• Dr. Madhu Murdia
• Chirag Dave

The tourism industry in Udaipur stands out for its grandeur and its vital contribution to the city’s and state’s economy. Yet, the coexistence of cultural preservation and commercial expansion presents an ongoing dilemma. This research explores tourists’ perceptions of how heritage conservation and commercialisation intersect within Udaipur’s cultural landscape. Using a descriptive design, data were gathered from 257 visitors through a structured questionnaire comprising ten Likert scale statements. The analysis reveals that tourists recognise the value of maintaining heritage integrity and support sustainable tourism practices that involve community participation and effective governance. However, many also express concern that growing commercial activity around heritage sites threatens their authenticity and symbolic meaning. The findings suggest that a careful balance between economic gain and cultural safeguarding is essential for the long-term success of tourism in Udaipur. Strengthened regulatory frameworks and transparent reinvestment of tourism revenue into heritage upkeep could help ensure that the city’s cultural wealth continues to flourish without diminishing its historic essence.

Preservation, Commercialisation, Tourism, Heritage, Udaipur city.

"CULTURAL PRESERVATION VS. COMMERCIALIZATION: TOURISM’S DUAL ROLE IN SHAPING UDAIPUR’S HERITAGE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 10, page no.b427-b437, October-2025, Available :http://www.jetir.org/papers/JETIR2510159.pdf

"CULTURAL PRESERVATION VS. COMMERCIALIZATION: TOURISM’S DUAL ROLE IN SHAPING UDAIPUR’S HERITAGE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 10, page no. ppb427-b437, October-2025, Available at : http://www.jetir.org/papers/JETIR2510159.pdf