Agricultural heritage systems refer to unique agricultural production systems that have been created and passed down through long-term collaborative development between humans and the environment. The development of tourism is closely linked to agricultural heritage systems. Specifically, tourism plays a critical role in conserving these systems and achieving rural revitalization (Sun et al., 2022). As an emerging field, agricultural heritage tourism emphasizes heritage and integrates elements of ecotourism and agricultural tourism (He et al., 2023). As unique tourism resources, agricultural heritage systems possess rich connotations, distinctive features, and irreplaceable cultural, economic, and social values (Chen, 2020). Agricultural heritage systems play a significant role in promoting the revitalization of rural industries and traditional cultures. They also serve as sources of wisdom for the development of modern ecological agriculture (Min et al., 2022). These systems embody the wisdom derived from the long-standing interaction between humans and nature, carrying substantial historical, cultural, and ecological value. As global cultural diversity gradually diminishes, the conservation of agricultural heritage systems has garnered international attention.

Tourists’ conservation willingness regarding heritage sites refers to their subjective inclination or intention to engage in actions or support measures aimed at conserving heritage resources. Tourist conservation behavior encompasses all actions that positively impact the local environment, including environmental protection, ecological conservation, and cultural conservation behaviors. Li et al. (2022) found a significant positive correlation between tourists’ perceptions of the Grand Canal’s landscape value and their willingness to conserve heritage sites, with place perception serving as a mediating factor. Using the Hani Terrace in Yunnan as an example, Yao et al. (2023) analyzed the relationship between research tourism and tourists’ protection behavior of agricultural heritage. Numerous scholars have explored the factors influencing tourists’ conservation behavior, including perceived value, place attachment, and cultural identity.

The SOR model, proposed by Mehrabian and Russell (1974), has been instrumental in understanding the connections between the external environment, individual emotions, and behavioral responses. Jacoby (2002) further explained the SOR model, detailing the internal connections among external stimuli, emotional states, and resultant behaviors. Specifically, the SOR model suggests that stimuli from the external environment (stimulus) can evoke specific emotional states in individuals (or organizations), leading to corresponding behavioral responses. In the tourism field, the SOR model demonstrates strong applicability across various research areas, including tourists’ cognitive and emotional states (Lee et al., 2011), hotel guest satisfaction and behavior (Jani and Han, 2014), tourist purchasing behavior (Song et al., 2019), and intentions to revisit (Ji and Yin, 2021). In tourism contexts, stimuli encompass diverse tourism resources and experiential activities, while the internal processes involve tourists’ emotional and cognitive evaluations. The response manifests as tourists’ behavioral intentions, such as conservation willingness and word-of-mouth transmission. In agricultural heritage tourism, tourists’ artistic experiences can be viewed as external stimuli, with their cognitive and emotional responses potentially influencing their willingness to conserve. This study adopts the SOR model as a theoretical framework to analyze how artistic experiences (stimuli) affect tourists’ attitudes and conservation behaviors (responses) through psychological mechanisms (organism).

Artistic experience refers to the subjective process by which individuals engage with artistic works through cognition, emotions, and behavior. In the context of agricultural heritage, artistic experience can be defined as a deep internal process characterized by intense emotions and profound inner experiences. This experience encapsulates individuals’ feelings, observations, and reflections on farming culture, rural landscapes, and lifestyles within agricultural heritage systems. Artistic experience enriches the meaning of agricultural heritage, offering new opportunities for its conservation and innovation. By engaging in artistic experiences, individuals can gain a deeper understanding and appreciation of agricultural heritage, ultimately contributing to its revitalization and sustainable development.

