IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i21p9199-d440426.html
   My bibliography  Save this article

Sustainability of Heritage Tourism: A Structural Perspective from Cultural Identity and Consumption Intention

Author

Listed:
  • Gege Zhang

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China)

  • Xiaoyuan Chen

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China)

  • Rob Law

    (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong 999077, China)

  • Mu Zhang

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China)

Abstract

Intangible cultural heritage can provide cultural value content for product development and marketing of tourism destinations, enabling these areas to obtain economic benefits. This study selects cultural identity as an antecedent variable, and applies the theory of planned behavior to construct the influence mechanism of cultural identity on tourists’ consumption intention in heritage tourism. In tourism development, visitors and local residents have reached a common cognitive basis for Kunqu Opera through cultural identity, thereby guiding consumer behavior and promoting the continuous development of Kunqu Opera tourism. This study takes Suzhou Kunqu Opera as a research object, designs a questionnaire for local residents and tourists, establishes a structural equation model, and explores the relationship between various impact factors. The results of the study show that cultural identity has a positive effect on consumption intentions in heritage tourism activities, confirming that cultural identity is an effective driving force to promote tourists’ consumption intention. Behavioral attitudes, subjective norms, and perceived behavioral control have a positive effect on consumption intentions. This study supplements the existing knowledge on tourists’ consumption intention in intangible cultural heritage destinations. The study also provides new insights to enhance the consumption intention and achieve long-term sustainable development of the destination.

