FOOTSTEPS THROUGH TIME: WHAT BRINGS TOURISTS TO SAMARKAND

This research examines why heritage tourists choose to visit the historic city of Samarkand in Uzbekistan. Drawing on push–pull theory, cultural capital insights, and models of heritage-tourism motivation, the analysis points to four main drivers: cultural curiosity, aesthetic appreciation, spiritual meaning, and a quest for authenticity. Because Samarkand sits at the heart of the old Silk Road, its rising visitor numbers urge planners to match site management with these varied motives. The insights are intended to help craft richer, better-focused and more sustainable experiences for people who come to explore the city's past.