In terms of cognition, artistic experiences frequently enhance the aesthetic enjoyment of tourists. In the tourism industry, artistic expertise has become essential for attracting visitors and improving their satisfaction and loyalty. A fundamental connection exists between tourism and creative experience (Pan, 2015). Artistic works often convey strong emotional expressions that resonate with tourists, evoking profound emotional responses. These experiences can stimulate positive emotional reactions, enhance tourist satisfaction and well-being (Zhao and Zhang, 2018), and significantly increase cultural awareness of the destination, as well as overall satisfaction and loyalty (Li and Nie, 2019). Behaviorally, artistic experience correlates with revisiting intentions, consumption tendencies, and word-of-mouth recommendations. Such experiences can positively influence tourists’ behaviors, fostering environmentally responsible and culturally aware tourism practices. In summary, art forms such as music and calligraphy foster local attachment among tourists, enhance overall satisfaction, and encourage spending, recommendations, and word-of-mouth communication during the tourism experience. Tourists’ conservation willingness is significantly influenced by satisfaction, local attachment, cultural identity, and perceived value (Su and Qian, 2012; Wan et al., 2014; Liu et al., 2018).

In conclusion, while many scholars have investigated the conservation of agricultural heritage systems, there has been limited progress in examining conservation willingness from the tourists’ perspective. The impact of tourists’ artistic experiences on tourism has been discussed in various studies; however, relevant research specifically addressing the influence of artistic experience on the conservation of agricultural heritage sites is scarce, especially in studies grounded in the SOR model. Therefore, this study adopts the SOR model and focuses on the perspective of artistic experience to explore the factors affecting tourists’ conservation willingness. This approach provides a fresh perspective on engaging tourists in conserving agricultural heritage systems. Through empirical research and analysis, the study offers a scientific basis for informed policy formulation and effective implementation, thereby promoting the sustainable development of agricultural heritage sites.

The SOR model posits that when individuals are exposed to external environmental stimuli, their cognitive and emotional states are altered, resulting in specific behavioral intentions and psychological outcomes. Initially, this model found its application in research on Internet user behavior, particularly in exploring online shopping behaviors (Xiao et al., 2024). Increasingly, scholars are applying the SOR model to investigate tourist behavior. For example, Luo et al. (2021) concluded that perceptions of environmental education have a positive influence on tourists’ environmental responsibility behaviors.

This study aims to elucidate tourists’ willingness to conserve agricultural heritage systems by analyzing three levels of the SOR model: stimulus factors, psychological states, and behavioral responses. Previous research indicates that artistic experiences in tourism have a positive impact on tourist satisfaction and place perception, which in turn influence their willingness to conserve heritage resources (Tang, 2014; Wu, 2017). The relationships among these factors are interrelated and hierarchical in nature. Specifically, stimulus factors indirectly influence behavioral responses through their impact on psychological states. In this study, artistic experience is categorized into sensory experience and aesthetic experience, with emotional experience treated as a “stimulus factor.” Flow experience, satisfaction, and place perception are identified as “psychological states,” while consumption willingness and heritage conservation willingness are considered “behavioral responses.” The study model is depicted in Figure 1.

The Huzhou Mulberry-Dyke and fish pond system represents one of the most concentrated, intact, and large-scale traditional agricultural heritage systems in China (Li et al., 2023). Located on the south bank of Taihu Lake, this unique pond system operates on a principle of integrated agriculture, characterized by “planting mulberry in the pond, feeding silkworms with mulberry leaves, and raising fish with silkworm excrement” (Ma et al., 2023). The core reserve of this heritage system spans the Linghu and Hefu Towns in Nanxun District, covering a total area of 6900 ha (Liu and Shen, 2020). Originating in the Song Dynasty, the system embodies significant agricultural heritage, currently conserving nearly 4000 ha of mulberry gardens and 10000 ha of fish ponds, which provide a stable foundation for local agricultural production. It serves as a model of traditional ecological circular agriculture in China, reflecting the harmonious coexistence of humans and nature and integrating multiple production methods within the agricultural ecosystem.

Digang Village has a vibrant cultural atmosphere and a history of producing prominent individuals. During its golden age, the village produced 57 champions in imperial examinations and metropolitan graduates. This rich cultural and artistic legacy continues to thrive today. Recently, Digang The village was designated as Zhejiang Calligraphy Village, the hub for various cultural exhibitions. Notably, the renowned calligrapher Wang Sifeng resided in Digang, establishing a calligraphy art museum that showcases a diverse range of calligraphy, paintings, and cultural products. The village is adorned with wall paintings of significant artistic value, predominantly reflecting local customs, including representations of the Silkworm Flower Goddess. The cultural and creative park in Digang features a wide array of products developed by Wang Sifeng, including specialty lake pens, fish painting scarves, porcelain prints, calligraphy fans, and fish music drums. Digang Cultural Square hosts “Fish Festival Sunday” activities on weekends, allowing villagers and tourists to engage in singing and music. Moreover, Digang is home to various cultural events, such as the second Taihu Lake Poetry Festival and a series of successful fish culture festivals. The village’s strong artistic atmosphere is closely linked to its traditional agricultural practices, with calligraphy, painting, music, and cultural products reflecting the local culture centered on fishing and mulberry farming Table 1.

