Page 121 - JCAU-7-2

Journal of Chinese
Architecture and Urbanism Heritage tourism: Personal and collective factors

value perception, emotional attitudes, and community tourism, a community’s assessment of a site’s worth is
embeddedness that motivate residents’ willingness to instrumental in forming emotional connections between
participate in heritage tourism development. The aim of individuals and the place, which ultimately affects their
this study is to provide theoretical insights and practical intention to engage in tourism activities.
recommendations for the sustainable development Residents’ perceptions of heritage sites are shaped by
of heritage tourism by performing a comprehensive the interaction between tourism development and the
investigation into the factors influencing the tourism local human–environment relationship. This perception
development behavioral intentions of residents at is multidimensional, encompassing the cultural (Qiu
heritage sites. Furthermore, it seeks to foster harmonious et al., 2022), social (Sánchez-Carretero, 2013), and
coexistence between communities and heritage sites. The economic (Petronela, 2016) values of heritage sites.
findings of this research clarify the role of community Based on their perceptions of heritage tourism, residents
embeddedness in shaping residents’ support for tourism develop emotional bonds to heritage sites, which
development, emphasizing the necessity of addressing include heritage identification, place attachment, a
both individual and collective viewpoints. By enhancing sense of responsibility, and recognition of the economic
the comprehensive understanding of social dynamics in benefits derived from tourism. These affective attitudes
heritage site tourism, this study offers essential information consequently influence residents’ participation in
for policymakers and practitioners striving to reconcile tourism activities, with their emotional responses being
the frequently conflicting objectives of preservation, crucial for the preservation and development of heritage
community welfare, and economic development. sites (Buonincontri et al., 2017).
2. Theoretical hypothesis Behavioral outcomes are further shaped by numerous
factors, including the perceived benefits of tourism, the
2.1. Cognitive–emotional–behavioral impact in
tourism transmission of traditional values, the quality of host–
guest interactions, and the level of official backing (Grey
The cognitive–emotional–behavioral paradigm, developed & Kuokkanen, 2020). Empirical evidence substantiates
in the 1950s and 1960s within the field of cognitive this theoretical perspective. For instance, Kisusi & Masele
psychology, has been widely adopted in tourism studies to (2019) found that inadequate awareness of cultural
clarify the processes influencing an individual’s behavioral heritage values and apathetic attitudes among residents
intentions in tourism (Wang et al., 2020). This theoretical can hinder tourism development at heritage sites. In
framework asserts that a person’s intention to act is the contrast, Qiu et al. (2019) identified a positive correlation
result of their cognitive evaluation of particular tourism- between residents’ views of cultural heritage values and
related stimuli, followed by an emotional reaction, and their attitudes and willingness to engage, with attitudes
culminating in a behavioral decision (Wu & Liang, acting as a mediator in the development of willingness to
2020). Scholars have utilized this framework to guide participate and value perceptions. Similarly, Jaafar et al.
the development of tourist destinations. For example, (2015) noted that residents’ pride in their heritage sites
Lee (2016) illustrated that tourists who interact with the and aspirations for improved living standards contribute
local environment are inclined to develop empathy for positively to the development and conservation of these
historical and cultural narratives, thereby augmenting sites, as shown in their analysis of residents’ perceptions of
their emotional engagement. Similarly, Gursoy et al. (2019) sustainable conservation activities.
demonstrated that perceptions of tourism’s advantages Based on these findings, the development of tourism
and disadvantages strongly influence residents’ emotional at heritage sites should be underpinned by educational
reactions to tourism projects. Moreover, Almeida-García and promotional strategies aimed at enhancing residents’
et al. (2016) demonstrated that individuals with higher recognition of the inherent value of their cultural
educational attainment and a deeper comprehension of heritage. These strategies should also foster positive
their locale are more inclined to actively participate in emotional connections to heritage sites and encourage
local tourist activities. active engagement in their preservation and promotion.

The cognitive–emotional–behavioral theory is equally Simultaneously, it is essential to evaluate feedback
applicable to cultural heritage tourism. According to this mechanisms that integrate these behaviors into the
theoretical framework, a person’s intention to engage in protective and managerial frameworks of heritage sites.
tourism stems from their cognitive evaluation of a heritage Such a comprehensive approach is critical for promoting
site’s value, the emotional response it provokes, and the the preservation and revitalization of cultural heritage
ensuing behavioral decisions made. In cultural heritage while concurrently improving residents’ quality of life.

Volume 7 Issue 2 (2025) 3 https://doi.org/10.36922/jcau.5739