Influence of perceived relevance of heritage history on tourists'heritage con-servation behavior:A study based on canal-themed museums in China
In the context of mass tourism,the collective influence of tourists'actions is increasingly evident,with occurrences of uncivilized,unfriendly,and destructive behaviors towards cultural heritage.These behavi-ors exacerbate the conflict between the economic and social benefits of tourism.Tourists'heritage conserva-tion behavior is crucial for the sustainable development of destinations.Some previous studies,based on the Cognitive Appraisal Theory,have found that tourists'cognitive appraisals of the environment can evoke specif-ic personal emotions,which in turn influence their heritage conservation behaviors.However,these studies pre-dominantly focus on tourists'cognitive appraisal of environment's inherent characteristics,such as the unique-ness of tourism resources,the cleanliness and hygiene of destinations,and the quality of destination policy.Tourists'appraisal of the relevance of the environment to themselves has received relatively less attention.This study,using the"environmental cognitive appraisal-emotion-behavior"framework of the Cognitive Appraisal Theory,examines several canal-themed museums in China and employs Structural Equation Modeling(SEM),to analyze the mechanism by which perceived relevance of heritage history constructs tourists'heritage conser-vation behavioral intentions.The results show that:1)the perceived relevance of heritage history to social iden-tity(RHSI)has a significant positive impact on heritage conservation behavior,while the perceived relevance of heritage history to self(RHS)and perceived relevance of heritage history to human condition(RHHC)does not show a significant relationship with heritage conservation behavior;2)RHS,RHSI and RHHC all posit-ively influence heritage conservation behavior through the mediating role of awe;3)the authenticity of mu-seum services positively moderates the effect of awe on heritage conservation behavior.These findings sug-gest that,to stimulate tourists'heritage conservation behavior,heritage tourism destinations should strategic-ally prioritize RHSI.
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