National Heritage Identity as a Driver of Heritage Tourism in Asia: A Critical Review

Heritage tourism has become an important driver of tourism development, particularly in Asia, where countries actively promote national and cultural identities to attract visitors. Although individual studies have examined heritage identity in relation to tourism, existing reviews have not systematically synthesised the theoretical perspectives, methodological approaches, and empirical evidence on how tangible and intangible heritage identities are utilised as tourism development resources across South and Southeast Asia. Accordingly, this systematic review addresses three questions: (i) how research on heritage identity in heritage tourism has evolved in South and Southeast Asia, including its publication trends, theoretical perspectives and methodological approaches; (ii) which forms of tangible and intangible heritage identity are most utilised in South and Southeast Asia; and (iii) what conceptual and practical challenges and future research directions emerge from the literature. This study presents a systematic literature review with narrative synthesis of 44 publications to analyze how tangible and intangible heritage identities are used to promote heritage tourism in the region. The findings indicate that most studies focus on tangible heritage such as monuments, archaeological sites and colonial architecture, while intangible heritage, including cultural festivals and living traditions, remains comparatively underrepresented. The review further shows that heritage identity plays a significant role in strengthening national identity, enhancing visitor experiences and supporting local economic development across South and Southeast Asia. At the same time, several challenges remain, including the underutilisation of heritage resources, limited recognition of intangible heritage and the need to improve visitor management and sustainable tourism practices. The study concludes that Asian countries have significant untapped potential to further integrate heritage identity into tourism strategies, particularly through more innovative uses of intangible cultural heritage and improved heritage governance and management.