The Interlinkage of Infrastructure, Authenticity, and Community: Unpacking the Challenges and Opportunities of Heritage Tourism in Punjab
Abstract
Abstract Purpose: Heritage tourism serves as a vital catalyst for cultural preservation, peacebuilding, and sustainable socio-economic development. Despite Punjab's rich historical legacy, empirical research addressing the efficacy of its heritage tourism infrastructure remains limited. This study aims to evaluate the perceptions of domestic tourists regarding tourism infrastructure, promotional strategies, and community participation in the heritage cities of Punjab, India. Methodology: An exploratory cross-sectional research design was employed. Primary data was collected through a structured questionnaire administered to 150 domestic tourists visiting major heritage sites in Amritsar, Kapurthala, and Patiala. The study utilized descriptive statistics to analyze demographic profiles, tourist behavior, and perceptions of destination infrastructure, authenticity, and preservation efforts. Findings: The findings reveal that Punjab's heritage tourism market is predominantly driven by young (25–34 years) and educated (graduate-level) travelers. While tourists favorably rated core infrastructure elements—such as accommodation, local cuisine, banking, and transportation—there is a distinct reliance on commercial hotels over culturally immersive homestays. Additionally, while the internet emerged as the primary source of information, overall awareness of official government tourism advertisements remained low. Tourists also expressed strong support for community participation in heritage conservation and reported high perceived authenticity of the local culture. Practical Implications: The study highlights a critical need for policymakers and tourism boards to pivot toward targeted digital marketing campaigns aimed at younger demographics. Furthermore, incentivizing homestay-based accommodations can enhance cultural authenticity for visitors while directly stimulating the local economy and empowering host communities.