The Impact of Artistic Experiences at Agricultural Heritage Sites on Conservation Willingness of Tourists: A Case Study of the Mulberry-Dyke and Fish Pond System in Huzhou, Zhejiang

The conservation of agricultural heritage systems is of great significance. Studies have shown that artistic experiences, such as calligraphy and music, influence tourists' cognition, emotions, and behaviors during their visits. This study examines the influence of artistic experiences on tourists' willingness to participate in conservation efforts, utilizing the Huzhou Mulberry-Dyke and fish pond system—a Globally Important Agricultural Heritage System—as a case study. Drawing on the stimulus-organism-response model and previous research findings, we developed a conceptual framework to evaluate how tourists' artistic experiences impact their willingness to conserve agricultural heritage systems. A measurement index system was established, and data were collected from 434 questionnaires through field research. The model was refined based on the results of data analysis. The findings indicate that (1) Artistic experiences positively influence the development of tourists' conservation willingness; (2) These experiences affect conservation willingness by mediating flow experiences and overall satisfaction. Additionally, artistic experiences significantly influence tourists' consumption tendencies, fostering protective consumption behaviors that enhance their willingness to participate in conservation efforts for agricultural heritage systems.