Generativity and inheritance: understanding Generation Z’s intention to participate in cultural heritage tourism

Abstract

ABSTRACT Cultural heritage tourism (CHT) has become increasingly popular among the general public, enriching tourists’ cultural experiences and realizing their generative needs. However, limited academic attention has been paid to the research on young people’s generative needs in CHT. Therefore, this study investigated college students’ generativity and developed an extended TPB model to explore the factors influencing their travel intention in CHT. Multiple linear regression analysis was performed on the questionnaire data of 233 college students. The results indicated that college students’ generativity, attitude towards CHT, subjective norm, and perceived behavioral control all positively affected their intention to participate in CHT. The positive correlation between young people’s generativity and their travel intention in CHT has contributed to the existing literature on tourist behavior. Meanwhile, some practical implications were provided for tourism managers and marketers to attract the young generation to engage in CHT.