CULTURAL HERITAGE MARKETING AS A DRIVER FOR SUSTAINABLE TOURISM DEVELOPMENT: EVIDENCE FROM THE PEJA REGION
CULTURAL HERITAGE MARKETING AS A DRIVER FOR SUSTAINABLE TOURISM DEVELOPMENT: EVIDENCE FROM THE PEJA REGION

Summary/Abstract: Cultural heritage plays a central role in shaping destination identity and visitor experience, particularly in regions where historical continuity, traditions, and community values remain deeply embedded in everyday life. This study explores the role of cultural heritage marketing in advancing sustainable tourism development in the Peja region of Western Kosovo. The research aims to understand how cultural assets can be promoted in ways that support environmental protection, economic vitality, and the preservation of local identity. The paper applies a qualitative and analytical approach, drawing on field based observations, document analysis, and stakeholder perspectives to evaluate current practices and challenges. Findings suggest that effective cultural heritage marketing requires the integration of authentic narratives, community participation, and long term destination branding strategies. When cultural values are clearly communicated and responsibly promoted, tourism contributes not only to local economic development, but also to social cohesion and cultural continuity. The study concludes that sustainable tourism development depends on marketing approaches that emphasize identity, authenticity, and responsible visitor behavior, ensuring mutual benefit for local communities and the tourism sector

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