World Heritage Site: an effective brand for an archeological site?

Abstract

This study examines whether branding archeological sites as World Heritage Sites (WHSs) will affect potential demand patterns. The study's research objectives are (1) to explore awareness of potential visitors to the brand and logo of WHS; (2) to investigate the effects of the designation on tourists' future behaviors; (3) to clarify whether the number of sites designated (3 versus 10) has an effect on future visitation patterns; and (4) to reveal possible relationships between the perception of a site as part of the world heritage and UNESCO's designation. This study commenced with an exploratory stage followed by administration of structured questionnaires focusing on inbound tourists to Caesarea, an archeological historical site in Israel. The findings indicate only moderate visitor awareness of the WHS title and logo, implying low brand equity as well as insignificant effects on future demand patterns. Moreover, visitors' willingness to pay (WTP) as well as overall motivation to visit seems to decline following the designation. However, visitors' perception of the site as world heritage is positively linked to WTP. The number of designated sites within a particular state is found to have a positive effect on future demand patterns. Based on the findings specific recommendations are offered.

The WHS Designation—A Factor of Sustainable Tourism Growth for Romanian Rural Areas?

“…While there is great tourism potential, its capitalization does not match the situation of Western countries, and hence the paradoxical situation of not registering a significant increase of tourist flows in WHS destinations. A faster overall development of Romania's tourism sector after 2000 could be another factor sometimes mistaken as an apparent impact of the WHS presence, as observed in several developing countries [27].…”

“…In the same line, Poria et al [27] stated that the WHS designation does not affect the tourists' overall motivation. Even more, the willingness to pay (WTP) is higher for a non-designated site than for an officially designated one.…”

Does Designation as a UNESCO World Heritage Site Influence Tourist Evaluation of a Local Destination?

“…The impact, role, and implications of the inscription of a WHS designation has been the object of a plethora of studies in the wider social sciences and more specifically in a number of different disciplinary fields. Taken together, the literature review sections of the studies conducted by Poria, Reichel, and Cohen (2011a, 20011b ) and Buckley (2018) identify comprehensively several of the themes developed in relation to WHSs. We refer to Poria, Reichel, and Cohen (2011b, 2013) for issues related to designation, and Frey and Steiner (2013) for the criteria deployed by the UNESCO Committee when inscribing a heritage property onto the WHL.…”

Analisis de la participación de las comunidades locales en la gestión de sitios Patrimonio de la Humanidad. El caso del Parque Arqueológico de Petra (Jordania).

“…(Hammond, 1960;Sánchez Sanz, 2012 De manera que la nominación en el caso de Petra aumentó considerablemente el número de turistas. Pues, está ampliamente asumido que la nominación de un sitio como "Patrimonio de la humanidad" junto con el logo de la UNESCO tienen un impacto positivo en cuanto al incremento de su visibilidad y por ende una mayor atracción de visitantes al sitio designado (Shackley, 1998;Yang et al, 2010;Poria et al, 2011). (Halasa, 2010).…”

“…En un principio los Estados buscaban la inclusión de los bien patrimoniales en la Lista porque la UNESCO proporcionaba asesoramiento científico y técnico para proteger a los bienes situados dentro de sus fronteras. Sin embargo, las razones actuales, tienen más que ver con la obtención de reconocimiento internacional (Ryan y Silvanto, 2010Poria, Reichel, y Cohen, 2011) y con ser destinos que atraen un gran número de turistas (Shackley, 1998;Tucker y Emge, 2010;Su y Lin, 2014).…”