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

A significant disconnect exists between UNESCO's World Heritage (WH) branding efforts and visitor awareness, with only 19% of visitors to Hawaii Volcanoes National Park recognizing its WH status. Despite the WH symbol's intended purpose to prompt positive emotions and behaviors, a survey of 2539 visitors across six sites revealed that nearly all—96% in Queensland and 99% in Hawaii—could not recall what the symbol represented. This suggests park agencies may undervalue or strategically restrict WH branding, limiting opportunities to educate visitors about the importance of preserving these irreplaceable properties. The findings underscore the need for stronger branding strategies to support sustainable management and long-term conservation efforts.

King, L. M., & Halpenny, E. A. (2014). Communicating the World Heritage brand: visitor awareness of UNESCO’s World Heritage symbol and the implications for sites, stakeholders and sustainable management. Journal of Sustainable Tourism, 22(5), 768–786. https://doi.org/10.1080/09669582.2013.864660