IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i15p11696-d1205470.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/15/11696/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/15/11696/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Carlos Smaniotto Costa & Marluci Menezes & Petja Ivanova-Radovanova & Tatiana Ruchinskaya & Konstantinos Lalenis & Monica Bocci, 2021. "Planning Perspectives and Approaches for Activating Underground Built Heritage," Sustainability, MDPI, vol. 13(18), pages 1-15, September.
    2. Wolfgang Ulaga & Samir Chacour, 2001. "Measuring Customer-Perceived Value in Business Markets: A Prerequisite for Marketing Strategy Development and Implementation," Post-Print hal-00485109, HAL.
    3. Sunčana Piri Rajh, 2012. "Comparison of perceived value structural models," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 24(1), pages 117-133.
    4. Kinga Kimic & Carlos Smaniotto Costa & Mihaela Negulescu, 2021. "Creating Tourism Destinations of Underground Built Heritage—The Cases of Salt Mines in Poland, Portugal, and Romania," Sustainability, MDPI, vol. 13(17), pages 1-23, August.
    5. Juan Antonio Jimber del Río & Ricardo D. Hernández-Rojas & Arnaldo Vergara-Romero & Mª Genoveva Dancausa Dancausa Millán, 2020. "Loyalty in Heritage Tourism: The Case of Córdoba and Its Four World Heritage Sites," IJERPH, MDPI, vol. 17(23), pages 1-20, December.
    6. Hossein Mousazadeh & Amir Ghorbani & Hossein Azadi & Farahnaz Akbarzadeh Almani & Ali Zangiabadi & Kai Zhu & Lóránt Dénes Dávid, 2023. "Developing Sustainable Behaviors for Underground Heritage Tourism Management: The Case of Persian Qanats, a UNESCO World Heritage Property," Land, MDPI, vol. 12(4), pages 1-17, April.
    7. Adriana ZAIT & Patricea Elena BERTEA, 2011. "Methods For Testing Discriminant Validity," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 217-224, November.
    8. Olga Lo Presti & Maria Rosaria Carli, 2021. "Italian Catacombs and Their Digital Presence for Underground Heritage Sustainability," Sustainability, MDPI, vol. 13(21), pages 1-10, October.
    9. Francesco Di Stefano & Alessandro Torresani & Elisa M. Farella & Roberto Pierdicca & Fabio Menna & Fabio Remondino, 2021. "3D Surveying of Underground Built Heritage: Opportunities and Challenges of Mobile Technologies," Sustainability, MDPI, vol. 13(23), pages 1-18, November.
    10. Gyehee Lee & Xiao Lin & Yunseon Choe & Wenya Li, 2021. "In the Eyes of the Beholder: The Effect of the Perceived Authenticity of Sanfang Qixiang in Fuzhou, China, among Locals and Domestic Tourists," Sustainability, MDPI, vol. 13(22), pages 1-25, November.
    11. Tamara Lukić & Tatjana Pivac & Marija Cimbaljević & Bojan Đerčan & Milka Bubalo Živković & Snežana Besermenji & Ivana Penjišević & Rajko Golić, 2021. "Sustainability of Underground Heritage; The Example of the Military Galleries of the Petrovaradin Fortress in Novi Sad, Serbia," Sustainability, MDPI, vol. 13(20), pages 1-24, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hossein Mousazadeh & Amir Ghorbani & Hossein Azadi & Farahnaz Akbarzadeh Almani & Ali Zangiabadi & Kai Zhu & Lóránt Dénes Dávid, 2023. "Developing Sustainable Behaviors for Underground Heritage Tourism Management: The Case of Persian Qanats, a UNESCO World Heritage Property," Land, MDPI, vol. 12(4), pages 1-17, April.
    2. Yi-Ching Hsieh & Hung-Chang Chiu & Yun-Chia Tang & Wei-Yun Lin, 2018. "Does Raising Value Co-creation Increase All Customers’ Happiness?," Journal of Business Ethics, Springer, vol. 152(4), pages 1053-1067, November.
    3. Nina Tura & Lea Hannola & Mikko Pynnönen, 2017. "Agile Methods for Boosting the Commercialization Process of New Technology," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 14(03), pages 1-23, June.
    4. Per Engelseth & Wuthichai Wongthatsanekorn & Chayakrit Charoensiriwath, 2014. "Food Product Traceability and Customer Value," Global Business Review, International Management Institute, vol. 15(4_suppl), pages 87-105, December.
