ii Author’s Declaration I hereby declare that I am the sole author of this thesis. This is a true copy of the thesis, including any required final revisions, as accepted by my examiners. I understand that my thesis may be made electronically available to the public. iii Culture has been demonstrated in the literature to have an effect on tourism behavior, including the way that tourists perceive their travel experience; different cultures often hold different values (LeBlanc, 2004 & Sussman and Rashcovsky, 1997). Thus, understanding visitors ‟ values in comparison to those of the host destination may alter how tourism businesses should relate to tourists, how a tourist may perceive their experience, as well as a tourist‟s motivation to travel to a destination (Devesa, Laguna & Palacios, 2010). The combination of heritage and tourism, specifically the UNESCO world heritage site designation, has had a significant impact on tourist motivation as wel
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