This study explores how hiking tourism in ancient towns influences the intention to protect their culture. Surveying hiking tourists in Quanzhou’s ancient town, it finds that the attractiveness of these towns positively impacts hiking motivation, which in turn affects the intention of cultural protection through positive emotions or experiential memory. Surprisingly, the static nature of ancient town atmospheres weakens the positive relationship between hiking motivation and positive emotions, potentially hindering excitement. However, attractiveness strengthens the link between hiking motivation and experiential memory, evoking nostalgia and providing insights into how hiking shapes cultural preservation intentions in ancient town tourism.
Relation:
Asia Pacific Journal of Tourism Research 29(4), p.425-439
