Factors affecting the development of heritage tourism: research and development of some models

Exploring destinations with significant cultural significance is gaining popularity among travelers of all age brackets. The captivating fusion of culture and heritage associated with such locations renders them especially appealing for tourists. Despite being a relatively recent phenomenon, the concept of World Heritage Sites as a recognized brand is on the rise among travelers. UNESCO designates specific areas as World Heritage Sites, and these locations now symbolize the global natural and cultural heritage. Consequently, they are increasingly being employed to represent a nation's or region's identity. Moreover, they serve as powerful tools for promoting tourism, generating revenue, and raising awareness about the importance of preserving these sites. This study presents a conceptual framework that identifies various factors influencing the growth of cultural and heritage tourism worldwide. The research reveals that elevating brand value, enhancing destination reputation, optimizing the tourist experience, and implementing effective marketing and promotional strategies are pivotal elements in fostering heritage tourism. The improvement of these facets will ultimately pave the way for the advancement of heritage tourism