Conference Paper Study of Perceptions on Behavioral Expectation to Preserve World Heritage Site through Mobile Learning Application in Luang Prabang, Lao PDR

POONG, YEW SIANG  ,  Poong, Yew Siang

Luang Prabang, the world heritage site (WHS) of Lao PDR, faces an urgent need to raise awareness of preservation. This study developed mobile learning content and tested its impact based on modified Protection Motivation Theory in promoting world heritage site preservation awareness. Questionnaire survey was administered to 220 college and university students in Luang Prabang. Structural equation modelling results show that perceived severity, response efficacy, perceived resident effectiveness, and perceived benefits of inscription affect behavioral expectation to preserve WHS. This study contributes to research by explaining factors of promoting world heritage site preservation awareness based on fear appeal theory. Findings from this study support world heritage management practitioners in identifying components essential in the design and dissemination of persuasive public communication to promote WHS preservation awareness.

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