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Visiting Intangible Cultural Heritage Tourism Sites: From Value Cognition to Attitude and Intention

Author

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  • Qihang Qiu

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China
    JNU-UF International Joint Laboratory on IT & T, Shenzhen 518053, China)

  • Tianxiang Zheng

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China
    JNU-UF International Joint Laboratory on IT & T, Shenzhen 518053, China)

  • Zheng Xiang

    (Howard Feiertag Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, USA)

  • Mu Zhang

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China
    JNU-UF International Joint Laboratory on IT & T, Shenzhen 518053, China)

Abstract

Intangible cultural heritage (ICH) has recently become an important area of tourism development for many countries that are home to such cultural resources. Within this context, the value of an ICH site has often been used to guide tourism development and policy making. In addition, community residents’ attitude and perception of ICH contribute to tourism development. In this study, we used the traditional firing technology of Longquan celadon in Zhejiang Province, China, as a case study to understand the relationships between value recognition and attitude along with the intention to visit the heritage site. We surveyed 368 residents and conducted path analysis to test such relationships. Findings revealed significant positive correlations between residents’ cognition of ICH value, their attitudes and travel intentions. Among them, attitudes played a mediating role in the formation of value cognition to travel intention. These findings offer insights into ICH-related tourism development, particularly regarding tourism product design, marketing and post-development evaluation, as well as the conservation of ICH sites.

Suggested Citation

  • Qihang Qiu & Tianxiang Zheng & Zheng Xiang & Mu Zhang, 2019. "Visiting Intangible Cultural Heritage Tourism Sites: From Value Cognition to Attitude and Intention," Sustainability, MDPI, vol. 12(1), pages 1-20, December.
    • Handle: RePEc:gam:jsusta:v:12:y:2019:i:1:p:132-:d:301099
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    References listed on IDEAS

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    1. Chuhan Chen & Syarmila Hany Haron, 2023. "The Influence of Multistakeholder Value Cognition and Risk Attitudes on Sustainable Interior Landscape Design Decisions," Sustainability, MDPI, vol. 15(3), pages 1-22, February.
    2. Ying Li & Ting Wen, 2022. "Impact of Cognition and Social Trust on Forest-Based Health Tourism Intention during COVID-19," Sustainability, MDPI, vol. 15(1), pages 1-15, December.
    3. Yuqian Wei & Hengyu Liu & Keun-Soo Park, 2021. "Examining the Structural Relationships among Heritage Proximity, Perceived Impacts, Attitude and Residents’ Support in Intangible Cultural Heritage Tourism," Sustainability, MDPI, vol. 13(15), pages 1-14, July.
    4. Jie Chang & Cheng Long & Song Lu & Rui Han, 2022. "Does Government Positively Support the Spatial Distribution of ICH? Evidence of Data from the Yangtze Delta Region of China," Sustainability, MDPI, vol. 15(1), pages 1-17, December.
    5. Chuanchuan Yuan & Li Gan & Huili Zhuo, 2022. "Coupling Mechanisms and Development Patterns of Revitalizing Intangible Cultural Heritage by Integrating Cultural Tourism: The Case of Hunan Province, China," Sustainability, MDPI, vol. 14(12), pages 1-16, June.

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