BUSINESS MODELS FOR SUSTAINABLE HERITAGE TOURISM: GENERATING REVENUE WITHOUT DAMAGING ARCHAEOLOGICAL VALUE

Abstract

Sustainable heritage tourism has become an important field for both business administration and archaeology because archaeological sites can generate economic value while preserving cultural identity. This article examines business models that can support archaeological heritage tourism without damaging archaeological value. The study focuses on revenue diversification, stakeholder cooperation, community participation, visitor management, digital innovation, and evidence-based decision-making. The article uses Afrasiab Museum and Archaeological Site in Samarkand, Uzbekistan, as a case study because it combines high archaeological significance with strong tourism potential. UNESCO identifies ancient Afrasiab as part of the historic city of Samarkand, which developed as a major cultural crossroads and is preserved as an archaeological reserve (UNESCO World Heritage Centre, n.d.-a). The article argues that archaeological sites should not depend only on ticket sales but should develop a hybrid sustainable business model that includes guided tours, museum shops, educational programs, digital experiences, public-private partnerships, and community-based tourism services. The proposed model aims to generate revenue, improve visitor experience, support local communities, and protect archaeological resources for future generations.