Does world heritage list really induce more tourists? Evidence from Macau

It is commonly believed that being listed on the World Heritage List (WHL) results in attracting more tourists. However, this assumption has not been generally subject to rigorous econometric approach in the existing literature. To fill this gap, we assess the impact of the accreditation World Heritage status on the “Historic Centre of Macau” in 2005 on visitor numbers to the territory to identify the real effect of WHL on fostering tourism. In doing so, because of the policy restrictions on the mainland Chinese tourists, such tourists have been excluded from the analysis. The empirical results indicate that there is no significant effect of WHL on promoting tourism other than possibly a short-run tourism-enhancing impact. Notably, this effect is particularly relevant to Asian tourists. This paper discusses these results in the wider context of econometric analyses of tourism.     

Crossing the Cultural Divide: Western Visitors and Interpretation at Ayutthaya World Heritage Site,Thailand

In 1991, Ayutthaya, the former capital city of Thailand and now an archaeological park, was inscribed on the World Heritage List. Currently, it receives some one million international visitors a year, mainly day-trippers from Bangkok. Despite this, the on-site interpretation put in place in 1992 (largely signage in Thai and English) has never been assessed in terms of the content of the signs and the reactions of visitors. This paper pertains to one part of the first extensive study of the interpretation employed at Ayutthaya, a study that included a visitor survey that was both a demographic study and an initial investigation into the cross-cultural dimension of interpretation at Ayutthaya. The international visitation to this World Heritage Site is overwhelmingly Western and, therefore, a critical issue arises: what do non-Asian, non-Thai and non-Buddhist visitors gain from the experience? If the visitor is not of the same culture being experienced, and if cross-cultural translation itself is a highly complex and sometimes contentious and problematic process, then it is likely that the deeper cultural significance of the site cannot be well understood in a one-day visit. If the deeper meanings of Ayutthaha remain elusive, does it follow that appreciating the cultural and heritage values of the site is, in direct proportion, an unattainable goal? The study points towards what may be possible when heritage interpretation, in an age of unprecedented global travel, is regarded as a negotiation of a cultural divide.     

Motivation,emotion and world heritage status in discerning the heritage tourists: A segmentation perspective

Heritage tourists' motives are heterogeneous but few studies examine the relationship between these motives, emotions felt after the visit, and tourists' perceptions of the attributes that contribute to World Heritage Status (WHS) listing of a site. Using cognitive appraisal theory (CAT) as the theoretical lens, we evaluate the relationship between motivation, emotion and site characteristics. Based on a sample of 1531 international visitors to Petra, we segment their motives and emotions and profile these with respect to perceptions of the attributes for WHS listing. The results show the existence of two motivation clusters “General Tourists” and “Heritage Tourists”, with the latter being drawn to Petra for reasons related to both site characteristics and heritage. Three clusters of emotions were identified namely, “Positive Arousals”, “Low Arousals” and “Mixed Arousals”. Significant relationships were identified between the motivation and emotion clusters and their respective perceptions of the attributes for WHS listing. A logit model confirmed that the emotion felt by the different clusters can be predicted by motivation clusters, demographic and travel characteristics. Implications for theory and practice are offered.     

The classification of heritage tourists: a case of Hue City,Vietnam

Heritage, especially with World Heritage status, is increasingly becoming the main attraction of many tourist destinations. Heritage tourism is also the major tourism product in Hue city, Vietnam. Hitherto, there are almost no official statistics and research pertaining to heritage tourism as well as heritage tourists in Hue. This study aims at providing a preliminary profile of heritage tourists to Hue city and identifying different categories of heritage tourists, with a special focus on package tourists. The international heritage tourists' profile seems to be similar to official statistics of international arrivals, indicating almost no difference in socio-demographic profile between heritage tourists and general tourists in the context of Hue. Various significant differences were found between international and domestic tourists in terms of tourist characteristics, trip profile and the perception of Hue. Adopting McKercher's [(2002) Towards a classification of cultural tourists. International Journal of Tourism Research, 4, 29–38] cultural tourist classification, five categories of heritage tourists were identified, including purposeful heritage tourists, sightseeing heritage tourists, casual heritage tourists, incidental heritage tourists and serendipitous heritage tourists. Among these, sightseeing heritage tourists and purposeful heritage tourists were dominant.     

