Persuasive content development: application of protection motivation theory in promoting heritage site preservation awareness

Abstract

This study aims to examine the impact of persuasive content developed based on Protection Motivation Theory (PMT) to promote heritage site preservation awareness among the local community. Digital content consists of threat and coping messages related to heritage site preservation is developed and shown to 20 undergraduate students residing in Luang Prabang world heritage site in Lao PDR. Pre and post-test survey result shows that subjects report stronger agreement on threat, coping, and intention to preserve heritage site after the subjects are exposed to the persuasive digital content. Current work forms one of the core parts of mobile application development under the project of ICT applications for sustainable management of world heritage site in least developed country.