The impact of ‘trip experience’ on the awareness of world heritage site status among tourists visiting Delhi

• Authors: Monisha Juneja , Tahir Sufi , Mamta Bhatnagar

Title variants

PL

Wpływ doświadczenia podróży na świadomość statusu obiektu światowego dziedzictwa UNESCO wśród turystów odwiedzających Delhi

Abstracts

PL

Świadomość istnienia miejsc i obiektów światowego dziedzictwa UNESCO (World Heritage Sites – WHS) to narzędzie marketingowe wykorzystywane w promowaniu destynacji turystycznych. Przeżycia turysty w czasie podróży stają się ważnym instrumentem zachęcającym do powtórnych wizyt oraz przedstawiającym pozytywny wizerunek danej miejscowości innym potencjalnym odwiedzającym. Celem autorów artykułu było wykazanie wpływu doświadczenia podróży turystów na ich świadomość statusu światowego dziedzictwa, zrozumienie jej sześciu składowych oraz stworzenie zaproponowanego modelu. Dane zostały zebrane podczas lokalnego badania ankietowego obejmującego 309 turystów, w okresie od czerwca do grudnia 2019 r., przy użyciu ustrukturyzowanego kwestionariusza, po przeprowadzeniu badania pilotażowego. Do analizy danych zastosowano metodę analizy regresji logistycznej. Wykazała ona, że cztery spośród sześciu składowych potencjalnie zwiększają podczas podróży u odwiedzających świadomość statusu światowego dziedzictwa. Są to: powitanie, podróżowanie po okolicy, pilot wycieczki i miejscowy przewodnik. Wcześniejszy model, w którym świadomość przebywania w miejscu światowego dziedzictwa była wykorzystywana wyłącznie do celów promocyjnych, został zmodyfikowany przez dodanie do niego elementu doświadczenia podróżniczego turystów. Wyniki mogą być przydatne dla osób zajmujących się turystyką i hotelarstwem przy organizacji usług turystycznych.

EN

Awareness of World Heritage Sites (WHS) is a marketing tool used to promote a destination. Once a tourist arrives, the ‘trip experience’ becomes a vital tool to ensure repeat visits and showcase a positive image of a destination to potential tourists. This study has tried to link the impact of the ‘trip experience’ of tourists to awareness of WHS aiming to understand the relationship of the six ‘domains’ and forming a proposed model. The data was collected from an on-site survey of 309 tourists from July to December 2019 using a structured questionnaire following a pilot study. For data analysis, logistic regression analysis was used. This revealed that four out of six domains increase the probability of tourists’ awareness of WHS status during a trip, namely: welcoming, local travel, tour leader and tour guide. The earlier model for using WHS awareness only for promotional purposes has been shifted by adding the trip experience of the tourists. The findings can be applied by tourism and hospitality facilitators in providing services to tourists.

Keywords

PL

obiekty światowego dziedzictwa; Delhi; regresja logistyczna; doświadczenie podróży; świadomość

EN

world heritage sites; Delhi; logistic regression; trip experience; awareness

• Publisher: Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
• Journal: Turyzm
• Year: 2022
• Volume: 32
• Issue: 1
• Pages: 77-92