The search for World Heritage brand awareness beyond the iconic heritage: a case study of the Historic Centre of Macao

The Historic Centre of Macao was declared a UNESCO World Heritage Site (WHS) in 2005. The question arises regarding the value of the designation ‘WHS’ and what it means to tourists who visit. The researchers used intercept surveys and participant observation to determine brand awareness among visitors. Regardless of how much the tourism industry and UNESCO promote the ‘brand’, if visitors are unaware of it and do not respond, the economic and cultural values may be negatively affected.

The results showed the average visitor had only a vague understanding of WHS and it was not a major motivator for their visit. However, the general theme of culture was of high interest, as was a visit to the must-see icon attraction of St Paul's Ruins (the highlight of the Historic Centre of Macao). That is, there appears to be a good level of cultural and heritage awareness but minimal WHS awareness.     

World Heritage as a placebo brand: a comparative analysis of three sites and marketing implications

The UNESCO World Heritage (WH) List is often regarded as a successful tourism brand that motivates site nominations. However, there is relatively little research dealing specifically with 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 were 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.     

Modelling and forecasting daily international mass tourism to Peru

Peru is a South American country that is divided into two parts by the Andes Mountains. The rich historical, cultural and geographic diversity has led to the inclusion of ten Peruvian sites on UNESCO's World Heritage List. For the potentially negative impacts of mass tourism on the environment, and hence on future international tourism demand, to be managed appropriately require modelling growth rates and volatility adequately. The paper models the growth rate and volatility (or the variability in the growth rate) in daily international tourist arrivals to Peru from 1997 to 2007. The empirical results show that international tourist arrivals and their growth rates are stationary, and that the estimated symmetric and asymmetric conditional volatility models all fit the data extremely well. Moreover, the estimates resemble those arising from financial time series data, with both short and long run persistence of shocks to the growth rate in international tourist arrivals.     

Visitor perceptions of World Heritage value at Sagarmatha (Mt. Everest) National Park,Nepal

World Heritage sites must exhibit outstanding universal value, integrity, and authenticity. Based on this context, this study examined whether visitors to Sagarmatha (Mt. Everest) National Park, Nepal (World Heritage Site inscribed under criteria vii in 1979) recognized it for its exceptional beauty and aesthetics. This study explored the basic concept of perceived park authenticity at this site, and associated factors that influenced the perception of World Heritage values. Questionnaire surveys were administered to 522 international visitors at the park. Exploratory factor analysis and ordinal logistic regression were used for analysis. Results indicated that visitors perceived the park to be authentic, preserved integrity, and constituted outstanding universal value. Additional regression results identified that overall trip satisfaction and educational level were statistically significant predictors of perceptions of authenticity, integrity and outstanding universal value of the park. Prior visits, substitutability of the park, age, and income were statistically significant predictors of perceptions of either authenticity, integrity or outstanding universal value of the park. Results suggest that emphasis on visitors‘ needs via interpretation and professional guides may solicit more favorable attitudes towards this site.     

A Comparison of Tourists' and Residents' Uses of the Temple of Heaven World Heritage Site,China

World Heritage Sites are designated following evaluations of their universal values. However, their use is often shared by different user groups who may attach different meanings to the same heritage, leading to different interpretations and uses. This situation raises important questions for visitor management at World Heritage Sites, where a variety of users must be accommodated. Using Temple of Heaven as an example, the motivations, preferences and experiences are explored for three major user groups: residents, domestic and international tourists. Results show that residents and tourists exhibit different spatial and temporal patterns of use. Most local users are elderly and use the place regularly for exercise and social purposes. The historical and cultural values are widely recognized but tourists are motivated more strongly than local users to experience heritage values. Practical implications are generated to inform managers of the study site and other heritage sites shared by locals and tourists.     

A typology of memorable experience at Nelson Mandela heritage sites

This study examines cultural heritage tourism by identifying and segmenting heritage site visitors according to the aspects they define as necessary for a memorable heritage site experience. The research focusses on visitors to Nelson Mandela Heritage Sites and emphasises that the links between the attributes of a site and the visitors themselves are essential to understanding tourists’ willingness to pay to visit the mentioned sites. A typology of visitors that the authors labelled ‘auxiliary experience seekers, convenience experience seekers and comprehensive experience seekers’ (ACC) was used. The results revealed comprehensive experience seekers as the most critical market segment regarding the much significantly higher amount they are willing to pay when visiting Nelson Mandela Heritage Sites. This leads to a better understanding of aspects contributing towards a memorable heritage site experience as well as to visitors’ willingness to pay for such experiences. This study also provides further insight into cultural heritage tourism in general. Moreover, such segmentation was found as a useful research tool for producing a distinct visitor profile as well as how a memorable experiencing can be generated by suggesting diversified pricing at such sites.     

