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The purpose of the study is to confirm the influence of each dimension of visitor's sense of place (place identity, place attachment and place dependence) on each dimension of conservation behavioral intention (general behavioral intention and specific behavioral intention) in the context of urban heritage.

This study uses a quantitative methods. Research respondent is individual visitor who meet the research criteria. The strength influence of sense of place dimension (independent variable) on dimension of conservation behavioral intention (dependent variable) was measured by Somers' D correlation. Primary data were analyzed using descriptive statistical techniques.

All correlation coefficient values were below +0.59. It shows that the sense of place dimensions have a weak influence on each dimension of conservation behavioral intention. Weak correlation occurs because of the setting profile (tourism approaches which tends to be material-based) and the type of visitor (casual cultural tourism and sightseeing tourist) which interprets heritage only as an object of relaxation.

Due to the statistical approach used (nonparametric statistical techniques), the results of the study cannot be generalized. Therefore, further studies with different approaches are needed.

This study demonstrates the need for tourism policy in Semarang Old Town (SOT) as a form of value-driven heritage conservation practice to encourage visitors to appreciate the cultural significance of the area.

In the context of urban heritage area, the literature on research topics is still limited. However, the results of this study were different from previous studies. The weak relationship is explained through an approach that considers contextual factors, namely profile settings and visitor profiles.