Search Results (330)

As the global urbanization process accelerates, rural settlements in China are facing the challenges of rural hollowing and widening urban–rural disparities. The establishment of the national scenic area system has made scenic settlements a primary direction for tourism development. However, industrial transformation has led to significant restructuring of the human–land relationship and the spatial functions of these settlements, resulting in issues such as over-tourism, ecological degradation, and cultural loss. This paper focuses on the Mosuo settlements around Lugu Lake, selecting nine villages, including Gesha Village, Wuzhiluo Village, and Daluoshui Village, to explore the formation and expression of Mosuo spatial concepts. Through spatial measurement, area statistics, and the analysis of development paths, the core of the research is to propose that “there is consistency between conceptual order and spatial form,” revealing the multi-dimensional evolutionary mechanism of Mosuo settlement spatial morphology under the intertwining of traditional concepts, market logic, and institutional policies, providing a replicable Chinese reference for global cultural heritage rural areas. Full article

Although the rise of Virtual Reality (VR) technology has brought new opportunities to tourism experiences and marketing, limited research has explored how VR technology affects tourists’ pro-sustainable behaviors in heritage tourism research. To address this research gap, this study constructs a theoretical model by integrating the technology acceptance model (TAM) framework to explore the relationship among perceived ease of use (PEU), perceived usefulness (PUS), awe, attitude, and pro-sustainable behavior of tourists. Through the analysis of 304 valid questionnaires, this study found that in the heritage tourism experience presented by VR, PEU and PUS positively influence awe and attitude. Furthermore, awe positively affects attitude and pro-sustainable behaviors. However, PUS has no effect on tourists’ pro-sustainable behaviors. This study expands the theoretical framework of TAM and the related research on awe in heritage tourism presented by VR, providing valuable practical insights for heritage managers in the adoption of immersive technology. Full article

The drastic and historic fall in natural rubber prices has prompted many smallholders around the world to abandon rubber plantations in favor of other survival alternatives. In the Lomela and Lodja territories of Sankuru Province (Democratic Republic of Congo), where a historical absence of a rubber market prevails, local communities have conserved rubber plantations inherited from the colonial era (dating back to 1955). Data collected from 401 households enabled us to identify the perceptions and determinants of rubber plantation conservation. The results show that households are highly dependent on forest ecosystem services. Agriculture is the main activity for 81.3% of respondents, in the context of extreme poverty where daily incomes amount to 0.33 USD/person. The patriarchal system favored men, who inherited 97% of the plantations. Men perceived the conservation of the plantations as beneficial, while women perceived it as serving external project interests. Perceptions were significantly influenced by gender, age, social and legal organization, geographical origin, mode of acquisition, main activity, diversification of income sources, membership in a tribal mutuality, access to the informal mutual aid networks, membership in an association and contact with extension services. Conservation was positively and significantly correlated with geographical origin, membership in an association, contact with extension service, consideration of plantations as natural heritage and the ecosystem services provided. These results underline that rubber plantations cannot be understood only in terms of rubber production, but also in terms of their socio-ecological and heritage dimensions. Full article

Blue-and-white porcelain patterns embody rich symbolic meanings and play a pivotal role in the transmission of Chinese intangible cultural heritage. However, their contemporary application often faces challenges due to complex visual forms and contextual interpretations. This study adopts a semiotic perspective to reinterpret blue-and-white porcelain motifs as cultural heritage symbols, aiming to assess their potential for sustainable preservation and modern revitalization. A hybrid evaluation framework is proposed, combining Grey System Theory and the Fuzzy Evaluation Method to quantitatively analyze 40 representative patterns across five key dimensions: cultural symbolism, esthetic value, communicative potential, modern applicability, and sustainability. Data were collected from expert panels, public surveys, and market performance, with the Analytic Hierarchy Process (AHP) employed to determine the relative importance of each dimension. The results reveal that plant and geometric patterns exhibit high adaptability and symbolic clarity, making them ideal for reinterpretation in modern design. Conversely, complex narrative and animal-based motifs demonstrate weaker performance in communicative efficiency and sustainability, indicating the need for visual simplification and semantic transformation. This study provides a theoretical and methodological foundation for the revitalization of traditional porcelain heritage in contemporary design practice, contributing to the global dissemination and sustainable development of cultural heritage symbols. Full article

