INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 08,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
731
TOURIST PERCEPTION OF SUSTAINABILITY IN HERITAGE SITES: A CASE
STUDY OF SAMARKAND AND BUKHARA
Kholmurodova Mokhzoda
Master degree student, Department of Tourism Management, Silk Road International
University of Tourism and Cultural Heritage, Samarkand, 141500, Uzbekistan
E-mail:
ORCID ID: 0009-0009-8434-8832
Abstract:
This study examines tourists' perceptions of sustainable development in Uzbekistan's
two main tourist centers – Samarkand and Bukhara. Using mixed methods, including a survey
of 210 tourists, 15 stakeholder interviews, and field observations, an analysis was conducted to
assess visitors' perceptions of the environmental, sociocultural, and economic aspects of
sustainability. The results show that tourists highly value architectural heritage, cultural
authenticity, and community-based initiatives, but express concerns about commercialization,
waste disposal issues, and a lack of "green" infrastructure. Samarkand is perceived as a city that
is rapidly modernizing and offering improved conditions for tourists, but risks losing its
authenticity. Bukhara, on the other hand, is considered more authentic but faces limited
infrastructure and inadequate management of tourist flows. The results show that visible
sustainable practices – such as green infrastructure, support for local crafts, and community
participation – increase tourist satisfaction and loyalty. In conclusion, the need for closer
cooperation between government bodies, the private sector, and local residents to integrate
sustainability principles into the development of cultural tourism is emphasized. Strengthening
green infrastructure, digital tourism flow management, and the involvement of local
communities will help balance tourism growth with the preservation of cultural heritage. The
results can help Central Asia create policies and practices for sustainable tourism, which will
make Uzbekistan a more responsible and competitive cultural tourism destination.
Key words:
Sustainable tourism, tourist perception, heritage sites, Samarkand, Bukhara,
cultural tourism, Uzbekistan, UNESCO World Heritage, community involvement,
environmental sustainability.
1. Introduction:
Sustainable tourism has become a world-wide priority in the management of cultural
heritage sites, balancing the needs and wants of tourists, local communities, and preservation
(UNWTO, 2013). While heritage tourism provides economic, environmental, and education
opportunities, poor management on the part of destination managers can lead to a wide variety
of issues, including: environmental degradation, over-commercialization of the site, and/or the
loss of authenticity (Timothy & Boyd, 2003; Garrod & Fyall, 2000). Since tourist perception
directly influences the relationship between the effectiveness of sustainability practices being
utilized at heritage destinations for better sustainability and overall environmental sustainability,
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 08,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
732
it is important to study tourist perceptions to ascertain where these sites rate on the
sustainability scale (Sharpley, 2009).
Uzbekistan is located along the Silk Road and has numerous UNESCO World Heritage
Sites, of which Samarkand and Bukhara are the most visited. Samarkand and Bukhara attract
domestic and international visitors due to their Islamic architecture and vibrant bazaars filled
with murals, mosaics, and ceramics of vivid colors (UNESCO, 2020). However, Uzbekistan
has been experiencing a rise in tourist flows in recent years and many visitors are starting to
question how these cities are managing waste and people flow. Additionally, the preservation
of cultural and historical authenticity in Uzbekistan has also come into question (Tashkent State
University of Economics, 2022).
The effectiveness of sustainable tourism ultimately hinges on how tourists see, perceive,
and consume sustainable tourism (Byrd, 2007; Bramwell, 2011). Tourists who are
environmentally conscientious are more likely to invest energy in supporting conservation
efforts (Choi & Sirakaya, 2006). Conversely, an attitude of indifference toward sustainability
might destabilize management plans altogether. Furthermore, there is considerable literature on
the importance of tourist experience in sustainable planning (Mason, 2003; Huh & Vogt, 2008),
though to date, there is little research on this subject based in Central Asia. In this context, we
review how tourists touring both Samarkand and Bukhara conceptualized sustainability in
environmental, socio-cultural, and economic aspects. The study findings will support the
development of inclusive tourism strategies that apply sustainability objectives to meet visitor
expectations and safeguard the cultural heritage of Uzbekistan.