The research questionnaire is informed by previous studies and established questionnaires, having undergone revisions through multiple expert discussions tailored to the characteristics of agricultural heritage sites. The questionnaire comprises four items each for artistic sensory experience, artistic aesthetic experience, and artistic emotional experience, resulting in a total of twelve items. Four items were designed for the concepts of flow experience, local identity and satisfaction, respectively. Consumption tendency is based on the “six elements” of tourism (food, accommodation, transportation, sightseeing, shopping, and entertainment), and a total of 7 items are designed. Considering the characteristics of agricultural heritage conservation, tourists’ willingness to conserve heritage was categorized into compliance-based conservation intention and persuasion-oriented conservation intention, with 10 items designed in total Table 2.

The survey was conducted from July 25th to August 16th, 2022, focusing on two case studies: Digang Ancient Town and Digang Fish Village in Huzhou City. A total of 472 questionnaires were distributed, and 13 interviews were conducted. Data was collected through online and offline methods, yielding 434 valid responses. The collected samples were evenly distributed regarding demographic characteristics, aligning with typical tourist profiles, indicating good representativeness.

A reliability and validity analysis was conducted to assess the effectiveness of the questionnaire. The results revealed that all Cronbach’s α coefficients were above 0.9, and the KMO values were above 0.8, indicating high reliability for the questionnaire.

This study used Statistical Package for Social Sciences (SPSS) 21.0 to perform linear correlation analysis and examine the relationships among six key variables: artistic experience, flow experience, place perception, satisfaction, consumption tendency, and conservation willingness. The results are summarized in Table 3.

The analysis yielded the following key insights: 1) There is a significant positive correlation between artistic experience and the other variables, including flow experience, place perception, satisfaction, consumption tendency, and conservation willingness—with path coefficients of 0.847, 0.809, 0.766, 0.746, and 0.564, respectively. The overall correlation coefficient values range from 0.56 to 0.85, indicating a high level of correlation. Notably, the correlation between artistic experience and flow experience is the highest, with a path coefficient of 0.847. 2) The direct correlation coefficient between artistic experience and conservation willingness is relatively low, at 0.564, indicating the possible presence of mediating effects.

In this study, artistic experience is categorized into three dimensions: sensory, aesthetic, and emotional experiences. To further explore the impact of these dimensions on tourist consumption tendencies and conservation willingness, SPSS 21.0 was employed to conduct correlation analyses on the relevant variables. The findings are summarized below.

The results in Table 4 indicate correlations among sensory experience, aesthetic experience, emotional experience, consumption tendency, and conservation willingness. Among these, the emotional experience shows the highest correlation with consumption tendency, with a path coefficient of 0.721. In contrast, sensory experience exhibits the strongest correlation with conservation willingness, with a path coefficient of 0.538. The findings indicate a more pronounced correlation between artistic experience and consumption tendencies. One interviewee remarked, “When we were in the art museum, we saw so many paintings and calligraphy that we thought it was quite good. We also hope our child can be inspired and practice calligraphy at home, so we bought him a lake brush and rice paper”.

Overall, the results suggest a clear correlation between artistic experiences and tourists’ consumption tendencies, as well as their willingness to conserve. However, the pathways of these impacts remain unclear, necessitating further investigation into the role of mediating variables.

This study employed multiple linear regression analysis using SPSS 21.0 to examine the three dimensions of artistic experience: sensory. artistic experience, aesthetic, artistic experience, and emotional artistic experience. The mediating variables considered were flow experience, place perception, and satisfaction. Regression analysis was conducted on the survey items about two dimensions of heritage conservation willingness: compliance tendency and persuasion tendency, along with consumption tendency, to assess the correlation between artistic experience and heritage conservation willingness.

