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Much of the current literature on integrating sustainability into HEIs is focussed on why HEIs should embrace sustainable development (SD) and what is still missing or hindering work and the integration of efforts. There is much less exploration of how SD has been interpreted at the individual HEI level and action taken as a result. This case study reflects on important elements of the journey Nottingham Trent University (NTU) in the UK has taken to integrate sustainability, focussing on key decisions and activity in 2009/10. In highlighting this, the authors seek to empower those looking to support and/or lead the embedding of Education for Sustainable Development (ESD), separately or as part of an integrated effort, in their own institution. Today in 2019, NTU is a global leader in integrating ESD as part of a wider SD agenda. The work which this paper presents, to understand and establish a baseline of key elements of NTU's existing ESD activity and systems, was an important turning point. Activities undertaken to review and assess “where are we now?”, primarily through an institution-wide survey in 2009/10, led to important insights and supported dialogue, as well as the connection and underpinning of core administrative elements of the NTU SD framework and systems. Further recommendations are given in the final section of this paper on other drivers that can help to embed ESD within an HEI.

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.