Impacts of Cultural Diversity: Language, Festivals and Heritage Sites on Tourism Development in Gilgit Baltistan

Abstract

This quantitative research investigates the impact of cultural diversity on tourism development in Gilgit Baltistan, focusing on key cultural elements such as language, customs and traditions, cultural heritage, cuisine, music, dance, art and craft. Gilgit Baltistan, known for its vibrant cultural landscape, offers a unique case study to understand how these diverse cultural attributes contribute to the region’s tourism growth. The study aims to quantify the influence of these cultural factors on tourist satisfaction, attraction, and overall tourism development. Data was collected through structured questionnaires distributed to a representative sample of 200 tourists visiting the region, as well as local stakeholders involved in the tourism industry. Statistical analysis, including regression models and correlation analyses, was employed to assess the relationship between the identified cultural variables and key tourism development indicators. The results demonstrate a strong positive correlation between cultural diversity and tourism development, with language and cultural heritage emerging as significant predictors of tourist attraction. The findings also indicate that tourists highly value the unique customs, traditions, and culinary experiences offered by the region, which significantly enhance their overall satisfaction. The research concludes that a strategic focus on cultural diversity can significantly enhance tourism development in Gilgit Baltistan, contributing to the sustainable growth of the region’s economy.