The Moderating Effect of Social Media Involvement on Community Participation in the Conservation of the Quanzhou World Heritage Site in China

In 2021, Quanzhou, China, was added to the UNESCO World Heritage List. Using the Motivation–Opportunity–Ability (MOA) theoretical framework, this study examines how motivation, opportunity, and ability factors influence community participation (CP) in conserving and developing tourist attractions. Quanzhou's World Heritage Site (WHS) was chosen as the case study, while Social Media Involvement (SMI) was selected as a moderator for this analysis. Through PLS-SEM, a total of 405 valid responses were examined and evaluated. The findings show that based on the MOA framework, Motivation Positive Perceptions (MPP), Opportunity (OPP), Awareness (AAW), and Knowledge (AKN) have significant positive effects on CP, whereas Motivation Negative Perceptions (MNP) exert a significant negative effect on CP and Motivation Interest (MINT) does not achieve statistical significance. Additionally, all motivation, opportunity, and ability factors have significant positive moderating relationships with CP through SMI. Hence, this study confirms that the MOA framework is applicable to the context of Chinese World Heritage Sites; it extends the current understanding of how social media can play a role in the governance of cultural heritage (CH). Thus, this study provides both a theoretical basis and practical considerations for CP in the sustainable conservation and tourism development of WHSs.