A Study on the Tourists'Willingness to Pay for the Digitalized Cultural Heritage and Its Influencing Factors:Using the SEM and fsQCA Approach
The digitization of cultural heritage is the best way to achieve sustainable development of cultural heritage,and the study of tourists'willingness to pay is particularly important as their perception of cultural heritage digitization is directly related to their intention to preserve it.Based on the theory of planned behavior,this paper constructs an influential factor model of tourists'willingness to pay for digital cultural heritage by introducing two expanding factors,namely,the degree of participation in cultural tourism and relevant experiences in the past.Taking the Mogao Caves as an example,structural equation model(SEM)and fuzzy set qualitative comparative analysis(fsQCA)are used to test the hypothesis model and discuss the causal combination collocation.The study found that(1)behavioral attitudes,subjective norms,perceptual behavior control,cultural tourism participation,and past relevant experiences all have significant positive effects on tourists's willingness to pay;(2)behavioral attitudes not only directly affect willingness to pay,but also play a mediating role in the influence of past relevant experiences on tourists'willingness to pay;(3)fuzzy set Qualitative Comparative Analysis identifies three types of antecedent configurations that trigger visitors'willingness to pay.The study improves the model system of factors influencing tourists'willingness to pay for cultural heritage digitization,and provides theoretical guidance and management insights for improving tourists'willingness to pay and the sustainable development of cultural heritage.
cultural heritagedigital preservationwillingness to paytheory of planned behavior
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