What does UNESCO's World heritage list mean for tourism?: the endorsement effects of UNESCO’s World Heritage designation on tourists’ pro-environmental behaviour

UNESCO’s World Heritage designation was initiated to preserve important natural and cultural heritage. But the World Heritage designation is used as a tool for attracting a number of tourists through tourism marketing campaigns and World Heritage sites acts as an important attraction to tourists. As World Heritage sites was becoming popular among the tourist, many negative effects on precious cultural and natural heritage sites became concerns for Heritage managers. Therefore, the objective of this study is to identify the factors that induce tourists' pro-environmental behavioral intentions at the heritage site. More specifically this study examined the endorsement effects of UNESCO’s World Heritage designation on tourists' pro-environmental behavioral intentions at the heritage site and whether this endorsement effects of World Heritage designation differ across different levels of tourist destination awareness