Dates

published

2022

Contributors

author

Monisha Juneja

• Amity University Noida, Amity School of Travel and Tourism

• https://orcid.org/0000000339841598

author

Tahir Sufi

• Amity University Noida, Amity School of Hospitality

• https://orcid.org/0000000334074828

author

Mamta Bhatnagar

• Shridhar University Pillani, School of Management Studies

• https://orcid.org/0000000324972413

References

• Abuamoud, I.N., Libbin, J., Green, J., ALRousan, R. (2014). Factors affecting the willingness of tourists to visit cultural heritage sites in Jordan. Journal of Heritage Tourism, 9 (2), 148–165. https://doi.org/10.1080/1743873X.2013.874429
• Adie, B., Hall, C. (2016). Who visits world heritage? A comparative analysis of three cultural sites. Journal of Heritage Tourism, 12 (1), 67–80. https://doi.org/10.1080/1743873X.2016.1151429
• Adie, B.A., Hall, C.M., Prayag, G. (2017). World heritage as a placebo brand: A comparative analysis of three sites and marketing implications. Journal of Sustainable Tourism, 26 (3), 399–415. https://doi.org/10.1080/09669582.2017.1359277
• Antón, C., Camarero, C., Laguna-García, M. (2014). Towards a new approach of destination royalty drivers: Satisfaction, visit intensity and tourist motivation. Current Issues in Tourism, 20 (3), 1–23. https://doi.org/10.1080/13683500.2014.936834
• Bowie, D., Chang, J.C. (2005). Tourist satisfaction: A view from a mixed international guided package tour. Journal of Vacation Marketing, 11 (4), 303–322. https://doi.org/10.1177/1356766705056628
• Breakey, N.M. (2012). Studying world heritage visitors: The case of the remote Riversleigh fossil site. Visitor Studies, 15 (1), 82–97. https://doi.org/10.1080/10645578.2012.660845
• Bucurescu, I. (2015). Managing tourism and cultural heritage in historic towns: Examples from Romania. Journal of Heritage Tourism, 10 (3), 248–262. https://doi.org/10.1080/1743873X.2014.968162
• Cameron, C., Gatewood, J. (2000). Excursions into the un-remembered past: What people want from visits to historical sites. The Public Historian, 22 (3), 107–127. https://doi.org/10.2307/3379582
• Calver, S.J, Page, S.J. (2013). Enlightened hedonism: Exploring the relationship of service value, visitor knowledge and interest, to visitor enjoyment at heritage attractions. Tourism Management, 39, 23–36. https://doi.org/10.1016/j.tourman.2013.03.008
• Cetin, G., Bilgihan, A. (2015). Components of cultural tourists’ experiences in destinations. Current Issues in Tourism, 19 (2), 137–154. https://doi.org/10.1080/13683500.2014.994595
• Chi, C.G. (2012). An examination of destination loyalty: Differences between first-time and repeat visitors. Journal of Hospitality and Tourism Research, 36 (1), 3–24. https://doi.org//10.1177/1096348010382235
• Cohen, E. (1972). Toward a sociology of international tourism. Social Research, 39 (1), 164–182. Retrieved from: http://www.jstor.org/stable/40970087 (18.09.2021).
• Correia, A., Kozak, M., Ferradeira, J. (2013). From tourist motivations to tourist satisfaction. International Journal of Culture, Tourism and Hospitality Research, 7 (4), 411–424. https://doi.org/10.1108/IJCTHR-05-2012-0022
• Elghani, M. (2012). Heritage and hospitality links in hotels in Siwa, Egypt: Towards the provision of authentic experiences. Doctoral dissertation. University of Waterloo. Retrieved from: http://hdl.handle.net/10012/7074 (20.09.2021).
• Fairhurst, A., Costello, C., Holmes, A. (2007). An examination of shopping behavior of visitors to Tennessee according to tourist typologies. Journal of Vacation Marketing, 13 (4), 311–320. https://doi.org//10.1177/1356766707081005
• Fyall, A., Leask, A. (2006). Destination marketing: Future issues – strategic challenges. Tourism and Hospitality Research, 7 (1), 50–63. https://doi.org/10.1057/palgrave.thr.6050029
