<p>This study explores the factors influencing local residents’ participation in conserving heritage, extending the framework of the motivation, opportunity, and ability (MOA) theory by integrating the notion of place attachment. This study focuses on the level of participation at the inscribed Jubbah Town WHS, the Kingdom of Saudi Arabia. A self-administered questionnaire was used to collect data from a simple random sample of Jubbah residents and was subjected to multiple statistical analyses for testing the hypotheses. The findings of PLS-SEM showed no significant relationship between positive perception and community participation in Jubbah; however, negative perception significantly affected participation levels. Interest in decision-making affected only the low participation levels. Aspects like opportunities, awareness, place affection, dependability, and location identification positively affected community participation but negatively impacted positive perceptions.</p>