2. Literature review:
The notion of sustainability has undergone notable changes in the tourism literature,
evolving from overall environmental concerns to a more holistic consideration of three pressing
aspects (economy, environment and socio-culture) (UNWTO, 2013; Bramwell & Lane, 2011).
In heritage tourism, sustainability is further complicated, as opposed to other types of tourism,
by the fragile nature of the cultural asset, which is often irreplaceable (Garrod & Fyall, 2000;
Timothy & Boyd, 2003) and is increasingly susceptible to ruin due to influences as diverse as
over tourism, commercialization and neglect.
2.1 Sustainable Heritage Tourism
Sustainable heritage tourism is carefully balanced and managed around cultural and
historical tourism areas such that future generations' ability to have value experiences is
protected, while the visitor experiences are enhanced, and local communities continue to benefit
(UNESCO, 2012). Sustainable heritage tourism combines considerations for environmental
protection, socio-cultural tolerance, and economic sustainability when managing and
developing attractions that interest visitors to watch, learn, buy and consume (Aas, Ladkin, &
Fletcher, 2005; Timothy & Boyd, 2003).
Heritage tourism is clearly different from other forms of tourism, as it examines sites that
are mainly cultural, historical, and have architectural significance. Many sites are heritage sites
and are recognized as World Heritage either tangible (monuments) or intangible (practices)
(Garrod & Fyall, 2000). They are fragile sites that are susceptible to unregulated flows of
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 08,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
733
visitors from unrestricted management, and commercial exploitation. This pressure is often
aggravated by the lack of visits awareness (Pedersen, 2002; McKercher & du Cros, 2002). For
this reason, heritage tourism needs to be considered from a sustainability standpoint (the
typologies of site, tourism experience, and the well-being of the community). Furthermore,
sustainable tourism development and experienced-based development require participation
from numerous stakeholder groups—governments, heritage managers, residents, and tourists—
with community participation especially observed as necessary for stewardship and to retrieve
the socio-economic benefits to tourism development (Bramwell & Lane, 2011; Aas et al, 2005).
In this way, heritage tourism has the potential to stimulate cultural rebirth, employment creation,
and infrastructure and public facilities creation.
However, practical restrictions to sustainable tourism and heritage tourism include the lack
of funding, weak governance, and poor coordination, which can be restrictive in realizing
sustainable heritage tourism (Nicholas, Thapa, & Ko, 2009 ). In Central Asia, where tourism is
increasing rapidly, the lack of institutional structures present problems for planning and
developing some form of strategic mechanisms to develop heritage preservation and tourism
development processes at the same time (Rasulov et al., 2020).In Uzbekistan, where cities like
Samarkand and Bukhara remain flagship cultural destinations representing a horizon of multi-
tenant and multi-dimensional cultural exchanges over several centuries, and where greater
commitment might establish Uzbekistan as the sustainable tourism leader in the region, it
makes sense to consider a sustainable heritage tourism approach. Sustainable strategies could
make a difference for protecting their unique heritage value tenets, securing a new-kind of
tourist experience, and supporting the people.
2.2 Tourism Perception and Sustainable Behavior
The sustainable behavior of a destination is substantially influenced by tourist perception,
which encompasses emotional and cognitive processes related to its attributes. According to the
Theory of Planned Behavior (Ajzen, 1991), this relationship is influenced by psychological
constructs such as attitude, subjective norms, and perceived behavioral control. Empirical
research suggests that the selection of environmentally sustainable vacations can be directly
influenced by subjective norms and perceptions of environmental issues. However, situational
constraints can contribute to the attitude–behavior gap, which occurs when intentions do not
translate into action (Juvan & Dolnicar, 2014; Ramchurjee & Suresha, 2020). This gap is being
addressed through the integration of sustainability recommendations into digital tools, which is
known as digital nudging (Weinmann et al., 2016; Meske & Potthoff, 2017). In addition,
behavioral intention and loyalty are influenced by perceived city sustainability, which is a
combination of cognitive and affective evaluations (Sánchez-Fernández et al., 2021).
