HERITAGE VALUE DIMENSIONS AND TOURIST INTENTION TOWARDS SUSTAINABLE HERITAGE CONSERVATION: A MEDIATING ROLE OF DESTINATION ATTACHMENT

Heritage sites serve as vital cultural assets, embodying historical significance, architectural beauty, and sociocultural traditions. Most researches of sustainable heritage tourism have primarily emphasized the perspectives of governments and local communities. This study aims to empirically explore the influence of heritage values on sustainable heritage conservation intention (SHCI) among the tourists visiting historical sites in Murshidabad, India. Using a mixedmethods approach combining online and offline surveys, data was collected from 468 domestic tourists. The research investigates how historical value, aesthetic value, and socio-cultural value influence their intentions to support sustainable conservation efforts. Additionally, it examines the mediating role of destination attachment in shaping these intentions. The research employed structural equation modelling to test the proposed hypotheses. A comprehensive mediation approach was also utilized to assess the intermediary effect of destination attachment between heritage values and SHCI. The findings demonstrate that various dimensions of historical heritage values significantly influence tourists' willingness to visit heri tage sites and engage in SHCI. Destination attachment was identified as a crucial mediator, highlighting its role in strengthening the relationship between heritage values and sustainable heritage conservation intentions. This study offers valuable insights for designing strategies that align tourists' perceptions with sustainable heritage conservation goals. This research has made a profound impact in enhancing the understanding of heritage tourism and conservation. It dives deep into various critical aspects such as the historical value, socio-cultural value, aesthetic value, destination attachment, and SHCI. By delving into these areas, the study enriches the existing theoretical frameworks and provides a comprehensive perspective on how these elements intertwine in the realm of heritage tourism. This research is a significant stride forward in understanding sustainable practices within the tourism sector. Its implications are far-reaching, offering valuable insights for policymakers and stakeholders in the realm of sustainable heritage conservation. Beyond its immediate application to Murshidabad, the study offers broader insights applicable to other historically significant destinations.