Communicating the World Heritage brand: visitor awareness of UNESCO's World Heritage symbol and the implications for sites,stakeholders and sustainable management

The World Heritage (WH) brand signals property so irreplaceable that its values must be sustained intact in perpetuity. A primary function of the WH symbol, one element of the WH brand, is to prompt positive visitor emotions and behaviors favored by management agencies. This paper investigates if the symbol communicates any message to viewers. To determine visitor recognition and recall of the WH symbol tested against a variety of variables, 1827 visitors to five WH sites in Queensland, Australia and 712 visitors to the WH part of Hawaii Volcanoes National Park, USA were surveyed. Sixty percent of visitors to the Queensland sites and 19% of visitors to the Hawaii site were aware of the site's WH status; 96% of Queensland site visitors, and 99% of Hawaii site visitors could not recall what the WH symbol represented. Park agencies appear to take a laissez-faire attitude to branding, have little interest or capacity to brand properly or have strategically restricted usage of the WH brand to de-clutter their brand landscape. This limits opportunities to transmit to visitors and communities why WH properties should be valued and sustained, with significant implications for the long-term sustainability of WH sites.