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This particular thesis attempts to explore the possibility of developing gastronomic and wine tourism in the region of Central Macedonia as an alternative model of touristic and furthermore economic development and without a doubt driven by the principle of respect to its natural environment and its cultural heritage and identity. Gastronomic and wine tourism are dominant forms of alternative tourism and are referred to as trips aimed at exploring the sense of pleasure and the unique tasting experiences which are offered by the local cuisine and the typical beverages of the countries visited by the tourists who choose this particular type of tourist model. In the frames of this thesis, there has been an investigation of the phenomenon of tourism in general, its historical evolution and its contribution to the world economy and its effects to the economic development of the receiving tourists countries. Furthermore, there has been an analysis to the modern model of mass tourism and its impact on the natural environment of those countries and to the socioeconomic life of their residents. An attempt was then made to approach on one hand the problems created in the last years by the mass touristic phenomenon and on the other hand to the proposed solutions by the new forms of alternative tourism and in particular the wine and gastronomic model. Finally, there have been investigated the special and very important features of this area, such as the quality and the variety of products that are produced in its primary sector, combined with the huge and perhaps unique multicultural identity and the long-lasting experience of the inhabitants of the investigated area determined and eventually shaped the cultural and, especially, its gastronomic and wine identity. These distinct features that the variety of so many tribes and nationalities that have passed over many centuries and the abundance of gastronomic suggestions from the various gastronomic influences of Greek, Asia Minor, Jewish, Frankish cuisine create this unique local color (the one and only couleur locale ) of Macedonia and especially its capital Thessaloniki. All this features combined with its long lasting history, its very important religious and historical monuments, its multinational culture together with its wonderful natural beauties can be a great attraction for tourists from all over the world in order to create a very strong brand name of the region with its obvious positive effects on the environment and the lives of its inhabitants.