Can cultural heritage be a successful strategy as a tourist experience? The case of tourist establishments in the mountains of Valencia, Spain

ABSTRACT The relationship between tourism and heritage has increased exponentially in recent years. According to the scientific literature, linking heritage to tourism promotes and improves the quality of the visitor experience. The main objective of this research is to identify the main heritage elements linked to tourism and the problems that may arise due to poor management of these heritage elements by the different stakeholders in the mountain region of Valencia, Spain. The study used a qualitative method involving interviews. A total of 15 semi-structured interviews lasting between 40 and 70 minutes were conducted in 12 mountain towns in the province of Castellón. The results indicate that there is a wide repertoire of very interesting heritage elements. However, the management of these elements is creating some problems that have had a negative impact on both the local population and visitors. This study has a series of implications for the various stakeholders. Firstly, these findings highlight the huge variety of heritage resources already in the area. Secondly, the study puts forward joint strategies for action in the field of heritage and tourism. Thirdly, we point out the risk of commoditization of tourism products for the natural and cultural environment of these rural areas.