Sustainable Business Models in Heritage Tourism: A Comparative Study of St Andrews, Scotland and Jaipur, India

Heritage tourism plays a vital role in the preservation of culture and local economic development worldwide. However, as the number of tourists rises, maintaining a balance between economic growth, community well-being, and environmental integrity becomes more complex. This paper compares two culturally rich but socioeconomically distinct cities-St Andrews in Scotland and Jaipur in India-to explore how sustainable business models (SBMs) are implemented in heritage tourism. Drawing on published research, secondary data, and expert interviews, the paper highlights the successes and ongoing challenges in each location. St Andrews emerges as a case of strategic academic collaboration, community empowerment, and environmental foresight. Jaipur, while rich in cultural capital, faces unique issues stemming from its large informal tourism sector and urban pressures. This study offers recommendations focused on improving governance, encouraging innovation through academic partnerships, expanding community involvement, and adopting sustainable certifications. The findings contribute to policy discussions and suggest context-sensitive practices that can make heritage tourism more inclusive, resilient, and sustainable.