How Outstanding Universal Value, Service Quality and Place Attachment Influences Tourist Intention Towards World Heritage Conservation: A Case Study of Mount Sanqingshan National Park, China

Mount Sanqingshan National Park's Outstanding Universal Value (OUV) and service quality significantly influence tourists' intentions to conserve World Heritage Sites, with service quality proving more effective than OUV. A study of 565 tourist responses found that while both factors positively impacted conservation intent, place attachment did not mediate this effect. The research, using structural equation modeling, suggests prioritizing service quality improvements and affiliate attractions to enhance heritage protection and sustainable tourism development.

Nian, S., Zhang, H., Mao, L., Zhao, W., Zhang, H., Lu, Y., Zhang, Y., & Xu, Y. (2019). How Outstanding Universal Value, Service Quality and Place Attachment Influences Tourist Intention Towards World Heritage Conservation: A Case Study of Mount Sanqingshan National Park, China. Sustainability, 11(12), 3321. https://doi.org/10.3390/su11123321