journal article·2025-02-11Open access

Local people’s participation in Jubbah Heritage Site conservation: extending the motivation, opportunity, and ability (MOA) theory

Tarek Abdelazim, Yahya Alfraidi, Ali Tueaiman, Fawaz Alhamli, Ahmed Elhassan, Ahmed Nassr

npj Heritage Science· Volume 13· Issue 1

Abstract

This study explores the factors influencing local residents’ participation in conserving heritage, extending the framework of the motivation, opportunity, and ability (MOA) theory by integrating the notion of place attachment. This study focuses on the level of participation at the inscribed Jubbah Town WHS, the Kingdom of Saudi Arabia. A self-administered questionnaire was used to collect data from a simple random sample of Jubbah residents and was subjected to multiple statistical analyses for testing the hypotheses. The findings of PLS-SEM showed no significant relationship between positive perception and community participation in Jubbah; however, negative perception significantly affected participation levels. Interest in decision-making affected only the low participation levels. Aspects like opportunities, awareness, place affection, dependability, and location identification positively affected community participation but negatively impacted positive perceptions.
Source: openalex_inverted_index · Quality: baseline

Research context

OpenAlex topics: Religious Tourism and Spaces · Diverse Aspects of Tourism Research · Place Attachment and Urban Studies

SciVX discovery tags are terminology-based. OpenAlex topics are source-provided classifications.

References (74)

