Referring to the value-attitude-behaviour model, perceived pluralistic values may be abstract cognition that influences postmodern tourists to continue to visit renovated heritage sites. However, there is a lack of studies on the pluralistic values of postmodern tourists. Thus, the dimensions of pluralistic values are unclear. This study first conducted personal interviews with 27 postmodern tourists to develop a measurement scale of pluralistic values, which consists of 9 items in two dimensions (open-to-change and fusional culture). Then, 382 postmodern tourists were systematically surveyed. The results indicated that pluralistic values affect the attitudes towards a visited heritage destination and other postmodern heritage sites, and these two attitudes affect the intention to visit other postmodern heritage sites. This study enriches our understanding of postmodernism in tourism, as well as the effects of pluralistic value on postmodern tourists' attitudes and behaviours. It also provides managerial implications to promote postmodern heritage sites.

参考价值-态度-行为模型，感知的多元价值观可能是影响后现代游客继续参观修复后的遗产地的抽象认知。然而，目前缺乏对后现代游客多元价值观的研究。因此，多元价值观的维度是不明确的。本研究首先对27位后现代游客进行个人访谈，制定多元价值观测量量表，该量表由开放变革和融合文化两个维度的9个项目组成。随后，对382名后现代游客进行了系统调查。结果表明，多元价值观影响人们对参观的遗产地和其他后现代遗产地的态度，而这两种态度又影响参观其他后现代遗产地的意愿。这项研究丰富了我们对旅游中后现代主义以及多元价值对后现代游客态度和行为的影响的理解。它还为促进后现代遗产地的管理提供了启示。