Managing Cultural Tourism in Pakistan: Issues and Challenges
Author: Ayesha Waheed

Management of cultural tourism plays a vital role in providing tourism the space to flourish socio-economically, which is need of the time. This study at first takes a look into the existing management structure of this sector, then highlights some issues and challenges. Furthermore, it also assesses the role of E-Governance in the management of this sector with the focus to analyze how the management has been done and how to make it better. For this purpose observation and fifty unstructured and semi-structured interviews have been done and thematic analysis has been used to get results. For generalizing the data for Pakistan only five locales: Rohtas Fort, Taxila, Takht-i-Bahi, Lahore and Islamabad have been selected with some sub locales. These sub locales include some organizations and tourism sites in a city. All the selected locales and sub locales have some cultural significance. Moreover, Multimodal Discourse Analysis has been done of eight prevalent Pakistani tourism websites and then a comparison has been done of these with three tourism websites of other countries to check the effectiveness of E-Governance in this regard. The results show that there is no such management structure for cultural tourism, whatever management is there for tourism is improper. This is justified by the long list of issues and challenges faced by this sector. The websites are also not so effective because of their content, technical incompetence and also lack of accessibility and usability of these websites in this country. Some recommendations have also been provided at the end of this study to help the stakeholders and policymakers. Supervisor:- Dr. Zulfiqar Ali

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Keywords : Cultural Tourism, E-governance, Multimodal Discourse Analysis
Supervisor: Zulfiqar Ali Kalhoro

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