Exploring How Walking Tour Interpretation Influences Generation Z’s Attitudes Toward Heritage Conservation

The preservation of cultural heritage plays a crucial role in passing on non-renewable resources to future generations, as well as maintaining national identity, social cohesion, and cultural values. In addition to protecting historical knowledge from the impacts of modernization and globalization, the conservation of cultural heritage also contributes to community development and the local economy. This research explores how heritage tourism interpretation affects Generation Z tourists' attitudes towards the preservation of cultural heritage sites. The study employs several key concepts in the literature review, including sustainable tourism, heritage tourism interpretation, and tourists' experiences and attitudes towards cultural heritage preservation. This research uses a qualitative approach to understand how heritage tourism interpretation influences Generation Z tourists' attitudes towards the preservation of cultural heritage sites. The methods used include: Research Sample – Generation Z tourists who have participated in heritage tourism interpretation were selected through purposive sampling (23 people). Data collection was conducted through in-depth interviews (3 people) and open-ended questionnaires (20 people), allowing for the exploration of tourists' experiences and perceptions. Next, the data were analyzed using thematic text analysis. The research results show that, at the "Initial knowledge," many participants experienced significant changes in their appreciation of historical value after receiving interpretations from the tour guide. In the category of " Engagement and Emotional Attachment," participants in walking tours of historical sites varied significantly, ranging from deep attachment to more neutral interest. Meanwhile, in the category of "Influence of interpretation on attitudes," heritage tourism interpretation had diverse effects on the attitudes of tour participants. Some participants experienced significant attitude changes, including a desire to participate in preservation and develop a positive attitude towards conservation.