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This empirical study examines residents’ decision-making process in preserving Jeju Batdam as a World Agricultural Heritage Site. Accordingly, it extends the model of goal-directed behavior (MGB) by including cultural worldview and sustainable intelligence as triggers of desire and behavioral intentions of residents to preserve the agricultural heritage tourism resources. This study collected 368 valid responses from residents using quota sampling method. Results revealed that the cultural worldview and sustainable intelligence play a significant role in influencing residents’ behaviors toward the preservation of an agricultural heritage tourism resource (Batdam). Results also showed that attitude, positive and negative anticipated emotions, and perceived behavioral control increase desire, which stimulates residents’ behavioral intention to preserve the heritage. Desire mediates the effects of attitude, perceived behavioral control, and positive and negative anticipated emotions on the residents’ intention to preserve the heritage. Findings contribute to deepening the knowledge of sustainable agricultural heritage management by better understanding of residents’ decision-making process in preserving heritage resources. The outcomes of this study also provide policy implications with sustainable development and management policies of agricultural heritage sites.

Sustainable intelligence and cultural worldview as triggers to preserve heritage tourism resources