Value orientations and heritage tourism management at Petra Archaeological Park, Jordan Mohammad M. Alazaizeh a, * , Jeffrey C. Hallo b , Sheila J. Backman b , William C. Norman b , Melissa A. Vogel c a Department of Travel and Tourism Management, The University of Jordan, Aqaba, 77110, Jordan b Department of Parks, Recreation and Tourism Management, Clemson University, Clemson, SC, 29634-0735, United States c Department of Sociology and Anthropology, Clemson University, Clemson, SC, 29634-1356, United States highlights  Petra tourists are preservation value oriented, they consider preservation of heritage resources to be a high priority.  Types of heritage tourists suggested by McKercher (2002) are not homogeneous in their preservation value orientation.  Preservation value orientations differ based on the importance level of heritage tourism in trip motivations.  The importance of heritage tourism in tourists' motivation had significant effect on preferences toward management actions.  Heritage tourists tend to support direct actions more than indirect actions. article info Article history: Received 10 March 2015 Received in revised form 14 May 2016 Accepted 24 May 2016 Keywords: Value-orientation Heritage values Preservation values Use values Stakeholders Heritage tourism Heritage management Direct actions Indirect actions abstract Involving different stakeholders, including tourists, in managing tourism and understanding their value orientations are key concepts to achieve sustainability of heritage tourism. However, tourists have been mostly ignored in managing heritage attractions. Given the importance of values in heritage tourism management, and the different tourists' preferences toward management actions, this article aims to explore the value orientations of different types of tourists at Petra Archaeological Park, and how these values influence their management actions preferences. Majority of the tourists were preservation value oriented, and they preferred direct management actions rather than indirect actions. Results indicated that whenever the level of the importance of heritage tourism increases in tourists' trip motivations, tourists tend to be more preservation value oriented and support direct management actions. © 2016 Elsevier Ltd. All rights reserved. 1. Introduction To achieve the goal of sustainability in heritage tourism, heritage sites should be managed effectively in a way that ensures preser- vation of heritage resources and presentation of them to the public (Glasson, Godfrey, & Goodey, 1995; McArthur & Hall, 1993, 1996). Decision-making processes in managing heritage tourism have traditionally relied on a top-down professional-led approach (Hall & McArthur, 1993, 1996; Timothy & Boyd, 2003). However, this approach is deficient because it generally ignores the stakeholder's dimensions of the process, and it fails to sufficiently consider involving the tourists in the heritage tourism management process. Furthermore, strategies for heritage tourism management have traditionally focused on the supply side (i.e., the resource) and ignored the demand side (i.e., the tourists) (Timothy & Boyd, 2003). Recently, the global trends of heritage tourism management have moved forward from the product-led development approach that * Corresponding author. E-mail addresses: m.alazaizeh@ju.edu.jo (M.M. Alazaizeh), jhallo@ju.edu.jo (J.C. Hallo), back@clemson.edu (S.J. Backman), wnorman@clemson.edu (W.C. Norman), mvogel@clemson.edu (M.A. Vogel). Contents lists available at ScienceDirect Tourism Management journal homepage: www.elsevier.com/locate/tourman http://dx.doi.org/10.1016/j.tourman.2016.05.008 0261-5177/© 2016 Elsevier Ltd. All rights reserved. Tourism Management 57 (2016) 149e158