The theory of planned behaviour in the context of cultural heritage tourism

Abstract

An emerging body of literature addresses multiple aspects of cultural heritage tourism in multiple environments worldwide. This study seeks to contribute to current knowledge, studying visitors to a heritage building in the UK through the lens of the theory of planned behaviour (TPB). A questionnaire based on the various predictors associated with the TPB was designed to gather participants' motivations to visit the heritage building, including visitation to sightsee, attend events, and experience gastronomy at the building's restaurant. The findings confirm the validity and impact of attitude towards the behaviour, subjective norms, and perceived behavioural control on behavioural intention, in this case, to become involved in heritage building visitation. In addition, it was noticed that respondents' level of agreement suggests their preparedness to invest in terms of travel, time, and financially spending when visiting heritage buildings. Implications of the findings will be discussed and future research avenues suggested.

Keywords:

• heritage building
• cultural heritage tourism
• theory of planned behaviour
• visitors
• motivations
• UK

Notes on contributors

Abel Duarte Alonso, Ph.D., is a senior lecturer at the School of Business, Edith Cowan University, Australia. His research interests include managerial aspects concerning micro, small, and medium enterprises operating in food/wine, hospitality, and tourism.

Nikolaos Sakellarios, MSc is a lecturer and researcher at the School of Business, University of Derby, UK. His research interests include cultural differences in the hospitality industry, and understanding attitudes and predicting social behaviour.

Mike Pritchard works at the University of Derby, UK and his research interests include hospitality revenue management and culinary tourism.