University of Oulu

Baig, S., Shabbnum, A., & Arslan, A. (2022). Cultural Tourism and the Wellbeing of Local Citizens. In Prospects and Challenges of Community-Based Tourism and Changing Demographics (pp. 130–154). IGI Global.

Cultural tourism and the wellbeing of local citizens : examining the mediating role of cultural conservation in Northern Pakistan

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Author: Baig, Saranjam1,2; Shabbnum, Arifa3,4; Arslan, Ahmad5
Organizations: 1College of Economics and Political Science, Sultan Qaboos University, Muscat 123 Oman
2Research on China-Pakistan Economic Corridor (CPEC) Karakoram International University, Gilgit-Baltistan, Pakistan
3Center for Research on China-Pakistan Economic Corridor (CPEC) Karakoram International University, Gilgit-Baltistan, Pakistan
4Colorado State University, USA
5Department of Marketing, Management & International Business, Oulu Business School, University of Oulu
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.4 MB)
Persistent link:
Language: English
Published: IGI Global, 2022
Publish Date: 2021-10-07


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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ISBN: 978-1-7998-7337-2
ISBN Print: 978-1-7998-7336-5
Pages: 130 - 154
DOI: 10.4018/978-1-7998-7335-8.ch006
Host publication: Prospects and challenges of community-based tourism and changing demographic
Host publication editor: Mensah, Ishmael
Afenyo-Agbe, Ewoenam
Type of Publication: A3 Book chapter
Field of Science: 512 Business and management
Copyright information: © IGI Global. The final authenticated version is available online at http://doi:10.4018/978-1-7998-7335-8.ch006.