Adie, Bailey Ashton and Hall, C. Michael and Prayag, Girish. (2017). World Heritage as a placebo brand: A comparative analysis of three sites and marketing implications. Journal of Sustainable Tourism, 14 August 2017,
|
PDF
World Heritage as placebo brand.pdf - Accepted Version Download (803kB) | Preview |
Abstract
The UNESCO World Heritage List is often regarded as a successful tourism brand that motivates site nominations. However, there is relatively little research dealing specifically with World Heritage (WH) brand attraction effects, and what does exist shows conflicting results. There is a significant research gap in terms of awareness of the WH brand and its potential impact on visitation, which this study seeks to fill through a comparative analysis of three diverse case studies: Independence Hall, USA; Studenica Monastery, Serbia; and the Archaeological Site of Volubilis, Morocco. Survey data (n=771) from these three sites was collected and analyzed resulting in three distinct clusters of visitors. One of the clusters does exhibit higher levels of awareness of the WH brand, but members of this group were not motivated by this knowledge when planning their site visit. It is concluded that the WH brand may function as a placebo, and that its importance may be tied more to political interests than economic advancement. Thus, dependency on the WH List for tourism development may potentially be detrimental for locations in the long-term. The WH brand’s placebo effect could result in long-term problems for both the site and those whose livelihoods depend on tourism.
Item Type: | Article |
---|---|
Subjects: | BUSINESS, MANAGEMENT AND FINANCE > Marketing SPORT AND TOURISM > Tourism and Leisure |
Faculties: | Research & Information Unit |
Depositing User: | Bailey Adie |
Date Deposited: | 08 Aug 2017 14:36 |
Last Modified: | 14 May 2020 01:08 |
URI: | https://ssudl.solent.ac.uk/id/eprint/3628 |
Actions (login required)
![]() |
View Item |