ABSTRACT

Limited attention has been given to the investigation of how cultural worldview (CW) affects tourists’ behavioural intention in heritage tourism sites. Thus, this study aims to examine the role of CW in predicting heritage tourists’ behavioural intention by employing two seminal behaviour models, the theory of reasoned action (TRA) and theory of planned behaviour (TPB). The data were collected from 323 heritage travellers who visited Hanok Village in South Korea, where approximately 735 Hanoks (traditional Korean house) were preserved as a popular tourist attraction. The study’s findings demonstrate that tourists’ CW can be an important variable in the prediction and understanding of behavioural intention among heritage tourists and may serve as a proxy for perceived behavioural control. This study also identified that subjective norm was the strongest predictor of behavioural intention among heritage travellers. The overall results support that a positive attitude towards visiting a heritage village, which features Hanoks, strong normative support in their visit intention, and strong CW was positively associated with the behavioural intention of the heritage travellers. Theoretical and practical implications are also discussed to enhance the heritage visitors’ attitude, perception, and behavioural intention.

摘要

对文化世界观（CW）如何影响游客在遗产旅游景点的行为意向的调查关注有限。因此，本研究旨在通过采用两种开创性的行为模型，理性行动理论（TRA）和计划行为理论（TPB）来检验 CW 在预测遗产游客行为意图中的作用。这些数据是从访问韩国韩屋村的 323 名遗产旅行者那里收集的，该村约有 735 座韩屋（传统韩国房屋）作为受欢迎的旅游景点被保存下来。该研究的结果表明，游客的 CW 可以成为预测和理解遗产游客行为意图的重要变量，并且可以作为感知行为控制的代理。这项研究还发现，主观规范是遗产旅行者行为意图的最强预测因素。总体结果表明，对访问以韩屋为特色的遗产村的积极态度、访问意向的强烈规范支持和强烈的 CW 与遗产旅行者的行为意向呈正相关。还讨论了理论和实践意义，以提高遗产游客的态度、感知和行为意图。强烈的 CW 与遗产旅行者的行为意向呈正相关。还讨论了理论和实践意义，以提高遗产游客的态度、感知和行为意图。强烈的 CW 与遗产旅行者的行为意向呈正相关。还讨论了理论和实践意义，以提高遗产游客的态度、感知和行为意图。