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Exploring the Image, Perceived Authenticity, and Perceived Value of Underground Built Heritage (UBH) and Its Role in Motivation to Visit: A Case Study of Five Different Countries

Author

Listed:
  • Sanja Kovačić

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Tatjana Pivac

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Müge Akkar Ercan

    (Department of City and Regional Planning, Faculty of Architecture, Middle East Technical University, 06800 Ankara, Turkey)

  • Kinga Kimic

    (Department of Landscape Architecture, Institute of Environmental Engineering, Warsaw University of Life Sciences—SGGW, 02-776 Warsaw, Poland)

  • Petja Ivanova-Radovanova

    (Climate, Atmosphere and Water Research Institute at Bulgarian Academy of Sciences (CAWRI-BAS), 1784 Sofia, Bulgaria)

  • Klodiana Gorica

    (Faculty of Economy, University of Tirana, Street Arben Broci 1, 1001 Tirana, Albania)

  • Ermelinda Kordha Tolica

    (Faculty of Economy, University of Tirana, Street Arben Broci 1, 1001 Tirana, Albania)

Abstract

Underground Built Heritage (UBH) is a unique cultural and tourist resource, often with diverse values for tourists and the local community. The research on UBH requires an interdisciplinary approach, various techniques, and methodologies, with current literature mainly focusing on sustainability and conservation issues of these sites, their classification and definitions. This paper tends to fill in the research gap in this field, which is based on the fact that tourism and marketing issues in research of UBH are quite rare and often neglected, although such aspects are very important for heritage valorization. Thus, the principal aim of the paper is to explore how heritage image, perceived authenticity, and perceived value affect motivation to visit UHS (Underground Heritage Sites) and domestic visitors’ loyalty. To explore this aim, the survey was conducted in five countries (Serbia, Poland, Bulgaria, Turkey, and Albania,) on five underground heritage sites. The study sample included 504 domestic visitors (residents of the country where the research was conducted) of underground heritage sites—Petrovaradian Fortress Military Galleries (Serbia), the Srebrna Góra Fortress (Poland), Roman City (Bulgaria), Göreme (Turkey), and BUNK’ART (Albania). The results show a significant positive influence of perceived authenticity on perceived value, heritage image, motivation to visit UBH sites, and loyalty. However, perceived value seems to be a stronger predictor of all analyzed constructs. Heritage image also showed significant positive effects on motivation to visit and loyalty. Theoretical and practical implications of results are discussed in the paper.

Suggested Citation

  • Sanja Kovačić & Tatjana Pivac & Müge Akkar Ercan & Kinga Kimic & Petja Ivanova-Radovanova & Klodiana Gorica & Ermelinda Kordha Tolica, 2023. "Exploring the Image, Perceived Authenticity, and Perceived Value of Underground Built Heritage (UBH) and Its Role in Motivation to Visit: A Case Study of Five Different Countries," Sustainability, MDPI, vol. 15(15), pages 1-21, July.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:15:p:11696-:d:1205470
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    References listed on IDEAS

    as
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