Urban heritage and destination management: A strategic analysis of regional development along Egypt's Holy Family Trail

Moaaz Kabil; Mustafa Monir Mahmoud; Youssef El  Archi; Thaib  Alharethi; József  Kárpáti; Lóránt Dénes  Dávid

doi:10.31648/aspal.11967

Published: 2026-06-24

Vol. 25 No. 2 (2026)

Urban heritage and destination management: A strategic analysis of regional development along Egypt's Holy Family Trail

Moaaz Kabil

, Mustafa Monir Mahmoud

, Youssef El Archi

, Thaib Alharethi , József Kárpáti

, Lóránt Dénes Dávid

Acta Scientiarum Polonorum Administratio Locorum

Section: Articles

https://doi.org/10.31648/aspal.11967

Abstract

Motives: The Holy Family Trail in Egypt consists of twenty-five sacred sites across eight governorates, yet it operates more as a series of disconnected religious stops than as a coherent cultural heritage trail. Despite Papal endorsement and stretching across different bioclimatic zones ranging from Delta wetlands to Saharan caves, the Holy Family trail continues to receive limited scholarly attention and fragmented governmental support that is often confined to small-scale infrastructure improvements. Stakeholders promote differing development visions without any mechanism to align brand identity with reputation management. This disconnect has expanded the gap between policy ambitions and ground-level implementation. Recognising tourism trails as dynamic urban heritage infrastructures that include sequential narratives, not merely connected attractions, this study addresses the need to transform fragmented assets into a competitive cultural tourism ecosystem.

Aim: The study develops a strategic destination management framework through a dual-matrix analytical method, including the Corporate Brand Identity Matrix (CBIM) and the Corporate Brand Identity and Reputation Matrix (CBIRM). A five-round Delphi process, conducted between December 2023 and February 2024, engaged twenty-three experts representing different stakeholder groups (e.g., cultural experts, tourism industry professionals, local community, and government officials) through iterative rounds were designed to build strategic coherence. The core aim of this study is to bridge the persistent execution gap by formalising a stakeholder-led brand identity while integrating reputation-governance mechanisms capable of translating the Holy Family trail heritage potential into sustainable tourism development.

Results: Participants reached a strong consensus despite differing perspectives. They identified the enhancement of Unique Selling Propositions as the most effective mechanism for improving recognition of the trail. Three competitive strengths were highlighted as central: its formal designation as a Christian pilgrimage route, the bioclimatic landscapes diversity, and its grounding in local community life. The resulting matrix-based framework provides policymakers with practical guidance for repositioning the trail within international tourism networks and offers a transferable methodology for managing heritage trails in other emerging economies.

Keywords:

destination branding, tourism trails, stakeholder engagement, destination marketing, Egypt

Download files

PDF

Citation rules

Kabil, M., Mahmoud, M. M., Archi, Y. E. ., Alharethi , T. ., Kárpáti , J. ., & Dávid , L. D. . (2026). Urban heritage and destination management: A strategic analysis of regional development along Egypt’s Holy Family Trail. Acta Scientiarum Polonorum Administratio Locorum, 25(2), 313–338. https://doi.org/10.31648/aspal.11967

Cited by / Share

Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

References

Al-hagla, K. S. (2010). Sustainable urban development in historical areas using the tourist trail approach: A case study of the Cultural Heritage and Urban Development (CHUD) project in Saida, Lebanon. Cities, 27(4), 234–248. https://doi.org/10.1016/j.cities.2010.02.001
Crossref
Google Scholar

Andrade Suárez, M. J., Docampo García, M., & Leiras, A. (2025). Researching links between pilgrimage tourism and rural development: The emergence of Fisterra as a “new end” of the way. Journal of Rural Studies, 119, 103721. https://doi.org/10.1016/j.jrurstud.2025.103721
Crossref
Google Scholar

Anuar, M. A. K., & Marzuki, A. (2022). Critical elements in determining tourism routes: A systematic literature review. Geografie, 127(4), 319–340. https://doi.org/10.37040/geografie.2022.010
Crossref
Google Scholar

