Underground Built Heritage (UBH) is a unique cultural and tourist resource, often with diverse values for tourists and the local community. The research on UBH requires an interdisciplinary approach, various techniques, and methodologies, with current literature mainly focusing on sustainability and conservation issues of these sites, their classification and definitions. This paper tends to fill in the research gap in this field, which is based on the fact that tourism and marketing issues in research of UBH are quite rare and often neglected, although such aspects are very important for heritage valorization. Thus, the principal aim of the paper is to explore how heritage image, perceived authenticity, and perceived value affect motivation to visit UHS (Underground Heritage Sites) and domestic visitors’ loyalty. To explore this aim, the survey was conducted in five countries (Serbia, Poland, Bulgaria, Turkey, and Albania,) on five underground heritage sites. The study sample included 504 domestic visitors (residents of the country where the research was conducted) of underground heritage sites—Petrovaradian Fortress Military Galleries (Serbia), the Srebrna Góra Fortress (Poland), Roman City (Bulgaria), Göreme (Turkey), and BUNK’ART (Albania). The results show a significant positive influence of perceived authenticity on perceived value, heritage image, motivation to visit UBH sites, and loyalty. However, perceived value seems to be a stronger predictor of all analyzed constructs. Heritage image also showed significant positive effects on motivation to visit and loyalty. Theoretical and practical implications of results are discussed in the paper.

Educational needs are changing worldwide. Social aspects and the impact of knowledge and education on changing society are already taken into consideration from some viewpoints. However, the social impact of different models of education that bring new knowledge in innovative ways and the application of social entrepreneurship still need be investigated. The main question that this study addressed is how higher education institutions (HEIs) will approach the new era, in relation to knowledge needs and their social impact, and which model allows HEIs to become more entrepreneurial and follow social entrepreneurship. The paper contributes to addressing challenges and opportunities that universities (especially those located in developing countries) face in their pathway to developing social entrepreneurship education with the aim of increasing their value creation capacity. Through a case study analysis, this paper highlights the relevance of knowledge creation, circulation, and transfer among different stakeholders for universities to shift towards an entrepreneurial and innovative perspective. The findings of this research highlight the relevance of social innovation, knowledge development processes, and wide and collaborative national and international networks as essential elements in paving the way for universities to become entrepreneurial universities.