In a groundbreaking exploration of heritage preservation within the Kingdom of Saudi Arabia, recent research has expanded upon the well-established Theory of Planned Behavior (TPB) to create a comprehensive framework that more accurately predicts pro-environmental behavioral intentions among local communities. This innovative study, led by Sulaiman Mohammed Alali and colleagues, ventures deep into the psychological drivers that motivate citizens to actively participate in safeguarding the nation’s invaluable archaeological and heritage sites. By integrating awareness of consequences into the TPB model, the researchers have unveiled compelling insights that hold significant promise for heritage tourism practitioners, policymakers, and cultural conservation advocates alike.
The Theory of Planned Behavior, developed by social psychologist Icek Ajzen in the late 20th century, traditionally posits that an individual’s behavior is predicted by their attitude toward the behavior, subjective norms, and perceived behavioral control. While TPB has been widely used across numerous behavioral domains, its application to heritage site preservation has remained relatively sparse until now. This study addresses that gap by expanding the theoretical underpinnings of TPB to include an additional, pivotal element: awareness of consequences. This inclusion reflects a nuanced understanding that behaviors aimed at protecting cultural heritage are not only social or normative actions but are deeply rooted in an individual’s recognition of the potential loss and environmental degradation that inaction may cause.
At the core of this research lies a sophisticated model that elucidates how locally held attitudes, social pressures—or subjective norms—and perceived ease or difficulty of performing preservation behaviors coalesce with personal awareness of the environmental and cultural repercussions of neglect. The model’s predictive capacity is enhanced by the relationship between awareness of consequences and attitude, signaling that individuals who comprehend the gravity of heritage degradation are more likely to hold positive attitudes toward preservation, thereby increasing their behavioral intentions. This extension dramatically refines the theoretical framework, affording a richer, more robust understanding of the factors that inspire proactive engagement in heritage conservation.
Empirically, the study focuses on the Kingdom of Saudi Arabia, a nation endowed with a wealth of archaeological treasures and historically significant sites that are increasingly under threat from urbanization, tourism pressures, and environmental challenges. The spatial distribution of these sites across the kingdom underscores the urgency of addressing preservation concerns not just at a national policy level but within the local communities who are best positioned to act as stewards of their cultural inheritance. Through meticulous data collection and rigorous statistical analysis, the researchers confirmed that the expanded TPB constructs serve as strong predictors of pro-environmental behavioral intention. This strengthens the case for culturally attuned interventions that harness these psychological variables to promote sustainable heritage tourism.
One of the study’s most striking revelations is the mediating role of attitude in channeling awareness of consequences toward actual behavioral intention. This finding implies that simply raising awareness about the risks and impacts of heritage degradation is insufficient unless such knowledge translates into favorable personal attitudes toward conservation. Thus, awareness campaigns and promotional strategies need to be carefully crafted to not only inform but also to reshape public perception and foster a genuine emotional and cognitive commitment to preservation efforts. This dual focus on awareness and attitude is crucial for policy designers aiming to amplify the effectiveness of environmental and cultural stewardship programs.
Further, the research highlights the significance of subjective norms, which refer to the perceived social pressure an individual experiences to engage in pro-environmental behaviors. In the context of Saudi Arabia, where social connectivity and communal values are deeply ingrained cultural attributes, these norms wield considerable influence. When individuals sense strong societal expectations to protect heritage sites—whether from family, community leaders, or governmental institutions—they are more inclined to adopt preservation-friendly behaviors. This understanding paves the way for involving traditional and religious leaders, community influencers, and media personalities in advocacy roles, thereby leveraging social capital to strengthen conservation initiatives.
Perceived behavioral control—the individual’s sense of confidence in their ability to perform a behavior—also emerged as a critical factor. The study suggests that enhancing locals’ perceptions of their agency in conservation practices can significantly bolster behavioral intentions. Empowerment through education, transparent communication about regulatory frameworks, provision of resources, and community-based participatory approaches stands to enhance perceived control. Empowerment fosters not only intention but can also translate intentions into concrete actions aimed at heritage site preservation, making it a cornerstone of sustainable heritage management strategies.
Importantly, this research signals a paradigm shift in heritage preservation discourse. It moves beyond top-down regulations and conservation mandates to recognize the indispensable role of local citizens as proactive agents of change. Given the intricate socioeconomic and cultural contexts surrounding heritage sites in Saudi Arabia, the study’s robust theoretical and empirical foundations provide an indispensable toolkit for the design of culturally resonant, community-driven conservation campaigns. Such strategies hold promise for improving not only the physical protection of heritage sites but also for fortifying collective identity and cultural pride among Saudi citizens.
