Virtual tourism, as an emerging form of tourism empowered by immersive digital technologies, is fundamentally reshaping the logic of tourism supply and demand. Within this context, "virtual tourism attractiveness"has become a critical construct for understanding users' participation and behavioral intentions. However, extant studies have primarily focused on technology adoption and usage intentions, while neglecting the systematic conceptualization and measurement of virtual tourism attractiveness. This omission has constrained both theoretical advancement and managerial application. To address this research gap, this study employs a mixed-methods design, integrating Semi-Structured Interviews, user-generated qualitative texts, large-scale surveys, and empirical analysis. Guided by grounded theory and scale development procedures, we identify the multidimensional structure of virtual tourism attractiveness and develop a validated measurement instrument. Results reveal four interrelated dimensions-technical, content, emotional, and social attractiveness-captured through a 21-item scale that demonstrates strong reliability, convergent validity, and discriminant validity. This study advances theory by clarifying the conceptual boundaries of virtual tourism attractiveness, extending affordance theory to digital tourism contexts, and providing a rigorous measurement framework for subsequent empirical inquiries. Practically, the findings offer actionable insights for virtual tourism platforms and destination managers in designing engaging experiences and enhancing user conversion strategies.

The strategic value of the digital economy in driving the transformation of the tourism industry has become increasingly prominent. This study investigates the impact of China’s National Big Data Comprehensive Pilot Zones (NBDCPZs) on tourism economic development. Using panel data from 284 cities (2009–2019), the study treats the policy as a quasi-natural experiment and applies multi-period DID, PSM, and spatial models. Results show that NBDCPZs significantly promote tourism growth, though effects decline over time and vary spatially—stronger in eastern regions and moderate in large cities. Industrial structure upgrading is identified as the main transmission channel, while financial support amplifies the policy effect, and human capital shows no significant moderation. The findings reveal how digital policy drives tourism transformation and provide practical insights for strengthening data—tourism integration, optimizing industrial structures, and fostering high-quality regional development.

Tourists’ environmentally responsible behaviour (TERB) is important for the sustainable development of tourist destinations. Based on social information processing theory, the article explores the mechanism of anthropomorphic/non-anthropomorphic guiding phrases on tourists’ environmentally responsible behaviours, and tests the mediating role of perceived loveliness and the moderating role of social trust. The study designed three experiments to conduct questionnaire surveys on tourists, empirically analysed 463 valid questionnaires collected, and constructed a theoretical model of the influence mechanism of guiding phrases on environmentally responsible behaviours. The conclusions of the study are as follows: (1) Compared with non-anthropomorphic guiding phrases, anthropomorphic guiding phrases are more capable of generating tourists’ environmentally responsible behaviours. (2) Perceptions of likability mediate the influence of guiding phrases on tourists’ environmentally responsible behaviour. (3) Social trust positively moderates the relationship between perceived cuteness and tourists‘ environmentally responsible behaviour. The higher the social trust, the stronger the relationship between tourists’ perceived cuteness and environmentally responsible behaviour. (4) Social trust positively moderates the mediating strength of perceived cuteness; the higher the social trust, the stronger the effect of anthropomorphism on environmentally responsible behaviour through the mediating path. The findings of this study have a positive significance and effect on enhancing the theoretical exploration and use of guiding phrases in tourist destinations and environmental enterprises.

In China, the implementation of the rural revitalization strategy provides a broad stage for migrant workers to return home to start their own businesses. This study constructs a research framework of “competence – legitimacy – performance.” Through online and offline surveys, this study obtained 477 valid samples from new family farm entrepreneurs in Fujian province of China. By using structural equation model, this study explores the relationship between entrepreneurial competence and family farm entrepreneurial performance. The empirical analysis results show that all the five dimensions of family farm entrepreneurs’ entrepreneurial competence, namely, opportunity recognition competence, network competence, resource acquisition competence, entrepreneurial learning competence, and improvisational competence have positive impacts on family farm entrepreneurial performance. And organizational legitimacy also has a positive impact on family farm entrepreneurial performance. In addition, the mediating effect of organizational legitimacy in opportunity recognition competence, network competence, resource acquisition competence, entrepreneurial learning competence, and family farm entrepreneurial performance are supported by data. However, organizational legitimacy does not play a significant mediating role in the relationship between improvisational competence and family farm entrepreneurial performance. The research findings provide some enlightenment and reflections to family farm entrepreneurs and policy-makers.

