A Study Of Tourists’ Heritage Responsibility Behavior Based On The Planned Behavior Theory

For the past few years,heritage tourism has been developing and expanding.Many heritage sites have witnessed the behaviors of tourists who arbitrarily depict and touch cultural relics and destroy historic sites.The behaviors of tourists who destroy heritage resources have caused great negative impacts on the heritage sites and are not conducive to the long-term and stable development of tourism.Therefore,the country has introduced corresponding laws and regulations to protect heritage resources.However,the protection of heritage resources cannot simply rely on laws and regulations.To a large extent,it also depends on changing and guiding the behavior of tourists.Tourists are one of the core stakeholders of heritage sites.To educate them to understand their heritage responsibilities and guide them to implement heritage responsibilities in tourism has become an urgent problem to promote the sustainable development of heritage sites tourism.Combing through relevant literature,this paper finds that researches in the field of tourist behavior are relatively extensive and most of them use the theory of planned behavior to carry out research.Moreover,among the articles that use this theory to study tourist behavior,there are more articles focusing on tourists’ environmental responsibility behavior,but few studies on tourists’ heritage responsibility behavior,whose conceptual connotation is not clear enough.In the existing research on heritage responsibility,although some scholars have defined the concept of heritage responsibility,the existing research focuses more on the social responsibility of tourism enterprises,heritage sites and residents of heritage sites,and less on the heritage responsibility of tourists.Based on the above background,this study is mainly based on the theory of planned behavior,referring to relevant studies on tourists’ environmental responsible behavior,and starting from the perspective of tourists’ implementation of heritage responsible behavior.On the basis of previous studies,questionnaire survey items of five variables,namely,tourists’ attitude of heritage responsibility behavior,subjective norms,perceived behavior control,intention of heritage responsibility behavior and heritage responsibility behavior,are designed,and the relationship between the five variables is hypothesized,so as to construct the theoretical model of this paper.Then,Mogao Grottoes,a world cultural heritage site,was taken as a case study.Relevant data were obtained through online questionnaire survey,and SPSS,AMOS and other analysis software were used to process the data and test the model.The research results of this paper are basically in line with the theoretical expectations.Except for the sixth hypothesis,the other five hypotheses have passed the test.The results show that: All variables in the theory of planned behavior have a positive impact on tourists’ behavior intention of heritage responsibility,and tourists’ subjective norms have the greatest impact,followed by their behavior attitude.Perceptual behavior control has the least impact on the behavior intention of heritage responsibility,but perceptual behavior control can directly affect tourists’ behavior of heritage responsibility.And the intention of inheritance responsibility behavior also has a good ability to predict the inheritance responsibility behavior.According to the results of this study,the following suggestions are put forward to promote the implementation of tourists’ heritage responsibility behavior: Cultivate tourists’ positive attitude towards heritage responsibility behavior;Create a good atmosphere for heritage protection and reasonably interfere with tourists’ subjective norms;Enrich the ways of performing the act of heritage responsibility and reduce the cost of implementing the act of heritage responsibility;Establish reward and punishment mechanism to strengthen tourists’ heritage responsibility behavior;Teach students according to their aptitude to inspire tourists to carry out heritage responsibility.