Beeton, S. (2006). Sustainable tourism in practice: Trails and tourism. Critical management issues of multi-use trails. Tourism and Hospitality, Planning and Development, 3(1), 47–64. https://doi.org/10.1080/14790530600727227
Crossref
Google Scholar

Blain, C., Levy, S. E., & Ritchie, J. R. B. (2005). Destination Branding: Insights and Practices from Destination Management Organizations. Journal of Travel Research, 43(4), 328–338. https://doi.org/10.1177/0047287505274646
Crossref
Google Scholar

Borden, D. S., Shaw, G., & Coles, T. (2017). Consensus Building in Social Marketing Campaigns Through the Delphi Method. Social Marketing Quarterly, 23(4), 354–367. https://doi.org/10.1177/1524500417732772
Crossref
Google Scholar

Boyd, S. W. (2017). Editorial: Heritage trails and tourism. Journal of Heritage Tourism, 12(5), 417–422. https://doi.org/10.1080/1743873X.2016.1265972
Crossref
Google Scholar

Carballo-Cruz, F., & Silva, L. F. (2026). Camino de Santiago’s tourism impacts: Are resident perceptions shaped by rural-urban dynamics and personal pilgrimage experience? Journal of Rural Studies, 121, 103867. https://doi.org/10.1016/j.jrurstud.2025.103867
Crossref
Google Scholar

Cavdar Aksoy, N., & Yazici, N. (2025). Online brand advocacy for destinations: The role of destination management, experience, and satisfaction. Journal of Vacation Marketing, 31(2), 406–423. https://doi.org/10.1177/13567667231206867
Crossref
Google Scholar

Chodkowska-Miszczuk, J. M., Roszak, P., & Mróz, F. (2025). The urban pilgrimage route in the co-production of walkable cities: Essence, challenges, and outline. The case of the Camino de Santiago. Cities, 165, 106177. https://doi.org/10.1016/j.cities.2025.106177
Crossref
Google Scholar

Dalkey, N., & Helmer, O. (1963). An Experimental Application of the DELPHI Method to the Use of Experts. Management Science, 9(3), 458–467. https://doi.org/10.1287/mnsc.9.3.458
Crossref
Google Scholar

Dedeoğlu, B. B., Van Niekerk, M., Weinland, J., & Celuch, K. (2019). Re-conceptualizing customer-based destination brand equity. Journal of Destination Marketing & Management, 11, 211–230. https://doi.org/10.1016/j.jdmm.2018.04.003
Crossref
Google Scholar

Diamond, I. R., Grant, R. C., Feldman, B. M., Pencharz, P. B., Ling, S. C., Moore, A. M., & Wales, P. W. (2014). Defining consensus: A systematic review recommends methodologic criteria for reporting of Delphi studies. Journal of Clinical Epidemiology, 67(4), 401–409. https://doi.org/10.1016/j.jclinepi.2013.12.002
Crossref
Google Scholar

Elbehary, H., Elsayed, M., Abdelghany, N., & Mandour, Y. (2021). Post Covid-19 Tourism: Promoting the Holy Family Trail as a Niche Religious Tourism Destination. American University in Cairo (AUC Knowledge Fountain). https://fount.aucegypt.edu/studenttxt/83
Google Scholar

Escobar-Farfán, M., Cervera-Taulet, A., & Schlesinger, W. (2024). Destination brand identity: Challenges, op¬portunities, and future research agenda. Cogent Social Sciences, 10(1), 2302803. https://doi.org/10.1080/23311 886.2024.2302803
Crossref
Google Scholar

Fafouti, A. E., Vythoulka, A., Delegou, E. T., Farma-kidis, N., Ioannou, M., Perellis, K., Giannikouris, A., Kampanis, N. A., Alexandrakis, G., & Moropoulou, A. (2023). Designing Cultural Routes as a Tool of Responsible Tourism and Sustainable Local Development in Isolated and Less Developed Islands: The Case of Symi Island in Greece. Land, 12(8). https://doi.org/10.3390/land12081590
Crossref
Google Scholar

Fernandes, F. (2016). Built heritage and flash floods: Hiking trails and tourism on Madeira Island. Journal of Heritage Tourism, 11(1), 88–95. https://doi.org/10.1 080/1743873X.2015.1082574
Crossref
Google Scholar

