Formation mechanism of heritage responsibility behaviour of tourists in cultural heritage cities from the perspective of affective-cognitive evaluation

Abstract

A cultural heritage city is a dynamic manifestation of living cultural heritage, seamlessly intertwining with the urban life and undergoing continuous evolution. In the context of post-industrial societies, tourism has emerged as a pivotal catalyst for fostering sustainable urban development. It serves as a potent avenue to address the socio-economic progress of cities. While the influx of tourists into cultural heritage cities injects newfound dynamism into urban growth, it simultaneously presents intricate challenges to the management of heritage sites. By adopting a lens that focuses on the sustainable tourism behavior of visitors, this article delves into the multifaceted dimensions of tourists' perceived value within cultural heritage cities. Drawing inspiration from the affective cognitive appraisal theory, the study scrutinizes how this perceived value resonates with cultural attachment and prompts responsible heritage behavior. Employing structural equation modeling, the research additionally probes the moderating influence of tourist involvement within this framework. The findings elucidate several crucial insights: Firstly, the perceived value held by tourists in cultural heritage cities encompasses seven distinct structural dimensions, namely, urban landscape value, urban humanistic value, urban functional service value, emotional value, social value, cultural cognitive value, and aesthetic value. Secondly, the perceived value wielded by tourists significantly stimulates a heightened sense of heritage responsibility and commitment. Thirdly, the pivotal role of cultural attachment emerges as a vital intermediary, forging a link between tourists' perceived value and their ensuing responsible behavior towards heritage. Lastly, the study underscores the pivotal role of tourist involvement as a boundary condition that shapes the impact of perceived value on cultural attachment. In summary, this study unveils the intricate mechanisms that underlie the influence of visitors' perceived value on heritage responsibility behavior. It offers valuable insights into the cognitive and emotional dimensions of managing visitors within cultural heritage cities. These insights are poised to significantly contribute to the sustainable development of cultural heritage cities, fostering an environment of harmonious coexistence between heritage preservation and urban progress.