World heritage brand: the importance of trust and authenticity to visitors' perceived world heritage site value
Journal of Cultural Heritage Management and Sustainable Development
ISSN: 2044-1266
Article publication date: 7 August 2024
Abstract
Purpose
This research analysed visitors’ trust in and perceptions of the authenticity and value of the World Heritage (WH) brand based on theories of information seeking behaviour and perceived value.
Design/methodology/approach
Data were obtained through a self-administrated online survey and the 818 questionnaires completed. Quantitative methods were applied including PLS-SEM modelling.
Findings
The findings show that trust in the WH brand influences individuals’ perceptions of WH sites (WHSs), and brand authenticity is an important determinant of visitors’ perceived WHS value.
Originality/value
This study extends the existing theoretical research on WH brand management and tourism behaviour by evaluating data on natural, tangible and intangible WHSs.
Keywords
Acknowledgements
This work was funded by the Foundation for Science and Technology (FCT) (No. UIDB/04005/2020) (https://doi.org/10.54499/UIDB/04005/2020).
Citation
Sousa, A. and Rodrigues, P. (2024), "World heritage brand: the importance of trust and authenticity to visitors' perceived world heritage site value", Journal of Cultural Heritage Management and Sustainable Development, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCHMSD-04-2023-0037
Publisher
:Emerald Publishing Limited
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