World Heritage Site—Is It an Effective Brand Name?

Abstract

Is the designation World Heritage Site (WHS) effective? Does it yield high net brand equity? The five research objectives in the present study seek to explore awareness of the designation/logo, the meanings attached to the designation, the effects of the designation on tourists’ intended future behaviors, the relationship between number of WHSs and a country’s image, and the relationship between perception of a site as part of the world heritage and tourist behaviors. The postpositivistic research began with an exploratory stage followed by structured questionnaires focusing on a Christian heritage site in Israel. The findings indicate only moderate awareness of the designation/logo barely affecting behaviors. However, the cumulative effect of WHS designations is positively related to willingness to revisit a particular country. In addition, the findings highlight the significance of the experientially based approach to the management of heritage sites.