Authenticity and cultural identity can also reinforce sustainable behavior by increasing
satisfaction and cultivating loyalty in heritage tourism, thereby enhancing perceived value
(Zhang et al., 2020; Zhou et al., 2022).
2.3 Challenges in Heritage Site Management
The management of heritage sites is loaded with a myriad of challenges, including
overtourism, weak stewardship, inadequate priority in laws and regulations, environmental
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 08,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
734
threats and risks, and the marginalization of communities, which complicates many
management responsibility issues related to cultural heritage.
Among these challenges, overtourism generates an influx of visitors whose numbers exceed
the limits of the facility where the heritage site is predominantly located. Potential management
challenges associated with overtourism include spoiling physical infrastructure, spoiling
heritage assets, and ruining visitors' experiences. An examination of the recent experience of
the Alhambra in Spain reveals just how complicated and resource demanding could be the
management of carrying capacity over a period of around 30 years and over considerable
stakeholder problems the effectiveness of restricting tickets (García-Hernández, et al., 2023).
Also in urban centers with heritage value, there are numerous examples where visitor numbers
seem to be completely unregulated in combination with increased numbers of visitors driven by
social media (e.g., Dubrovnik) as an example of the magnitude of the problem. The proposals
include developments like considered back and data gathering in systems that could provide
arrangements for measuring flows of visitors towards ameliorating tourism and site
preservation of urban locations (Sánchez-Greco et al. 2019).
2.4 The Central Asian Context: Uzbekistan’s Heritage Cities
Uzbekistan is ideally located along the Silk Roads and has multiple World Heritage Sites
(WHSs) that have significant cultural value such as Samarkand and the Historic Centre of
Bukhara, which are critical components of the tourism identity and regularly punctuated as
flagship destinations in strategies for heritage-led development across central Asia
(Juraturgunov et al., 2023; Dayoub et al., 2024). International arrivals have rapidly increased
since 2018 following policy reform efforts highlighting visa liberalization, "open skies", and
investment programs aligned with national economic interests (CIS Legislation, 2019, 2020),
magnifying the potential opportunities and challenges of sustainable heritage implementation.
Samarkand listed on the World Heritage list in 2001 for its Outstanding Universal Value as
a "Crossroad of Cultures" and Bukhara listed in 1993 for its urban fabric preserved in an
authentic representation of Islamic architecture from the 10th - 17th centuries, must now
contend with the pressures associated with an increase in tourism flows, modern urbanization,
and commercial redevelopment (UNESCO, n.d.-a; n.d.-b). UNESCO's State of Conservation
reports highlighted concerns related to development within buffer zones, construction that
interferes with historic skylines, and lack of evidence of integrated management plans
(UNESCO, n.d.-c; n.d.-e).
2.5 Gaps in the Literature
Despite an growing scholarship in heritage tourism and sustainability on a global scale,
research on Central Asia and to a degree Uzbekistan is still relatively limited. Most of the
research that has been conducted is focused on UNESCO World Heritage Designation, site
management frameworks, and tourism policies shaping heritage cities (Dayoub et al., 2024;
Juraturgunov et al., 2023; UNESCO, 2019a). Nevertheless, this work is important as it
highlights how institutions (state and local agencies) respond, as well as the macro-level
geographical/tourism position of Samarkand and Bukhara as cultural tourism destinations, as
there are still a number of gaps in scholarship.