Suggested Citation

  • Gege Zhang & Xiaoyuan Chen & Rob Law & Mu Zhang, 2020. "Sustainability of Heritage Tourism: A Structural Perspective from Cultural Identity and Consumption Intention," Sustainability, MDPI, vol. 12(21), pages 1-17, November.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:21:p:9199-:d:440426
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/21/9199/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/21/9199/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Choi, Jayoung & Geistfeld, Loren V., 2004. "A cross-cultural investigation of consumer e-shopping adoption," Journal of Economic Psychology, Elsevier, vol. 25(6), pages 821-838, December.
    2. Christina Tölkes & Elias Butzmann, 2018. "Motivating Pro-Sustainable Behavior: The Potential of Green Events—A Case-Study from the Munich Streetlife Festival," Sustainability, MDPI, vol. 10(10), pages 1-15, October.
    3. McCarty, John A. & Shrum, L. J., 1994. "The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior," Journal of Business Research, Elsevier, vol. 30(1), pages 53-62, May.
    4. Pardo-García, C. & Coll-Serrano, V. & Rausell-Köster, P. & Pérez Bustamante-Yábar, D., 2018. "Cultural attitudes and tourist destination prescription," Annals of Tourism Research, Elsevier, vol. 71(C), pages 59-61.
    5. Moon, Junyean & Chadee, Doren & Tikoo, Surinder, 2008. "Culture, product type, and price influences on consumer purchase intention to buy personalized products online," Journal of Business Research, Elsevier, vol. 61(1), pages 31-39, January.
    6. Sigala, Marianna, 2020. "Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research," Journal of Business Research, Elsevier, vol. 117(C), pages 312-321.
    7. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    8. Pavluković, Vanja & Armenski, Tanja & Alcántara-Pilar, Juan Miguel, 2017. "Social impacts of music festivals: Does culture impact locals' attitude toward events in Serbia and Hungary?," Tourism Management, Elsevier, vol. 63(C), pages 42-53.
    9. A. Beldad & S. Hegner, 2018. "Determinants of Fair Trade Product Purchase Intention of Dutch Consumers According to the Extended Theory of Planned Behaviour," Journal of Consumer Policy, Springer, vol. 41(3), pages 191-210, September.
    10. Yeajin Joo & Hwayoon Seok & Yoonjae Nam, 2020. "The Moderating Effect of Social Media Use on Sustainable Rural Tourism: A Theory of Planned Behavior Model," Sustainability, MDPI, vol. 12(10), pages 1-14, May.
    11. Renzo Cordina & Martin Joseph Gannon & Ross Croall, 2019. "Over and over: local fans and spectator sport tourist engagement," The Service Industries Journal, Taylor & Francis Journals, vol. 39(7-8), pages 590-608, June.
    12. Muhammad Saeed Ashraf & Fujun Hou & Woo Gon Kim & Wasim Ahmad & Rana Umair Ashraf, 2020. "Modeling tourists' visiting intentions toward ecofriendly destinations: Implications for sustainable tourism operators," Business Strategy and the Environment, Wiley Blackwell, vol. 29(1), pages 54-71, January.
    13. Gregory, Gary D. & Munch, James M. & Peterson, Mark, 2002. "Attitude functions in consumer research: comparing value-attitude relations in individualist and collectivist cultures," Journal of Business Research, Elsevier, vol. 55(11), pages 933-942, November.
    14. Hongmei Xia & Tong Chen & Guanghui Hou, 2020. "Study on Collaboration Intentions and Behaviors of Public Participation in the Inheritance of ICH Based on an Extended Theory of Planned Behavior," Sustainability, MDPI, vol. 12(11), pages 1-15, May.
    15. Ziad Alrawadieh & Girish Prayag & Zaid Alrawadieh & Motasem Alsalameen, 2019. "Self-identification with a heritage tourism site, visitors’ engagement and destination loyalty: the mediating effects of overall satisfaction," The Service Industries Journal, Taylor & Francis Journals, vol. 39(7-8), pages 541-558, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dawei Li & Shangyi Zhou, 2021. "Evaluating the Authenticity of Naxi Music in Three Stages from the Perspective of Naxi Musicians: An Application of Lacan’s Mirror Stage Theory," Sustainability, MDPI, vol. 13(7), pages 1-18, March.
    2. Andreea Marin-Pantelescu & Laurențiu Tăchiciu & Ionica Oncioiu & Mihaela Ștefan-Hint, 2022. "Erasmus Students’ Experiences as Cultural Visitors: Lessons in Destination Management," Sustainability, MDPI, vol. 14(5), pages 1-26, February.
    3. Ching-Sung Lee & Yen-Cheng Chen & Pei-Ling Tsui & Ming-Chen Chiang, 2023. "Using the Theory of Planned Behavior to Examine the Sustainable Extension of Rural Food Preparation Techniques," Agriculture, MDPI, vol. 13(5), pages 1-15, May.
    4. Feng Liang & Yu Pan & Meilong Gu & Weihua Guan & Fusheng Tsai, 2021. "Cultural Tourism Resource Perceptions: Analyses Based on Tourists’ Online Travel Notes," Sustainability, MDPI, vol. 13(2), pages 1-13, January.
    5. Juan Diego Araya & Ana Hernando & Rosario Tejera & Javier Velázquez, 2023. "Sustainable Tourism around Ecosystem Services: Application to a Case in Costa Rica Using Multi-Criteria Methods," Land, MDPI, vol. 12(3), pages 1-21, March.
    6. Weidi Zhang & Lei Wen, 2022. "An Examination of the Variables Affecting the Growth of the Tourist Sector in Guizhou Province," Sustainability, MDPI, vol. 14(18), pages 1-21, September.
    7. Norbert Sipos & Norbert Pap & Tibor Gonda & Ákos Jarjabka, 2021. "Feasibility and Sustainability Challenges of the Süleyman’s Türbe Cultural-Tourism Centre Project in Szigetvár, Hungary," Sustainability, MDPI, vol. 13(10), pages 1-20, May.
    8. Abdullah Tarinc & Gozde Seval Ergun & Arif Aytekin & Ali Keles & Ozlem Ozbek & Huseyin Keles & Ozgur Yayla, 2023. "Effect of Climate Change Belief and the New Environmental Paradigm (NEP) on Eco-Tourism Attitudes of Tourists: Moderator Role of Green Self-Identity," IJERPH, MDPI, vol. 20(6), pages 1-27, March.
