*Surabhi Srivastava, Ruchika Kulshrestha

Abstract: Over the last two decades, there has been extensive research on cultural heritage. The world of academia places a higher value on intangible or tangible heritage than on living heritage. Living heritage is community centric which is significant to explore for community development. The purpose of this paper is to highlight the scholarly efforts towards living heritage. At the same time, the overall production number of journals and citation measures has become essential elements in evaluating and ranking scholars’ success. This study intends to analyse the keywords associated with living heritage by examining its evolution from 2003 to 2023. The Web of Science database was searched to find publications, organisations, prominent writers, publication years, countries, and most-cited papers in order to do bibliometric analysis. Using VOSviewer, a keyword occurrence analysis was carried out. The study’s findings show global patterns and heightened production leading to diverse modifications. The present study enhances the existing literature by introducing a conceptual framework that could direct future research efforts. The framework provides academics with the opportunity to explore many research areas in future studies. The current study fills this research gap by conducting a bibliometric analysis for the keywords and publication analysis. The paper presents information concerning ways destination marketers, and local communities can manage their living heritage for promotional purposes, and also suggests a comprehensive method for overseeing tourism sustainability.

Keywords: Living heritage, intangible cultural heritage, sustainability, VOSviewer