Tourism development at World Heritage Site: The case of Loire Valley in France Morice, Jean-René a Liu, Yi-De b Lin, Chi-Fan c a Tourism School (ESTHUA), University of Angers, France. b Graduate Institute of European Cultures and Tourism, National Taiwan Normal University, Taiwan, Province of China. Corresponding Author:
[email protected] c Independent Scholar, Taiwan, Province of China. ARTICLE INFO ABSTRACT Article history: In 2000, UNESCO included a linear cultural landscape along a 200 kilometre stretch in the middle reaches of the Loire Valley, between Sully-sur-Loire and Received 6th July 2020 Chalonnes-sur-Loire. The management of this extensive cultural landscape is Accepted 27th July 2020 exemplary, innovative but also complicated. The aim of this article is to explore Published 28th July 2020 the challenges faced and strategies adopted by the Loire Valley as a World Heritage Site in the development of tourism. Quantitative and qualitative data Keywords: were both used to enhance the depth and breadth of analysis. The work presented refers to three sources of data. The findings reveal that tourism Cultural Landscape; development in the Loire Valley has some challengers, such as short stays of France; Loire Valley; tourists, slow growth in tourist numbers, uneven visitor numbers between Tourism development; World Heritage Site castles, and the blurred role of World Heritage status in destination image. However, three different aspects of strategies have been applied by the authorities to enhance tourism development, including governance and marketing, attraction development and activation, as well as synergies of local communities. DOI: 10.1344/THJ.2020.2.6 1.