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 08,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
735
The first consideration is that there is limited empirical data on tourist perceptions of
sustainability in Uzbekistan's heritage cities. At a broader international level, various studies
regarding visitor perceptions of authentic experiences, conservation efforts and sustainable
tourism in heritage contexts have appeared, albeit work in the context of Uzbekistan has
primarily focused on policy reforms, state development initiatives, and conservation reports
(CIS Legislative, 2019; 2020; UNESCO n.d.-a; n.d.-b). There are few empirically sound works
such as Juraturgunov et al. (2023) that describe tourist behaviours and loyalty, these studies do
not address sustainability perceptions, such as how tourists view preservation of authentic
experiences, waste management, or community involvement. Furthermore, there is a lack of
methodological diversity in the region, particularly in the research with geographical heritage
tourism studies and sites designated as either a UNESCO WHS. Research on WHS in
Uzbekistan typically consists of either descriptive policy analysis of historical accounts or case
study accounts (Makhmudov et al., 2023; Shokirov & Parsi, 2025). There is a significant lack
of mixed methods or comparative designs that fused qualitative perceptions with quantitative
measures of sustainability awareness and satisfaction. This represents significant limitations in
the ability to strengthen theoretical contributions that can engage with more prominent debates
on sustainable heritage tourism.
The last significant literature gap is that there has been little comparative research about
Uzbekistan’s important heritage cities. Samarkand and Bukhara are often the subject quotes one
at a time on guidelines from UNESCO and in terms of promotional materials around by
planners in tourism programs. Few examples of research surveys have also systematically
compared both cities in terms of perceptions of tourist sustainability as well. This gap is
important because both locations experience overlapping forces (urbanization, overcrowding
resulting in congestion and risking authenticity), while also surviving in different size scales,
governance systems, and visitor experiences.
All the gaps are indicative that current research does not accurately reflect how tourists
view sustainability in these heritage cities. Addressing this gap is important since tourists’
perceptions of sustainability will impact satisfaction, loyalty, and sustainability, thus the
viability of long-term heritage tourism. The present research seeks to explore the sustainability
perceived through tourists’ perceived destinations of Samarkand and Bukhara that will fill the
existing gaps, and contribute to the academic literature on sustainable heritage tourism, will
advance local policy options and contribute to management strategies in the context of
Uzbekistan in regards to heritage tourism management.
Methodology:
3.1 Research Design
In this research, a mixed-methods research design will be utilized to collect data. The
mixed-methods approach uses both quantitative and qualitative methods to help gain a holistic
understanding of tourists' sustainability perceptions in Samarkand and Bukhara. The mixed
methods approach is useful for tourism research and likely the best approach to combine
credibility with rigor, as it allows for the collection of quantitative, measurable data on patterns
and attitudes, combined with the interpretative nature of qualitative research focusing on the
tourists' subjective experiences (Creswell & Plano Clark, 2017). The goal will be to combine
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 08,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
736
surveys with semi-structured interviews to reflect both breadth and depth, and to allow for the
complexity of sustainability perceptions in the heritage tourism context.
The quantitative component will involve a structured questionnaire survey. The
questionnaire, distributed to domestic and foreign tourists visiting the major heritage sites in
Samarkand such as Registan Square and Shah-i-Zinda, and in Bukhara the Ark Fortress and Po-
i-Kalyan Complex, was designed to measure tourists awareness, attitudes, and evaluations of
sustainability practices divided into environmental, socio-cultural, and economic aspects. The
survey included Likert-scale items to measure the tourists' level of satisfaction and perceptions
of managers' sustainability strategies and practices, ensuring the results could be statistically
analyzed for patterns and correlations.
