Mediating effects of tourism resource-based view and tourist value co-creation between cultural heritage conservation and tourism development towards tourist experience quality

The purpose of this research is to study the effect of cultural heritage conservation (CHC) and tourism development (TD) on tourist experience quality (TEQ), with cultural and tourism resource-based view (C&T RBV) and tourist value co-creation (TVC) as mediators. A quantitative research methodology was used: 900 samples were collected from tourists at cultural heritage sites, and data were analyzed using structural equation modeling. The findings show that both CHC and TD have a direct effect on TEQ. The direct effect of CHC on TEQ indicates that legal and policy support is most effective in improving TEQ. The direct effect of TD on TEQ is achieved by strengthening infrastructure development and tourism marketing. C&T RBV and TVC are mediators between CHC and TEQ, as well as TD and TEQ, with 6 observed variables. In conclusion, this research confirms that CHC and TD have a direct effect on TEQ, and that C&T RBV and TVC are significant mediators. The analysis results provide practical implications and guidance on the optimization of cultural heritage site management strategies, innovation of TD models, and promotion of tourist TVC. This research offers a new perspective for the development of cultural heritage tourism while providing guidance for heritage site management, optimization of TD models, and tourist TVC.