Title

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

Document Type

Journal Article

Publisher

Taylor & Francis

Faculty

Business and Law

School

School of Business

RAS ID

19794

Comments

This article was originally published as: Duarte Alonso, A., Sakellarios, N., & Pritchard, M. (2015). The theory of planned behaviour in the context of cultural heritage tourism. Journal of Heritage Tourism, 10(4), 399-416. Original article available here

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.

DOI

10.1080/1743873X.2015.1044992

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