World Heritage Site Tourism and Destination Loyalty along the Silk Road: A Study of U.S. Travelers in Uzbekistan

Tourists visiting the Historic Centre of Bukhara and Western Tien-Shan in Uzbekistan for 7–13 days exhibit significantly higher destination loyalty, particularly those traveling independently to cultural heritage sites. This study, based on an online survey of 419 U.S. travelers, identifies key determinants of loyalty along Silk Road tourism routes, providing empirical evidence that can inform sustainable destination management and contribute to achieving the UN Sustainable Development Goals (SDGs). The research highlights the importance of travel duration, independence in exploration, and specific WHS destinations in fostering long-term visitor commitment.

Juraturgunov, H., Raimkulov, M., Ahn, Y.-j., & Kang, E. M. (2023). World Heritage Site Tourism and Destination Loyalty along the Silk Road: A Study of U.S. Travelers in Uzbekistan. Sustainability, 15(13), 10337. https://doi.org/10.3390/su151310337