A destination image is the expression of all objective knowledge, impressions, prejudice, imaginations, and emotional thoughts an individual or group might have of a particular place (Lawson and Baud Bovy, [1977]). Destination images influence a tourist's travel decision-making, cognition and behaviour at a destination as well as satisfaction levels and recollection of the experience. .
"Heritage is our legacy from the past, what we live with today, and what we pass on to future generations. Our cultural and natural heritage are both irreplaceable sources of life and inspiration. They are our touchstones, our points of reference, our identity" (WHC 1996). .
Heritage "means everything, and it means nothing, and yet it has developed into a whole industry" (Hewison in Yale 1991:21). .
Heritage plays a role in everybody's life. Though it is not equally important for all of us, it is impossible to deny its impact on our present and future. World Heritage includes sites of universal value, but the selection and the nomination of each site is dependent on national concepts of heritage. Tourism as an international movement can contribute to the development of a global heritage awareness, and a better appreciation of our common values. .
Heritage in its broader meaning is "something transferred from one generation to another" (Nuryanti 1996:249). The word heritage includes both cultural and natural elements. In the cultural context, heritage describes both material and immaterial forms, e.g. artefacts, monuments, historical remains, buildings, architecture, philosophy, traditions, celebrations, historic events, distinctive ways of life, literature, folklore or education (Nuryanti 1996). In the natural context, heritage includes landscapes, gardens, parks, wilderness, mountains, rivers, islands, flora and fauna (Nuryanti 1996). Natural heritage also has cultural components, since its value is dependent on subjective human assessment.