Factors affecting the intention of visiting areas in UNESCO world heritage list: A study on Hagia Sophia

This research aims to define the factors affecting the visiting preferences of individuals when visiting UNESCO heritage sites. Research was done on Ayasofya (Hagia Sophia) due to its cultural significance in Turkey and it being on UNESCO heritage list. Space of the research consists of students from Nİşantaşı University Tourism Guidance Department and AHBVU Tourism Faculty. Data was gathered using an online survey. Convenience sampling method was used to analyse the gathered data. 316 samples were gathered. To analyse the data SPSS 23 and the LISREL 8.72 packet programs were used. To determine the scale used in the research, construct validity and trust analysis were performed. To determine the construct validity of the scale used in the research, confirmatory factor analysis was used. Afterwards, to describe the articles and dimensions descriptive analyses (standard deviation, frequency analysis, arithmetic mean) were done. To describe the relationship between the dependent and the independent factors in the research model, structural equation modelling roadmap was used. According to the findings of the research between the, perceived behavioural control, subjective norm and perception of world heritage, when visiting an UNESCO WHL site, they affect their preferences when visiting but when it comes to their attitudes and self-congruity, they have no effect. The research will provide additions in UNESCO WHL topics. Findings of this research will provide important insights for destination marketing specialists when they are determining products, pricing, distribution and publicity actions.