How Outstanding Universal Value, Service Quality and Place Attachment Influences Tourist Intention Towards World Heritage Conservation: A Case Study of Mount Sanqingshan National Park, China

Sifeng Nian, Honglei Zhang, Ling Mao, Wenjing Zhao, Hui Zhang, Youhai Lu, Yingying Zhang and Yifan Xu
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Sifeng Nian: School of Geographic and Oceanographic Sciences, Nanjing University, Nanjing 210023, China
Honglei Zhang: School of Geographic and Oceanographic Sciences, Nanjing University, Nanjing 210023, China
Ling Mao: School of Geographic and Oceanographic Sciences, Nanjing University, Nanjing 210023, China
Wenjing Zhao: Bureau of Geopark Management, Sanqingshan Administration Committee, Shangrao 334000, China
Hui Zhang: School of Geographic and Oceanographic Sciences, Nanjing University, Nanjing 210023, China
Youhai Lu: School of Geographic and Oceanographic Sciences, Nanjing University, Nanjing 210023, China
Yingying Zhang: School of Geographic and Oceanographic Sciences, Nanjing University, Nanjing 210023, China
Yifan Xu: School of Geographic and Oceanographic Sciences, Nanjing University, Nanjing 210023, China

Sustainability, 2019, vol. 11, issue 12, 1-18

Abstract: Since tourists are one of the important stakeholders in World Heritage Sites (WHSs), what factors influence them and how does the impact mechanism work on heritage conversation? In particular, World Natural Heritage Sites (WNHSs) are generally facing threats to their ecological and heritage protection by the influx of tourists. To this end, this study took the perspective of attractions with Outstanding Universal Value (OUV) and tourist perceptions of service quality, and used place attachment as a mediator variable. Based on the 565 questionnaires responses by Mount Sanqingshan National Park (MSNP) tourists, the structural equation modelling technical method was adapted to explore the influence and mechanisms of tourist heritage protection. The following conclusions were drawn: (1) the perception of an OUV attraction had a positive effect on place attachment and intention to protect heritage; however, place attachment did not have a mediating effect; (2) service quality had a positive effect on place attachment and intention to protect heritage, yet place attachment did not have a mediating effect; (3) service quality was more effective than the OUV attraction on intention to protect heritage, and affiliate attraction had a ‘core’ trend; and (4) tourists’ place attachment was not accepted as a positive assumption of their intention to protect heritage. Finally, we proposed measures and implications for enhancing the conservation and management of WNHSs, with a focus on building both the tourism industry and sustainable development of WHSs.

Keywords: China; Outstanding Universal Value (OUV); place attachment; service quality; sustainable development; world heritage conservation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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