As a new business model, cross-border e-commerce has become an important way for countries to meet new foreign trade requirements in the Internet economy. The cross-border logistics industry plays a crucial role in supporting cross-border e-commerce. Compared with domestic e-commerce, cross-border logistics faces more challenges. To address the problems in cross-border logistics, this study takes China as an example and constructs a tripartite evolutionary game model to facilitate information collaboration among cross-border e-commerce platforms, domestic logistics enterprises, and foreign logistics enterprises. The collaboration strategies in this tripartite information system are simulated using MATLAB. The study highlights key factors affecting information cooperation, such as standardization levels, risk and payoff distributions, and their implications on collaboration decisions. Specifically, the results show that higher levels of information collaboration standardization promote cooperative strategies among players; the risk associated with information collaboration is the most sensitive factor influencing decision-making within cross-border logistics alliances; and when the payoff distribution coefficient is too high, other members may resist cooperation.

Online comments have become the most important basis for consumers to choose restaurants and products online, as well as a key information source for companies to conduct big data analysis and build consumer portraits. However, the vast majority of users of the catering Online To Offline (O2O) platform mainly search and browse the comments of others on products or services, and have a low willingness to actively post comments. To explore the motivation of users participating in online comments on the catering O2O platform, this paper takes young consumers in first-tier, second-tier, and third-tier cities as the main research object, and uses the structural equation model to empirically analyze the relationship between technology-driven factors and individual-driven factors and participation in online comments from two levels: platform-related motivations and individual-related motivations. The results show that the intention of the catering O2O platform users to comment is directly affected by platform-related motivation (perceived usefulness) and individual-related motivation (reputation, self-efficacy, comment costs). In addition, the study also found that perceived ease of use has a significant positive impact on perceived usefulness, comment costs, and self-efficacy, thus indirectly affecting the comment intention; perceived usefulness has a significant positive impact on reputation; and reputation has a significant positive impact on self-efficacy. Based on the above research conclusions, this paper proposes targeted suggestions aimed at providing a reference for promoting the construction of online comment systems on the catering O2O platform and the development of the catering industry.

The relationship between collaborative marketing and customer loyalty has attracted attention in retail practice. However, in omni-channel retail, the impact mechanism of the two needs to be further defined academically. Based on the theoretical analysis of the stimulus-organism-response (SOR) framework, this paper systematically creates a research model of the impact of omni-channel collaborative marketing on new customer loyalty. It leads an empirical study using structural equation modeling with survey data from 550 agri-fresh produce omni-channel customers. The samples obtained this time is more appropriate to the overall characteristics of fresh omni-channel customers. The structural equation modeling (SEM) research model was developed on the impact of omnichannel collaborative marketing on new customer loyalty. The results show that both dimensions, i.e., price coordination and service and distribution coordination of omni-channel collaborative marketing strategy, positively affect omni-channel shopping experience and customer loyalty. Moreover, product and sales promotion coordination do not directly affect customer loyalty but through the mediating effects of the omni-channel shopping experience. Omni-channel shopping experience plays a mediating role in the relationship between omni-channel collaborative marketing and customer loyalty.

In the context of the expanding local food market, grasping the evolutionary trajectory of consumer purchasing behavior is crucial for understanding market dynamics. This study adopts a cross-generational perspective to delve into and elucidate the similarities and differences in local food consumption behaviors between Gen Z and Gen Y. Through the analysis of online survey data from 251 individuals of Gen Z and 319 of Gen Y and utilizing the Theory of Planned Behavior as a theoretical framework, and the study identifies eight key variables. The findings reveal that while Gen Z and Gen Y exhibit a range of common characteristics in their choice of local food,including attention to word of mouth, health consciousness, subjective norms, perceived behavioral control, and attitude.there is a significant divergence in their motivating factors for purchasing. Specifically, convenience is the primary driver for Gen Z when selecting local food; conversely, price is the decisive factor in the decision-making process of Gen Y. By unveiling these significant differences and similarities, the research offers significant understanding beneficial to the food sector, particularly in formulating market strategies targeted at different generations.

In the context of China’s “Rural revitalization via digital commerce”, this study explored the impact of the digital economy on farmers’ income and the path mechanism of logistics development. On the basis of the panel data of 71 cities in the Eastern Economic Region of China from 2013–2021, this paper calculates the level of the digital economy and uses the level of logistics development as a moderating variable. Then, the basic transmission mechanism and the heterogeneous transmission mechanism are used to empirically analyze the impact of the digital economy on the income of farmers, exploring the nonlinear link between the digital economy and farmers’ income. The analysis revealed that (1) the development of the digital economy has a significant positive effect on farmers’ income. (2) The impact of the digital economy on the advancement of logistics development showed a delayed phenomenon. (3) The indirect effect of the digital economy on farmers’ income growth also lagged. In this way, this study verified the practical significance of “Rural revitalization via digital commerce” and proposed corresponding recommendations for promoting the development of the digital economy and rural logistics.

