Texas Heritage at a Crossroads: The Case Study of San Antonio Missions

Balancing public access with heritage preservation at UNESCO World Heritage Sites remains a critical challenge, as demonstrated by the case of San Antonio Missions. The study reveals that integrating Social Learning Theory (SLT), Norm Activation Theory (NAT), and the Theory of Planned Behavior (TPB) provides actionable insights for managing visitor behavior to safeguard site integrity while fostering educational and cultural engagement. By analyzing how individuals learn through observation, imitation, and modeling, researchers offer a framework to mitigate vandalism and promote responsible tourism without restricting access entirely.

Kim, H., & Chen, P.-J. (2024). Texas Heritage at a Crossroads: The Case Study of San Antonio Missions. Journal of Hospitality & Tourism Cases. https://doi.org/10.1177/21649987241299505