The regression analysis results indicated that the art experience had a significant positive impact on the mediating variables, and these mediating variables further significantly positively promoted tourist conservation willingness.All hypotheses were validated (Table 5).

Using SPSS 21.0, regression analysis was performed to verify the mediating effects of flow experience, place perception, and satisfaction, with conservation willingness as the dependent variable. The results are summarized as follows (Table 6):

1) Mediation variable: Flow experience

The results indicated that the P-value of the regression analysis was less than 0.05, indicating statistical significance. In the models involving artistic experience, flow experience, and conservation willingness, the regression coefficient of artistic experience on conservation willingness (0.348) was smaller than that of artistic experience on flow experience (0.847). This suggests that a partial mediating effect of flow experience was observed.

2) Mediation variable: Place perception

The results revealed that the mediating effect of place perception was insignificant (P = 0.52>0.05), indicating that place perception does not mediate the relationship between the variables. Thus, artistic experience does not influence conservation willingness through place perception. Further analysis was conducted to determine whether the impact of artistic experience on conservation willingness is moderated by place perception. However, the results indicated no moderating effect of place perception (P= 0.699>0.05).

In summary, no mediating or moderating effect was found to be associated with place perception; however, artistic experience had a significant impact on this perception.

3) Mediation variable: Satisfaction

The results confirmed that the P-value of the regression analysis was less than 0.05, indicating that the significance level test was passed. In the model involving artistic experience, satisfaction, and conservation willingness, the regression coefficient of satisfaction on conservation willingness (0.338) was smaller than that of artistic experience on the satisfaction (0.766), suggesting that the mediating effect of satisfaction is significant and partial.

The research findings indicate that flow experience and satisfaction partially mediate the relationship between artistic experience and conservation willingness, while place perception neither mediates nor moderates this relationship. Nonetheless, artistic experience has a significant impact on willingness to conserve.

The relationship model between artistic experience and tourists’ conservation willingness has been refined based on the empirical research results and data analysis. This revision involved eliminating variables that did not significantly affect persuasive conservation willingness while enhancing the roles of flow experience and satisfaction as partial mediators.

The revised model emphasizes the role of consumption tendency in driving conservation willingness and refines the behavioral response dimension. This improvement increases the explanatory power of the theoretical framework and the predictive accuracy of the model. It provides clear policy guidance for the conservation of agricultural heritage sites and the development of tourism. It underscores the profound impact of academic research on practical application. Following the correlation analysis, regression analysis, and mediation analysis presented earlier, factors with minimal impacts were removed, leading to the revised model depicted as follows:

The results of the hypothesis testing reveal the following: 1) Artistic experience has a significantly positive impact on tourism at agricultural heritage sites. It enhances tourists’ flow experience and perception of their destination through local culture, improving their overall satisfaction. This highlights the crucial role of artistic experience in enriching the quality of the tourist travel experience. 2) Artistic experience indirectly impacts tourists’ conservation willingness through the mediating effects of flow experience and satisfaction. Specifically, artistic experiences promote the development of consumption tendencies and a willingness to comply with conservation among tourists. Notably, artistic experience does not significantly influence persuasive conservation willingness, potentially due to the unique nature of this construct. 3) Among the mediating variables (flow experience, place perception, and satisfaction) that influence the conversion of compliance to conservation willingness, consumption tendency plays a crucial role, significantly affecting conservation willingness.

Agricultural heritage systems exhibit fragility, liveliness, and complexity, all of which influence their development as tourism resources. This study examines how agricultural heritage sites can balance the relationship between heritage conservation and tourism development, focusing on the impact of tourists’ artistic experiences on their attitudes and willingness to conserve these sites. The research findings confirm that tourists’ artistic experiences have a significant influence on their desire to conserve agricultural heritage systems.