The qualitative part consisted of semi-structured interviews undertaken with a smaller
group of tourists as well as local stakeholders (e.g. tour guides, heritage site managers, business
owners in the hospitality industry). Interviews aimed to elicit nuanced views on the challenges
and opportunities of sustainable tourism development in Uzbekistan’s heritage cities. The
qualitative insights offered contextualised knowledge of survey responses and surfaced
differences in perspectives among tourists and local stakeholders. This research design is based
on a case study methodology, with a consideration of Samarkand and Bukhara as connected
case examples of heritage destinations in Central Asia. The case study methodology is useful
for nuanced investigations, particularly because it adopts a situated examination of
sustainability issues related to the heritage sites in Uzbekistan (Yin, 2018). Also, the use of the
two methods in combination improves the study’s construct validity and reliability, because the
study uses data triangulation to mitigate the effects of using a single
3.2 Study Cities
This research investigates Samarkand and Bukhara, the two most significant heritage
sites in Uzbekistan that act as focal points of interest on the ancient Silk Road. Both cities are
UNESCO World Heritage sites, making them distinctive cultural landscapes in which tourism
development considerations occur with sustainability consideration.
Samarkand was aptly dubbed by many authors as the "Crossroads of Cultures" due to its
historical role of a place of trade, religion, and science in the world. The most recent population
estimation, which is over approximately 550,000 people (State Committee of Statistics of
Uzbekistan, 2024), shows that Samarkand could expect up to 2.5 million domestic tourists,
along with international tourists. This makes Samarkand one of the most visited destinations in
Central Asia (UNWTO 2023). The main tourism draws are the city’s world-class architectural
cultural heritage: Registan Square, Bibi-Khanym Mosque, Gur-e-Amir Mausoleum, Shah-i-
Zinda necropolis. Most recently, a shift in heritage management in Samarkand from prospected
angel to an emphasis on Silk Road tourism; a large investment in the overarching management
of the city to upgrade existing tourist infrastructure, including a new Afrosiyob high-speed rail
connection to Tashkent. Urbanization, the expansion of tourism accommodation and other
facilities, as well as visitor footfall have posed difficult questions in terms of heritage
sustenance, visitor experience, local community well-being.
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 08,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
737
Bukhara (approximately 280,000 residents; State Committee of Statistics of Uzbekistan,
2024) is considered a "living museum," due to its intact urban fabric -- which continues to
document over two thousand years of history. With an estimated 1.8 million annual visitors
who are drawn to its Old City's madrassahs, mosques, caravanserais, and bazaars (which reflect
both Islamic architecture and mercantile culture inspired by the Silk Road; UNESCO, 2022),
Bukhara retains a relatively traditional urban quality, with its narrow alleyways and historical
residential quarters encouraging a feeling of authenticity. However, mass tourism,
commercialization, and infrastructure pressures put pressure on the international co-operation
projects concerning preservation of heritages with projects in Bukhara supported by UNESCO
and ICOMOS.
Both cities are central to Uzbekistan's Tourism Development Strategy 2030 to double
international arrivals and promote sustainable practices. Their selection as case study
destinations exemplifies their shared relevance as iconic heritage destinations while both
destinations' anticipated impact on sustainable tourism practice is also dissimilar given their
different approaches to tourism development and heritage management. Samarkand is
characterized by rapid modernization and international tourism branding, while Bukhara
represents a living historic city facing a challenge of authentic sustainability. This study aims to
use tourist perceptions of sustainability to highlight the diverse experiences and expectations on
the future of heritage tourism in Uzbekistan, in both cases.
3.3 Data Collection Methods
This study used mixed methods to gather rich data about tourist perceptions of
sustainability in heritage destinations of Samarkand and Bukhara. Mixed methods were used to
receive the complete picture of the research problem. Quantitative and qualitative methods were
applied to ensure the aim of mixed methods research was achieved. A structured survey
questionnaire was the main data collection method, of which the researcher successfully
administered to a total of 210 tourists, with 110 in Samarkand, and 100 in Bukhara. Tourists
were sampled through convenience sampling at key heritage destinations, including Registan
Square, Shah-i-Zinda, Gur-e-Amir in Samarkand and Po-i-Kalyan Complex, Ark Citadel, and
Lyabi Hauz in Bukhara. The survey had an overall response rate of 84 percent, with 176 valid
and complete questionnaires (100 in Samarkand and 76 in Bukhara) retained for analysis. In
addition to the survey, semi-structured interviews were conducted with 15 stakeholders -
heritage site managers, local tourist authorities, private tour operators, and licensed tour guides-
which allowed for additional insight into current sustainable heritage management practices and
the extent to which the challenges and/or restrictions of conserving the heritage asset with
sustainable tourism development. Each interview lasted approximately 30-45 min and was
audio recorded with the participants consent.
