Abstract
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 traditional firing 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 relationships. 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.
Highlights
An enduring lack of social exposure and scholarly attention to intangible cultural heritage (ICH) has resulted in losses of government and community property due to ICH destruction
Taking traditional firing technology of Longquan celadon (TFTLC) as a study case, we investigated residents’ value cognition and emotional attitudes in a heritage site and nearby city and analyzed the formation path of tourism intention
The significant effects of value cognition on ICH tourism intention forms the theoretical basis of the ‘value cognition–attitude–tourism intention’ framework in this study, which can be used to forecast residents’ and tourists’ behavior
Summary
An enduring lack of social exposure and scholarly attention to intangible cultural heritage (ICH) has resulted in losses of government and community property due to ICH destruction. Residents—who play essential roles in ICH promotion—can improve the quality of ICH products through their cognition, attitudes and tourism intentions. Under this background, this paper examines the relationship between residents’ value cognition around ICH tourism, and the formation of tourism intentions to promote sustainable ICH tourism development. ICH tourism products based upon residents’ value judgments are more connotative and aligned with residents’ preferences. Combining such products with residents’ attitudes and behavioral intentions can better promote the sustainable development of ICH tourism. We chose a form of ceramic art, namely the traditional firing technology of Longquan celadon (TFTLC), as our research object, and used questionnaires to gather relevant information from residents of the local city and a neighboring city that shared the same type of ICH
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