• Government of India, Ministry of Tourism (2018). India tourism statistics 2018. New Delhi: Marketing Research Division.
• Gunter, H. (2005). Destination hotels plans to double size. Hotel, 220 (1), 2–4.
• Hall, C., Piggin, R. (2002). Tourism business knowledge of world heritage sites: A New Zealand case study. International Journal of Tourism Research, 4, 401–411. https://doi.org//10.1002/jtr.391
• Hassan, M.M., Shahnewaz, Md. (2014). Measuring tourist service satisfaction at destination: A case study of Cox’s Bazar sea beach, Bangladesh. American Journal of Tourism Management, 3 (1), 32–43.
• Huh, J. (2002). Tourist satisfaction with cultural / heritage sites: The Virginia Historic Triangle. Masters’ dissertation. Blacksburg, Virginia: Virginia Polytechnic Institute and State University. Retrieved from: https://vtechworks.lib.vt.edu/handle/10919/32742 (20.09.2021).
• Kim, J.H., Ritchie, J.R.B., McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51 (1), 12–25. https://doi.org//10.1177/0047287510385467
• Laing, J., Wheeler, F., Reeves, K., Frost, W. (2014). Assessing the experiential value of heritage assets: A case study of a Chinese heritage precinct, Bendigo, Australia. Tourism Management, 40, 180–192. https://doi.org/10.1016/j.tourman.2013.06.004
• Legaspi, J.L.R. (2020). What business strategy does and what management accounting is pursuing: A logistic regression analysis. International Journal of Economics and Business Administration, 8 (1), 124–133. https://doi.org//10.35808/ijeba/413
• Murphy, P., Pritchard, M., Smith, J. (2000). The destination product and its impact on traveller perceptions. Tourism Management, 21 (1), 43–52. https://doi.org//10.1016/S0261-5177(99)00080-1
• Nguyen, T.H.H., Cheung, C. (2014). The classification of heritage tourists: A case of Hue city, Vietnam. Journal of Heritage Tourism, 9 (1), 35–50. https://doi.org//10.1080/1743873X.2013.818677
• Nunnally, J.C., Bernstein, I. (2010). Psychometric theory. 3rd ed. New Delhi: Tata McGraw-Hill Ed.
• Nyaupane, G.P., Timothy, D.J. (2010). Power, regionalism and tourism policy in Bhutan. Annals of Tourism Research, 37 (4), 969–988. https://doi.org/10.1016/j.annals.2010.03.006
• Petr, C. (2009). Fame is not always a positive asset for heritage equity! Some clues from buying intentions of national tourists. Journal of Travel and Tourism Marketing, 26 (1), 1–18. https://doi.org/10.1080/10548400802656694
• Petr, C. (2015). How heritage site tourists may become monument visitors. Tourism Management, 51, 247–262. https://doi.org/10.1016/j.tourman.2015.05.018
• Poria, Y., Butler, R., Airey, D. (2004). Links between tourists, heritage, and reasons for visiting heritage sites. Journal of Travel Research, 43 (1), 19–28. https://doi.org/10.1177/0047287504265508
• Poria, Y., Reichel, A., Biran, A. (2006). Heritage site management: Motivations and expectations. Annals of Tourism Research, 33 (1), 162–178. https://doi.org/10.1016/j.annals.2005.08.001
• Poria, Y., Reichel, A., Cohen, R. (2013). Tourists’ perceptions of a World Heritage Site and its designation. Tourism Management, 35, 272–274. https://doi.org/10.1016/j.tourman.2012.02.011
• Presbury, R., Fitzgerald, A., Chapman, R. (2005). Impediments to improvements in service quality in luxury hotels. Managing Service Quality, 15 (4), 357–373. https://doi.org/10.1108/09604520510606835
• Quan, S., Wang, N. (2004). Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tourism Management, 25, 297–305. https://doi.org/10.1016/S0261-5177(03)00130-4
• Rakic, T., Chambers, D. (2008). World heritage: Exploring the tension between the national and the ‘universal’. Journal of Heritage Tourism, 2 (3), 145–155. https://doi.org/10.2167/jht056.0