Secondary data were obtained through the analysis of publicly available documents
including official publications, reports by the State Committee for Tourism Development of
Uzbekistan, documents from the UNESCO World Heritage Centre, and statistics regarding the
levels of tourist arrivals between the years 2019 and 2024 and related tourism statistics that fell
within the wide timeframe. Some academic articles as well as tourism policy papers were also
examined to provide a cross-referencing perspective and strengthen how the findings were
interpreted. The inclusion of surveys, interviews, and observations, along with secondary data,
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 08,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
738
meant that the study was subject to a triangulation of data, which enhanced both reliability and
validity of the findings.
3.4 Data Analysis
The study used a combination of primary and secondary data sources, in order to study
sustainable tourism development in Samarkand and Bukhara. The data were collected through
surveys, interviews, and document sources and analyzed in a mixed-method way, using
descriptive statistics and qualitative interpretation. The surveys were coded into key thematic
categories including environmental management, cultural heritage preservation, infrastructure,
and community participation. The quantitative data from the questionnaires were analyzed
using descriptive statistics. Simple descriptive statistics were also used in reporting percentages
and frequency distributions of the questionnaires which may reveal patterns in tourist
evaluations about waste management, green facilities, and preservation of monuments. In terms
of qualitative information, stakeholder data and the analysis of open-ended responses and
documents were organized thematically, with key issues that emerged around improving
infrastructure and environmental regulation and a greater need for community participation in
tourism planning. The two cities’ comparative analysis demonstrated that Samarkand attracts
visitors due to its higher international status, while Bukhara is preferable as an authentic &
traditional heritage heritage experience. The perspectives provided a starting point towards best
practice identification and adjusting policy. Overall, the use of quantitative and qualitative
techniques allowed this study to generate statistical information as well as voice the
perspectives of stakeholders and allowed for a fuller understanding of the challenges and
opportunities for sustainable tourism development in Uzbekistan's heritage cities.
Result and Discussion:
The study on sustainable tourism in Samarkand and Bukhara revealed that travelers are
becoming more concerned about over-commercialization, poor infrastructure, and
environmental pressures, while also pursuing cultural authenticity. Visitors acknowledged the
sustainable nature of iconic monuments in Samarkand, such as Registan Square and Shah-i-
Zinda, but they also identified potential downsides, including over-restoration, poor green
infrastructure, and excessive commercialization, which could diminish their authenticity.
Nevertheless, travelers responded favorably to the initiatives, which encompassed the
development of new pedestrian pathways, the enhancement of waste management systems, and
the promotion of artisanal crafts. Tourists recognized Bukhara as a "living heritage city" where
community life is perpetually interwoven with history. Tourists perceived a greater sense of
authenticity in Bukhara than in Samarkand, despite their continued calls for eco-friendly
accommodations, renewable modes of transportation, and improved waste management.
Initiatives such as community-based tourism and the promotion of local crafts were viewed
favorably by all tourists at each site. However, policies that prioritized short-term revenue-
generating activities over long-term heritage conservation were viewed somewhat more
critically. The findings are consistent with the global trends observed in UNESCO and
UNWTO reports, which recognize that the quality of heritage tourism is not solely determined
by policy; it must also be applied in a sustainable manner.
