Social media and the tourist experience: a study of UNESCO cultural heritage sites in Pakistan

Purpose This study explores how social media platforms shape and mediate the tourist experience at UNESCO cultural heritage sites in Pakistan. It analyses user content to uncover key drivers of visitor satisfaction and sustainable heritage tourism. The research contributes to understanding the digital dynamics of cultural tourism and provides insights for enriching heritage site management and visitor experience strategies. Design/methodology/approach The study is based on inductive thematic content analysis of tourist reviews on UNESCO cultural heritage sites in Pakistan. Findings The research identifies several recurring themes that are pivotal to the visitor experience: empathy, experience, authenticity, atmospherics and service quality. Practical implications These insights carry substantial implications for the management and promotion of cultural heritage tourism at UNESCO heritage sites in South Asia. They advocate for a strategic emphasis on enriching visitors' experience, improving site amenities and implementing sustainable tourism practices. Social implications These insights convey considerable implications for the management and promotion of cultural heritage tourism on UNESCO heritage sites in Pakistan. They advocate for a strategic emphasis on enriching visitors' experience, improving site amenities and implementing sustainable tourism practices. Originality/value The findings emphasize authenticity's role in strengthening connections to history and enhancing the educational and emotional dimensions of cultural tourism. The results further highlight the significance of immersive experiences in boosting visitor satisfaction and underscore the necessity of providing high-quality services to meet diverse tourist expectations.