TY - JOUR
KW - Attitude
KW - Intangible cultural heritage
KW - path analysis
KW - Tourism intention
KW - value cognition
KW - Zhejiang
KW - cognition
KW - cultural heritage
KW - heritage tourism
KW - Marketing
KW - path analysis
KW - perception
KW - tourism development
AU - Qihang Qiu
AU - Tianxiang Zheng
AU - Zheng Xiang
AU - Mu Zhang
AB - 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 trahtional firlng 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 relationshps. 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.
DO - 10.3390/su12010132
M1 - 1
N1 - Publisher: MDPI
N2 - 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 trahtional firlng 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 relationshps. 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.
TI - Visiting Intangible Cultural Heritage Tourism Sites: From Value Cognition to Attitude and Intention
UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85079504722&doi=10.3390%2fSU12010132&partnerID=40&md5=1c4262177edc35362dbae08a5baca15e
VL - 12
SN - 20711050 (ISSN)
ER -