Fleischer, A. (2000). The tourist behind the pilgrim in the Holy Land. International Journal of Hospitality Management, 19(3), 311–326. https://doi.org/10.1016/S0278-4319(00)00026-8
Crossref
Google Scholar

Ford, R. C., Bowen, J. T., & Yates, S. (2022). Executing a destination branding strategy: Louisville Tourism’s Urban Bourbon Trail. International Journal of Tourism Cities, 9(1), 128–142. https://doi.org/10.1108/IJTC-03-2022-0059
Crossref
Google Scholar

Garrod, B., & Fyall, A. (2005). Revisiting Delphi: The Delphi technique in tourism research. In B. W. Ritchie, P. Burns, & C. Palmer (Eds.), Tourism research methods: Integrating theory with practice (pp. 85–98). CABI Publishing. https://doi.org/10.1079/9780851999968.0085
Crossref
Google Scholar

Gasparini, M. L., & Cortes Vazquez, J. A. (2024). Towards a European Governance Framework for Pilgrimage Routes: Challenges, Opportunities and Recommendations. International Journal of Religious Tourism and Pilgrimage, 12(2). https://doi.org/10.21427/3ea2-cc56
Google Scholar

Goodarzi, Z., Abbasi, E., & Farhadian, H. (2018). Achieving consensus Deal with Methodological Issues in the Delphi technique. International Journal of Agricultural Management and Development, 8(2), 219–230.
Google Scholar

Greyser, S. A. (2009). Corporate brand reputation and brand crisis management. Management Decision, 47(4), 590–602. https://doi.org/10.1108/00251740910959431
Crossref
Google Scholar

Hasson, F., Keeney, S., & McKenna, H. (2000). Research guidelines for the Delphi survey technique: Delphi survey technique. Journal of Advanced Nursing, 32(4), 1008–1015. https://doi.org/10.1046/j.1365-2648.2000. t01-1-01567.x
Crossref
Google Scholar

Hayes, D., & MacLeod, N. (2007). Packaging places: Designing heritage trails using an experience economy perspective to maximize visitor engagement. Journal of Vacation Marketing, 13(1), 45–58. https://doi.org/10.1177/1356766706071205
Crossref
Google Scholar

Khalil, S. A., Al-Akhras, H. A., & Ibrahim, A. S. (2017). Tourism Development of Al Farma City as A Passage of The Holy Family to Egypt. Journal of Association of Arab Universities for Tourism and Hospitality, 14(2), 65–80. https://search.mandumah.com/Record/943421
Crossref
Google Scholar

Kling, K. G., Fredman, P., & Wall-Reinius, S. (2017). Trails for tourism and outdoor recreation: A systematic literature review. Tourism, 65(4), 488–508. Scopus. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85040866997&partnerID=40&md5=2ff3f42310a6a0a890c2ccf3271119df
Google Scholar

Kołodziejczyk, K. (2020). Changes in the network of tourist trails in the border zones of the Czech Republic after entering the Schengen area. Journal of Mountain Science, 17(4), 949–972. https://doi.org/10.1007/s11629-019-5809-9
Crossref
Google Scholar

Kupelian, M. (2020). The Journey of the Holy Family in Egypt and its Representations in Coptic Art and Christian Heritage. International Academic Journal Faculty of Tourism and Hotel Management, 6(1), 66–94. https://doi.org/10.21608/ijaf.2021.66943.1019
Crossref
Google Scholar

Leong, A. M. W., Yeh, S.-S., Zhou, Y., Hung, C.-W., & Huan, T.-C. (2024). Exploring the influence of historical storytelling on cultural heritage tourists’ value co-creation using tour guide interaction and authentic place as mediators. Tourism Management Perspectives, 50, 101198. https://doi.org/10.1016/j.tmp.2023.101198
Crossref
Google Scholar

Li, H., Zhang, L., & Hsu, C. H. C. (2023). Research on user-generated photos in tourism and hospitality: A systematic review and way forward. Tourism Management, 96, 104714. https://doi.org/10.1016/j.tourman.2022.104714
Crossref
Google Scholar

