Stimulus-Organism-Response Framework: Is the Perceived Outstanding Universal Value Attractiveness of Tourists Beneficial to World Heritage Site Conservation?

Sifeng Nian, Donghe Li (), Jie Zhang, Song Lu and Xiaowan Zhang
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Sifeng Nian: Center for Hui Studies, Anhui University, Hefei 230039, China
Donghe Li: Center for Hui Studies, Anhui University, Hefei 230039, China
Jie Zhang: School of Geographic and Oceanographic Sciences, Nanjing University, Nanjing 210023, China
Song Lu: School of Environmental and Geographic Sciences, Shanghai Normal University, Shanghai 200233, China
Xiaowan Zhang: School of Business, Anhui University, Hefei 230601, China

IJERPH, 2023, vol. 20, issue 2, 1-21

Abstract: Tourists have been attracted to world heritage sites (WHSs) by their Outstanding Universal Value (OUV). In view of the Stimulus-Organism-Response (S-O-R) framework and the theory of attitude and behavior, by employing 563 tourist samples from Mount Sanqingshan National Park, and using structural equation modeling, we examine tourist behavioral intention for heritage conservation, and the following conclusions were drawn: (1) the S-O-R theory revealed the behavioral intentions of tourists to protect WHSs; (2) as a stimulus, tourists’ value perception and destination attachment were positively affected by the OUV attractiveness, and their perceived value had a positive influence on heritage conservation, although the hypothesis of destination attachment to heritage conservation was not supported; (3) heritage-conservation education and knowledge positively influenced tourists’ behavioral intentions towards heritage protection, and tourists’ heritage protection attitude had a positive influence on their behavioral intention; and (4) a framework of the influence mechanism for tourists’ heritage conservation based on the S-O-R theory was proposed, while tourists’ cognitive and affective attitudes impacted on heritage protection intention which, in turn, further enhanced the tourists’ perception of the OUV. Conclusively, the measures and implications were proposed for improving conservation and management of WHSs, in particular to achieve the sustainable development of the tourist industry and world heritage sites.

Keywords: sustainable development; world heritage site (WHS) conservation; Outstanding Universal Value (OUV); destination attachment; tourist value; Stimulus-Organism-Response (S-O-R) (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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