Is the designation World Heritage Site (WHS) effective? Does it yield high net brand equity? The five research objectives in the present study seek to explore awareness of the designation/logo, the meanings attached to the designation, the effects of the designation on tourists’ intended future behaviors, the relationship between number of WHSs and a country’s image, and the relationship between perception of a site as part of the world heritage and tourist behaviors. The postpositivistic research began with an exploratory stage followed by structured questionnaires focusing on a Christian heritage site in Israel. The findings indicate only moderate awareness of the designation/logo barely affecting behaviors. However, the cumulative effect of WHS designations is positively related to willingness to revisit a particular country. In addition, the findings highlight the significance of the experientially based approach to the management of heritage sites.
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