Framework of cultural sustainability for world cultural heritage sites based on the visitation experience

The definition of cultural sustainability in tourism-focused cultural heritage sites remains ambiguous. This study explores how integrating cultural sustainability principles can improve the management of such sites based on visits. A four-stage conceptual model was developed using the Action Design Research (ADR) methodology. The initial phase involved diagnosing the problem through a comprehensive literature review, quantitative research that evaluated the perspectives of World Cultural Heritage Sites (WCHS) managers, and a qualitative analysis of visitor comments on WCHS collected from the TripAdvisor platform. Subsequently, a conceptual model proposed in the second stage was formulated, which was then tested and validated during the third implementation phase. Interviews were conducted with managers and heritage experts, and aspects of cultural sustainability within cultural heritage sites were assessed using participant observation techniques. Ultimately, the study discerned the role of culture in the PCH sustainability paradigm, created a definition, and developed a conceptual model for this issue from the visitation perspective.