TRANS-REGIONAL CO-OPERATIONS IN WESTERN GREECE: SYNERGIES BETWEEN TOURISM PLANNING AND LOCAL SELF - GOVERNANCE Dorothea Papathanassiou-Zuhrt and Odysseas Sakellaridis The IRIS Research Laboratory, University of the Aegean 8 Michalon Street, 82100, Chios, Gr eece, e-mail: dzuhrt@aegean.gr Department of Business Administration 8 Michalon Street, 82100, Chios, Greece , e-mail: osak@aegean.gr ABSTRACT Successful heritage attractio ns are visitor-friendly (physically, intellectually and economically accessible), offer quality experiences, recoup value for money, maintaining authenticity and integrity at the same time; and last but not least they meet market requirements. In periphera l areas though, these prerequisites are not met: attractions are offered to the tourism market below cost, whereas local and national tax-payers carry the burden of sustaining quality. If heritage assets remain external to markets, they cannot be conserved: the main heritage tourism catalyst ceases to exist. Local stakeholders in Western Greece recognised the potential to use local heritage for tourism, but in most cases communities were unable to autonomously develop comprehensive tourism development plans . At the same time locals are increasingly anxious to preserve their identity, environment, their natural and cultural wealth from the impact of uncontrolled tourism flows. On the other hand visitors, equipped with strong environmental consciousness and re spect for local cultures exercise pressure upon the tourism industry for a variety of experiences and a range of activities. This paper presents the planning process followed to create a self-guided heritage trail, supported by various interpretive media. The project, “Society of the Friends. Bridge of Oaths in Western Greece” , is a first attempt to combine community involvement, regional governance and academic research in order to a) educate local population through specific interpretive products and s ervices to the values of its own heritage by re-constructing the place’s identity, b) manage leisure time for non -captive audiences in recreational settings, and c) to create an non -exchangeable tourism image for the region of Western Greece. The project strives to communicate to domestic and foreign visitors the highlights of the region’s historical and cultural heritage in the early 19 th century and the role the region played in the Revolution of 1821, which forged the identity of the Modern Greek State. The project has been developed within the framework of Strand 2, Measure 2.1 of C.I. Leader+. Pre -planning research has been conducted from 2004 to 2006 by the IRIS Research Laboratory, University of the Aegean and the respective Development Agencies at regional level. Results urged planners to approach presentation methods with cognitive affinity in order to fully exploit information with tourism value. A theoretical framework was used to develop tools able to deliver quality visitor experience through the selected media for heritage presentation. Cognitive structuring of visitor -related information is an indispensable parameter for creating multisensorial experiences, a powerful tool for promoting heritage attractions in peripheral areas. Key words: Cultural heritage attractions, regional development, interpretive planning, information with tourism value, quality visitor experiences , Region of Western Greece (RWG) 1. INTRODUCTION The complexity of territorial transformation and the extension of local/glob al relationships require a revision of planning methodologies and instruments applied to heritage tourism, above all a revision of knowledge and communication tools. The project’s priority is to create a balanced heritage consumption mix by using the quali ties of the place along with basic components of the tourism product: transport, accommodation, catering, services and infrastructure. In this sense “ Society of the Friends” is planned on an interdisciplinary basis, being concerned with the significance, e conomic evaluation of heritage resources and the creation of accessibility networks. Making resources in peripheral areas mentally, emotionally and spiritually accessible to visitors via professional standards for heritage presentation through planning in collaborative environments, was first attempted in Greece within the framework of Transinterpret II, a project concerned with professional heritage interpretation, under the umbrella of C.I. Leader+.