Ancient paintings are an intangible window to the economy, politics, and customs of the past. Their characteristics have evolved or were made obsolete, with only limited contemporary connections remaining. This research aims to preserve and to interact with characters in 2D paintings to evolve their cultural identity through combining AI and AR. The scope of this research covers traditional Chinese paintings archived by the National Palace Museum in digital collections, mainly “New Year’s Market in a Time of Peace”. About 25 characters were used for training and 3D reconstruction in RODIN^®. The models were converted into Augment^® and Sketchfab^® platforms as reactivated AR characters to interact with new urban fabrics and landscapes. Stable Diffusion^® and RODIN^® were successfully integrated to perform image training and reconstruct 3D AR models of various styles. As a result, interactions were conducted in two ways: in a mixed context with mixed characters in a painting and in a familiar context in the real world with mixed characters. It was found that AR facilitated the interpretation of how the old urban fabric was arranged. Using AI and AR is a current issue. Combining AI and AR can activate ubiquitous preservation to perform recursive processing from diffused images in order to reconstruct 3D models. This activated heritage preservation method is a reasonable alternative to redefining intangible subjects with a new and evolved contemporary cultural identity. Full article

Pakistan, a country with a rich cultural heritage and diverse products, enacted the Geographical Indications (Registration and Protection) Act 2020 to comply with the WTO’s TRIPS Agreement, which defines GIs as signs linking products to their geographic origin based on unique qualities or reputation. This legal framework aims to protect local products, promote exports, and drive economic growth. To date, Pakistan has 10 registered and 65 notified GIs. This study critically examines Pakistan’s GI framework, highlighting gaps in legislation, enforcement, institutional capacity, and stakeholder awareness. It assesses Pakistan’s alignment with international standards (e.g., the EU model) and explores how GIs can foster sustainable rural development, cultural preservation, and economic growth. As a governance tool, GIs ensure equitable benefit-sharing, enhance market competitiveness, and promote eco-friendly traditional practices. The findings reveal that addressing policy weaknesses and strengthening institutional mechanisms could unlock the full socio-economic potential of GIs, contributing to sustainable industrialization and rural uplift. Aligning Pakistan’s GI framework with global best practices would not only protect indigenous products but also boost their international recognition, reduce poverty, and advance sustainable development goals. Full article

Wine production is an important sector of the food industry in Bulgaria, contributing to both economic development and cultural heritage. The present study aims to show how natural language processing (NLP) and machine learning methods can be applied to analyze expert-written Bulgarian wine descriptions and to extract patterns related to wine quality and style. Based on a bilingual dataset of reviews (in Bulgarian and English), semantic analysis, classification, regression and clustering models were used, which combine textual and structured data. The descriptions were transformed into numerical representations using a pre-trained language model (BERT), after which algorithms were used to predict style categories and ratings. Additional sentiment and segmentation analyses revealed differences between wine types, and clustering identified thematic structures in the expert language. The comparison between predefined styles and automatically derived clusters was evaluated using metrics such as Adjusted Rand Index (ARI) and Normalized Mutual Information (NMI). The resulting analysis shows that text descriptions contain valuable information that allows for automated wine profiling. These findings can be applied by a wide range of stakeholders—researchers, producers, retailers, and marketing specialists. Full article

This study explores how small family wineries in the Croatian Split-Dalmatia County integrate social media into their marketing and business strategies, focusing on the interplay between tradition, family identity, and digital innovation. Utilising a qualitative methodology, semi-structured interviews were conducted with winery owners to explore their use of social media platforms, their sales and distribution strategies, and their perceptions of Croatia’s EU membership. The results show that social media, particularly Facebook and Instagram, serve as highly personalised, low-cost marketing tools, predominantly managed by younger family members and used to convey authenticity, family heritage, and local identity. Despite limited resources and professional marketing expertise, these wineries take an intuitive, do-it-yourself approach and rely on direct customer relationships, storytelling, and experiential offerings to drive loyalty. While EU membership is generally seen as beneficial for tourism and funding opportunities, bureaucratic complexity remains a significant obstacle. This study highlights the importance of leveraging cultural heritage for digital content and emphasises the need for targeted policy support to improve digital competencies and reduce administrative barriers. These findings contribute to a deeper understanding of how family-run SMEs can gain and sustain competitive advantage by blending tradition with digital marketing practices in a rapidly evolving business environment. Full article

