Attracting travelers and preserving heritage are important issues in heritage tourism because several heritage sites have failed to attract travelers. Past studies found that heritage architecture, art activity, wide nature, regional attractions, recreational benefits, and long-term values were critical considerations in heritage tourism. Specifically, heritage architecture, art activity, wide nature, and regional attractions were pull factors, while recreational benefits and long-term values were push factors. This study further confirms whether the pull factors of heritage tourism satisfy participants’ push needs and recreational benefits. The questionnaire included pull factors of heritage tourism (heritage architecture, art activity, wide nature, and regional attraction), push needs (recreational benefits and long-term values), and recreational benefits (emotions, well-being, perceived pressure, landscape preference, environmental restoration, place attachment, and revisit intention). Data were collected from January 17 to March 14, 2020 at ten heritage sites located in Taiwan. A total of 393 valid questionnaires were collected. The results showed that heritage architecture, art activity, wide nature, and regional attractions positively affected participants’ push needs, and resulted in recreational benefits. Heritage architecture, art activity, and wide nature were major factors in promoting positive emotions, landscape restoration, and revisit intention. Wide nature and regional attractions were important factors in producing higher place attachment. In summary, heritage tourism should consider heritage architecture, art activity, wide nature, and regional attractions to achieve sustainable heritage development.
Hung-Ming Tu, National Chung Hsing University, Taiwan