Abstract
In light of the recent conflicts in Carthage over land use, culturalheritage preservation, and sustainable tourism, this work utilized avalue-belief-norm (VBN) theoretical framework to consider psychologicalantecedents of residents’behavioral intentions to support cultural heri-tage tourism. As such, personal values, cultural worldview, awareness ofconsequences, ascription of responsibility, and subjective norms wereconsidered antecedents of intentions to support cultural heritagetourism. Data were collected from 475 Carthage residents in nine neigh-borhoods adjacent to UNESCO World Heritage Sites using an on-siteself-administered questionnaire. The proposed model was assessedthrough confirmatory factor analysis (to demonstrate sound psychomet-ric properties across all 11 factors within the model), followed by struc-tural equation modelling. Overall, 15 of the 19 proposed hypotheseswere supported, ultimately contributing to 28% of the varianceexplained in residents’behavioral intentions to support cultural heritagetourism. This work not only provides support for the utilization of theVBN model within the context of cultural heritage tourism, it also deep-ens our understanding of the theoretical framework through the inclu-sion of the multi-dimensional construct cultural worldview