This study investigates differences in tourists’ conservation commitment at developed and developing heritage sites. It examines relationships between conservation commitment and related concepts: cultural motivation, place attachment, and participation. Data was collected from two troglodyte heritage sites: Kandovan, Iran (developing) and Cappadocia, Turkey (developed). 518 survey responses were collected at Kandovan and 627 at Cappadocia. Partial least squares structural equation modelling was employed to perform analysis. Multi-group analysis findings indicate that direct relationships among conservation commitment, cultural motivation, place attachment, and participation were significantly higher in the developing context; encouraging industry managers to use participative feedback to stimulate conservation commitment.
- cultural motivation
- place attachment
- conservation commitment
- developed and developing heritage sites