Technically, the study employed sophisticated statistical modeling techniques to validate the expanded TPB framework, including path analysis to illuminate complex relationships among psychological constructs. This methodological rigor lends strong credibility to the findings and enables precise identification of key leverage points for intervention. By quantifying the direct and indirect effects of awareness, attitude, subjective norms, and perceived control, the researchers have laid the groundwork for evidence-based decision-making in heritage preservation policies—moving from abstract intentions to actionable strategies.
The implications of these findings reach far beyond Saudi Arabia’s borders. Across the globe, cultural heritage sites face mounting pressures from environmental degradation, overtourism, and shifting societal values. The study’s integrated model serves as a replicable blueprint for other regions seeking to understand and influence local populations’ behavioral intentions toward heritage site preservation. Policymakers and heritage site managers worldwide can adapt this theoretical framework and empirical approach to their unique cultural and environmental contexts, thereby fostering global networks of committed cultural custodians.
Moreover, the study’s emphasis on raising awareness of consequences dovetails with contemporary calls for sustainability-driven tourism that prioritizes preserving historical and natural sites for future generations. The clear-cut evidence supporting a psychological pathway—from awareness through attitude to intention—underscores the transformative power of education campaigns that spotlight the tangible and intangible losses incurred by neglecting cultural heritage. This reinforces the argument that successful preservation depends not only on regulatory enforcement but on an informed and motivated citizenry.
In a rapidly modernizing Saudi Arabia, where economic diversification and cultural tourism are cornerstones of Vision 2030, findings from this research carry profound socio-economic significance. By nurturing local pro-environmental behavioral intentions, heritage sites can be preserved as vibrant centers of cultural identity, education, and eco-tourism, generating sustainable development benefits while reinforcing national pride. This alignment between cultural conservation and socio-economic progress epitomizes a forward-thinking approach to heritage management tailored to the 21st century.
The study also opens pathways for future research, including longitudinal studies assessing how behavioral intentions evolve over time with the implementation of targeted awareness and empowerment programs. Additionally, exploring demographic variables such as age, education, and urban-rural divides could deepen understanding of heterogeneous behavioral patterns within Saudi society. Such nuanced insights would further refine interventions to ensure maximal effectiveness across diverse population segments.
As the global heritage preservation community grapples with escalating threats to archaeological sites, this research offers a beacon of hope—demonstrating how theoretically grounded, empirically validated psychological frameworks can catalyze local engagement and sustained behavioral change. It challenges heritage practitioners to move beyond passive preservation to active behavioral science-informed stewardship, ensuring that the relics of the past continue to inspire future generations.
In summary, the expansion of the Theory of Planned Behavior through the integration of awareness of consequences substantially advances our comprehension of the motivational dynamics at play in heritage site preservation. The Saudi Arabian context vividly illustrates the symbiotic relationship between cognition, emotion, social influence, and perceived agency in fostering pro-environmental behavioral intentions. The study’s findings reverberate with urgency and optimism, charting a strategic course for heritage preservation that is at once scientifically sophisticated and profoundly human-centered.
This pioneering research thus not only enriches academic discourse within environmental psychology and heritage conservation but also provides actionable knowledge for building resilient heritage tourism sectors globally. As awareness campaigns and policy frameworks evolve in light of these insights, the hope is that pro-environmental intentions will translate into meaningful protective actions, securing the Kingdom’s—and indeed the world’s—archaeological treasures for posterity.
Subject of Research: Pro-environmental behavioral intention to preserve heritage sites in the Kingdom of Saudi Arabia through an expanded Theory of Planned Behavior model.
Article Title: Spatial distribution of archeological sites in the Kingdom of Saudi Arabia and the application of the theory of planned behavior to predict pro-environmental behavioral intention among Saudi citizens.
Article References:
Sulaiman Mohammed Alali, N., Abdel Azim Ahmed, T. & Sarhan Shaker, E. Spatial distribution of archeological sites in the Kingdom of Saudi Arabia and the application of the theory of planned behavior to predict pro-environmental behavioral intention among Saudi citizens. Humanit Soc Sci Commun 12, 1338 (2025). https://doi.org/10.1057/s41599-025-05309-6
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