Abstract
PurposeThis 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/approachData were obtained through a self-administrated online survey and the 818 questionnaires completed. Quantitative methods were applied including PLS-SEM modelling.FindingsThe 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/valueThis study extends the existing theoretical research on WH brand management and tourism behaviour by evaluating data on natural, tangible and intangible WHSs.