    5. Hsu, Dan K. & Burmeister-Lamp, Katrin & Simmons, Sharon A. & Foo, Maw-Der & Hong, Michelle C. & Pipes, Jesse D., 2019. "“I know I can, but I don't fit”: Perceived fit, self-efficacy, and entrepreneurial intention," Journal of Business Venturing, Elsevier, vol. 34(2), pages 311-326.
    6. Carlos Smaniotto Costa & Marluci Menezes & Petja Ivanova-Radovanova & Tatiana Ruchinskaya & Konstantinos Lalenis & Monica Bocci, 2021. "Planning Perspectives and Approaches for Activating Underground Built Heritage," Sustainability, MDPI, vol. 13(18), pages 1-15, September.
    7. Xiaodong Bai, 2024. "Unveiling the Impact of Value Propositions on Value Creation in Chinese Health Service Enterprises: A Customer Participation Perspective," International Journal of Science and Business, IJSAB International, vol. 38(1), pages 1-17.
    8. Moslehpour, Massoud & Lin, Yi Hsin & Nguyen, Thi Le Huyen, 2017. "Top purchase intention priorities of Vietnamese LCC passengers: Expectations and satisfaction," MPRA Paper 81635, University Library of Munich, Germany.
    9. Maria Abdul Rahman* & Yusniza Kamarulzaman, 2018. "The Mediating Effect of Satisfaction on Customer Loyalty in Oursourcing Relationships and its Determinants," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 1062-1074:6.
    10. Anna Jasinenko & Josephina Steuber, 2023. "Perceived Organizational Purpose: Systematic Literature Review, Construct Definition, Measurement and Potential Employee Outcomes," Journal of Management Studies, Wiley Blackwell, vol. 60(6), pages 1415-1447, September.
    11. Agustín J. Sánchez-Medina & Ylenia I. Naranjo-Barrera & Jesús B. Alonso & Julio Francisco Rufo Torres, 2018. "Predicting Thalasso Tourist Delight: A Hybrid SEM—Artificial Intelligence Analysis," Complexity, Hindawi, vol. 2018, pages 1-14, October.
    12. Anupam Singh & Priyanka Verma, 2018. "Driving Brand Value Through CSR Initiatives: An Empirical Study in Indian Perspective," Global Business Review, International Management Institute, vol. 19(1), pages 85-98, February.
    13. Jaekwon Chung, 2020. "Effect of Quality Uncertainty, Regulatory Focus, and Promotional Strategies on Perceived Savings for Sustainable Marketing," Sustainability, MDPI, vol. 12(14), pages 1-16, July.
    14. Tayyba Mirza & Dr. Basharat Raza, 2023. "Does Polychronicity Impact Innovative Work Behavior? The Role of Procrastination," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(4), pages 602-609.
    15. Sanja Kovačić & Marija Cimbaljević & Tatyana N. Tretyakova & Yulia A. Syromiatnikova & Blanca García Henche & Marko D. Petrović & Ivana Blešić & Tatjana Pivac & Dunja Demirović Bajrami & Tamara Gajić, 2023. "How Has COVID-19 Changed the Way We Travel? Exploring Tourist Personality, Reactions to the Perceived Risk and Change in Travel Behavior," Sustainability, MDPI, vol. 15(3), pages 1-20, January.
    16. Salari, Nasir, 2022. "Electric vehicles adoption behaviour: Synthesising the technology readiness index with environmentalism values and instrumental attributes," Transportation Research Part A: Policy and Practice, Elsevier, vol. 164(C), pages 60-81.
    17. Yaomin Zheng & Minghan Wu & Jinlian Shi & Huize Yang & Jiaxin Wang & Xiaoyuan Zhang & Xin Zhang, 2024. "The Evolution of the Spatial–Temporal Pattern of Tourism Development and Its Influencing Factors: Evidence from China (2010–2022)," Sustainability, MDPI, vol. 16(23), pages 1-21, December.
    18. Yunqiang Xue & Hongzhi Guan & Jonathan Corey & Heng Wei & Hai Yan, 2017. "Quantifying a Financially Sustainable Strategy of Public Transport: Private Capital Investment Considering Passenger Value," Sustainability, MDPI, vol. 9(2), pages 1-20, February.
    19. Zubair Hassan, 2017. "Impact of Social, Epistemic and Conditional Values on Customer Satisfaction and Loyalty in Automobile Industry: A Structural Equation Modelling," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(5), pages 29-44.
    20. Yu-Te Tu & Heng-Chi Chih, 2013. "An Empirical Study of Corporate Brand Image, Customer Perceived Value and Satisfaction on Loyalty in Shoe Industry," Journal of Economics and Behavioral Studies, AMH International, vol. 5(7), pages 469-483.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:15:p:11696-:d:1205470. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.