农地适度规模经营客观上要求农地能够自由流转,但现阶段农地流转率仍处于较低水平.文章尝试利用2005-2017年省级面板数据构建固定效应模型,从经济增长、城镇化两个角度解释农地流转率不高的原因.结果表明,经济增长可显著促进农地流转,当前农地流转态势只是暂时的,长期内农地流转率将会进一步提高;城镇化与农地流转呈"U"型关系,且城镇化在经济增长和农地流转之间并非起中介作用,而是表现出"遮掩效应";产业结构促进农地流转,人力资本水平、财政支持力度和市场化水平的影响并不显著.引入经济增长滞后项、考虑内生性后,使用Tobit模型和面板分位数模型进行稳健性检验,结果依然稳健,且经济增长对农地流转率较低的省份影响更大.

The sustainable development of scenic spots have attracted much attention in academic circles, and the influence mechanism of anthropomorphic information framework to guide tourists to enhance environmental responsibility behavior is not clear. Based on the framework theory and prospect theory, the study constructed a theoretical model of anthropomorphic information framework acting on environmental responsibility behavior. The results of three experimental studies showed that: (1) The anthropomorphic information framework could significantly improve tourists’ environmental responsibility behavior, and compared with the positive anthropomorphic information framework, the negative anthropomorphic information framework can significantly improve tourists’ environmental responsibility behavior. (2) Natural empathy played an intermediary role between anthropomorphic information framework and tourists’ environmental responsibility behavior. (3) Self-construal moderated the relationship between anthropomorphic information framework and tourists’ environmental responsibility behavior. Among the interdependent tourists, compared with the positive anthropomorphic information framework, the negative anthropomorphic information framework was more likely to produce stronger environmental responsibility behavior and natural empathy. Among independent tourists, tourists’ environmental responsibility behavior and natural empathy generated by negative anthropomorphic information and positive anthropomorphic information were not significant. Through the above findings, we hope to improve the management level of tourist attractions.

Improving the cultural consumption level of rural residents is of great practical significance to help revitalize rural culture and achieve common prosperity. Based on this, this study empirically examines the role and impact mechanism of digital inclusive finance on enhancing the cultural consumption of rural residents using panel data of 30 provinces across China from 2011 to 2020. The results show that: (1) Digital inclusive finance can significantly improve the cultural consumption level of rural residents. After a robustness test and endogenous analysis, this conclusion is still stable. (2) Digital inclusive finance significantly improves the cultural consumption level of rural residents through three paths: raising the income level of farmers, promoting the level of urbanization, and improving the level of financial development. (3) Heterogeneity analysis shows that the breadth of digital inclusive financial coverage can significantly improve the cultural consumption level of rural residents, but the depth of digital inclusive financial use and the degree of digitization do not show an enhancing effect; the development of digital inclusive finance in the eastern area has a significant role in promoting the cultural consumption level of rural residents, but the role is not significant in the central and western areas.

Global tourism sustainability goals call for a higher tourism industry ecologization (TIE) level. Previous studies have focused on TIE’s conceptual definition and assessment framework but have not yet to explore its driving mechanisms. This study builds an analytical framework for TIE based on the Technology-Organization-Environment (TOE) framework. It proposes that TIE depends not on a single condition but on the configurational effects of technology, organization, and environment. Using Getis-Ord Gi* to analyze the spatial distribution of TIE and then fuzzy-set qualitative comparative analysis (fsQCA) to analyze the effect of conditions on TIE, the results show that: 1) From 2011 to 2019, the level of TIE in 30 Chinese provinces is generally stable, but its spatial distribution varies. 2) There are three configurations to achieve high TIE levels: green drive, organization pull environment, and comprehensive conditions drive. Moreover, there are two configurations to achieve not-high TIE levels: comprehensive conditions miss and organization-environment miss. 3) Fiscal decentralization and industrial structure are the main conditions for high levels of TIE, and low green cover is the primary condition for non-high levels of TIE. The impact of technology innovation capacity and digital economy development level on TIE depends on specific combinations of conditions. This study provides a valuable reference for tourism destination managers coordinating technical, organizational, and environmental conditions to promote TIE according to local conditions.

