Prospects of Strategic Communication for Sustainable Cultural Tourism Development: A Case Study of Bukhara Historical Centre, Uzbekistan

Abstract

[EN] In the sophisticated global economy, cultural tourism plays an essential role in sustainable development principles, such as economic growth and cultural preservation. This article investigates strategic communication opportunities to enhance sustainable tourism development within the realm of cultural tourism. By exploring heritage preservation, heritage interpretation, and promotion, this research aims to assess opportunities for cultural heritage conservation.The article aims to explain and analyze the interpretation of cultural heritage for strategic communication in the case of sustainable tourism development in Bukhara Centre, encompassing more than 200 heritages that present great potential for cultural tourism with its rich history.The study employs an approach in different areas: communication studies, tourism destination management, and heritage conservation. By analyzing interpretative means of built heritage and its online promotion, the research seeks to identify an effective framework that supports an optimal balance between economic interests and cultural conservation aims. It primarily addresses the challenges of engaging the local community and understanding visitors’ satisfaction and perception.Furthermore, the thesis explores the impact of digital communication platforms and technologies on the promotion and management of cultural tourism. It investigates how social media, virtual reality, and other emerging tools can be harnessed to engage diverse audiences, generate interest, and educate visitors about the significance of cultural heritage.The results of this study contribute to a harmonious relationship among cultural tourism objects and tourism stakeholders. It aims to identify the strong points of the region in cultural tourism promotional activities that enhance further opportunities and to uncover drawbacks that could pose threats in the future.

[ES] Destinations are devoted to ruling them under sustainable development principles given by institutions such as UNWTO, UICN or ICOMOS. In this aim, strategic communication appears to reinforce them and bolster sustainable tourism development within the cultural tourism sphere. Nevertheless, in the field of communication, it is not always clear what is interesting to present to boost tourism development. In this sense, this study evaluates the opportunities for cultural heritage conservation, preservation, and promotion by analysing tourism development indicators and their relationship with communication. The methodology involves an in-depth exploration of cultural heritage interpretation and communication to achieve this aim, identifying good practices in communicating sustainability. The findings reveal promising avenues for utilising cultural heritage as a primary sightseeing vehicle for sustainable development using strategic communication. The implications of this study extend to fostering a symbiotic relationship among cultural tourism sites, Destination Management Organizations (DMOs), local communities and stakeholders to encourage visitor perception of cultural heritage for sustainability, thereby contributing to a more harmonious and sustainable tourism ecosystem.