Modeling the effects of place heritage and place experience on residents’ behavioral intentions toward a city: A mediation analysis

Based on branding and place frameworks, we build a comprehensive model which allows the unraveling of mechanism by behavioral intentions toward brand are formed. Two serial mediation hypotheses proposed tested from perspective (prospective) residents. Conducted sample residents French city (N = 571), this study shows that heritage experience positively influence equity, in turn influences attachment. Place attachment then residents’ city. Thanks to Bayesian assessment uncertainty plausibility competing models, results also validate our more parsimonious relationships network, hence reinforcing mediating role both equity Our findings provide local governments managers with recommendations regarding how maintain enhance