Determinants of Cultural Heritage Protection Behavior Among Generation Y Tourists: A Case Study of Heritage Tourism in Shandong, China

Abstract

The preservation of cultural heritage has garnered global attention due to its importance in maintaining cultural continuity and identity. Shandong Province in China, renowned for its abundant cultural heritage resources, faces significant challenges in safeguarding these invaluable assets. This study aims to investigate how does knowledge sharing predict cultural heritage protection behavior of Generation Y tourists in heritage tourism contexts, and to explore the mediating roles of cultural identity, perceived value and cultural heritage protection intention in shaping protective behaviors. Data were collected through a structured questionnaire survey from 430 Generation Y tourists visiting key cultural sites in Shandong, including Mount Taishan, the Confucius Temple, and Baotu Spring. We use a structural equation modeling (SEM) method to conduct path analysis and mediation tests. The findings reveal that cultural identity, perceived value, and knowledge sharing significantly impact cultural heritage protection behaviors, with cultural identity exerting the most substantial effect. Furthermore, protection intention and perceived value serve as critical mediators, enhancing the influence of cultural identity and knowledge sharing on protective actions. These results highlight the necessity of strengthening cultural identity, enhancing perceived value, and promoting effective knowledge sharing to foster sustainable heritage conservation among younger generations in China.