World heritage brand: the importance of trust and authenticity to visitors' perceived world heritage site value

Purpose - This research analysed visitors' trust in and perceptions of the authenticity and value of the World Heritage (WH) brand based on theories of information seeking behaviour and perceived value. Design/methodology/approach - Data were obtained through a self-administrated online survey and the 818 questionnaires completed. Quantitative methods were applied including PLS-SEM modelling. Findings - The findings show that trust in the WH brand influences individuals' perceptions of WH sites (WHSs), and brand authenticity is an important determinant of visitors' perceived WHS value. Originality/value - This study extends the existing theoretical research on WH brand management and tourism behaviour by evaluating data on natural, tangible and intangible WHSs.