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 themse...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.展开更多
基金This paper is supported by the Zhejiang Philosophy and Social Science Planning Project(Grant No.22NDYD23YB)the research project of Qianjiang College of Hangzhou Normal University.
文摘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.
