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| Author: | Ryan, J. Silvanto, S. |
| Title: | World heritage sites: the purposes and politics of destination branding |
| Journal: | Journal of Travel & Tourism Marketing
2010 : VOL. 27:5, p. 533-545 |
| Index terms: | UNESCO democracy politics tourism promotion brands |
| Freeterms: | branding |
| Language: | eng |
| Abstract: | For destination branding (henceforth as: d-brng.), stakeholder management and politics have been described as key components (by Balakrishnan, 2009). This article explores the impact of political influences on d-brng. by examining a sample of 94 United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Sites (WHS) in 54 countries to find out if democracy (as: dmcy.) and political instability (as: pol-inst.) have a significant influence on the decisions of national tourism offices (NTOs) to promote their WHS as tourist destinations. Examined is also the relative importance of pol-inst. and dmcy. on the promotion of WHS by NTOs in comparison to other influences. Among others, a key contribution is that it applies a multivariate analysis to a field dominated by case study methodologies, suggesting the potential complementarities btw. the two approaches. The findings of this study suggest that the degree of democracy in a society has a significant role in encouraging the promotion of WHS as destinations. |
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