Tourism eco-efficiency is an important indicator to measure the sustainable development of tourism with the core objective of "minimum resource input and environmental damage, maximum economic and social output". This paper explores the spatial and temporal evolution characteristics of tourism eco-efficiency and its influencing factors in Fujian Province from 2011 to 2020 by combining the unexpected output Super-SBM model, gravity center model, standard deviation ellipse, and optimal parameters-based geographical detector model. The results are as follows. Tourism eco-efficiency in Fujian Province showed an overall fluctuating growth trend with an increase of 160.065% during the study period. The coefficient of variation of tourism eco-efficiency tends to fluctuate and decrease, and regional differences narrow. The spatial differentiation is remarkable, and it presents the spatial distribution characteristics of "Xiamen > Nanping > Quanzhou > Fuzhou > Longyan > Ningde > Sanming > Zhangzhou > Putian". The spatial pattern of tourism eco-efficiency is obvious in the direction of "northeast-southwest", and the trajectory of the center of gravity is "southwest-northeast-northwest", with spatial characteristics tending towards agglomeration. Tourism industry structure has the greatest impact on tourism eco-efficiency, followed by education level, urbanization level, technology innovation level, infrastructure investment, and economic development level. This study provides reference suggestions for improving tourism eco-efficiency which helps to promote adequate, balanced, and sustainable development of the regional tourism industry.

In the context of the retail business, rarely studied the impact of top transformation leaders on middle management personnel creativity. In this study, the middle management personnel of 258 retail enterprises were discussed, explored the impact of top transformation leaders on the double-dimensional creativity of middle management personnel, and analyzed individual psychological security. Results show that transformational leadership (morale modeling, visionary motivation, individualized consideration, and charisma) has a significant positive impact on the progressive creativity and breakthrough creativity of middle managers. Transformational leadership (Same as the above four dimensions) has a significant positive impact on the psychological security of middle managers. Psychological security has a significant positive impact on the progressive creativity and breakthrough creativity of middle managers. Psychological security plays a partially mediating role between transformational leadership and the creativity of middle managers. Among which, it plays a partially mediating role between morale modeling and progressive creativity, visionary motivation and progressive creativity, individualized consideration and progressive creativity, charisma and progressive creativity, morale modeling and breakthrough creativity, and charisma and breakthrough creativity, while it plays a fully mediating role between visionary motivation and breakthrough creativity, individualized consideration and breakthrough creativity. This study expanded the study of psychological security as an intermediary variable and deepened the study of dual-dimensional creativity. Based on the above conclusions, this paper puts forward relevant suggestions to promote the development of progressive creativity and breakthrough creativity of middle-level managers, to provide a reference for enterprises to maintain talent advantages and for managers to enhance development potential.

The hometown brand is symbolic of a hometown and can induce homesickness in consumers. Especially for those who live in other countries, it can stimulate their inner sense of belonging, self-identity, and effectiveness, in turn generating a series of brand behaviors and promoting sustainable brand development. In this study, we adopt a situational experimental research method from the perspective of sense of place theory and social exchange theory in order to assess the regulatory mechanism of place attachment through the mediating mechanism of psychological ownership. In this way, we explore the mechanism underlying the relationship between homesickness advertising (vs. non-homesickness advertising) on the hometown brand citizenship behavior of consumers. Our findings suggest that (1) homesickness advertising has a more positive effect on consumer hometown brand citizenship behavior than non-homesickness advertising; (2) psychological ownership plays a fully mediating role in the relationship between homesickness advertising (vs. non-homesickness advertising) and consumer hometown brand citizenship behavior; and (3) place attachment plays a moderating role in the influence of homesickness advertising (vs. non-homesickness advertising) on the hometown brand citizenship behavior of consumers through psychological ownership.

Drawing on a perspective grounded in social information processing theory, this paper investigates the mechanism through which organizational innovative climate affects individual improvisational behavior. We developed a theoretical model for analyzing our hypotheses and conducted an empirical study by analyzing data from 356 employees who work for service enterprises. Our paper finds that organizational innovative climate impacts employees' improvisational behavior by triggering their psychological safety perception. It is also found that employee's creative self-efficacy plays a positive moderating role in the relationship between organizational innovative climate and employees' improvisational behavior. The results of our study assert that improvisation is not just an inherently individual phenomenon. Rather, it is also affected by the characteristics of the organizations in which employees are embedded. We discuss the implications of these findings for understanding and promoting employees' improvisational behaviors in the workplace.

This paper measures the ecological footprint of agricultural water use (AWEF) based on balanced panel data of 113 cities in 9 provinces in the Yellow River Basin from 2009 to 2019, and treats the Water Ecological Civilization City Pilot (WECCP) policy as a quasi-natural experiment to estimate the impact of the WECCP policy on the AWEF in the Yellow River Basin by using the difference-in-differences (DID) model. The results showed that: (1) The AWEF in the Yellow River Basin showed a decreasing trend year by year, indicating that the efficiency and sustainable utilisation of agricultural water were continuously enhanced; (2) The AWEF showed a step-like distribution pattern from upper to middle and lower reaches; (3) The empirical results showed that the WECCP policy has greatly improved the AWEF in the Yellow River Basin, and the effect remained significant even after the parallel trend test and placebo test were applied.