Beyond the list: a multicriteria assessment of visitor utility at UNESCO and non-UNESCO cultural heritage sites in the Czech Republic

Abstract

The study develops and applies a multicriteria methodology to assess visitor utility at eight small cultural destinations in the Czech Republic, comparing UNESCO World Heritage sites with non-UNESCO sites across three visitor segments: young adults, families with children and seniors. Data from point-scale evaluations on 14 criteria and normed weights elicited via Fuller’s triangle and direct scoring methods were combined using the Weighted Sum Approach. Statistical tests included Mann-Whitney U for between-group utility comparisons and Friedman’s test for differences in criteria weights among segments. Results confirm that UNESCO sites yield significantly higher overall utility (mean difference = 0.114; p =.009 one-tailed), with aesthetics and popularity driving this advantage. Contrary to expectations, criterion weight rankings did not differ significantly across segments (Friedman’s χ2 = 0.34; p = 0.84), indicating universal priorities among visitor groups. Notably, the non-UNESCO town of Mikulov achieved the highest utility scores, underscoring that effective destination management can rival UNESCO designation. The findings demonstrate UNESCO’s branding value while highlighting the need for comprehensive quality improvements beyond listing status. Limitations include sample size and national focus. Future research should broaden geographic scope and sample diversity to validate these multicriteria insights and inform sustainable cultural tourism development.