Owing to its colonial past, the Subcontinent Asia inherited diversified heritage and vibrant culture. Pakistan, being central part of the subcontinent, offers the provision of numerous traditional heritage sites and sense of belongingness. The heart of Pakistan and second largest city, Lahore, is selected as the focal region for the purpose of this study. Historically speaking, it is believed to be 2000 years old city and thus many of its ancient places are characterized as UNESCO World Heritage Sites. Over the last several decades, many of world heritage sites of Pakistan have come under increasing pressure, as a result of a growing human population and urbanization. Considering these dynamics, the study of its urban conservation and heritage management practices are of paramount importance. The study aims to analyze the effect of attachment and perception on the sense of belongingness, with mediating effect of involvement of residents in world heritage sites (WHS) programs. The data is obtained from 256 respondent living in the areas of the Walled city of Lahore, and stepwise multiple regression models were used to test hypotheses. The results depicts that perception, both positive and negative, does not affect the involvement of residents in WHS programs, and it also does not affect the sense of belonging. People and place attachment has a significant relationship with both involvements of residents in WHS programs and a sense of belonging. Involvement of residents in WHS programs also has a significant partial mediating effect on the relationship between attachment and perception on a sense of belonging. Research can be helpful to conduct more effective conservation programs, by involving the public of the specific area. Tourism industry has a unique and critical role to play in the sustainable development of Pakistan, and offers solutions to many of its problems. There is high need to sustain the tourism attraction and preserve the heritage. Putting the tourism industry at low priority has led to no development in tour industry and historical sites. The conservation of cultural heritage and the objective of sustainable tourism development can only be realized if stakeholders take care of the issues faced by the sector in a coordinated manner. The major challenge for the policy makers is to stimulate tourism in a sustainable fashion, with minimal negative impacts on local culture and natural environment.


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