Abstract:Heritage tourism is a growing segment of the modern tourism industry, and several studies have been undertaken to identify the individuals who participate in this type of tourism. These have indicated that heritage tourists, generally, are middle class, middle age, and well educated. However, despite their iconic role, there has been relatively little attention paid to profile of visitors to World Heritage Sites.This study aims to better understand the demography of this specific tourism segment through the use of survey-based research at three geographically-diverse World Heritage Sites: Independence Hall in the USA, Studenica Monastery in Serbia, and the Archaeological Site of Volubilis in Morocco. Through the use of descriptive statistics, several over-arching trends were noted among the three sites.World Heritage site visitors were found to be very well educated, but they did not have any similarities in relation to age, income, or residence, which contrasts the 'general' heritage tourist typology. However, there were several World Heritage specific trends. While this work is a snapshot of the three sites under study and thus is difficult to generalize, it provides the basis for more comprehensive demographic research on visitors to World Heritage sites.

According to a 2017 survey, approximately two in five European residents believe that the number of tourists poses a threat to the continent's cultural heritage. In order to investigate the determinants of this perception, the data from this survey of 26,000 residents was used to estimate ordered probit models. The results from these reveal that the probability of overtourism being viewed as a threat to cultural heritage is significantly lower for residents living near historical monuments, sites or festivals. The perception of overtourism as a threat is generally higher in cities in comparison with rural areas.

Purpose The purpose of this study is to provide a series of indicators to determine the limits to urban tourism growth, tourism gentrification and overtourism. The study addresses overtourism within the frame of urban liveability through a proxy analysis of tourism-relevant indicators for major European tourist cities. Design/methodology/approach Based on the various indicators, a composite overtourism indicator is derived. The following dimensions are considered for the composite indicator: total number of overnight stays per relevant tourist area in km2; number of museum visitors per population; average annual change in total nights between 2009 and 2017; and foreign nights per population. Findings Based on the results, Venice is the city with the highest degree of overtourism, followed by Florence, Seville and Lisbon. The remaining cities have a lower than average overtourism potential as indicated by the negative z-score. Research limitations/implications This study and the composite overtourism indicators are only a starting point that can lead to further research in the field. Recommendations for further studies include the assessment of visitor flow and overtourism at different times of the year and to expand the study to other European urban destinations. Practical implications The paper suggests that policymakers should use these indicators when managing urban tourism development and monitoring visitor growth. Furthermore, they can be a starting point from which to assess the impact of tourism on the quality of life of local residents. Social implications This study provides a starting point from which to assess the causes for social unrest tied to overtourism. If the city under study is found to have a lower than average overtourism potential, this indicates that there may be other social or psychological issues at play apart from sheer overcrowding. Originality/value To date, there has been no composite indicator that considered the different numerical aspects of overtourism altogether. This study provides a set of key indicators and a composite overtourism indicator to provide a preliminary appraisal of overtourism as a demand-side phenomenon with evidence from a range of established European urban destinations.

World Heritage as a placebo brand: A comparative analysis of three sites and marketing implicationsThe UNESCO World Heritage List is often regarded as a successful tourism brand that motivates site nominations. However, there is relatively little research dealing specifically with World Heritage (WH) brand attraction effects, and what does exist shows conflicting results. There is a significant research gap in terms of awareness of the WH brand and its potential impact on visitation, which this study seeks to fill through a comparative analysis of three diverse case studies: Independence Hall, USA; Studenica Monastery, Serbia; and the Archaeological Site of Volubilis, Morocco. Survey data (n=771) from these three sites was collected and analyzed resulting in three distinct clusters of visitors. One of the clusters does exhibit higher levels of awareness of the WH brand, but members of this group were not motivated by this knowledge when planning their site visit. It is concluded that the WH brand may function as a placebo, and that its importance may be tied more to political interests than economic advancement. Thus, dependency on the WH List for tourism development may potentially be detrimental for locations in the long-term. The WH brand's placebo effect could result in long-term problems for both the site and those whose livelihoods depend on tourism.

The UNESCO World Heritage List has been continuously growing since the first sites were listed in 1978. It has frequently been highlighted as a marker of quality and authenticity, and UNESCO underscores that designation is important for tourist visitation. Given the vastness of the List, and its expected continued growth, it becomes relevant to understand the mechanism by which UNESCO and the States Parties work to promote the dissemination and use of the World Heritage brand. This paper proposes that the relationship between these entities is best expressed through a franchise model wherein UNESCO is the franchisor and the States Parties franchisees.Therefore, through an analysis of UNESCO World Heritage policy and practice documents combined with general franchising theory, this work seeks to emphasize the appropriateness of this business model in understanding the management practices of both UNESCO and the States Parties.