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While determining sustainable heritage development, it is important to consider how heritage satisfies human needs. The purpose of this study is to explore the pull and push factors in heritage tourism. This study generated 38 initial items of pull factor and 18 initial items of push factor toward heritage tourism to assess the significance of items influencing people’s decision to visit heritage sites. The study obtained 332 valid questionnaires to implement exploratory factor analysis to capture the pull and push factors. Four pull factors with 15 items and 2 push factors with 9 items were extracted. The pull factors consisted of heritage architecture, art activity, wide nature, and regional attraction, while the push factors comprised recreational benefits and long-term values. The study suggests that the heritage’s outdoor environment should be planned through wide landscaping and natural elements, while art activities can be promoted to enhance attractiveness.

Sustainable Heritage Management: Exploring Dimensions of Pull and Push Factors