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.

Based on Role Expectation to Discuss Role Ambiguity and Practice of University Teachers in Business Administration.

As a result of social change, the issues, such as the complexity of family structure and increasing student problems, are becoming more complicated. Both schools and parents have high expectations of teachers and expect them to solve the problems. Considering the many different factors involved in this issue, this could lead to a psychological and physiological imbalance in teachers, especially in relation to their emotions which results in role ambiguity.

Willingness of Tea Farmers to Adopt Ecological Agriculture Techniques Based on the UTAUT Extended Model.

Ecological agricultural technology is the key method for making the transition from traditional agriculture to ecological agriculture, and is also the basic measure for promoting the transformation and upgrading of the tea industry and sustainable development. This study explores the influencing factors and mechanisms of tea farmers' adoption of ecological agricultural technology by using the extended model of the unified theory of technology adoption and use (UTAUT) based on perceived value. The analysis results, using the partial least squares structural equation model (PLS-SEM), show that: the positive impact of perceived value on willingness to use not only makes the explanatory power of the extended model greater than that of the original model but also expands the UTAUT model into a full mediating model, in which performance expectation has the greatest impact on behavioral intention through the implemented value.

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.

The impact of the creative performance of agricultural heritage systems on tourists' cultural identity: A dual perspective of knowledge transfer and novelty perception.

Tourism in the Globally Important Agricultural Heritage System (GIAHS) is critical to the inheritance and innovation of excellent traditional farming cultures. Based on social identity theory, this paper explored the process by which agricultural heritage systems' creative performance influences tourists' cultural identity through 406 questionnaires from Chinese tourists. The results indicate that creative performance affects tourists' cultural identity through a dual perspective of knowledge transfer and novelty perception.

Effect of the event strength of the coronavirus disease (COVID-19) on potential online organic agricultural product consumption and rural health tourism opportunities.

The coronavirus disease (COVID-19) outbreak has raised consumer concerns about health. By employing 306 online questionnaires, we identify COVID-19's effect on online organic agriculture product consumption and rural health tourism intention based on stimulus-organism-response theory and event system theory by incorporating risk information disclosure of COVID-19 as the moderating variable and health consciousness and risk perception as the mediating variables. These findings suggest that considering the impact of COVID-19 can help focus the production and online sales of organic agricultural products, the establishment and improvement of rural health facilities, and the marketing of rural health tourism.

Author Correction: Winter-to-summer seasonal migration of microlithic human activities on the Qinghai-Tibet Plateau.

An amendment to this paper has been published and can be accessed via a link at the top of the paper.

Winter-to-summer seasonal migration of microlithic human activities on the Qinghai-Tibet Plateau.

The Qinghai-Tibet Plateau (QTP) has become a valuable site for investigation of adaptive regimes of prehistoric humans to extreme environments. At present most studies have focused solely on a single site. Using a more integrated approach that covers the complete scope of the plateau is needed to better understand the expansion logic of prehistoric humans moving towards the plateau.