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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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Sifeng Nian & Honglei Zhang & Ling Mao & Wenjing Zhao & Hui Zhang & Youhai Lu & Yingying Zhang & Yifan Xu, 2019. "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," Sustainability, MDPI, vol. 11(12), pages 1-18, June.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:12:p:3321-:d:240250
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    References listed on IDEAS

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    9. Hui Shi & Tiange Shi & Fang Han & Qin Liu & Zhi Wang & Hulan Zhao, 2019. "Conservation Value of World Natural Heritage Sites’ Outstanding Universal Value via Multiple Techniques—Bogda, Xinjiang Tianshan," Sustainability, MDPI, vol. 11(21), pages 1-27, October.
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