Legacy of culture heritage building revitalization: place attachment and culture identity.

Introduction: Cultural heritage buildings are revitalized to promote culture instead of being neglected or demolished. For locals, the revitalization of heritage buildings symbolizes a commitment to the community and a taste of collective memory. The study attempts to test the effectiveness of heritage cultural building on visitors' post-experience behavior through cultural identity and place attachment. "Cultural activities engagement" and "knowledge transfer" serves as moderating attributes. Their moderating the effects on cultural identity and place attachment are examined, respectively. Method: A valid sample size of 348 from four heritage buildings located in Hong Kong: Tai Kwun, Police Married Quarters (PMQ), Mei Ho House and The Mills. A data analysis platform for PLSSEM is chosen for this study. Results: Results demonstrate that the effectiveness of heritage building revitalization on visitors' local cultural identity and emotions leading to place attachment. Discussion: In our study, the effectiveness of heritage building encompasses three elements which includes appearance and components; technology and planning as well as contribution. Knowledge transfer positively moderates the effectiveness of heritage building revitalization and cultural identity. However, cultural activity engagement negatively moderates place attachment. Findings also exhibit that place attachment in heritage building revitalization leads to a positive experience extension. For the practical contribution, the study provides insights to policy makers and planners for historic building design such as appearance and components, technology in facilitating local visitors' local identity.

Effects of Psychological Benefits of Greenness on Airlines' Customer Experiential Satisfaction, Service Fairness, Alternative Attractiveness, and Switching Intention.

In the context of climate change, this study uncovers the role of green airlines' social responsibility in conjunction with the consumers' switching behavior while considering the effects of latent variables, including green psychology, airline corporate image, green experimental behavior, green service fairness, green alternative attractiveness and switching intention, were examined in the study. In a highly competitive service environment, an organization needs to understand how passengers perceive its corporate image, satisfaction, fairness attractiveness, and behavior of switching intention. The predicted relationship was based on partial least squares structural equation modeling of a convenience sample of 615 valid datasets collected from individuals who used green airline services in China. The findings show that the psychological benefit of greenness, only warm glow, is the main driver of airline corporate image. Furthermore, airline corporate image, green service fairness, and green alternative attractiveness support passengers' green experiential satisfaction. The evidence demonstrates that green experiential satisfaction and green alternative attractiveness have significantly positive effects on switching intention. However, green service fairness has no significant effect on green switching intention. This study contributes to the literature by understanding airline customers' perception of the complex relationship in the green constructs. This finding can help marketers facilitate and develop their external communication and craft their image to retain their existing or potential customers.