LAUSR

Brand serves as a useful tool in the management of protected areas, and widely applied in World Natural Heritage (WNH) protection around the world. Usually assigned with multiple brands, it is dim that whether or not the branding strategy is effective in the protection and management of a WNH site. Therefore, Wulingyuan as a representative WNH site with multiple brands was selected to explore the effectiveness of branding strategy of a WNH site with an established evaluation model. Based on the interview with 257 visitors, it was found that international brands had a higher exposure and effectiveness than domestic brands, and the effectiveness of brands was ranked as WH (World Heritage) > GGP (Global Geopark) > NFP (National Forest Park) > 5A (National 5A Level Scenic Spot) > NKSA (National Key Scenic Area). WNH worked as the most effective brand among multiple brands, while NKSA is the reverse with the least visitors’ awareness. Even though the multiple-brand strategy is effective in attracting visitors, brand equity was rarely bestowed as a beneficial tool in the protection of a WNH site. A uniform and consistent brand would be more effective than a complicated brand system in attracting visitors and preserving heritage values. Besides, the study revealed that education level and occupation had a significant influence on their attitude towards the support for the brand system of protected areas, and environmental education and publicity of protected areas are critical. The study would be good for the brand strategy of Chinese protected areas, guiding the tourism promotion of WNH.