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Sustainability of Heritage Tourism: A Structural Perspective from Cultural Identity and Consumption Intention

Author

Listed:
  • Gege Zhang

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China)

  • Xiaoyuan Chen

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China)

  • Rob Law

    (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong 999077, China)

  • Mu Zhang

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China)

Abstract

Intangible cultural heritage can provide cultural value content for product development and marketing of tourism destinations, enabling these areas to obtain economic benefits. This study selects cultural identity as an antecedent variable, and applies the theory of planned behavior to construct the influence mechanism of cultural identity on tourists’ consumption intention in heritage tourism. In tourism development, visitors and local residents have reached a common cognitive basis for Kunqu Opera through cultural identity, thereby guiding consumer behavior and promoting the continuous development of Kunqu Opera tourism. This study takes Suzhou Kunqu Opera as a research object, designs a questionnaire for local residents and tourists, establishes a structural equation model, and explores the relationship between various impact factors. The results of the study show that cultural identity has a positive effect on consumption intentions in heritage tourism activities, confirming that cultural identity is an effective driving force to promote tourists’ consumption intention. Behavioral attitudes, subjective norms, and perceived behavioral control have a positive effect on consumption intentions. This study supplements the existing knowledge on tourists’ consumption intention in intangible cultural heritage destinations. The study also provides new insights to enhance the consumption intention and achieve long-term sustainable development of the destination.

Suggested Citation

  • Gege Zhang & Xiaoyuan Chen & Rob Law & Mu Zhang, 2020. "Sustainability of Heritage Tourism: A Structural Perspective from Cultural Identity and Consumption Intention," Sustainability, MDPI, Open Access Journal, vol. 12(21), pages 1-17, November.
  • Handle: RePEc:gam:jsusta:v:12:y:2020:i:21:p:9199-:d:440426
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    References listed on IDEAS

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    Cited by:

    1. Dawei Li & Shangyi Zhou, 2021. "Evaluating the Authenticity of Naxi Music in Three Stages from the Perspective of Naxi Musicians: An Application of Lacan’s Mirror Stage Theory," Sustainability, MDPI, Open Access Journal, vol. 13(7), pages 1-18, March.
    2. Feng Liang & Yu Pan & Meilong Gu & Weihua Guan & Fusheng Tsai, 2021. "Cultural Tourism Resource Perceptions: Analyses Based on Tourists’ Online Travel Notes," Sustainability, MDPI, Open Access Journal, vol. 13(2), pages 1-13, January.
    3. Norbert Sipos & Norbert Pap & Tibor Gonda & Ákos Jarjabka, 2021. "Feasibility and Sustainability Challenges of the Süleyman’s Türbe Cultural-Tourism Centre Project in Szigetvár, Hungary," Sustainability, MDPI, Open Access Journal, vol. 13(10), pages 1-20, May.
    4. Qiong Dang & Zhongming Luo & Chuhao Ouyang & Lin Wang & Mei Xie, 2021. "Intangible Cultural Heritage in China: A Visual Analysis of Research Hotspots, Frontiers, and Trends Using CiteSpace," Sustainability, MDPI, Open Access Journal, vol. 13(17), pages 1-21, September.
    5. Xuemin Liu & Jiaoju Ge & Ting Ren, 2021. "Uncertainty and Tourism Consumption Preferences: Evidence from the Representative Chinese City of Shenzhen," Sustainability, MDPI, Open Access Journal, vol. 13(8), pages 1-20, April.
    6. Xavier Roigé & Iñaki Arrieta-Urtizberea & Joan Seguí, 2021. "The Sustainability of Intangible Heritage in the COVID-19 Era—Resilience, Reinvention, and Challenges in Spain," Sustainability, MDPI, Open Access Journal, vol. 13(11), pages 1-25, May.
    7. Dirk H. R. Spennemann, 2021. "Groundwater, Graves and Golf: Layers of Heritage Tourism on a Fiji Resort Island," Sustainability, MDPI, Open Access Journal, vol. 13(11), pages 1-20, May.

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