Investigating the role of the World Heritage brand in attracting visitors to protected areas in Queensland, Australia

Approximately one in four visitors to UNESCO World Heritage Sites in Queensland, Australia, indicated that the World Heritage brand influenced their decision to visit. This study is the first in-depth exploration of visitor awareness and preference for the World Heritage brand, revealing that while brand recognition varies significantly across sites—with only one-third of visitors recalling it spontaneously—it remains a powerful motivator for tourism. The research developed a practical framework for understanding protected area brands' roles among stakeholders and established baseline sociodemographic data across Queensland’s World Heritage Sites. Methodologically, the study employed focus groups, visitor surveys (1,827 valid responses), expert interviews, and on-site observations, analyzing data through descriptive statistics and chi-square tests to assess brand influence. Findings have already informed national and international policy on World Heritage branding.

King, L. M. (2011). Investigating the role of the World Heritage brand in attracting visitors to protected areas in Queensland, Australia [James Cook University]. https://doi.org/10.25903/5HRR-0Z47