• Remoaldo, P., Ribeiro, J., Vareiro, L., Santos, J. (2014). Tourists’ perceptions of world heritage destinations: The case of Guimarães (Portugal). Tourism and Hospitality Research, 14. https://doi.org/10.1177/1467358414541457
• Santa-Cruz, F.G., López-Guzmán, T. (2017). Culture, tourism and World Heritage Sites. Tourism Management Perspectives, 24, 111–116. http://dx.doi.org/10.1016/j.tmp.2017.08.004
• Shankar, S.R. (2020). Impact of perceived destination personality on tourist’ behavior. Prabandhan: Indian Journal of Management, 13 (12). https://doi.org/10.17010/pijom/2020/v13i12/156588
• Singh, N., Yadav, P. (2018). Social media influences holiday travel decisions: A rationale for profound analysis. Prabandhan: Indian Journal of Management, 11 (2), 40–56. https://doi.org/10.17010/pijom/2018/v11i2/121395
• Smith, M.K. (2002). A critical evaluation of the global accolade: The significance of World Heritage Site status for maritime Greenwich. International Journal of Heritage Studies, 8 (2), 137–151. https://doi.org/10.1080/13527250220143922
• Su, Y.W., Lin, H.L. (2014). Analysis of international tourist arrivals worldwide: The role of World Heritage Sites. Tourism Management, 40 (C), 46–58. https://doi.org/10.1016/j.tourman.2013.04.005
• Swarbrooke, J. (2001). Key challenges for visitor attraction managers in the UK. Journal of Leisure Property, 1 (4), 318–336. https://doi.org/10.1057/palgrave.rlp.5090130
• Thrane, C. (2004). How to present results from logistic regression analysis in hospitality and tourism research. Tourism and Hospitality Research, 5 (4), 295–305. https://doi.org/10.1057/palgrave.thr.6040029
• Timothy, D.J., Boyd, S.W. (2006). Heritage tourism in the 21st century: Valued traditions and new perspectives. Journal of Heritage Tourism, 1 (1), 1–16. https://doi.org/10.1080/17438730608668462
• UNESCO (2021a). The criteria for selection. Retrieved from: https://whc.unesco.org/en/criteria/ (16.10.2021).
• UNESCO (2021b). Qutb Minar and its Monuments, Delhi. Retrieved from: https://whc.unesco.org/en/list/233/ (16.10.2021).
• UNESCO (2021c). Humayun’s Tomb, Delhi. Retrieved from: https://whc.unesco.org/en/list/232 (16.10.2021).
• UNESCO (2021d). Red Fort Complex. Retrieved from: https://whc.unesco.org/en/list/231 (16.10.2021).
• UNESCO World Heritage Committee (2012). World Heritage Tourism Programme. Retrieved from: http://whc.unesco.org/archive/2012/whc12-36com-5e-en.pdf (12.10.2021).
• Valeriani, D., Putri, A. (2020). Tourism sector development in Belitung regency: The tourist’s perception. Society, 8 (1), 109–122. https://doi.org/10.33019/society.v8i1.157
• Wilkins, H. (2011). Souvenirs: What and why we buy. Journal of Travel Research, 50 (3), 239–247. https://doi.org/10.1177/0047287510362782
• Wu, T.C., Xie, P.F., Tsai, M.C. (2015). Perceptions of attractiveness for salt heritage tourism: A tourist perspective. Tourism Management, 51, 201–209. https://doi.org/10.1016/j.tourman.2015.05.026
• Yan, C., Morrison, A. (2008). The influence of visitors’ awareness of world heritage listings: A case study of Huangshan, Xidi and Hongcun in southern Anhui, China. Journal of Heritage Tourism, 2 (3),184–195. https://doi.org/10.2167/jht059.0
• Yang, C.-H., Lin, H.-L., Han, C.-C. (2010). Analysis of international tourist arrivals in China: The role of World Heritage Sites. Tourism Management, 31 (6), 827–837. https://doi.org/10.1016/j.tourman.2009.08.008
• Yang, C.-H., Lin, H.-Y. (2014). Revisiting the relationship between world heritage sites and tourism. Tourism Economics, 20 (1), 73–86. https://doi.org/10.5367/te.2013.0359

Identifiers

DOI

10.18778/0867-5856.32.1.04

Biblioteka Nauki

2130288