Open AccessThe perception of travellers and the World Heritage Site image
Author(s) -
Ivana Pavlić,
Barbara Puh,
Ljubica Mišković
Publication year - 2020
Publication title -
tourism
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.337
H-Index - 22
eISSN - 1849-1545
pISSN - 1332-7461
DOI - 10.37741/t.68.2.6
Subject(s) - structural equation modeling , perception , confirmatory factor analysis , cognition , cruise , sample (material) , tourism , destination image , demographics , psychology , world heritage , geography , advertising , marketing , applied psychology , business , demography , statistics , sociology , mathematics , engineering , chemistry , archaeology , chromatography , neuroscience , destinations , aerospace engineering
The paper investigates the main image determinants of WorldHeritage Site (WHS) among different types of travellers. The main purpose is todefine the main features of different types of travellers (tourists and cruiseship visitors) and to determine the attributes that create their particularly perceivedimage of WHS. In order to gain the main aims,empirical research, based on questionnaire on randomly–chosen travellersvisiting WHS, was carried. The sample consisted of 547 tourists and 472 cruiseship visitors who visited WHS - Old city of Dubrovnik (OCD) in the period April1st – October 1st 2016. Research spatial framework consists of multiple-useprotected area with buffer zone. Explorative factor analysis (EFA),confirmatory factor analysis (CFA), and structural equation modelling (SEM)were applied. The results show that there are differences between imageformation among different types of travellers regarding cognitive and affectiveimage elements. The obtained results can be used as a base model forinvestigating the influence of the information sources, socio-demographics andmotivation on mediating ones (cognitive and affective evaluation), and finallyon the dependent variable of the overall image of the WHS perceived by differenttraveller categories.