Balancing Values of Outstanding Universality with Conservation and Management at Three United Kingdom Cultural World Heritage Sites

An analysis of three of the United Kingdom's cultural World Heritage Sites (WHS) illustrates, inter alia, the vigour and commitment of these sites in their application of the World Heritage Committee's recommendations. The cultural sites discussed in this case study include the Tower of London, Blenheim Palace and Maritime Greenwich. Attention is paid to the interrelationship between UK heritage legislation and UNESCO conventions and guidelines. The category of cultural landscape is analysed against the background of 20th century ideas concerning landscape. The concomitant consideration of the gradual impact of management plan requirements indicates the direction in which WHS will be aligned as the 21st century progresses. The 21st century developments also reinforce observations regarding the uniqueness of every aspect of each site, even when narrowed down to three sites of only one of the signatory nations to the World Heritage Convention.     

Developing sustainable tourism through adaptive resource management: a case study of Machu Picchu,Peru

Machu Picchu, Peru, is recognized as a top international travel destination. Pressure from the approximately 900,000 tourists who annually visit the ancient Inca city threatens the ecological integrity, physical substance and cultural authenticity of the World Heritage Site and surrounding area, including the Inca Trail. Multiple organizations and agencies currently involved in the management of Machu Picchu have distinct agendas for the conservation and development of the city, and conflicts regarding public access, economic growth and cultural preservation are rampant. Attempts to establish carrying capacities have failed, with proposed daily visitor levels ranging from 800 to 4000. This paper explores the complex issues surrounding tourism at Machu Picchu and presents a potential solution: an adaptive management approach based on the UN World Tourism Organization's (UNWTO) sustainable tourism framework. This integrative strategy accounts for multiple perspectives and synthesizes disparate goals embraced by diverse stakeholders, including the Peruvian government, international conservation organizations, foreign tourists, private tour operators, regional authorities and indigenous communities. The focus on Machu Picchu as an adaptive management case study site outlines key steps leading to implementation, offering planning and policy implications for sustainability initiatives at numerous developing-world tourism destinations facing similar political and socio-economic challenges.     

线性文化遗产的特征及其对旅游利用模式的影响——基于《世界遗产名录》的统计分析

线性文化遗产是一种特殊的遗产类型,随着人们对遗产完整性不断深入的理解以及遗产活化利用理念的发展,线性文化遗产旅游的重要性日益显现。因此,树立线性文化遗产意识,把握线性文化遗产特征,是推进线性文化遗产旅游利用和可持续发展的重要问题。本文以《世界遗产名录》中收录的线性文化遗产为基础数据,对线性文化遗产的类别与列入标准、资源组合模式和核心区与缓冲区等典型特征进行深入分析,并从旅游空间演化和旅游活化路径两方面总结其对旅游利用模式的影响,以期为线性文化遗产旅游的可持续发展提供科学参考。研究结果表明,线性文化遗产旅游空间结构发展过程遵循“增长极”演化规律,并在遗产文化分层上表现出不同的利用方式和活化路径。     

Is UNESCO recognition effective in fostering tourism? A comment on Yang,Lin and Han: Reply

This note replies Cellini's comment on the real effect of WHL in inducing more tourist arrivals in Yang, Lin and Han (2010, Tourism Management). Due to the time-invariant feature of the WHL number in the short-run, the fixed effect of panel data model seems to be inadequate on evaluating the impact of WHL on attracting international tourists. However, pooling estimates show that a region with more WHLs can attract more tourists.     

Tourist Satisfaction and Destination Image of Vietnam's Ha Long Bay

Although considerable work has been done on destination image as a whole, far less research has investigated the differences in destination image assessments for domestic versus international visitors in developing countries. This study offers findings that illustrate the differences in perception of destination image, satisfaction attributes, and intention among domestic and international visitors to Ha Long Bay, a United Nations Educational Scientific and Cultural Organization World Heritage Site in Vietnam. The results of a survey on 650 tourists suggest that international visitors to the Ha Long Bay region have higher standards and are more critical in their evaluation of services than domestic visitors when judging this destination. Destination image is a common factor determining the level of satisfaction of both groups. Basic and augmented services were found to influence international visitors’ future intention toward the destination. This finding implies that the destination managers of Ha Long Bay need to improve current standard of augmented services to yield higher visitors’ propensity to recommend and return to the destination.     

