Information content, interactivity and online popularity of the websites of world heritage sites: evidence from France, Italy and Spain

Following previous research on museum and tourism websites, this study focuses on the websites created by UNESCO sites located in France, Italy, and Spain to evaluate their information content and how it can influence their online popularity. Empirical evidence suggests the following: a) heritage sites basically create websites to provide general and touristic information; b) the use of interactive elements and on-sale platforms is limited; c) relevant touristic information, engaging contents, and interactive elements are necessary to reach online popularity, and d) access is usually obtained without passing through a search engine tool. Heritage sites are considered an important element attracting tourists to visit a destination; hence, there is an urgent need for managerial implications on the most effective communication strategy that must be used.