The perception of travellers and the world heritage site image

Abstract

Th e paper investigates the main image determinants of World Heritage Site (WHS) among diff erent types of travellers. Th e main purpose is to defi ne the main features of diff erent types of travellers (tourists and cruise ship visitors) and to determine the attributes that create their particularly perceived image of WHS. In order to gain the main aims, empirical research, based on questionnaire on randomly-chosen travellers visiting WHS, was carried. Th e sample consisted of 547 tourists and 472 cruise ship visitors who visited WHS-Old city of Dubrovnik (OCD) in the period April 1st-October 1st 2016. Research spatial framework consists of multiple-use protected area with buff er zone. Explorative factor analysis (EFA), confi rmatory factor analysis (CFA), and structural equation modelling (SEM) were applied. Th e results show that there are diff erences between image formation among diff erent types of travellers regarding cognitive and aff ective image elements. Th e obtained results can be used as a base model for investigating the Influence of the information sources, socio-demographics and motivation on mediating ones (cognitive and aff ective evaluation), and fi nally on the dependent variable of the overall image of the WHS perceived by diff erent traveller categories.