Stimulus-Organism-Response Framework: Is the Perceived Outstanding Universal Value Attractiveness of Tourists Beneficial to World Heritage Site Conservation?

Tourists' perception of Outstanding Universal Value (OUV) at UNESCO World Heritage Sites, such as Mount Sanqingshan National Park, significantly influences their conservation behavior. A study using the Stimulus-Organism-Response (S-O-R) framework and structural equation modeling with 563 tourist samples found that OUV attractiveness positively affects tourists' value perception and destination attachment, which in turn enhances their heritage protection intentions. Additionally, heritage-conservation education and positive attitudes toward conservation further strengthen these behaviors. The research proposes a framework linking cognitive and affective attitudes to heritage protection intention, ultimately benefiting the sustainable development of both tourist industries and World Heritage Sites.

Nian, S., Li, D., Zhang, J., Lu, S., & Zhang, X. (2023). Stimulus-Organism-Response Framework: Is the Perceived Outstanding Universal Value Attractiveness of Tourists Beneficial to World Heritage Site Conservation? International Journal of Environmental Research and Public Health, 20(2), 1189. https://doi.org/10.3390/ijerph20021189