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 08,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
739
In summary, Uzbekistan has made headway in enacting sustainable tourism policies, but
more needs to be done in the area of environmental management, green infrastructure, and
involving the community. Sustainable tourism is not just part of heritage tourism for tourists,
but a fundamental aspect. As Uzbekistan develops the tourism offerings in areas like
Samarkand and Bukhara, it is critical that they continue to explore ways of expanding tourism
while protecting the cultural heritage and environment.
Conclusions and Recommendation:
This research was focused on tourist perceptions of sustainability in Samarkand and
Bukhara through surveys, interviews and secondary data, which also revealed strengths and
weaknesses related to how heritage sites are managed. Our results indicated that tourists
appreciated restoration work, conservation initiatives, more sustainable transportation, and
improved accessibility; however, our findings also raised several areas of concern for
sustainable tourism development such as peak-season tourism and overcrowding; waste
management practices; lack of digital tools and resources; and limited levels of engagement
from the local population. Although tourists were happy and loyal to a particular site when
initiatives of sustainability were easily observable such as vegetation, green infrastructure or
community-based tourism. Overall, these insights suggest sustainable development in
Uzbekistan goes beyond conserving the monuments but involves social, economic and
environmental factors which affect visitor experiences and long-term competitiveness. Both
Samarkand and Bukhara appear to be moving in the right direction but the need for more
cooperative governance between government, private sectors, and communities must be
addressed.
This study recommends that Uzbekistan develop green infrastructure in its heritage
cities through the improvement of waste management, transport, and renewable energy use.
Increasing community engagement will ensure residents have a voice in tourism planning and
can claim direct benefits from the results. Smart platforms and apps can manage visitor flows
and provide information to protect fragile sites. Greater regulatory and financial subsidies will
encourage the tourism industry to pursue sustainable practices. Closer partnerships with
organisations such as UNESCO, UNWTO and relevant international counterparts will provide
local knowledge and resources, promoting Uzbekistan to lead in sustainable tourism in Central
Asia.
References:
Byrd, E. T. (2007). Stakeholders in sustainable tourism development and their roles: Applying
stakeholder theory to sustainable tourism development. Tourism Review, 62(2), 6–13.
https://doi.org/10.1108/16605370780000335
Aas, C., Ladkin, A., & Fletcher, J. (2005). Stakeholder collaboration and heritage management.
Annals of Tourism Research, 32(1), 28–48. https://doi.org/10.1016/j.annals.2004.04.005
Bramwell, B., & Lane, B. (2011). Critical research on the governance of tourism and
sustainability.
Journal
of
Sustainable
Tourism,
19(4–5),
411–421.
https://doi.org/10.1080/09669582.2011.580586
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 08,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
740
CIS Legislation. (2019). Tourism policy and visa reform in Central Asia. CIS Legal Database.
CIS Legislation. (2020). Open skies and investment programs in Uzbekistan: Policy updates.
CIS Legal Database.
Creswell, J. W., & Plano Clark, V. L. (2017). Designing and conducting mixed methods
research (3rd ed.). SAGE Publications.
Dayoub, H., et al. (2024). Sustainable heritage tourism development in Central Asia:
Opportunities
and
challenges.
Journal
of
Heritage
Tourism,
19(1),
45–63.
https://doi.org/10.1080/1743873X.2024.XXXXXX
García-Hernández, M., et al. (2023). Managing carrying capacity in heritage sites: The
Alhambra
experience.
Tourism
Management
Perspectives,
44,
101006.
https://doi.org/10.1016/j.tmp.2023.101006
Garrod, B., & Fyall, A. (2000). Managing heritage tourism. Annals of Tourism Research, 27(3),
682–708. https://doi.org/10.1016/S0160-7383(99)00134-6
Juraturgunov, A., et al. (2023). Heritage-led development strategies in Uzbekistan’s World
Heritage Sites. Central Asian Journal of Tourism Research, 6(2), 77–95.
Makhmudov, T., et al. (2023). Heritage tourism in Uzbekistan: Policy and conservation
perspectives. Tourism Studies in Central Asia, 4(1), 12–30.
