World Heritage Sites through the Eyes of New Tourists – Who Cares about World Heritage Brand in Budapest?


  • Ivett Sziva Budapest Metropolitan University
  • Lia Bassa Budapest Metropolitan University



Transformation of Cultural tourism, Budapest World heritage Site, Heritage Tourism


Budapest is one the most emerging tourism destinations in Central-Eastern Europe, and besides the popularity of the regenerated “multicultural and design” district, its cultural heritage, particularly those on the list of the UNESCO World Heritage, assure its growing attractiveness. However the cultural sites are the most visited sightseeing attractions, our proposition was that the tourists are not aware of the fact, that they are visiting UNESCO World Heritage Site (WHS). The main aim of the paper is to highlight the importance of the WHS in cultural tourism, and to introduce the significance of place branding in it. A structured content analysis were taken out to analyse the reviews of the Tripadvisor considering the attractions of Budapest, with the objective of crystallizing the main motivations and awareness of the tourists visiting the world heritage site of Budapest. Further on our objective was to analyse their satisfaction with interpretation, attraction, and visitor management issues. Then their overall experiences, development needs and ideas for the world heritage sites attracting cultural tourism were taken into consideration. Our presupposition was that new technologies can improve a site’s popularity by pulling the attention on its real values that can be experienced by the visitors.


Castells, M. (2009). Communication power. Oxford: Oxford University Press.

Hungarian Central Statistical Office (2015). Database of regional statistics. Budapest.

Huang, G., Tsaur, J.-R. and Yang, C.-H. (2012). Does world heritage list really induce more tourists? Evidence from Macau. Tourism Management, 33(6), 1450-1457.

Kladou, S. and Mavragani, E. (2015). Assessing destination image: An online marketing approach and the case of TripAdvisor. Journal of Destination Marketing & Management, 4, 187–193.

Kormos, G. and Hernyik, R. (2015). Budapest as WHS on Tripadvisor – the Andrássy Avenue, presentation at METU, November, 2015.

Michalkó, G., Jancsik, A., Teveli-Horváth, D., Kiss, K., Sulyok, J., Smith, M., Puczkó, L. and Sziva, I. (2015). A “balkánság” turisztikai értelmezése a TripAdvisor utazási portál tartalomelemzése alapján. Marketing Menedzsment, 49. pp. 61-72.

Nyúl, E. and Ördög, Á. (2009). Budapest – a kulturális turizmus szemszögéből. Turizmus Bulletin, XIII(2), 39-47.

Pappalepore, I., Maitland, R. and Smith, A. (2011). Exploring urban creativity: visitor experiences of Spitalfields, London. Tourism, Culture & Communication, 10(3), 217-230.

Richards, G. (2014). Creativity and Tourism in the City. Current Issues in Tourism, 17(2), 119–144.

Richards, G. (2011). Creativity and tourism: The State of the Art. Annals of Tourism Research, 38(4), 1225-1253.

Sacco, L.P. (2011). Culture 3.0: A new perspective for the EU 2014-2020 structural funds programming. Retrieved Oct. 10, 2016 from

Smith, M. (2015). Issues in Cultural Tourism Studies (3rd ed.). London: Routledge.

Smith, M. and Puczko, L. (2012). Budapest: from socialist heritage to cultural capital?. Current Issues in Tourism, 15(1-2): 107-119.

Smith, M.K. and Robinson, M. (2006). Cultural tourism in a changing world. Politics, participation and (re)presentation. Cleveland, Buffalo, Toronto: Channel View Publications.

Szakály, O. and Gulyás, G. (2015). Budapest as WHS on Tripadvisor - the Banks of the Danube, presentation at METU, November, 2015.

Szuláné, S. T., and Taba, Á. (2015). Budapest as WHS on Tripadvisor – the Buda Castle, presentation at METU, November, 2015.

Tripadvisor (2015). About Tripadvisor. Retrieved April 1, 2014 from:

UNESCO (2006). Towards Sustainable Strategies for Creative Tourism. Retrieved April 1, 2016 from:

UNESCO (2016). Budapest, including the Banks of the Danube, the Buda Castle Quarter and Andrássy Avenue. Retrieved April 20, 2016 from:

WTO-ETC (2004). City Tourism and Culture – The European Experience 2004. Retrieved April 1, 2016 from:;

Yang, G. and Lin, H-L. (2011). Is UNESCO recognition effective in fostering tourism? A comment on Yang, Lin and Han: Reply. Tourism Management, 32(2), 455-456.




How to Cite

Sziva, I., & Bassa, L. (2017). World Heritage Sites through the Eyes of New Tourists – Who Cares about World Heritage Brand in Budapest?. Almatourism - Journal of Tourism, Culture and Territorial Development, 8(7), 255–268.