Study on the Influencing Factors of Tourists'Heritage Responsibility Behaviors Based on Extended Norm Activation Model
Heritage tourism has emerged as a crucial aspect for addressing the public's aspiration for a better quality of life and elevating their cultural experience.However,heritage sites have often been damaged by human activities,exacerbating the problem of their cultural protection and inheritance.The protection and management of heritage resources have attracted the attention of both theoretical and practical communities.There is an urgent need to explore the formation path of tourists'heritage responsibility behavior.It has been demonstrated that an awareness of cultural identity among tourists is conducive to the conservation of heritage.This study extended the concept of cultural identity by incorporating the principles of norm activation theory,thus established a theoretical framework for the formation of tourists'heritage responsible behavior.The proposed model was then empirically tested using structural equation modelling.The study finds that cultural identity is the core element in the formation of tourists'heritage responsibility behavior;personal norms play a key role in activating tourists'heritage responsibility behavior;tourists'personal norms significantly strengthen the positive influence of cultural identity on heritage responsibility behavior;and tourists'attribution of responsibility and personal norms act as intermediate bridges between the influence of cultural identity on tourists'heritage responsibility behavior,playing the role of chain mediation.The study elucidates the process mechanism through which cultural identity,responsibility attribution and personal norms influence the formation of tourists'heritage responsible behavior,thereby offering insights for the sustainable development of heritage tourism sites and the protection and inheritance of heritage resources.
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