Customer knowledge management competence evaluation of agritourism enterprises by using the balanced scorecard and fuzzy-AHP: Evidence from Chengdu-Chongqing economic circle.

This paper provides an evaluation framework to explore the linking mechanisms between customer knowledge management competence (CKMC) and Balanced Scorecard (BSC). With a case study from Chengdu-Chongqing Economic Circle of China, this paper attempts to empirically justify the framework. An index system was established for evaluating CKMC based on BSC and knowledge management process, the weight design and consistency check of the indexes were implemented by using the analytic hierarchy process (AHP), and the overall evaluation value and concrete index scores at all levels were obtained via the fuzzy evaluation method. Empirical results show that CKMC performance measurement indicators were ranked in order of importance as Business process performance dimensions (0.465), System support dimensions (0.289), Customer communication dimensions (0.152) and Market performance dimension (0.094). It also shows that the overall score of CKMC was 3.404, reflecting that the CKMC was in a state of general satisfaction. This research also identifies key factors hindering implementation of CKMC, including Attention from senior leaders (2.871), customer knowledge sharing efficiency (2.928), and information technology level (3.133). This research could contribute to CKM theory by extending customer knowledge management competence research with BSC initiatively. For practitioners, this study may provide useful suggestions to identify key factors promoting business CKMC, and finally promotes sustainable development of Agritourism.

Do urban tourists prefer vegetarianism? An urban-rural comparison of vegetarian consumption in China.

The adoption of a vegetarian diet might have public health and environmental benefits. However, little is known about urban and rural Generation Z tourists' attitudes toward vegetarianism or vegetarian consumption within the Chinese urban and rural settings. Hence, to address this gap, the present study adopted a sequential and mixed research approach based on a survey (n = 212) and laddering interviews (n = 20) to validate post-millennial tourists' motives for adopting a vegetarian diet. The results identified the top four motives as environmental protection and resource conservation, ethical consideration, personal taste and choice, and personal healthcare issues. The top four barriers to vegetarianism were unavailability and limited choice, peer pressure, traditional prejudice/habit, and the inability to change. The results also demonstrated that both rural and urban tourists adopt vegetarianism mainly for environmental protection and ethical consideration, a subtle difference between them is that urban vegetarians emphasized ethical considerations more but rural ones emphasized food and variety. Urban consumers considered unavailability and limited choice as the topmost barriers to being vegetarian, while rural vegetarians found traditional prejudice to be restricting. Due to traditional dietary habits and peer influence, rural tourists face many more challenges when adopting a vegetarian diet. Understanding the perceived benefits and barriers to being vegetarian in different regions will not only enrich the theory of food nutrition but also expand Generation Z tourists' consumption behavior and practices.

Influence of Interpersonal and Institutional Trust on the Participation Willingness of Farmers in E-Commerce Poverty Alleviation.

To explore the influence of interpersonal trust and institutional trust on the participation willingness of farmers in e-commerce poverty alleviation in China, a questionnaire survey of 320 farmers in Chongqing Ecological Tourism District was adopted for data collection, and a binary logistic model was used for data analysis. The results showed that (1) both interpersonal trust and institutional trust had a positive influence on the participation behavior of farmers in e-commerce poverty alleviation, and the priority ranking from high to low was: trust in government, trust in relatives, trust in neighbors, and trust in village cadres. (2) Institutional trust had a greater impact on the participation behavior of farmers than interpersonal trust, especially in the poverty-stricken areas where economic development was relatively backward. (3) Individual attributes, household attributes, and rural resource attributes had a significant positive impact on the participation intention of farmers. Among these, the role of rural e-business service platform was particularly important. The role of institutional trust at the village level still did not perform well in promoting the participation willingness of farmers. Based on empirical analysis, the suggestions for promoting the active cooperation of farmers and participating in the cooperation of e-business were put forward, such as enhancing the interpersonal network of farmers, improving the rural e-commerce information service platform, and strengthening the construction of the rural business environment.

Environmental safety evaluation of geopark based on CPTED concept and fuzzy comprehensive analysis.

In recent years, with the increasingly popular and openness of Geoparks, Environmental safety has become a major concern for sustainable geo-tourism. It is therefore necessary to conduct an environmental safety performance evaluation for promoting geo-tourism development. In order to identify and figure out the factors influencing the tourists' environmental safety perception, an index system was established based on six principles of Crime Prevention Through environment design (CPTED) theory. A Questionnaire was adopted for data collection, and the overall evaluation value and concrete index scores at all levels were obtained via the fuzzy comprehensive analysis and Importance-Performance analysis. Empirical results show that: (1) tourists' perception of environmental safety performance in Shilin Park from high to low was: image and maintenance, Natural Surveillance, territoriality, Access control, Activity support and target hardening; (2) The sub-factors influencing tourists' safety perception mostly include electronic monitoring device, Lighting system, Public safety management, Road layout, environmental sanitation; While attention should be paid on the following aspects including park service center, inter-personal surveillance, surrounding environment, unobstructed view, parking lot, Signpost, for they are considered as high-importance items with relatively poor performance. Based on the analysis, three optimization measures were proposed, including optimizing the layout and design of each space, strengthening the deterrent force of the park and maintaining a good environmental image. This research provides useful suggestions for Geopark decision-makers on determining the priority of Geopark spatial planning and management, as well as achieving the optimal allocation of resources to promote the sustainable development of Geopark.