“…In general, cultural tourism became an important topic of discussion in academic research studied from different perspectives (Torre and Scarborough, 2017; Loukaitou-Sideris and Soureil, 2012; Richards, 2010; Volo, 2009; Christou, 2005; McKercher, 2002; Hughes, 2002). Various academic studies (Jovicic, 2016; Mottiar et al , 2016; Youn and Uzzell, 2016) indicate that people are motivated by culture because they explore the unique characteristics of a destination (Silberberg, 1995). Concurrently, incorporating cultural elements in the business environment, that is the tourism industry, has direct impacts on the improvement of standards of living and creates pride to the people (Di Pietro et al , 2014).…”