首页|Impact mechanism of perception on the protection intention of tourist heritage sites:Taking the Hangzhou section of the Grand Canal as an example
Impact mechanism of perception on the protection intention of tourist heritage sites:Taking the Hangzhou section of the Grand Canal as an example
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Heritage tourism is a hot research topic in the academic field,and most scholars focus on the development model of heritage tourism and heritage conservation theory and methods,but less on the heritage tourists themselves.Based on the theory of planned behavior,the study introduces the variable of"perception",and takes the Hangzhou section of the Grand Canal as a case study,and investigates tourists through literature,fieldwork and questionnaires.The study constructs a"perception-subjective norm-willingness to protect"model to explore the influence of tourists'"perception"and"subjective norm"on"willingness to protect".The study found that:first,heritage tourists'perceptions significantly affect attitudes,subjective norms,perceptual behavior control and willingness to conserve.Second,tourists'attitudes,subjective norms and perceptual behavior control significantly affect their willingness to conserve.Third,heritage tourists'economic perceptions,social perceptions and emotional perceptions can affect willingness to conserve.The study provides references for relevant governments and tourism enterprises to conserve and develop the Grand Canal section.
heritage tourismthe theory of planned behaviorperceptionwillingness to protect
GU Ya-qing、LI A-jie
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Qianjiang College,Hangzhou Normal University,Hangzhou 310018,CHINA
Zhejiang Philosophy and Social Science Planning Projectresearch project of Qianjiang College of Hangzhou Normal University
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