Visitor understanding of the UNESCO world heritage brand: a comparative analysis

A comparative analysis of visitor awareness and motivation regarding UNESCO World Heritage Sites reveals that while visitors from Serbia and Morocco exhibit higher pre-visit awareness of the World Heritage brand compared to those in the USA, this awareness does not translate into increased site visitation. The study, which surveyed visitors at Studenica Monastery (Serbia), Independence Hall (USA), and Volubilis (Morocco), found that World Heritage status alone does not motivate tourism decisions. Despite a segment of visitors being aware of the brand, they are not driven to visit specific sites due to this recognition, suggesting the World Heritage List may function more as a symbolic or political tool than an economic driver. This challenges the assumption that the UNESCO World Heritage designation significantly boosts tourism.

Adie, B. A. (2015). Visitor understanding of the UNESCO world heritage brand: a comparative analysis. Scuola IMT Alti Studi di Lucca. https://doi.org/10.13118/ADIE-BAILEY-ASHTON_PHD2015