    9. Pimlapas Pongsakornrungsilp & Siwarit Pongsakornrungsilp & Akawut Jansom & Sydney Chinchanachokchai, 2022. "Rethinking Sustainable Tourism Management: Learning from the COVID-19 Pandemic to Co-Create Future of Krabi Tourism, Thailand," Sustainability, MDPI, vol. 14(18), pages 1-18, September.
    10. Qiong Dang & Zhongming Luo & Chuhao Ouyang & Lin Wang & Mei Xie, 2021. "Intangible Cultural Heritage in China: A Visual Analysis of Research Hotspots, Frontiers, and Trends Using CiteSpace," Sustainability, MDPI, vol. 13(17), pages 1-21, September.
    11. Xuemin Liu & Jiaoju Ge & Ting Ren, 2021. "Uncertainty and Tourism Consumption Preferences: Evidence from the Representative Chinese City of Shenzhen," Sustainability, MDPI, vol. 13(8), pages 1-20, April.
    12. Xavier Roigé & Iñaki Arrieta-Urtizberea & Joan Seguí, 2021. "The Sustainability of Intangible Heritage in the COVID-19 Era—Resilience, Reinvention, and Challenges in Spain," Sustainability, MDPI, vol. 13(11), pages 1-25, May.
    13. Dirk H. R. Spennemann, 2021. "Groundwater, Graves and Golf: Layers of Heritage Tourism on a Fiji Resort Island," Sustainability, MDPI, vol. 13(11), pages 1-20, May.
    14. Martina Bosone & Francesca Nocca, 2022. "Human Circular Tourism as the Tourism of Tomorrow: The Role of Travellers in Achieving a More Sustainable and Circular Tourism," Sustainability, MDPI, vol. 14(19), pages 1-35, September.
    15. Yuqing Geng & Hongwei Zhu & Renjun Zhu, 2022. "Coupling Coordination between Cultural Heritage Protection and Tourism Development: The Case of China," Sustainability, MDPI, vol. 14(22), pages 1-22, November.
    16. Yuan Liang & Casey Watters & Michał K. Lemański, 2022. "Responsible Management in the Hotel Industry: An Integrative Review and Future Research Directions," Sustainability, MDPI, vol. 14(24), pages 1-18, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chaojun Li & Xinjia Huang, 2022. "How Does COVID-19 Risk Perception Affect Wellness Tourist Intention: Findings on Chinese Generation Z," Sustainability, MDPI, vol. 15(1), pages 1-20, December.
    2. Rahman Ummeh Habiba Faria Benteh & Zafar Muhammad Khubaib, 2020. "Factors Influencing Uber Adoption In Bangladesh And Pakistan," Open Economics, De Gruyter, vol. 3(1), pages 86-97, January.
    3. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    4. Sreen, Naman & Purbey, Shankar & Sadarangani, Pradip, 2018. "Impact of culture, behavior and gender on green purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 177-189.
    5. Rahman Ummeh Habiba Faria Benteh & Zafar Muhammad Khubaib, 2020. "Factors Influencing Uber Adoption In Bangladesh And Pakistan," Open Economics, De Gruyter, vol. 3(1), pages 86-97, January.
    6. Barbara Mazza, 2023. "A Theoretical Model of Strategic Communication for the Sustainable Development of Sport Tourism," Sustainability, MDPI, vol. 15(9), pages 1-19, April.
    7. Option Takunda Chiwaridzo & Reason Masengu, 2023. "The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of Zimbabwe," Future Business Journal, Springer, vol. 9(1), pages 1-14, December.
    8. Andreas Falke & Nadine Schröder & Claudia Hofmann, 2022. "The influence of values in sustainable consumption among millennials," Journal of Business Economics, Springer, vol. 92(6), pages 899-928, August.
    9. Cathrine Linnes & Jerome Agrusa & Giulio Ronzoni & Joseph Lema, 2022. "What Tourists Want, a Sustainable Paradise," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-20, February.
    10. Victor Fernández-Guzmán & Edgardo R. Bravo, 2018. "Understanding Continuance Usage of Natural Gas: A Theoretical Model and Empirical Evaluation," Energies, MDPI, vol. 11(8), pages 1-17, August.
    11. Nguyen, The Ninh & Lobo, Antonio & Greenland, Steven, 2016. "Pro-environmental purchase behaviour: The role of consumers' biospheric values," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 98-108.
    12. Oliver Cruz-Milán, 2023. "Loyalty in the time of COVID-19: A review of the literature in tourism destination settings," Post-Print hal-04014427, HAL.
    13. Adekunle Oke, 2015. "Workplace Waste Recycling Behaviour: A Meta-Analytical Review," Sustainability, MDPI, vol. 7(6), pages 1-20, June.
    14. Pagnarith Srun & Kiyo Kurisu, 2019. "Internal and External Influential Factors on Waste Disposal Behavior in Public Open Spaces in Phnom Penh, Cambodia," Sustainability, MDPI, vol. 11(6), pages 1-14, March.
    15. Kasilingam, Dharun Lingam, 2020. "Understanding the attitude and intention to use smartphone chatbots for shopping," Technology in Society, Elsevier, vol. 62(C).
    16. Jenni Soo-Hee Lee & Jinsoo Hwang, 2022. "The Determinants of Visit Intention for Chinese Residents in the Michigan, United States: An Empirical Analysis Performed Through PLS-SEM," SAGE Open, , vol. 12(3), pages 21582440221, August.
    17. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    18. Julsrud, Dr. Tom Erik & Krogstad, Dr. Julie Runde, 2020. "Is there enough trust for the smart city? exploring acceptance for use of mobile phone data in oslo and tallinn," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    19. Marek Nowacki & Joanna Kowalczyk-Anioł & Yash Chawla, 2023. "Gen Z’s Attitude towards Green Image Destinations, Green Tourism and Behavioural Intention Regarding Green Holiday Destination Choice: A Study in Poland and India," Sustainability, MDPI, vol. 15(10), pages 1-17, May.
    20. Ang, James B. & Fredriksson, Per G. & Sharma, Swati, 2020. "Individualism and the adoption of clean energy technology," Resource and Energy Economics, Elsevier, vol. 61(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:21:p:9199-:d:440426. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.