings of the present study are that cultural tourism is strongly related with attractions and sights. In addition, there is a relatively small correlation between cultural tourism and accessibility. These research findings can help decision makers, the regional authority, the municipal authority, entrepreneurs involved, and any interested party related to tourism policies and destination marketing understand some of the conditions required for the development of cultural tourism.

Apart from having a long tourism tradition, due to its geographic location and predominantly pleasant climatic conditions, Greece has primarily relied on tourism to recover from its prolonged economic hardships. Consequently, the present study aims at conducting a strategic analysis of Corfu, an important tourist destination located in the Ionian Sea, with the purpose of suggesting targeted interventions regarding the island’s tourism product and providing directions for sustainable tourism development. Secondary data analysis and results from a survey of 334 tourists indicated several strengths, weaknesses, opportunities, and threats concerning Corfu’s tourism sector. This information reveals a number of ways to improve Corfu’s overall tourism product and develop a sustainable strategy for the Corfiot tourism industry. In view of rising environmental and socioeconomic challenges, a comprehensive tourism strategy ought to simultaneously enhance Corfu’s competitive position, improve residents’ welfare and safeguard the island’s scarce natural resources.