The research aims to explore the linkages between cultural heritage tourism and national identity with specific references to the strategic revival of the ancient Silk Route as a modern-day tourism and cultural development project. Using a quantitative research approach based on Structural Equation Modelling (SEM) techniques, this research aims to explore the role and impact of engagement with heritage sites, cultural traditions, and historical narratives on the formation and reinforcement of national identity among domestic and international tourists. Data collection was done using a sample size of 150 respondents through major cultural heritage tourism sites such as Samarkand, Bukhara, and Khiva. The results indicated that there is a strong positive correlation between cultural heritage tourism, cultural awareness, and national identity, where cultural awareness is a partial mediator in the process. In addition, tourist type moderates the relationship such that domestic tourists have more identity reinforcement compared to international tourists. The significance of this study lies in its contribution to the current literature on the application of the SEM model to mediating and moderating relationships in tourism national identity studies, especially within Central Asia.
Publication Date: 2026-06-21