Assessing the effective communication of world heritage brand of protected areas: a case of Kinabalu Park / Christy Bidder, Boyd Sun Fatt and Spencer Hedley Mogindol
The United Nations Educational, Scientific and Cultural Organization (UNESCO) designates World Heritage Sites (WHS) of outstanding universal value to cultural or natural heritage. The highest recognition or honor that the site/property can receive is the designation of a site/ property as a UNESCO W...
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| Format: | Article |
| Language: | en |
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Universiti Teknologi MARA, Perak
2022
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| Online Access: | https://ir.uitm.edu.my/id/eprint/65656/1/65656.pdf https://ir.uitm.edu.my/id/eprint/65656/ https://myjms.mohe.gov.my/index.php/myse/article/view/18837 |
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| _version_ | 1833073234876039168 |
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| author | Bidder, Christy Bidder Sun Fatt, Boyd Mogindol, Spencer Hedley |
| author_facet | Bidder, Christy Bidder Sun Fatt, Boyd Mogindol, Spencer Hedley |
| author_sort | Bidder, Christy Bidder |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | The United Nations Educational, Scientific and Cultural Organization (UNESCO) designates World Heritage Sites (WHS) of outstanding universal value to cultural or natural heritage. The highest recognition or honor that the site/property can receive is the designation of a site/ property as a UNESCO WHS. This can play an imperative role in the long-term sustainability of protected areas through developing greater visitor and community understanding, appreciation of the WHS concept and acknowledging the outstanding universal values of individual WHS properties. However, the role that WHS brand plays can only materialize if the communication of the brand is effective. Drawing on this background, the current research assessed the effective communication of WHS brand of a UNESCO WHS in Malaysia, namely Kinabalu Park (KP). Specifically, it aimed to achieve the following three objectives: 1) to examine visitors’ awareness of KP’s WHS listing; 2) to examine the extent to which KP’s WHS listing has impacted the park’s visitor numbers, and 3) to analyze visitors’ perceived meaning attached to KP’s WHS listing. Quantitative data were collected both onsite and online and analyzed using descriptive statistics. Primary results indicated an ineffective communication of KP’s WHS brand, as evidenced by the inability of visitors to recognize the brand or what it embodied, as well as their assignment of a greater tourism meaning/value, instead of conservation, to KP’s WHS designation. It was also discovered that there was an increase in the park’s visitor numbers post-designation, though it was arguable that the increase could be attributable to other intervening factors. The results emphasized the need for KP’s management to properly follow the WHS brand guidelines stipulated by the World Heritage Committee and create a better interpretation of KP’s WHS designation for a more effective communication of the brand. |
| format | Article |
| id | my.uitm.ir-65656 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2022 |
| publisher | Universiti Teknologi MARA, Perak |
| record_format | eprints |
| spelling | my.uitm.ir-656562022-09-05T07:14:35Z https://ir.uitm.edu.my/id/eprint/65656/ Assessing the effective communication of world heritage brand of protected areas: a case of Kinabalu Park / Christy Bidder, Boyd Sun Fatt and Spencer Hedley Mogindol myse Bidder, Christy Bidder Sun Fatt, Boyd Mogindol, Spencer Hedley World Heritage areas Mountain tourism NA Architecture Parks and public reservations. Including theory, management, history The United Nations Educational, Scientific and Cultural Organization (UNESCO) designates World Heritage Sites (WHS) of outstanding universal value to cultural or natural heritage. The highest recognition or honor that the site/property can receive is the designation of a site/ property as a UNESCO WHS. This can play an imperative role in the long-term sustainability of protected areas through developing greater visitor and community understanding, appreciation of the WHS concept and acknowledging the outstanding universal values of individual WHS properties. However, the role that WHS brand plays can only materialize if the communication of the brand is effective. Drawing on this background, the current research assessed the effective communication of WHS brand of a UNESCO WHS in Malaysia, namely Kinabalu Park (KP). Specifically, it aimed to achieve the following three objectives: 1) to examine visitors’ awareness of KP’s WHS listing; 2) to examine the extent to which KP’s WHS listing has impacted the park’s visitor numbers, and 3) to analyze visitors’ perceived meaning attached to KP’s WHS listing. Quantitative data were collected both onsite and online and analyzed using descriptive statistics. Primary results indicated an ineffective communication of KP’s WHS brand, as evidenced by the inability of visitors to recognize the brand or what it embodied, as well as their assignment of a greater tourism meaning/value, instead of conservation, to KP’s WHS designation. It was also discovered that there was an increase in the park’s visitor numbers post-designation, though it was arguable that the increase could be attributable to other intervening factors. The results emphasized the need for KP’s management to properly follow the WHS brand guidelines stipulated by the World Heritage Committee and create a better interpretation of KP’s WHS designation for a more effective communication of the brand. Universiti Teknologi MARA, Perak 2022-08 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/65656/1/65656.pdf Assessing the effective communication of world heritage brand of protected areas: a case of Kinabalu Park / Christy Bidder, Boyd Sun Fatt and Spencer Hedley Mogindol. (2022) Malaysian Journal of Sustainable Environment (MySE) <https://ir.uitm.edu.my/view/publication/Malaysian_Journal_of_Sustainable_Environment_=28MySE=29/>, 9 (2). pp. 235-256. ISSN 0128-326X https://myjms.mohe.gov.my/index.php/myse/article/view/18837 doi.org/10.24191/myse.v9i2.18837 doi.org/10.24191/myse.v9i2.18837 |
| spellingShingle | World Heritage areas Mountain tourism NA Architecture Parks and public reservations. Including theory, management, history Bidder, Christy Bidder Sun Fatt, Boyd Mogindol, Spencer Hedley Assessing the effective communication of world heritage brand of protected areas: a case of Kinabalu Park / Christy Bidder, Boyd Sun Fatt and Spencer Hedley Mogindol |
| title | Assessing the effective communication of world heritage brand of protected areas: a case of Kinabalu Park / Christy Bidder, Boyd Sun Fatt and Spencer Hedley Mogindol |
| title_full | Assessing the effective communication of world heritage brand of protected areas: a case of Kinabalu Park / Christy Bidder, Boyd Sun Fatt and Spencer Hedley Mogindol |
| title_fullStr | Assessing the effective communication of world heritage brand of protected areas: a case of Kinabalu Park / Christy Bidder, Boyd Sun Fatt and Spencer Hedley Mogindol |
| title_full_unstemmed | Assessing the effective communication of world heritage brand of protected areas: a case of Kinabalu Park / Christy Bidder, Boyd Sun Fatt and Spencer Hedley Mogindol |
| title_short | Assessing the effective communication of world heritage brand of protected areas: a case of Kinabalu Park / Christy Bidder, Boyd Sun Fatt and Spencer Hedley Mogindol |
| title_sort | assessing the effective communication of world heritage brand of protected areas: a case of kinabalu park / christy bidder, boyd sun fatt and spencer hedley mogindol |
| topic | World Heritage areas Mountain tourism NA Architecture Parks and public reservations. Including theory, management, history |
| url | https://ir.uitm.edu.my/id/eprint/65656/1/65656.pdf https://ir.uitm.edu.my/id/eprint/65656/ https://myjms.mohe.gov.my/index.php/myse/article/view/18837 |
| url_provider | http://ir.uitm.edu.my/ |