Residents' Awareness and Attitude Towards the Conservation of Cultural Heritage Tourism Destination

Preserving cultural heritage is crucial for maintaining communities' historical and cultural fabric; however, ensuring practical preservation remains a significant challenge. In this context, this study aimed to ascertain residents' awareness and attitudes towards preserving cultural heritage tourism destinations in one of the cities in Metro Bacolod, utilizing the conceptual framework of Value Orientation and Identity Theory. Data for this descriptive study were collected from 384 residents living in four villages within the heritage district using a rigorously validated and reliable researcher-made instrument. The results indicate that residents exhibit a high level of awareness regarding the conservation of cultural heritage tourism destinations, particularly in aspects such as historic preservation functions, the role of government, preservation criteria, features, and facilities. Furthermore, residents demonstrate a responsible attitude towards conservation, evidenced by solid personal norms, high place satisfaction, a sense of responsibility behavior, and vital place identity. Significant differences were found in residents' awareness of conservation efforts based on age, educational level, location, and length of stay. Similarly, significant differences were observed in residents' attitudes towards conservation across these demographic profiles. However, no significant relationship was found between residents' awareness and attitudes towards conserving cultural heritage tourism destinations. These findings call for an action plan to enhance community involvement in the sustainable management of heritage resources and to strengthen community cultural heritage education. This approach aims to raise awareness and knowledge of heritage assets, thereby contributing to the practical preservation of cultural heritage tourism destinations.