Research On The Influencing Factors Of Tourists ’ Heritage Protection Behavior Based On VAB Model

Heritage conservation is an important foundation for cultural inheritance of world heritage sites,and the heritage conservation behavior of tourists’ participation is an important force for good heritage site conservation.This study focuses on the theme of heritage culture inheritance and conservation of heritage sites,takes the four relationships among tourists’ perceived value,satisfaction,attitude and heritage conservation behavior as the research process,constructs a research model of the influencing factors of tourists’ heritage conservation behavior based on VAB(Value-Attitude-Behavior)theory,and takes tourists of Huangshan Scenic Area,a world cultural and natural double heritage site,as the object of empirical analysis.First,the initial model is constructed based on the VAB theory,and the visitor satisfaction variables are added to clarify the dimensions of each variable.In the VAB model,value is the most cutting-edge and basic factor,so the logic of MEC(means-end chain)theory is referred to factorize the three levels of attribute layer,result layer and purpose layer of the perceived value of tourists in the heritage site,and determine the interaction relationship between the perceived value of each level.Secondly,the reliability of the indicators and structure of the debugging model is analyzed by structural equation modeling,and finally the stabilization relationship between the four aspects of tourists’ perceived value,satisfaction,attitude and heritage conservation behavior is derived.The analysis shows that the influencing factors of tourists’ heritage conservation behavior include tourists’ perceived value,satisfaction and attitude.The empirical analysis part of this study provides an in-depth analysis of the current situation of the indicators of three levels of tourists’ perceived value,satisfaction and attitude in Huangshan Scenic Area.The main conclusions are as follows: 1.The VAB model in the foreign The VAB model is a more mature and stable model in the research field abroad,but it is currently less used in China.;2.Tourists ’ perception of the value of world heritage sites is complex and multi-level,which can be divided into three levels : attribute-level perception of value,result-level perception of value and purpose-level perception of value,and there is an influential relationship.The effect of result-level perception of value on heritage protection behavior is the most significant;3.The research hypotheses and models proposed around the variables of influencing factors have been verified.The three levels of tourists ’ perceived value in the world heritage sites have a significant impact on tourists ’ satisfaction,tourists ’satisfaction has a significant impact on tourists ’ attitude,and tourists ’ attitude has a significant impact on tourists ’ heritage protection behavior;4.The empirical analysis data of Huangshan scenic area shows that tourists have different evaluations on 5 dimensions and 18 indicators of influencing factors,and each dimension has different influence on heritage protection behavior.Finally,puts forward management suggestions at the levels of heritage value innovation,tourists’ perceived value,tourists’ satisfaction,tourists’ heritage conservation attitude and behavior guidance: innovate "+ tourism" to enhance tourists’ attribute layer perceived The suggestions include: innovating "+tourism" to enhance tourists’ attribute level perception value;highlighting heritage education function to enhance tourists’ result level perception value;making up for cultural shortcomings to improve tourists’ satisfaction;maintaining emotional ties to promote tourists’ positive attitudes;and adopting both soft and hard measures to stimulate tourists’ spontaneous heritage conservation behaviors.