The Development of Loyalty to Earthen Defensive Heritage as a Key Factor in Sustainable Preventive Conservation

One of the main risks to the preservation of Spanish defensive heritage is anthropic in origin and is associated with local society’s lack of cultural identification with these cultural assets. Consequently, there is a dearth of conservation strategies. In this paper, the current situation is examin...

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Bibliographic Details
Published in:Sustainability 2019-07, Vol.11 (13), p.3516
Main Authors: Prados-Peña, M. Belén, Gutiérrez-Carrillo, M. Lourdes, Del Barrio-García, Salvador
Format: Article
Language:English
Subjects:
Brand management
Competitive advantage
Conservation
Cultural heritage
Cultural resources
Culture
Economic development
Economic growth
Employment
Sustainability
Sustainable development
Tourism
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Summary:One of the main risks to the preservation of Spanish defensive heritage is anthropic in origin and is associated with local society’s lack of cultural identification with these cultural assets. Consequently, there is a dearth of conservation strategies. In this paper, the current situation is examined, then a management model is proposed, with the Torre de Romilla in the Granada province (Spain) as its focus. The model is constructed on the basis of research regarding the antecedents to loyalty towards this heritage landmark, in order to enhance its value. To accomplish this, survey data from 200 randomly selected subjects was collected and analysed. The results indicate that the antecedent factors which determine loyalty are place attachment and its perceived image, which lead to an increased probability that the site will be visited and recommended. The direct consequence of this is that contributions to the economy from tourism would allow for the sustainable conservation of these assets.
ISSN:2071-1050
2071-1050
DOI:10.3390/su11133516