Residents’ perceptions of a World Heritage property: a multivariate analysis

Purpose: The purpose of this paper is to analyse the impact of a World Heritage site (WHS) nomination as perceived by a specific group in a community, namely, the residents of the Alto Douro Wine Region. Design/methodology/approach: The primary data were gathered through a face-to-face questionnaire, and the data analysis was performed using multivariate statistical methodologies (categorical principal components and cluster analysis) and the multinomial logit model. Findings: Since the UNESCO nomination, the economic return was perceived as higher for almost half of the owners within the viticulture activity, for over half (56 per cent) within the tourism activity sector, and for 38 per cent in commerce. The general benefits mainly contributed to the residents’ positive view of the UNESCO’s classification. The viticulture activity negatively influences the perceived impact of listing on economic revenue. This is a very interesting and disturbing conclusion, since it suggests that not all grape-growers are feeling positive effects from the UNESCO nomination. Originality/value: This paper contributes to the ongoing debate on the WHS perceived effects by local residents. Methodologically, the paper presents a more refined analysis compared to most existing studies. By performing group segmentation, the paper provides more generalised information on community perceptions, bringing forward detailed knowledge about the interests of distinct groups such as wine makers, residents employed in tourism industry and commerce.