Geojournal of Tourism and Geosites | 2026
Authors: Baghirli E.
DOI: 10.30892/gtg.65228-1733
Journal: Geojournal of Tourism and Geosites
Year: 2026
Publisher: Editura Universitatii din Oradea
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Cultural heritage sites serve as crucial anchors of community identity while simultaneously functioning as tourism attractions, yet tourists and local residents often hold divergent perceptions regarding their protection and management. This study examines differences between tourists and residents in perceptions of heritage site protection in Azerbaijan's Lankaran district, aiming to identify key demographic and attitudinal factors influencing heritage protection perspectives. A cross-sectional survey was administered to 300 respondents (160 local residents and 140 tourists) at major heritage sites during peak tourism season. The structured questionnaire comprised 20 items measuring attitudes toward heritage protection, perceived tourism benefits, conservation behavioral intentions, and willingness to pay for preservation efforts. Data analysis employed descriptive statistics, independent samples t-tests, one-way ANOVA, and ordinary least squares regression modeling. The instrument demonstrated satisfactory internal consistency (Cronbach's alpha = 0.812). Statistically significant differences emerged between tourists and residents across multiple dimensions. Tourists emphasized aesthetic appeal, site accessibility, and service quality, while local residents prioritized cultural identity, traditional practices, and community pride. Females reported stronger heritage protection attitudes than males (p < 0.01). Middle-aged respondents (40-59 years) demonstrated the highest conservation commitment (p < 0.001), and educational attainment positively correlated with heritage protection sensitivity (p < 0.01). Regression analysis (R² = 0.516) identified tourist status as the strongest predictor of willingness to pay, with tourists willing to contribute 4.1 AZN more than locals. The findings suggest that sustainable heritage tourism in Lankaran requires dual-focused management: enhancing visitor infrastructure while safeguarding intangible cultural traditions, ensuring equitable revenue distribution, and facilitating meaningful community participation in decision-making processes. © 2026 by the authors.
collective memory; cultural identity; heritage protection; Lankaran; tourism; tourist perceptions