Impact of learning content on World Heritage Site preservation awareness in town of Luang Prabang, Lao PDR: Application of Protection Motivation Theory

Abstract. This paper addresses the need to systematically design learning content to promote world heritage site preservation awareness. Based on 212 samples from a local university in Luang Prabang, Lao PDR, impact of learning content designed according to Protection Motivation Theory (PMT) is assessed through a repeated-measure t-test. Findings show that PMT-based learning content influences respondents’ on threat appraisal and coping appraisal towards the preservation of world heritage site.