Cultural heritage and sustainable tourism: unveiling the positive correlations and economic impacts

The role of cultural heritage (CH) in sustainable tourism management (STM) goes beyond mere conservation; it is a dynamic process that involves actively integrating cultural richness into the tourism experience. This study, employing a quantitative research design with 447 tourists through online questionnaires, explores the intricate relationship between CH and STM, focusing on preserving identities and enhancing visitor experiences. The research introduces a novel aspect by emphasizing the favorable economic outcomes linked to destinations successfully incorporating CH into their tourism strategies. This insight is valuable for destination planners, emphasizing the economic benefits derived from CH initiatives. The key findings confirm significant and positive associations between the preservation of CH and STM, highlighting its substantial contribution to improved visitor experiences in sustainable tourism. Moreover, the study establishes a positive correlation between CH preservation and heightened visitor satisfaction in sustainable tourism. Effective STM emerges as a positive influence on the preservation of cultural identities, while destinations integrating CH into tourism strategies experience favorable economic impacts, reflected in increased tourist spending and local economic development. These findings offer valuable insights for future research, policymaking, and strategic planning in destinations seeking a harmonious balance between CH preservation and the advancement of tourism.