Visitor experiences at UNESCO monasteries in Northeast Romania

The religious heritage of northeast Romania is one of the key attractions for visitors to the area. Known as ‘painted’ monasteries, the region’s churches highlight the rich religious culture of Romania, and they have been designated UNESCO World Heritage Sites. This study sought to identify the main dimensions of tourist experiences in the monasteries using mixed content analysis methods to collect data from Web reviews. The results include 10 themes: ‘monastery’, ‘painted (walls)’, ‘tower’, ‘visit’, ‘beautiful’ (place), ‘inside’ (painting), ‘famous’ (scene), ‘place’, ‘blue’ (colour) and ‘guide’. The Web reviews also reveal that tourists can feel connected to the Eastern Orthodox religion (e.g. most Romanian visitors) or they are more interested in the monasteries’ paintings and architecture. The majority of tourists value these structures for their status as UNESCO World Heritage Sites, seeing them as most notable for their old paintings, which have been preserved for many years and which are famed for their colours (i.e. Voronet Monastery’s blue paint).     

Tourism,Partnership and a Bunch of Old Fossils: Management for Tourism at the Jurassic Coast World Heritage Site

The Jurassic Coast World Heritage Site, declared in 2001, is Britain's first mainland World Heritage Site (WHS) inscribed for its natural values, and one of only eight in the world designated according to geological criteria. The study of exposed rock strata and dinosaur fossils found here has made – and continues to make – a major contribution to understanding the Earth's history; in addition, the WHS covers fine scenery and several nature reserves. Administratively, management of the site is complex because of its mosaic of owners and occupiers and, as WH status carries no statutory powers in the UK, the partnership approach was the only obvious solution. The Site's coastal towns and their rural hinterl and have been afflicted by economic and social decline in recent decades, and the Jurassic Coast initiative is being used as a tool for regeneration. There has been some success already in efforts by local entrepreneurs and the public sector to exploit the opportunities for a renaissance both of the economy and local morale. This paper examines the planning and early implementation stages of the Jurassic Coast programme, detailing successes and examining the linkages between the theory and practice of collaborative management.     

Assessing the economic impact of a UNESCO World Heritage designation

Grand Pré Historic Site in Nova Scotia (Canada) is in the process of applying for a United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Site (WHS) designation. Conventional wisdom is that such a designation would generate public awareness and increase visitation to the site. The goal of this paper is to estimate the impact of a WHS designation on tourist visitation and related expenditures. Various tourism statistics (covering 1990–2008) for Nova Scotia and its only other established UNESCO site – Lunenburg (designated in 1995) – served as data. Regression analysis produced an estimate of the tourist visitation impact that a WHS designation had on Lunenburg, and could be expected to have on Grand Pré. An increase of 6.2% in tourist visitors due to a WHS designation was estimated. Survey data collected at Grand Pré provided average spending per visitor. The economic impacts were analyzed under both a projected and a historical scenario of visitation. Based on its 10-year historic visitation average, a WHS designation for Grand Pré would generate an increase of 3000 visitors per year. These visitors would generate spending of approximately $200,000 annually in the local economy. Such spending would provide a boost to the local tourism industry, which has experienced significant decline in recent years.     

Book Review

World Heritage Sites (WHSs) are motivated by such diverse reasons as heritage celebration, alarm calls, tourism branding and marketing and place making. Irrespective of the primary motivation for their creation, WHSs are often used to develop tourism based on cultural and natural resources of international significance. Heritage conservation may or may not be in agreement with what local populations perceive as desirable development paths. We conducted a survey among the island community of Vega in Norway that received WHS status in 2004 motivated by conservation alarm, tourism marketing and place making. We examined the local population's views of the key aspects of future development and how this related to WHS status. The islanders placed high value on social and community conditions as well as heritage linked to cultural and natural resources. While a majority supported tourism based on sustainable use of heritage they also felt that WH listing should not limit development opportunities. There were differences between younger people and adults. WHS may be an effective agent of sustainable tourism development if the main goals and strategies of the WHS are clearly understood and prioritized in the local community, leave room and perhaps link to other development opportunities.