The relationship between artistic experience and tourists’ conservation willingness is multi-dimensional, with its influence mechanism reflected in the interplay of direct and indirect effects. Artistic experiences foster positive attitudes toward conserving agricultural heritage, stemming from tourists’ deep engagement and emotional investment in artistic activities. Concurrently, through the psychological mediators of flow experience and satisfaction, artistic experiences enhance tourists’ willingness to conserve heritage, demonstrating how immersion and satisfaction in artistic activities can translate into values associated with cultural heritage. Furthermore, artistic experiences indirectly promote conservation-related consumption behaviors by shaping tourists’ consumption tendencies, reflecting an emotional connection that translates into financial behavior, such as purchasing heritage-related goods. In summary, artistic experiences play a central role in stimulating tourists’ conservation willingness, offering psychological and economic support for maintaining and inheriting agricultural heritage.

The impact of artistic experiences on conservation willingness at agricultural heritage sites is distinct, manifesting in emotional resonance, aesthetic enhancement, cultural identity, and cross-border integration. These characteristics underscore the significant value of artistic experiences in conserving agricultural heritage sites. By applying the SOR model, this research finds that the depth of artistic experience can enhance tourists’ conservation willingness, promoting the conservation of agricultural heritage sites. Moreover, the study indicates that artistic experiences can enhance tourists’ aesthetic appreciation and cultural identity, exhibiting clear correlations with behaviors such as revisiting, consumption tendencies, and word-of-mouth recommendations. Consequently, artistic forms positively contribute to fostering a sense of belonging among tourists, enhancing overall tourist satisfaction, and encouraging proactive tourist behaviors.

This study provides a theoretical foundation for tourism development and conservation in agricultural heritage sites while outlining directions for future research in this area. Through sustained efforts, it is anticipated that this work will contribute to the economic development of the region while effectively conserving and inheriting the agricultural heritage system. Future policy recommendations include creating an atmosphere conducive to artistic experiences, exploring and showcasing the underlying meanings of agricultural heritage systems to enhance tourists’ sense of local belonging, and actively guiding tourists to engage with various art forms. These policy recommendations are integral to the conservation of agricultural heritage sites and sustainable development.

Compared to other studies, this research introduces the concept of artistic experience into the conservation of agricultural heritage and tourist behavior. It investigates the relationship between tourists’ artistic experiences and their willingness to conserve within a specific geographical context, employing both temporal and spatial perspectives. This approach reveals the impact of artistic experiences on tourist behavior and offers innovative ideas for developing agricultural heritage conservation initiatives. The study constructs a theoretical model to explore mediating variables and select relevant indicators for developing an evaluation index system that assesses the artistic experience and conservation willingness of agricultural heritage sites based on previous research and expert discussions. The research categorizes artistic experience into three dimensions: sensory, aesthetic, and emotional experiences. Flow, place perception, and satisfaction mediate, while conservation willingness is classified into two types: Compliance-oriented and persuasion-oriented. Furthermore, this study employs distinct theoretical frameworks and research methods, providing a valuable reference for other scholars. It emphasizes the role of artistic experience in enhancing tourists’ conservation willingness and proposes specific strategies and suggestions. These findings have significant practical implications for agricultural heritage sites that strive to balance tourism development and heritage conservation.

Several policy implications are proposed based on the research conclusions and field investigations. First, there should be a strong emphasis on creating an environment that fosters artistic experiences. Currently, tourism development in Digang Village is primarily focused on research and learning, conferences, and culinary offerings. Although notable progress has been made in promoting artistic experiences, their popularity has not yet surpassed other tourism activities. Future efforts should aim to cultivate an art-town atmosphere in Digang Village, thereby enhancing awareness of artistic experiences through art-related activities and festivals. Second, it is essential to prioritize exploring and presenting the underlying meanings of the agricultural heritage system to strengthen tourists’ connections to the local area. Digang Village should examine the connotations of its agricultural heritage system in greater depth as part of its tourism development strategy, thereby increasing global awareness of its significant agricultural heritage and enriching the cultural experiences offered to tourists, ultimately promoting a strong sense of place. Third, it is important to encourage tourists to engage deeply and actively with artistic forms. There is a widespread issue of insufficient depth in the artistic experiences available in Digang Village. Future initiatives should focus on creating immersive artistic experience scenes and organizing art exhibitions to enhance the depth of tourists’ artistic encounters.