Now in its third edition, the best-selling text, Marketing in Travel and Tourism, explains the
principles and practice of marketing as they are increasingly being applied in the global …

In spite of its influential history of saffron production and carpet weaving, as well as its
notable urban historic fabric, the historic city of Birjand, Iran, has lost its original appeal due …

Brand extension is a strategy widely used among firms with high brand equity to launch new
products into the market. This strategy has been the subject of considerable scholarly …

Is the designation World Heritage Site (WHS) effective? Does it yield high net brand equity?
The five research objectives in the present study seek to explore awareness of the …

This paper aims at investigating whether the inscriptions in the UNESCO World Heritage List
(WHL) sites influence tourism attractiveness. An empirical analysis, based on dynamic panel …

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

The aim of this study is to investigate the extent of visitors to World Heritage Sites in Europe
and North America, given their specific location and characteristics. Visitor flows are …

Different from the existing UNESCO World Heritage Site (hereafter WHS) studies that
focused predominantly on heritage tourism development, this study attempts to analyze the …

A World Heritage Site is a masterpiece of mankind and/or nature that possesses outstanding
universal value (OUV). In this regard, the 5Cs strategic objectives (credibility …

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 …