Myths and Legends in Destination Tourism Marketing: The Story of Hero and Leander—Canakkale, Turkey

  • Mustafa BozEmail author
Conference paper


Today the tourism sector is changing. Tourists are more demanding. They want to have new experiences and to know more other cultures. Host communities are trying to create tourism products to meet new tourist demands and to compete with other destinations. For these reasons, cultural tourism is one of the most rapidly developing types of tourism. As a part of cultural tourism, myths and legends add value to the tourist experience, increase the attractiveness of destinations, and are promoted in destination marketing. The story of Hero and Leander is a folktale/myth throughout Europe, Egypt, and India. It has been the subject of numerous works of literature and art. For example, the earliest sources for this story are Roman (Vergil and Ovid). Shakespeare mentions it in the opening scene of “Two Gentlemen of Verona,” and the story is inspired by Lord Byron’s “Written After Swimming from Sestos to Abydos.” In this sense, the first part of the paper underlines the role and importance of myths and legends in attracting and welcoming tourists and offering them memorable experiences. In the second part of the paper, “The Story of Hero and Leander: Canakkale, Turkey” is examined as a case study.


Myths and legends Destination marketing Hero and leander Cultural heritage Cultural tourism 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2020

Authors and Affiliations

  1. 1.Canakkale Onsekiz Mart UniversityCanakkaleTurkey

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