The Development of Loyalty to Earthen Defensive Heritage as a Key Factor in Sustainable Preventive Conservation

M. Belén Prados-Peña, M. Lourdes Gutiérrez-Carrillo and Salvador Del Barrio-García
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M. Belén Prados-Peña: Marketing and Market Research, University of Granada, 18071 Granada, Spain
M. Lourdes Gutiérrez-Carrillo: Architectural Constructions, University of Granada, 18071 Granada, Spain
Salvador Del Barrio-García: Marketing and Market Research, University of Granada, 18071 Granada, Spain

Sustainability, 2019, vol. 11, issue 13, 1-19

Abstract: One of the main risks to the preservation of Spanish defensive heritage is anthropic in origin and is associated with local society’s lack of cultural identification with these cultural assets. Consequently, there is a dearth of conservation strategies. In this paper, the current situation is examined, then a management model is proposed, with the Torre de Romilla in the Granada province (Spain) as its focus. The model is constructed on the basis of research regarding the antecedents to loyalty towards this heritage landmark, in order to enhance its value. To accomplish this, survey data from 200 randomly selected subjects was collected and analysed. The results indicate that the antecedent factors which determine loyalty are place attachment and its perceived image, which lead to an increased probability that the site will be visited and recommended. The direct consequence of this is that contributions to the economy from tourism would allow for the sustainable conservation of these assets.

Keywords: sustainable tourism; preventive conservation; cultural heritage; brand loyalty; brand image; attachment to place (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
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