Impact of learning content on World Heritage Site preservation awareness in town of Luang Prabang, Lao PDR: Application of Protection Motivation Theory
Keywords: international development, world heritage site, education, awareness, 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.