Show source-provided references
1. Marshall, Y. What is community archaeology? World Archaeol. 34, 211–219 (2002).10.1080/0043824022000007062 ↗
2. Rasoolimanesh, S. M. & Jaafar, M. in Tourism-from Empirical Research Towards Practical Application (IntechOpen, 2016).
3. Látková, P. & Vogt, C. A. Residents’ attitudes toward existing and future tourism development in rural communities. J. Travel Res. 51, 50–67 (2012).10.1177/0047287510394193 ↗
4. Nicholas, L. N., Thapa, B. & Ko, Y. J. RESIDENTS’PERSPECTIVES OF a world heritage site: the pitons management area, st. Lucia. Ann. Tour. Res. 36, 390–412 (2009).10.1016/j.annals.2009.03.005 ↗
5. Rasoolimanesh, S. M., Ringle, C. M., Jaafar, M. & Ramayah, T. Urban vs. rural destinations: residents’ perceptions, community participation and support for tourism development. Tour. Manag. 60, 147–158 (2017).10.1016/j.tourman.2016.11.019 ↗
6. Cole, S. Cultural Tourism in A Changing World: Politics, Participation and (Re) Presentation 89–103 (2006).10.21832/9781845410452-008 ↗
7. Hung, K., Sirakaya-Turk, E. & Ingram, L. J. Testing the efficacy of an integrative model for community participation. J. Travel Res. 50, 276–288 (2011).10.1177/0047287510362781 ↗
8. Jaafar, M., Noor, S. M. & Rasoolimanesh, S. M. Perception of young local residents toward sustainable conservation programmes: a case study of the Lenggong World Cultural Heritage Site. Tour. Manag. 48, 154–163 (2015).10.1016/j.tourman.2014.10.018 ↗
9. Jepson, A., Clarke, A. & Ragsdell, G. Investigating the application of the motivation–opportunity–ability model to reveal factors which facilitate or inhibit inclusive engagement within local community festivals. Scand. J. Hosp. Tour. 14, 331–348 (2014).10.1080/15022250.2014.946230 ↗
10. Gruen, R. L., Campbell, E. G. & Blumenthal, D. Public roles of US physicians: community participation, political involvement, and collective advocacy. Jama 296, 2467–2475 (2006).10.1001/jama.296.20.2467 ↗
11. Davidsson, P. Continued entrepreneurship: ability, need, and opportunity as determinants of small firm growth. J. Bus. Venturing 6, 405–429 (1991).10.1016/0883-9026(91)90028-C ↗
12. Maclnnis, D. J., Moorman, C. & Jaworski, B. J. Enhancing and measuring consumers’ motivation, opportunity, and ability to process brand information from ads. J. Mark. 55, 32–53 (1991).10.1177/002224299105500403 ↗
13. MacInnis, D. J. & Jaworski, B. J. Information processing from advertisements: toward an integrative framework. J. Mark. 53, 1–23 (1989).10.1177/002224298905300401 ↗
14. Buta, N., Holland, S. M. & Kaplanidou, K. Local communities and protected areas: the mediating role of place attachment for pro-environmental civic engagement. J. Outdoor Recreat. Tour. 5, 1–0 (2014).
15. Pandey, A. & Sahu, R. Modeling the relationship between service quality, destination attachment and eWOM intention in heritage tourism. Int. J. Tour. Cities 6, 769–784 (2020).10.1108/IJTC-08-2019-0125 ↗
16. Nian, S. et al. How outstanding universal value, service quality and place attachment influences tourist intention towards world heritage conservation: a case study of Mount Sanqingshan National Park, China. Sustainability 11, 3321 (2019).10.3390/su11123321 ↗
17. Ramkissoon, H. & Mavondo, F. T. The satisfaction–place attachment relationship: potential mediators and moderators. J. Bus. Res. 68, 2593–2602 (2015).10.1016/j.jbusres.2015.05.002 ↗
18. Tang, H., Ma, Y. & Ren, J. Influencing factors and mechanism of tourists’ pro-environmental behavior–Empirical analysis of the CAC-MOA integration model. Front. Psychol. 13, 1060404 (2022).10.3389/fpsyg.2022.1060404 ↗
19. Rothschild, M. L. Carrots, sticks, and promises: a conceptual framework for the management of public health and social issue behaviors. J. Mark. 63, 24–37 (1999).10.1177/002224299906300404 ↗
20. Park, S. & Yun, H. Relationships between motivational strategies and cognitive learning in distance education courses. Distance Educ. 38, 302–320 (2017).10.1080/01587919.2017.1369007 ↗
21. Labadi, S. UNESCO, Cultural Heritage, and Outstanding Universal Value: Value-based Analyses of the World Heritage and Intangible Cultural Heritage Conventions (2013).
22. Hall, C. M. & Piggin, R. World Heritage Sites: Managing the Brand. Inmanaging Visitor Attractions: New Directions 221–237 (Routledge, 2012).10.4324/9780080496368-27 ↗
23. Telfer, D. J. & Sharpley, R. Tourism and Development in the Developing World (Routledge, 2015).10.4324/9781315686196 ↗
24. Wang, M., Jiang, J., Xu, S. & Guo, Y. Community participation and residents’ support for tourism development in ancient villages: The mediating role of perceptions of conflicts in the tourism community. Sustainability 13, 2455 (2021).10.3390/su13052455 ↗
