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Cultural Tourism and the Wellbeing of Local Citizens: Examining the Mediating Role of Cultural Conservation in Northern Pakistan
Abstract
Cultural tourism is an increasingly visible trend in the tourism industry. The chapter is one of the first academic studies to specifically analyze the possible impacts of cultural tourism on the local culture itself and the wellbeing of the host community while highlighting cultural conservation as a mediator. The study utilizes primary data collected from rural areas in the Himalayan Gilgit Baltistan region in Northern Pakistan. This region has experienced a significant rise in cultural tourism due to China-Pakistan Economic Corridor (CPEC). As a result, there has been a significant and visible development of touristic facilities in the region. Hence, there is a visible shift from earlier tourism, which was mostly linked to mountaineering adventure, to more relatively mass cultural tourism. The results suggest that cultural conservation serves as a partial mediator and that cultural tourism tends to positively and significantly influence the host community's wellbeing, and cultural conservation partially mediates this relationship.
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