Perceived value in a UNESCO World Heritage Site: the case of Quito, Ecuador

Abstract

Purpose - The city of Quito is a World Heritage Site in Ecuador and it owns one of the best-preserved and extensive historic centers in Latin America for cultural tourism. This study aims to identify the factors that constitute perceived value construct at the World Heritage Site of Quito. Design/methodology/approach - This research collects data from tourists who have visited the city of Quito, Ecuador. A total of 381 on-site questionnaires are used. Data has been analyzed using exploratory factorial analysis. Findings - Results regarding the dimensional structural framework of perceived value indicate that perceived value at the World Heritage Site of Quito has five factors: (1) Monetary and non-monetary costs, (2) Staff service quality, (3) Tourist offer accessibility, (4) Destination attractiveness, and (5) Information accessibility. Originality/value - Two new factors of accessibility have been proposed in this study for measuring consumer value at a World Heritage Site. Perceived value and accessibility have been treated as two separate subjects in academic literature before. However, this article contributes to the understanding of perceived value at WHS, including factors linked to accessibility. Both managerial and theoretical implications for WHS are discussed