Tourist Intentions to Visit or Revisit Archaeological Sites in Pakistan

Abstract

Abstract This study contributes to the literature on archaeological tourism by investigating the impact of psychological distance on tourist’s continuity to visit or revisit the archaeological sites. Recent trends show tourist preferred to visit the natural beauty and modern art instead of archaeological sites. Archaeologist encounters a considerable amount of difficulties when they try to operate on economic and sites protection fronts simultaneously. This study has relied on construal level theory to determine the tourist intentions to visit or revisit the archaeological sites in different time contrast and social proximity with identity centrality and gender diversity. For this study, 868 responses were collected from tourists using a structured questionnaire and analysed by structural equation modelling. The study establishes the role of psychological distance, which offers a clear plan to the tourist to visit or revisit archaeological sites by understanding their religious, social, and historical connection to them. This research also provides a dynamic way of thinking for archaeologists, policy makers, and the managing institutions to assist the tourist to visit or revisit archaeological sites through using social ties and time-spans as unique alternatives. The notable findings of this study open the door for future research to bridge the economic and social aspects with site preservation and capacity parameters.