| With the increasingly close relationship between tourist behavior and the sustainable development of tourist destinations,the exploration of tourist behavior and its antecedents has practical significance for the development of tourist destinations.China is rich in world heritage resources,and the nonrenewability and unique value of these heritage resources are the key points that heritage destinations need to pay attention to in sustainable tourism development.The "tourist-destination" relationship represented by " engagement" has gradually become the antecedent variable of customer value co-creation behavior in the research.For heritage tourism destinations,the greatest value co-creation is to protect precious world cultural heritage while developing tourism.As the main body of tourism activities,tourists also have corresponding responsibilities for heritage protection.It is of great significance to explore the influence of agreement on tourists’ intention of heritage protection for promoting the benign and sustainable development of heritage sites.This study takes Xi ’an World Cultural Heritage Site as a case study,and designs the interview outline of this study by combing the related literature of customer engagement and tourist engagement at home and abroad.By using grounded theory,it analyzes the dimensions of tourist engagement(conscious concern,enthusiasm,social interaction)and the related categories of tourist engagement’s influence on heritage protection behavior intention.Based on customer engagement theory and SOR theory,it constructs a model of "tourist engagement-perceived value-heritage protection behavior intention",and takes cultural identity as ".Then,according to the qualitative analysis results of this study and the maturity scale at home and abroad,a pre-survey questionnaire of this study is designed,and a formal questionnaire of this study is formed through the small-scale distribution,recovery and inspection of the pre-survey questionnaire.Then,a formal field survey was conducted in Xi ’an World Cultural Heritage Site,and a total of 505 valid questionnaires were obtained.SPSS 22.0 was used to analyze the reliability and validity,test the normal distribution,AMOS 22.0was used to conduct confirmatory factor analysis,direct path analysis and intermediary effect analysis of subscale,and SPSS 22.0 was used to analyze the moderating effect of cultural identity.The conclusions are as follows:(1)Tourist engagement dimensions can be divided into conscious concern,enthusiasm and social interaction;(2)The three dimensions of tourist engagement are positively affecting perceived value and behavior intention of heritage protection;(3)Perceived value does not completely have a positive impact on the intention of heritage protection;(4)Perceived value has a weak mediating effect between tourist engagement and intention of heritage protection;(5)Cultural identity positively regulates the relationship between conscious concern and behavior intention of heritage protection.According to the research results,the following suggestions are put forward for the development of heritage sites: strengthen the cultivation of fit relationship and enhance the fit degree between tourists and heritage sites;Innovate the propaganda means of heritage value,and improve the behavior tendency of tourists’ heritage protection;Collect tourists’ feedback in time to improve tourists’ perception level;Enhance the "tourist-destination" interaction,and promote the positive perception and value behavior of tourists.It can provide reference for tourist relationship management and sustainable development of tourist destinations,especially those with rich heritage resources. |
