Promoting the Greater Blue Mountains World Heritage Area: environmental presentation within tourist brochures

Tourism brochures from the Greater Blue Mountains World Heritage Area reveal significant gaps in promoting environmental and conservation values, with limited use of 'World Heritage' branding and minimal representation of non-modified eucalyptus environments. The study analyzed materials from Visitor Information Centres (VICs) to assess their effectiveness in raising awareness about the region's ecological significance. Findings indicate inconsistent promotional efforts across VICs, hindering both brand recognition and environmental consciousness. This suggests that 'green' advertising in this context has not yet reached its full potential, despite the area's UNESCO designation.

Lloyd, D., Gilmour, S., & Stimpson, K. (2015). Promoting the Greater Blue Mountains World Heritage Area: environmental presentation within tourist brochures. Journal of Heritage Tourism, 10(4), 325–343. https://doi.org/10.1080/1743873x.2015.1036873