Understanding Visitor Perceptions and Attitudes Towards UNESCO WHS Designation: A Case Study of Hoi An City

UNESCO is dedicated to identifying, protecting, and preserving global heritage. The designation of a site as a World Heritage Site, recognized as a prestigious brand, significantly enhances its appeal, drawing an increasing number of visitors to these locations. The study sought to determine visitors' perceptions and attitudes of World Heritage emblem, in sync with UNESCO's overall objectives. Concentrating on Hoi An, Vietnam, as a case study, unstructured interviews were conducted with over 30 travelers. The interview sampling was non-probability, using the snowball sampling method to examine awareness amongst visitors’ awareness of the Hoi An WHS emblem and designation, with the goal of providing essential insights for both locals and tourists to help preserve the genuine spirit endorsed by UNESCO regulations. The findings revealed that visitors' impressions were more aligned with the World Heritage Site (WHS) designation than with the emblem itself. Only a small percentage of visitors were aware of Hoi An’s WHS status before their visit and were able to recognize the logo and its association with UNESCO. The concept of a World Heritage site evoked numerous positive product attributes, such as "night, street, friendly people," and some negative associations, such as "river, garbage. crowded". This research idea offers valuable insights for professionals and policymakers in their future applications.