25. McCloskey, J. T., Lilieholm, R. J. & Cronan, C. Using Bayesian belief networks to identify potential compatibilities and conflicts between development and landscape conservation. Landsc. Urban Plan. 101, 190–203 (2011).10.1016/j.landurbplan.2011.02.011 ↗
26. Tosun, C. Expected nature of community participation in tourism development. Tour. Manag. 27, 493–504 (2006).10.1016/j.tourman.2004.12.004 ↗
27. Tosun, C. Towards a typology of community participation in the tourism development process. Anatolia 10, 113–134 (1999).10.1080/13032917.1999.9686975 ↗
28. Selin, S. Developing a typology of sustainable tourism partnerships. J. Sustain. Tour. 7, 260–273 (1999).10.1080/09669589908667339 ↗
29. Zhang, Y., Cole, S. T. & Chancellor, C. H. Residents’ preferences for involvement in tourism development and influences from individual profiles. Tour. Plan. Dev. 10, 267–284 (2013).10.1080/21568316.2012.747984 ↗
30. Rasoolimanesh, S. M., Roldán, J. L., Jaafar, M. & Ramayah, T. Factors influencing residents’ perceptions toward tourism development: Differences across rural and urban world heritage sites. J. Travel Res. 56, 760–775 (2017).10.1177/0047287516662354 ↗
31. Gruen, T. W., Osmonbekov, T. & Czaplewski, A. J. Customer-to-customer exchange: its MOA antecedents and its impact on value creation and loyalty. J. Acad. Mark. Sci. 35, 537–549 (2007).10.1007/s11747-006-0012-2 ↗
32. Bettman, J. R. An Information Processing Theory of Consumer Choice (1979).
33. Kayat, K. Exploring factors influencing individual participation in community‐based tourism: the case of Kampung relau homestay program, Malaysia. Asia Pac. J. Tour. Res. 7, 19–27 (2002).10.1080/10941660208722116 ↗
34. Duval, D. T. (ed.). Tourism in the Caribbean (Taylor & Francis, 2004).10.4324/9780203402696 ↗
35. Andereck, K. L., Valentine, K. M., Knopf, R. C. & Vogt, C. A. Residents’ perceptions of community tourism impacts. Ann. Tour. Res. 32, 1056–1076 (2005).10.1016/j.annals.2005.03.001 ↗
36. Yang, L., Cheng, J. & Wang, H. Place of residence and cognitive function in older adults in China: the mediating role of social participation. Int. J. Environ. Res. Public Health 19, 13 (2021).10.3390/ijerph19010013 ↗
37. Bahaire, T. & Elliott-White, M. Community participation in tourism planning and development in the historic city of York, England. Curr. Issues Tour. 2, 243–276 (1999).10.1080/13683509908667854 ↗
38. Leung, X. Y. & Bai, B. How motivation, opportunity, and ability impact travelers’ social media involvement and revisit intention. J. Travel Tour. Mark. 30, 58–77 (2013).10.1080/10548408.2013.751211 ↗
39. Aas, C., Ladkin, A. & Fletcher, J. Stakeholder collaboration and heritage management. Ann. Tour. Res. 32, 28–48 (2005).10.1016/j.annals.2004.04.005 ↗
40. Wang, Q., Long, S., Zeng, Y., Tang, L. & Wang, Y. The creative behavior of virtual idol fans: a psychological perspective based on MOA theory. Front. Psychol. 14, 1290790 (2023).10.3389/fpsyg.2023.1290790 ↗
41. Syed Zwick, H. Resilience Strategies for Mismatched Workers: Microeconomic Evidence from Egypt. GLO Discussion Paper (2020).
42. Benedjma, I. & Mahimoud, A. Applying the MOA (motivation-opportunity-ability) model for the evaluation of residents’ participation in built heritage rehabilitation: the case of Constantine. J. Cult. Herit. Manag. Sustain. Dev. 11, 18–38 (2021).10.1108/JCHMSD-08-2018-0055 ↗
43. Ukenna, S. I. & Nkamnebe, A. D. Sustainable consumption behavior in Sub‐Saharan Africa: a conceptual framework. Thunderbird Int. Bus. Rev. 59, 33–50 (2017).10.1002/tie.21833 ↗
44. Jepson, A., Clarke, A. & Ragsdell, G. Applying the motivation-opportunity-ability (MOA) model to reveal factors that influence inclusive engagement within local community festivals: the case of UtcaZene 2012. Int. J. Event Festiv. Manag. 4, 186–205 (2013).10.1108/IJEFM-06-2013-0011 ↗
45. Nabafu, R., SSekakubo, J., Nyesiga, C. & Nantege, Z. Citizen engagement in policy formulation through E-participation: a case of academic staff of Makerere University. ORSEA J. 11, 20–33 (2021).
46. Binney, W., Hall, J. & Shaw, M. A further development in social marketing: application of the MOA framework and behavioral implications. Mark. Theory 3, 387–403 (2003).10.1177/147059310333001 ↗
47. Bowlby, J. Attachment and Loss. Vol. III. Loss: Sadness and Depression (Hogarth, 1980).
48. Devine-Wright, P. Place attachment and public acceptance of renewable energy: a tidal energy case study. J. Environ. Psychol. 31, 336–343 (2011).10.1016/j.jenvp.2011.07.001 ↗
49. Kyle, G., Graefe, A. & Manning, R. Testing the dimensionality of place attachment in recreational settings. Environ. Behav. 37, 153–177 (2005).10.1177/0013916504269654 ↗
