A conflict resolution model for sustainable heritage tourism

This paper uses Ajzen's theory of planned behavior (TPB) model to explain the formation of behavioral frameworks for conflict resolution. Using data about the Chengqi Earth building, UNESCO World Heritage Site, it puts forward an integrative TPB model with self-regulation and social capital as a good fit to that data, which has better predictive power in relation to intentions than the original model. The results show that attitudes, subjective norms, perceived behavioral control, and self-regulatory behavior positively affect intentions to seek conflict resolution. The paper concludes with insightful implications that can be applied to other areas of China and beyond.