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

• 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
• ISSN: 2071-1050; 2071-1050
• DOI: 10.3390/su11133516

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.