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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.

Data were obtained through a self-administrated online survey and the 818 questionnaires completed. Quantitative methods were applied including PLS-SEM modelling.

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.

This study extends the existing theoretical research on WH brand management and tourism behaviour by evaluating data on natural, tangible and intangible WHSs.