Conceptual Foundations of Diversifying Tourism Services at Cultural Heritage Sites

Abstract

Cultural heritage sites hold immense value for tourism development, particularly in regions like Bukhara, Uzbekistan, where historical richness intersects with contemporary tourism demands. Despite the high concentration of heritage monuments in Bukhara, the integration of diversified tourism services into these sites remains limited, hindering their full economic and cultural potential. While tourism at heritage sites is increasing, there is insufficient application of strategic, diversified service models that align with international standards and local resource capacities. This study aims to conceptualize and analyze a model for diversifying tourism services at cultural heritage sites in the Bukhara region by examining statistical data, international experiences, and legal frameworks. The research finds that Bukhara hosts 10.09% of Uzbekistan’s total tangible heritage sites, and key diversification areas include the introduction of digital and hybrid services, new product integration, improved infrastructure, and entrepreneurial support mechanisms. The author proposes a conceptual model based on 25 diversification components across social, technological, economic, managerial, and financial dimensions. A significant contribution of this study is the author-developed model for the diversification process, which contextualizes international best practices within the socio-economic and legal realities of Uzbekistan’s heritage management system. Implementing this model could enhance the sustainability and economic impact of heritage tourism in Bukhara, while also offering a replicable framework for other heritage-rich regions. It supports small and medium-sized enterprises and fosters policy alignment for investment, preservation, and tourism development.