https://orcid.org/0000-0002-2865-8918
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Abstract
This empirical study examines residents’ decision-making process in preserving Jeju Batdam as a World Agricultural Heritage Site. Accordingly, it extends the model of goal-directed behavior (MGB) by including cultural worldview and sustainable intelligence as triggers of desire and behavioral intentions of residents to preserve the agricultural heritage tourism resources. This study collected 368 valid responses from residents using quota sampling method. Results revealed that the cultural worldview and sustainable intelligence play a significant role in influencing residents’ behaviors toward the preservation of an agricultural heritage tourism resource (Batdam). Results also showed that attitude, positive and negative anticipated emotions, and perceived behavioral control increase desire, which stimulates residents’ behavioral intention to preserve the heritage. Desire mediates the effects of attitude, perceived behavioral control, and positive and negative anticipated emotions on the residents’ intention to preserve the heritage. Findings contribute to deepening the knowledge of sustainable agricultural heritage management by better understanding of residents’ decision-making process in preserving heritage resources. The outcomes of this study also provide policy implications with sustainable development and management policies of agricultural heritage sites.
摘 要
本实证研究考察了济州岛居民保护石墙（Batdam）世界农业文化遗产的决策过程。本研究将文化世界观和可持续智慧作为居民保护农业遗产旅游资源愿望和行为意向的触发条件, 从而扩展了目标导向行为模型。本研究采用配额抽样的方法, 从居民中收集了368份有效问卷。研究结果表明, 文化世界观和可持续智慧对居民保护农业文化遗产旅游资源的行为有显著影响。研究结果还表明, 态度、积极和消极的预期情绪、感知的行为控制都增加了保护意愿, 从而刺激居民保护遗产的行为意向。意愿在态度、感知行为控制、积极和消极预期情绪对居民遗产保护意愿的影响中起中介作用。研究结果有助于加深对可持续农业遗产管理的认识, 更好地理解居民保护遗产资源的决策过程。本研究的结果也为农业遗产地的可持续发展和管理政策提供了政策启示。
Acknowledgement
The authors would like to thank the editors and anonymous reviewers for their time and contributions to this study.
Disclosure statement
No potential conflict of interest was reported by the authors.
Funding
The author(s) received no financial support for the research, authorship, and/or publication of this article.
Correction Statement
This article has been republished with minor changes. These changes do not impact the academic content of the article.
Additional information
Notes on contributors
Choong-Ki Lee
Choong-Ki Lee, Ph.D. is a professor in the College of Hotel & Tourism Management at Kyung Hee University, Seoul, Korea. His research includes valuation of ecotourism, corporate social responsibility, integrated resort, economic impact, mega-event, sustainable tourism, and heritage tourism. Email: [email protected]
Hossein Olya
Hossein Olya, PhD. is a Professor and Head of Marketing and Cultural & Creative Industries at the Sheffield University Management School, The University of Sheffield, UK. He is Associate Editor of International Journal of Consumer Studies. See more at www.olyah.com Email: [email protected]
Yae-Na Park
Yae-Na Park is a Ph.D. candidate in Smart Tourism Education Platform at Kyung Hee University, Seoul, Korea. Her research area includes cultural worldview, sustainable tourism, tourist experience, tourist behavior, Hallyu (Korean wave), ESG, and valuation of heritage tourism. Email: [email protected]
Yu-Jin Kwon
Yu-Jin Kwon is a Master’s student in the College of Hotel & Tourism Management at Kyung Hee University, Seoul, South Korea. She is interested in tourist behavior, sustainable tourism, and heritage tourism. Email: [email protected]
Myung Ja Kim
Myung Ja Kim, Ph.D. is an Assistant Professor in the College of Hotel & Tourism Management at Kyung Hee University, Seoul, Korea. Her research focuses on tourism information and communication technology, sustainability, and climate change mitigation applied by innovations. Email: [email protected]