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| STRATEGIES FOR PROCTECTING BRAND VALUE OF THE WORLD HERITAGES |
| LIANG Xue-cheng1,2, XING Xiao-yu2 |
1. School of Management, Xi'an Jiaotong University, Xi'an 710049, China;
2. School of Economics and Management, Northwest University, Xi'an 710027, China |
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Abstract World heritage is the common resource and treasure of the mankind, it heads for the world with the development of world heritage travel, and its own value is also rising. Its value does not only lie in the tangible material, but also in the intangible brand, which is endowed with cultural and historical value. China has sufficient protection measures about heritage travel, but lacks ones for the protection of brand value. What is more, world heritage by nature is a kind of public resource. China is now facing a chaotic situation in most regions that the brand of world heritage is being abused by many corporations. In order to further study the problem, the authors first browse the web through some search engines for the application of titles related with certain world heritages. Then, through questionnaire, the authors try to research the public attitudes towards the use of some brands related to world heritages in China. The results clearly show that the abuse of world heritage brand has severely affected the extension, development, and realization of the culture value of these world heritages. Therefore protecting the brand value of world heritage is of great necessity. Finally, the authors propose a three-dimensional protective strategy involving governments, markets, and proprietors.
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Received: 14 November 2006
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2007, Vol. 22 
