Online Search for UNESCO Heritage Sites: A Cluster Analysis of Guest Countries

This study leverages Google Trends data to analyze international online search interest in Turkey\\\'s UNESCO World Heritage Sites, aiming to identify distinct country clusters based on their engagement with these cultural assets. The research examines search trends for 21 heritage sites across 60 countries that constitute Turkey\\\'s primary tourist markets in 2023. Using a panel data clustering methodology, the study identifies three main clusters of countries with varying levels and types of interest. The findings highlight a significant disparity between online interest and actual tourist arrivals, suggesting that awareness does not always translate into visitation. The paper concludes with data-driven strategic recommendations for policymakers and tourism stakeholders to enhance marketing strategies and promote sustainable cultural tourism in Turkey.