CiTUR - Comunicações em conferências com publicação em atas
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- UNESCO brand portrait in Portugal: The use of the brand on official websitesPublication . Almeida, Tânia Sofia; Almeida, NunoThis paper aims to examine the way that the municipalities communicate the UNESCO World Heritage brand on their official websites, subsequently to the much desired World Heritage Listing. In 2019, with the classification of 2 new sites by the United Nations Educational, Scientific and Cultural Organization, Portugal’s presence on the World Heritage List increased to 17 sites. For the purpose of this study selection of the World Heritage Sites followed two criteria, to be a cultural site and a single municipality site. After literature review this exploratory study analyzes the use of the logo and how the UNESCO classification is communicated on the official websites of 13 municipalities, in Portugal. Findings demonstrate inconsistency in communicating the classification, being that the WH logo is not used in 11 (65%) of the 17 websites analyzed. This paper contributes to the field of destination branding by gathering information which will enable future research. For the municipalities and other official site managers, this paper provides further insight into the online use of the UNESCO brand.