engleski

Extended Model of Intention to Visit Cultural Heritage Site

The aim of this paper is to develop and empirically test an extended model of intention to visit cultural heritage site. The extended model is based on the theory of planned behavior (TPB). The basic TPB model, comprising of attitudes, subjective norm, and perceived behavioral control, has been extended with additional variables based on the literature review. Empirical research has been conducted in order to test the proposed extended model. A highly-structured questionnaire was developed for this study, comprising of measurement scales adopted from the literature and adapted for the context of cultural heritage. Data were collected by means of an online survey method. Empirical data were analyzed using exploratory factor analysis, Cronbach’s alpha coefficients, multiple regression analysis, and methods of descriptive statistics. The results indicate the relative importance of variables within the extended model in predicting the respondents' intention to visit a cultural heritage site. Also, the extended model is compared to the basic model of the theory of planned behavior both in terms of model fit statistics and in terms of potential for theoretical explanation of observed differences in behavioral intention to visit cultural heritage site. The paper's contribution to the literature is twofold. First, the paper contributes to the TPB literature by developing and testing an extended TPB model. Second, the paper contributes to the cultural heritage literature by identifying variables that affect the intention to visit cultural heritage site within a framework of the extended TPB model. The paper concludes with theoretical and practical implications as well as suggestions for future research.

cultural heritage ; theory of planned behavior ; consumer behavior ; behavioral intention

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