Enhancing innovation in cultural heritage tourism: navigating external factors

This study explored the factors that influence innovation in cultural heritage tourism at a world heritage site in Udon Thani, Thailand. Adopting a quantitative and survey-based research approach, questionnaires were employed to collect data from 446 respondents who had visited the world heritage site. Systematic sampling was used to select the participants for data collection. Through regression analysis and assessment of standardized regression weights, standard errors (S.E.), critical ratios (C.R.) and p values (P), this study investigated the effects of culture and value, facility capacity, tourism management (price) and tourism management (people). Culture and value, facility capacity, tourism management (price) and tourism management (people) had significant positive effects on innovation in cultural heritage tourism, indicating that preserving cultural values, investing in well-equipped facilities and utilizing effective pricing strategies and personnel management drive innovative practices. This study provides valuable insights into the factors influencing innovation in cultural heritage tourism and offers practical implications for tourism stakeholders and policy-makers to create innovative and sustainable experiences at the world heritage sites.