The search for World Heritage brand awareness beyond the iconic heritage: a case study of the Historic Centre of Macao

A study on the Historic Centre of Macao, a UNESCO World Heritage Site (WHS), reveals that while visitors show strong interest in cultural heritage and iconic landmarks like St Paul's Ruins, awareness of the WHS designation itself is minimal. Despite promotional efforts by UNESCO and tourism industries, the 'WHS brand' fails to resonate with tourists, suggesting that its economic and cultural value may be underutilized. Researchers employed intercept surveys and participant observation to assess visitor perceptions, finding that cultural themes drive engagement more effectively than the WHS label alone.

Dewar, K., du Cros, H., & Li, W. (2012). The search for World Heritage brand awareness beyond the iconic heritage: a case study of the Historic Centre of Macao. Journal of Heritage Tourism, 7(4), 323–339. https://doi.org/10.1080/1743873x.2012.722640