50. Buonincontri, P., Marasco, A. & Ramkissoon, H. Visitors’ experience, place attachment and sustainable behaviour at cultural heritage sites: a conceptual framework. Sustainability 9, 1112 (2017).10.3390/su9071112 ↗
51. Hummon, D. M. Community Attachment. Local Sentiment and Sense of Place (Plenum, 1992).10.1007/978-1-4684-8753-4_12 ↗
52. Moore, R. L. & Graefe, A. R. Attachments to recreation settings: the case of rail‐trail users. Leis. Sci. 16, 17–31 (1994).10.1080/01490409409513214 ↗
53. Brown, B., Perkins, D. D. & Brown, G. Place attachment in a revitalizing neighborhood: individual and block levels of analysis. J. Environ. Psychol. 23, 259–271 (2003).10.1016/S0272-4944(02)00117-2 ↗
54. Alrwajfah, M. M., Almeida-García, F. & Cortés-Macías, R. Residents’ perceptions and satisfaction toward tourism development: a case study of Petra Region, Jordan. Sustainability 11, 1907 (2019).10.3390/su11071907 ↗
55. Li, J., Liu, C., Yuan, J. J. & Zhang, Z. Understanding destination immersion in rural tourism: the effects of destination fascination and resident–tourist interaction. J. Travel Res. https://doi.org/10.1177/00472875241257269 (2024).10.1177/00472875241257269 ↗
56. Jurowski, C., Uysal, M. & Williams, D. R. A theoretical analysis of host community resident reactions to tourism. J. Travel Res. 36, 3–11 (1997).10.1177/004728759703600202 ↗
57. Petraglia, M. D. Prehistoric archaeological sites in Arabia and their potential for nomination to the World Heritage List. World Heritage Heads 4. 34 (2015).
58. Breeze, P. S. et al. Remote sensing and GIS techniques for reconstructing Arabian palaeohydrology and identifying archaeological sites. Quat. Int. 382, 98–119 (2015).10.1016/j.quaint.2015.01.022 ↗
59. Nassr, A. & Elhassan, A. New discovery of Acheulean large cutting stone tools agglomeration in Faid Depression south of Nefud Desert, Saudi Arabia. Adumatu 41, 7–16 (2020).
60. Lucarini, G. et al. Plant, pigment, and bone processing in the Neolithic of northern Arabia—new evidence from use-wear analysis of grinding tools at Jebel Oraf. PLoS One 18, e0291085 (2023).10.1371/journal.pone.0291085 ↗
61. Macholdt, D. S., Al-Amri, A. M., Tuffaha, H. T., Jochum, K. P. & Andreae, M. O. Growth of desert varnish on petroglyphs from Jubbah and Shuwaymis, Ha’il region, Saudi Arabia. Holocene 28, 1495–1511 (2018).10.1177/0959683618777075 ↗
62. Scerri, E. M. et al. The expansion of Acheulean hominins into the Nefud Desert of Arabia. Sci. Rep. 11, 10111 (2021).10.1038/s41598-021-89489-6 ↗
63. Guagnin, M. et al. An illustrated prehistory of the Jubbah oasis: reconstructing Holocene occupation patterns in north‐western Saudi Arabia from rock art and inscriptions. Arab. Archaeol. Epigr. 28, 138–152 (2017).10.1111/aae.12089 ↗
64. Guagnin, M. et al. A tale of two hearth sites: neolithic and intermittent mid to late Holocene occupations in the Jubbah oasis, northern Saudi Arabia. Arch. Res. Asia 26, 100278 (2021).
65. Nassr, A., Elhassan, A., Tueaiman, A. & al-Hajj, M. Monumental stone structure archaeology in Northwest Saudi Arabia: new investigations from the Al Ha’it Oasis. J. East. Mediterr. Archaeol. Herit. Stud. 11, 45–81 (2023).
66. Guagnin, M. et al. Evaluating possible prehistoric cave art in the central Mediterranean: analyses of pigment traces and identification of taphonomic processes at Għar Ħasan, Malta. J. Arch. Sci.: Rep. 47, 103815 (2023).
67. Alvi, M. A Manual for Selecting Sampling Techniques in Research. MPRA Paper No. 70218. https://mpra.ub.uni-muenchen.de/70218/ (2016).
68. Hair, J. F. et al. Executing and interpreting applications of PLS-SEM: updates for family business researchers. J. Fam. Bus. Strategy 12, 100392 (2021).10.1016/j.jfbs.2020.100392 ↗
69. Henseler, J. Partial least squares path modeling. In Advanced Methods for Modeling Markets 361–381 (2017).10.1007/978-3-319-53469-5_12 ↗
70. Miller, N. B. & Falk, R. F. A Primer for Soft Modeling. University of Ohio (1992).
71. Cohen, J. E. Statistical power analysis for the behavioral sciences. (Lawrence Erlbaum Associates, Hillsdale, NJ, 1988).
72. Marzuki, A., Hay, I. & James, J. Public participation shortcomings in tourism planning: the case of the Langkawi Islands, Malaysia. J. Sustain. Tour. 20, 585–602 (2012).10.1080/09669582.2011.638384 ↗
73. Vong, L. T. The mediating role of place identity in the relationship between residents’ perceptions of heritage tourism and place attachment: the Macau youth experience. J. Herit. Tour. 10, 344–356 (2015).10.1080/1743873X.2015.1026908 ↗
74. Rasoolimanesh, S. M., Jaafar, M., Kock, N. & Ramayah, T. A revised framework of social exchange theory to investigate the factors influencing residents’ perceptions. Tour. Manag. Perspect. 16, 335–345 (2015).