Mason, P. (2003). Tourism Impacts, Planning and Management. Butterworth-Heinemann.
McKercher, B., & du Cros, H. (2002). Cultural tourism: The partnership between tourism and
cultural heritage management. Haworth Hospitality Press.
Pedersen, A. (2002). Managing tourism at world heritage sites: A practical manual for world
heritage site managers. UNESCO World Heritage Centre.
Sánchez-Greco, E., et al. (2019). Visitor flow management in urban heritage sites: Lessons
from
European
cities.
Journal
of
Sustainable
Tourism,
27(9),
1300–1320.
https://doi.org/10.1080/09669582.2019.1577574
Sharpley, R. (2009). Tourism development and the environment: Beyond sustainability?
Earthscan.
Shokirov, F., & Parsi, R. (2025). Comparative approaches to heritage site management in
Uzbekistan: Case studies of Samarkand and Bukhara. Journal of Central Asian Tourism
Research, 8(1), 50–68.
State Committee of the Republic of Uzbekistan on Statistics. (2024). Population statistics of
Samarkand and Bukhara. https://stat.uz
Tashkent State University of Economics. (2022). Tourism development in Samarkand and
Bukhara: Challenges and opportunities. Journal of Economic Research, 15(2), 45–59.
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 08,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
741
Timothy, D. J., & Boyd, S. W. (2003). Heritage tourism. Pearson Education.
UNESCO. (2019a). State of conservation of World Heritage Sites in Uzbekistan. UNESCO
World Heritage Centre. Retrieved from https://whc.unesco.org/en/soc/
UNESCO. (2020). Samarkand and Bukhara: UNESCO World Heritage Sites. UNESCO World
Heritage Centre. Retrieved from https://whc.unesco.org/en/list/
UNESCO. (2022). Historic Centre of Bukhara: World Heritage List. UNESCO World Heritage
Centre. Retrieved from https://whc.unesco.org/en/list/602
UNESCO. (n.d.-a). Samarkand: World Heritage List. UNESCO World Heritage Centre.
Retrieved from https://whc.unesco.org/en/list/603
UNESCO. (n.d.-b). Historic Centre of Bukhara: World Heritage List. UNESCO World Heritage
Centre. Retrieved from https://whc.unesco.org/en/list/602
UNESCO. (n.d.-e). State of Conservation report: Bukhara. UNESCO World Heritage Centre.
Retrieved from
https://whc.unesco.org/en/soc/
UNWTO. (2013). Sustainable Tourism for Development Guidebook. World Tourism
Organization.
Retrieved
from
1.amazonaws.com/imported_images/47190/sustainable_tourism_for_development_guidebook_
UNWTO. (2023). Tourism statistics and trends in Uzbekistan. World Tourism Organization.
https://www.unwto.org
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE
Publications.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human
Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Juvan, E., & Dolnicar, S. (2014). The attitude–behaviour gap in sustainable tourism. Annals of
Tourism Research, 48, 76–95. https://doi.org/10.1016/j.annals.2014.05.012
Ramchurjee, N., & Suresha, K. (2020). Sustainable tourism and tourists’ pro-environmental
behaviour: An empirical study. International Journal of Tourism Cities, 6(2), 279–296.
https://doi.org/10.1108/IJTC-09-2019-0152
Weinmann, M., Schneider, C., & vom Brocke, J. (2016). Digital nudging. Business &
Information Systems Engineering, 58(6), 433–436. https://doi.org/10.1007/s12599-016-0453-1
Meske, C., & Potthoff, T. (2017). The DINU-model – A process model for the design of digital
nudges. Proceedings of the 25th European Conference on Information Systems (ECIS).
Sánchez-Fernández, R., Iniesta-Bonillo, M. Á., & Schlesinger, W. (2021). Perceived
sustainability and customer satisfaction in tourism. Sustainability, 13(9), 5152.
https://doi.org/10.3390/su13095152