With the rising significance of visual marketing, differences in how tourists from various age groups visually engage with tourism promotional materials remain insufficiently studied. This study recruited 48 participants and used a quasi-experimental design combined with eye-tracking technology to examine visual attention, scan path patterns, and their relationship to reading performance among different age groups. Independent t-tests, correlation analyses, and Lag Sequential Analysis were conducted to compare the differences between the two groups. Results indicated that elder participants had significantly higher fixation counts and longer fixation durations in text regions than younger participants, as well as higher perceived novelty scores. A positive correlation emerged between text fixation duration and perceived novelty. Additionally, elder participants showed greater interaction between text and images, while younger participants exhibited a more linear reading pattern. This study offers empirical insights to optimize tourism promotional materials, highlighting the need for age-specific communication strategies. Full article

Agricultural festivals play a vital role in promoting sustainable farming, local economies, and cultural heritage. Understanding public sentiment toward these events can provide valuable insights to enhance event organization, marketing strategies, and economic sustainability. In this study, we collected and analyzed social media data from Twitter to evaluate public perceptions of Al-Baha’s agricultural festivals. Sentiment analysis was performed using both traditional machine learning and deep learning approaches. Specifically, six machine learning models including Multinomial Naïve Bayes (MNB), Support Vector Machine (SVM), Logistic Regression (LR), Random Forest (RF), k-Nearest Neighbors (KNN), and XGBoost (XGB) were compared against AraBERT, a transformer-based deep learning model. Each model was evaluated based on accuracy, precision, recall, and F1-score. The results demonstrated that AraBERT achieved the highest performance across all metrics, with an accuracy of 85%, confirming its superiority in Arabic sentiment classification. Among traditional models, SVM and RF performed best, whereas MNB and KNN struggled with sentiment detection. These findings highlight the role of sentiment analysis in supporting sustainable agricultural and tourism initiatives. The insights gained from sentiment trends can help festival organizers, policymakers, and agricultural stakeholders make data-driven decisions to enhance sustainable event planning, optimize resource allocation, and improve marketing strategies in line with the Sustainable Development Goals (SDGs). Full article

Goat farming represents a critical component of rural livelihoods, food security, and cultural heritage in southeastern Tunisia. This study adopts a multi-stakeholder approach to analyze the goat value chain in Tataouine, incorporating focus groups, semi-structured questionnaires, and direct observations with 80 farmers, 3 veterinarians, 13 butchers, and 100 consumers. The findings reveal strong local demand, with 72% of consumers purchasing goat meat and 66% consuming milk. However, significant inefficiencies exist, particularly a misalignment between production and market requirements: while 92% of butchers prefer fattened animals, only 16% of farmers engage in fattening practices. Women constitute 49% of dairy processors, yet face persistent resource constraints. Climate pressures exacerbate these challenges, with 80% of farmers reporting water scarcity and 93.8% observing pasture degradation. Three strategic interventions emerge as pivotal for sustainable development: targeted support for feed-efficient fattening techniques, establishment of women-led dairy processing collectives, and implementation of climate-resilient water management systems. These measures address core constraints while leveraging existing strengths of the production system. The study presents a transferable framework for livestock value chain analysis in arid regions, demonstrating how integrated approaches can enhance both economic viability and adaptive capacity while preserving traditional pastoral systems. Full article

The present study investigates the association between perceived authenticity (PAU), GCON, and behavioral intention within heritage restaurants in Hail, Saudi Arabia. By integrating cognitive appraisal theory (CAT) and the Stimulus-Organism-Response (SOR) framework, this research explores how authenticity perceptions influence both cultural and gastronomic experiences and contribute to sustainable consumption behavior. Also, it investigates the moderating role of consumer knowledge (CKNOW) in enhancing GCON and its subsequent impact on the behavioral intention (BINT) to dine at heritage restaurants. Employing a mixed-methods approach, this study first conducted a content analysis on online reviews to identify key attributes that shape authenticity perceptions. Subsequently, Smart PLS software was employed to conduct an analysis of 417 valid customers of heritage restaurants in Hail. The current study aims to investigate the customers of heritage restaurants in Hail, Saudi Arabia. The current findings showed that students formed a significant market share of heritage restaurants in Hail, Saudi Arabia. The findings confirm that perceived authenticity significantly enhances consumers’ cultural and gastronomic experiences, which in turn fosters GCON and strengthens the behavioral intention to visit authentic restaurants. Furthermore, GCON mediates the association between authenticity, cultural experiences, and purchase intention. Consumer knowledge further moderates this relationship, amplifying the positive effect of GCON on behavioral intention. This study contributes to the growing literature on sustainable gastronomy tourism by demonstrating the crucial interplay between authenticity, sustainability, and consumer knowledge in the heritage restaurant sector. It also offers practical recommendations for restaurant managers, policymakers, and tourism marketers to enhance the authentic dining experience while promoting environmentally responsible behavior. By fostering an awareness of cultural and environmental values, heritage restaurants can serve a critical role in advancing sustainable tourism development in Hail and beyond. Full article

