A netnography approach to exploring the components of memorable faith destination experiences in Central Asia UNESCO world heritage sites

This study provides a nuanced understanding of memorable faith tourism by examining the components of both positive and negative visitor experiences at sacred sites in Central Asia, many of which are designated UNESCO World Heritage sites. Using a netnography approach, the research analyzed online visitor reviews to identify key aspects of their experiences. The analysis uncovered four main themes driving positive memorability: (1) spiritual elevation and transcendence; (2) sacred heritage reverence; (3) aesthetic, architectural, and atmospheric awe; and (4) ritual practices and pilgrimage experiences. Conversely, four themes emerged as sources of negative experiences: (1) neglect of sacred heritage; (2) restoration-induced inauthenticity; (3) misalignment, miscommunication, and marginalization; and (4) over-commercialization and visitor harassment. The findings present a dual-sided framework that enhances theoretical understanding of memorable tourism and provides practical insights for heritage site managers in the region to promote positive encounters while reducing negative ones.