A STUDY OF THE GROUP PATH OF RESIDENTS'WILLINGNESS TO PRESERVE HERITAGE IN HERITAGE TOURISM DESTINATIONS
Given that the heritage conservation behaviour of residents in heritage tourism sites is a solid support for the survival and inheritance of cultural heritage,how to enhance residents'willingness to conserve heritage has become a key topic in academic focus.Based on the social exchange theory and the theory of planned behaviour,fuzzy set qualitative comparative analysis(fsQCA)was used to investigate the group effects of residents'eco-nomic,environmental,cultural sharing and attitudes,subjective norms and perceived behavioural control on her-itage conservation willingness.Using Pingyao Ancient City as a case study,data analysis of 293 questionnaires distributed to residents revealed that:(1)Residents'heritage protection intention is not determined by a single variable,but is the result of the joint effect of multiple antecedent variables.(2)Residents'heritage protection intention presents complex causal asymmetry characteristics,and the antecedents affecting residents'high and non-high heritage protection intention are significantly heterogeneous.(3)There are five paths leading to high her-itage conservation intention and four paths leading to non-high heritage conservation intention,in which eco-nomic gain occupies an important position in residents'heritage conservation intention.The above findings reveal the complex antecedents and causal asymmetry of residents'willingness to conserve heritage in heritage tourism destinations,which is of great theoretical and practical value for the sustainable development of tourism destina-tions.
heritage tourism siteswillingness to preserve heritagesocial exchange theorytheory of planned behaviour
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