Synergizing agricultural heritage conservation with tourism utilization is pivotal for sustainable regional development. Using a difference-in-differences (DID) method and entropy weight method (EWM), this study comparatively analyzed the economic resilience of two UNESCO agricultural heritage sites in China: the Wujiang Silk Culture System and the Longji Terraces in Longsheng, from 2019 to 2023. The results revealed that heritage certification significantly promotes tourism growth, increasing revenue in Wujiang by 12.5% and visitor numbers in Longsheng by 18.3%. However, the resilience mechanisms varied distinctly between the sites: Wujiang displayed a market-driven resilience pattern characterized by effective cultural tourism integration, whereas Longsheng remained vulnerable due to resource dependency and infrastructural constraints. Further, Wujiang’s robust policy framework involving heritage conservation, tourism development, and ecological compensation fostered sustained resilience, albeit facing long-term challenges such as potential cultural commodification. This research contributes theoretically by quantifying the resilience disparities via spatial econometric analyses, identifying market-institution drivers, and proposing a “Four-Dimensional Optimization Matrix”, integrating value activation, infrastructure enhancement, industrial symbiosis, and adaptive governance. Practically, it provides tailored policy insights for improving resilience, avoiding over-commercialization, and promoting sustainable tourism practices applicable globally, particularly in developing economies managing heritage sites. Full article

Agricultural Heritage Systems (AHS) formed by the long-term synergistic evolution of the countryside and its environment carry significant ecological, cultural, and economic value. The protection and sustainable utilization of AHS has become a critical issue for promoting the sustainable development of heritage regions. This study aims to provide a comprehensive framework for research on value realization from ecosystem products of agricultural heritage system (EPAHS). The study establishes a systematic research paradigm, which includes “specialization analysis–value realization pathways–evaluation methods.” A dual classification system based on “functional and consumption attributes” is introduced. Based on the principle of attribute alignment, three primary value realization pathways are proposed: market-driven, government-driven, and market–government collaboration. Additionally, a dual-dimensional evaluation index system is developed, including total value and structural evaluation indicators, to quantify the composite value and conversion effects of EPAHS. The findings emphasize that EPAHS, due to their cultural attributes and regional uniqueness, differ from general ecosystem products. They require tailored value realization pathways that integrate agricultural production, community benefits, and AHS preservation. This study provides both theoretical and practical support for the sustainable protection and utilization of AHS and offers valuable insights for rural revitalization and the development of ecological civilization. Full article

This study analyses social media networks in tourism using graphs focusing on user influence, hashtag patterns, and engagement. This study aims to reveal the structural function of core users, development of hashtags, and interaction patterns that construct tourism discourses. Using NodeXL 2024 for social network visualization and clustering analysis, this study measures centrality, modularity, and geodesic distances for influential user detection, topical dissemination, and engagement pattern identification. The results uncover bridging nodes between different communities, the proliferation of thematic hashtags related to sustainability and cultural heritage, and the role of emotional and visual storytelling in the use of engagement patterns. The theoretical implications also progress SNA application in tourism studies by illuminating aspects of how online discourses coalesce and the effect of SNA on access. In practical terms, this study indicates that destination marketers must consider leveraging key influencers, using strategic types of hashtags, and by monitoring engagement at key times to maximize effective destination marketing and to enhance crisis communication. These contributions notwithstanding, limitations involve the omission of sentiment analysis and the necessity for longitudinal data. By exploring new emerging platforms like TikTok and Instagram, researchers can begin to understand the more relevant trends of digital engagement. The present research offers a data-driven approach for facilitating the significance of integrating social media strategies with network externalities for tourism operators. Full article