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 26.0 and Amos 24.0 software (IBM; Armonk, NY, USA) to study the influence of agricultural heritage cultural memory on brand value. This study innovatively develops a scale of agricultural heritage cultural memory, enriches the outer edge of cultural memory theory research, broadens the vision of agricultural heritage research, and provides a useful reference for the inheritance of agricultural heritage and the promotion of brand value.

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. The participants of this study consisted of teachers in business administration departments of universities in China. During the data collection, 450 copies of the questionnaire were distributed. A total of 363 valid copies were retrieved, with a retrieval rate of 81%. It can be concluded that the results of this study can help national university faculty present professional spirit and attitude toward the professional service, which in turn promotes the standard of national education in universities.

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. Effect expectation, social influence and factoring factors following, then the four intermediary paths have significant positive effects on behavioral intention. This study improves on the limitations of the UTAUT theoretical model through the theory of perceived value, and provides a reference for research on the same topic. At the same time, the government should provide tea farmers with enhanced subsidies, skills training and communication platforms.

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 model includes eight mediating effects and one moderating effect that is influenced by cultural memory.

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. Furthermore, perceived authenticity acts as a moderator, weakening the impact of creative performance on tourists' knowledge transfer, while perceived authenticity does not affect the process of tourists' novelty perception. This research provides a fresh perspective on the sustainable development of agricultural heritage tourism. Meanwhile, it offers theoretical foundations and practical inspirations for the development of agricultural heritage's creative tourism.

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. Here, we conducted accelerator mass spectrometry 14C dating of two microlithic sites. Canxiongashuo (CXGS) and Shalongka (SLK), which are located at the inner and marginal areas of the QTP, respectively. By using geographic information system, literature, and natural environmental factors, we constructed a model for the relationship between traveling distance and time, and we also used these factors to construct a plateau environmental index. The results indicated that the ages of the CXGS and SLK sites are 8.4-7.5 cal. ka BP and 8.4-6.2 cal. ka BP, respectively. Combining the archaeological evidence and literature, hunter-gatherers may have seasonal migration activities at low altitude in winter and high altitude in summer in order to make full use of natural resources. Our model of relationship between traveling distance and time shows that hunter-gatherers in CXGS site was active on the plateau all year-round at approximately 8.3 cal. ka BP. According to EI and archaeological remains, we propose that SLK site was a winter camp of prehistoric hunter-gatherers. Taken together, we determined 8.4-6.0 cal. ka BP as a transitional period from the Paleolithic to Neolithic Ages, and winter camps of hunter-gatherers evolved into settlements in the Neolithic Age.