The Impact of Cultural Memory and Cultural Identity in the Brand Value of Agricultural Heritage: A Moderated Mediation Model.

Improving the brand value of agricultural cultural heritage can promote the development of the local social economy. Meanwhile, cultural memory and brand value are inseparable. Therefore, this study took the Anxi Tieguanyin Tea Culture System as the research object, collected 679 questionnaires, adopted a structural equation model, and applied SPSS 26.

Destination image, nostalgic feeling, flow experience and agritourism: An empirical study of Yunling Tea Estate in Anxi, China.

This study introduces destination image, nostalgic feeling, and flow experience into tea estate tourism and constructs a theoretical model that includes destination image, nostalgic feeling, flow experience, cultural identity, and tourists' behavioral intention. Then, an empirical study is conducted with tourists at Yunling Tea Estate in Anxi, China. The results show that all hypotheses are supported except the hypothesis pertaining to the significance of the influence of flow experience on behavioral intention, which is not supported.