Assessing the UNESCO brand: a customer-based brand equity perspective on world heritage tourism

Purpose The purpose of this study is to examine the impact of various dimensions of brand equity, namely brand image, brand awareness, brand loyalty and brand quality, on travel intentions and brand value of United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Sites (WHSs). Design/methodology/approach The research employs a quantitative approach, utilizing a survey to collect data from tourists who have visited at least one UNESCO WHS. The data were analyzed using partial least squares structural equation modeling to test the proposed hypotheses. Findings The results indicate that destination brand quality and destination brand loyalty positively influence both destination brand value and travel intentions. However, destination brand awareness and destination brand image were found to have no significant impact on either brand value or travel intentions. Practical implications The findings suggest that destination managers should prioritize enhancing the quality of visitor experiences and fostering loyalty to attract more tourists to WHSs. The study also highlights the importance of effective communication strategies to increase brand awareness and create a strong brand image for these sites. Originality/value The study contributes to the existing literature by providing empirical evidence on the relationship between different dimensions of brand equity and travel intentions in the specific context of UNESCO WHSs. The findings offer valuable insights for destination managers and policymakers in their efforts to promote and preserve these culturally and historically significant sites.