Publications
Vibration vulnerability assessment of heritage structures in Lahore: a step towards sustainable conservation
A significant portion of Lahore's heritage structures, including UNESCO World Heritage Sites like Shalamar Gardens and Lahore Fort, are vulnerable to ground-borne vibrations from modern infrastructure development. This study reveals that 17% of these structures face immediate risk, with road traffic being the predominant source (72%) of vibrational impact. Researchers employed a vibration vulnerability assessment framework from the Federal Transit Administration (FTA) to map risks using remote surveys and Google Earth data, validating findings experimentally at Buddha's Tomb. The resulting vibration vulnerability map provides actionable insights for policymakers to prioritize conservation efforts, ensuring sustainable preservation of these cultural landmarks.
Destination Brand Equity of UNESCO Heritage Sites: Evidence from Emerging Economies
Brand loyalty significantly enhances the overall brand equity of UNESCO World Heritage Sites, particularly in emerging economies. A study on Lahore Fort and Shalamar Gardens revealed that brand association and image are key drivers of tourist loyalty, which in turn strengthens destination brand performance. The research applied the Customer-Based Brand Equity (CBBE) model using a cross-sectional survey of 366 domestic tourists, testing hypotheses through Partial Least Squares structural equation modeling (PLS-SEM). Findings suggest that fostering brand loyalty could be a strategic approach for policymakers to boost tourist attraction and economic value at heritage destinations.
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