The Structural Relationships between Storytelling of the World Heritage Site, Place Attachment, Eco-Friendly Activity Intention : Focused on China Mount Tai Shan

A study on Mount Taishan reveals that storytelling significantly enhances place attachment and eco-friendly behavior intentions among Chinese tourists. The research found that storytelling characteristics—uniqueness, educational value, interest, and ease of understanding—positively influence both place dependence and identity, which in turn foster pro-environmental intentions. Conducted through an online survey of 262 respondents with prior visit experience, the study highlights the potential for storytelling to strengthen emotional bonds between tourists and heritage sites, promoting voluntary environmental consciousness. These findings contribute valuable insights for environmental conservation strategies at Mount Taishan and offer a framework for activating other World Heritage Sites.

Xin, J., Liu, Z.-Q., & Kim, Y.-G. (2023). The Structural Relationships between Storytelling of the World Heritage Site, Place Attachment, Eco-Friendly Activity Intention : Focused on China Mount Tai Shan. Journal of Tourism Enhancement, 11(4), 213–231. https://doi.org/10.35498/kotes.2023.11.4.213