The Role of Urban Context in Promoting Heritage Tourism

Abstract

This research focuses on studying the role of the urban context in promoting and revitalizing heritage tourism, through analyzing its morphological elements and explaining how these components affect the attractiveness of heritage sites and the tourist experience. The research problem can be defined as the lack of clarity regarding the components of the urban context in heritage tourism, and the research hypothesis is based on revitalizing the components of the urban context in heritage tourism, which directly contributes to increasing its attractiveness. The research relied on a descriptive approach and analytical approach supported by a comparison of selected case studies from the cities of Fez (Morocco) and George Town (Malaysia). It also drew on a review of previous basic literature on heritage tourism and the urban context. The study concluded that the urban context is a crucial and essential element in shaping the tourist experience and enhancing the cultural identity of the place, and that the success of heritage tourism is limited by the effectiveness of the management and organization of the urban fabric, traditional local functions, and popular cultural events within an organized and sustainable framework.