The role of digital technologies in the development of cultural heritage tourism, Sheikh Safi al-Din Khanegah and shrine ensemble – registered by UNESCO

Purpose The purpose of this study is to explore the role of digital technologies in the development of cultural heritage tourism, specifically focusing on Sheikh Safi al-Din Khanegah and the Shrine Ensemble, which is recognized as a UNESCO World Heritage site. This research aims to identify how these technologies can enhance the tourism experience and effectively manage cultural heritage. Design/methodology/approach An exploratory qualitative approach was adopted for this study, involving interviews with 13 experts in digital technologies and cultural heritage. Experts were selected using convenience and snowball sampling techniques. Thematic analysis was conducted on the interview transcripts using MAXQDA20 software to derive insights and themes related to the application of digital technologies in heritage tourism. Findings The analysis resulted in 221 initial statements, which were further categorized into 107 basic themes, leading to 24 organizing themes and, ultimately, four global theses. The findings highlighted four significant roles of digital technologies in cultural heritage tourism: leading, inhibitory, mandatory and functional. These themes illustrate the multifaceted impact of digital technologies on enhancing the cultural tourism experience at Sheikh Safi al-Din Khanegah and the Shrine Ensemble. Originality/value This study contributes to the existing body of knowledge by providing an in-depth examination of the intersection between digital technologies and cultural heritage tourism. It presents a structured framework that categorizes the roles of these technologies, offering valuable insights for policymakers, tourism developers and cultural heritage managers aimed at leveraging digital innovations for sustainable tourism development.