Although World Heritage List (WHL) aims to protect historical and natural assets belonging to human being (Huang, Tsaur, & Yang, 2012), World Heritage Sites (WHS) are often used as a marketing tool in promoting a destination abroad, thus creating a dilemma. Heritage sites are thought to attract more tourists and therefore create new jobs and attract foreign investments and currency. But by attracting more tourist visitations, the threat of damage on a monument and its environment is also increasing. This model applies to any destination with a cultural, artistic or heritage offer.
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