Lin, X., Shen, Z., Teng, X., & Mao, Q. (2024). Cultural Routes as Cultural Tourism Products for Heritage Conservation and Regional Development: A System¬atic Review. Heritage, 7(5), 2399–2425. https://doi.org/10.3390/heritage7050114
Crossref
Google Scholar

Loughin, K. G., & Moore, L. F. (1979). Using Delphi to achieve congruent objectives and activities in a pediatrics department. Journal of Medical Education, 54(2), 101–106. https://doi.org/10.1097/00001888-197902000-00006
Crossref
Google Scholar

Lukoseviciute, G., Pereira, L. N., & Panagopoulos, T. (2022). The economic impact of recreational trails: A systematic literature review. Journal of Ecotourism, 21(4), 366–393. https://doi.org/10.1080/14724049.2022.2030745
Crossref
Google Scholar

Majeed, S., Zhou, Z., & Kim, W. G. (2024). Destination brand image and destination brand choice in the context of health crisis: Scale development. Tourism and Hospitality Research, 24(1), 134–151. https://doi.org/10.1177/14673584221126798
Crossref
Google Scholar

McKenna, H. P. (1994). The Delphi technique: A worthwhile research approach for nursing? Journal of Advanced Nursing, 19(6), 1221–1225. https://doi.org/10.1111/j.1365-2648.1994.tb01207.x
Crossref
Google Scholar

Morgan, N., Pritchard, A., & Piggott, R. (2002). New Zealand, 100% Pure. The creation of a powerful niche destination brand. Journal of Brand Management, 9(4), 335–354. https://doi.org/10.1057/palgrave.bm.2540082
Crossref
Google Scholar

Nunes, J., Mata, D., Ribeiro, F., & Metrôlho, J. (2025). Digital Platforms to Promote Sustainable and Authentic Tourism in Low-Density Territories of Southern Europe: Challenges and Opportunities. Sustainability, 17(13), 6156. https://doi.org/10.3390/su17136156
Crossref
Google Scholar

Okoli, C., & Pawlowski, S. D. (2004). The Delphi method as a research tool: An example, design considerations and applications. Information & Management, 42(1), 15–29. https://doi.org/10.1016/j.im.2003.11.002
Crossref
Google Scholar

Olsen, D. H., & Trono, A. (2018). Religious pilgrimage routes and trails: Sustainable development and management. CABI Publishing. https://www.cabidigitallibrary.org/doi/book/10.1079/9781786390271.0000
Crossref
Google Scholar

Paulino, I., Lozano, S., & Prats, L. (2021). Identifying tourism destinations from tourists’ travel patterns. Journal of Destination Marketing & Management, 19, 100508. https://doi.org/10.1016/j.jdmm.2020.100508
Crossref
Google Scholar

Pedrosa, A., Martins, F., & Breda, Z. (2022). Tourism routes: A scoping review. European Journal of Tourism Research, 32, 3216. https://doi.org/10.54055/ejtr.v32i.2575
Crossref
Google Scholar

Pedrosa, A., Martins, F., & Breda, Z. (2025). The critical success factors for tourism routes development: A systematic review. European Journal of Tourism Research, 39, 3903. https://doi.org/10.54055/ejtr.v39i.3439
Crossref
Google Scholar

Pike, S. (2005). Tourism destination branding complexity. Journal of Product & Brand Management, 14(4), 258–259. https://doi.org/10.1108/10610420510609267
Crossref
Google Scholar

Rather, R. A., Najar, A. H., & Jaziri, D. (2020). Destination branding in tourism: Insights from social identification, attachment and experience theories. Anatolia, 31(2), 229–243. https://doi.org/10.1080/130 32917.2020.1747223
Crossref
Google Scholar

Roy, N. (2016). Tourism and trails: Cultural, ecological and management issues. Anatolia, 27(2), 286–288. https://doi.org/10.1080/13032917.2015.1088219
Crossref
Google Scholar

