Author(s)

DALIA F. AMARA

Abstract

Many countries are beginning initiatives to address the battle between conservation, utilization, and sole reliance on tourism. Heritage destinations are re-profiling to safeguard their sustainability in the market. In this respect, culture is likely to play an increasing role in new sustainable tourism experiences development. The current research aims to explore issues within this context. It studies the development plan for Luxor city, located in southern Egypt, its objectives, and the difficulties that may face this plan implementation. The research also tackles the reopening ceremony of the Avenue of Sphinxes as a case study that was implemented as part of the development plan of the city of Luxor, studying the effectiveness of this development plan as well as the approach of sustainable creativity applied. Thus, qualitative research is used through the focus group technique to collect the needed data from key tourism stakeholders, in which the final sample consists of eight focus groups with five participants in each. Content analysis is conducted and the findings are shown at the end, where four themes are identified. The results highlight future recommendations and development options for the Luxor destination within creative, sustainable boundaries.

Keywords

creative, sustainable, heritage, tourism, development, destination