Ruiz-Real, J. L., Uribe-Toril, J., & Gázquez-Abad, J. C. (2020). Destination branding: Opportunities and new challenges. Journal of Destination Marketing & Management, 17, 100453. https://doi.org/10.1016/j.jdmm.2020.100453
Crossref
Google Scholar

Senbeto, D. L. (2024). The Greener, the Better? Probing Green Innovation in Pilgrimage Tourism Destinations. Journal of Hospitality & Tourism Research, 48(4), 757–769. https://doi.org/10.1177/10963480231151674
Crossref
Google Scholar

Stoffelen, A. (2018). Tourism trails as tools for cross-border integration: A best practice case study of the Vennbahn cycling route. Annals of Tourism Research, 73, 91–102. https://doi.org/10.1016/j.annals.2018.09.008
Crossref
Google Scholar

Sumsion, T. (1998). The Delphi Technique: An Adaptive Research Tool. British Journal of Occupational Therapy, 61(4), 153–156. https://doi.org/10.1177/030802269806100403
Crossref
Google Scholar

Timothy, D. J., & Boyd, S. W. (2015). Tourism and trails: Cultural, ecological and management issues. Channel View Publications.
Crossref
Google Scholar

Timothy, D. J., & Olsen, D. H. (2018). Religious routes, pilgrim trails: Spiritual pathways as tourism resources. In R. Butler, & W. Suntikul (Eds.), Tourism and Religion: Issues and Implications (pp. 220–235). Channel View Publications. https://doi.org/10.21832/ BUTLER6454
Crossref
Google Scholar

Torres-Moraga, E., & Barra, C. (2023). Does destination brand experience help build trust? Disentangling the effects on trust and trustworthiness. Journal of Destination Marketing & Management, 27, 100767. https://doi.org/10.1016/j.jdmm.2023.100767
Crossref
Google Scholar

Urde, M. (2013). The corporate brand identity matrix. Journal of Brand Management, 20(9), 742–761. https://doi.org/10.1057/bm.2013.12
Crossref
Google Scholar

Urde, M., & Greyser, S. A. (2016). The Corporate Brand Identity and Reputation Matrix – The case of the Nobel Prize. Journal of Brand Management, 23(1), 89–117. https://doi.org/10.1057/bm.2015.49
Crossref
Google Scholar

Wall, G. (1997). Tourism attractions: Points, lines, and areas. Annals of Tourism Research, 24(1), 240–243. https://doi.org/10.1016/S0160-7383(96)00039-4
Crossref
Google Scholar

Wiśniewski, Ł. (2018). Religious tourism in Christian sanctuaries: The implications of mixed interests for the communication of the faith. Church, Communication and Culture, 3(3), 199–220. https://doi.org/10.1080/23753234.2018.1537674
Crossref
Google Scholar

Youssef, F., & Abed, M. A. A. (2021). Reviving the Trail of the Holy Family to Egypt: Applied for the Tourism and Hospitality Sector Mohamed A. Aziz Abed. Journal of Association of Arab Universities for Tourism and Hospitality, 20(2), 198–215. https://doi.org/10.21608/JAAUTH.2021.60339.1125
Crossref
Google Scholar

Moaaz Kabil

moaazkabil@cu.edu.eg
https://orcid.org/0000-0002-0658-3871

Affiliation:

Cairo University, Giza Egypt

Mustafa Monir Mahmoud

https://orcid.org/0009-0005-5718-2452

Affiliation:

Cairo University, Giza Egypt

Youssef El Archi

https://orcid.org/0000-0002-8595-0026

Affiliation:

Faculty of Law, Economics, and Social Sciences – Souissi, Mohammed V University in Rabat, Rabat, Morocco Morocco

Thaib Alharethi

Affiliation:

King AbdulAziz University, Jeddah Saudi Arabia

József Kárpáti

https://orcid.org/0000-0001-8564-6799

Affiliation:

John von Neumann University, Kecskemet Hungary

Lóránt Dénes Dávid

https://orcid.org/0000-0001-7880-9860

Affiliation:

Hungarian University of Agriculture and Life Sciences (MATE), Godollo & John von Neumann University, Kecskemet & Eötvös Loránd University, Szombathely & Széchenyi István University, Győr Hungary