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Current Issue

	2025 Vol.40 Issue.5,Published 2025-10-15

	THEORY DEVELOPMENT CULTURE ECONOMY REGION RURAL TOURISM

THEORY DEVELOPMENT

	1	THE THEORETICAL COGNITION AND CHINESE PRACTICE OF COMMON PROSPERITY: BASED ON THE PERSPECTIVE OF GEOGRAPHY
		CHANG Xiao-dong, WANG Shi-jun, FENG Zhang-xian, HAO Fei-long, GUAN Hao-ming, YANG Zhi-peng, LI Ke
		This paper analyzes the theoretical connotation and complex characteristics of common prosperity, constructs the geographical mechanism framework of common prosperity, and reviews the regional practice process of China 's common prosperity, with a view to contributing geography to the Chinese-style modernization of the connotation of common prosperity. The study found that: 1) 'Development' and 'equilibrium' are the theoretical basis of common prosperity. 2) Common prosperity has four complex characteristics: comprehensive and factor trade-off, regional and multi-scale governance, dynamic and time correlation, spatial and non-spatial multi-agent. 3) Since the reform and opening up, China 's regional practice of common prosperity has shown remarkable performance in regions, urban-rural areas, and groups. 4) Geography has broad application prospects in promoting the process of common prosperity, which can promote the realization of the goal of common prosperity through strategic interactions with ecological civilization, territorial space planning, and digital economy.
		2025 Vol. 40 (5): 1-11 [Abstract] ( 8 ) [HTML 1KB] [ PDF 1339KB] ( 154 )

	12	RECONSTRUCTING THE BASIC FRAMEWORK OF BEHAVIOR GEOGRAPHY FROM A RELATIONAL PERSPECTIVE
		NIU Cai-cheng, ZHANG Wen-jia
		Behavioral geography explores the interactions between human behavior and geographical environments from a micro-scale perspective, providing a foundation for understanding micro-level humanenvironment relations. However, traditional behavioral geography paradigms face significant limitations when analyzing complex human-environment interactions, particularly in the context of China’s new urbanization phase that emphasizes human-centered and sustainable development. This paper reviews the current development challenges in behavioral geography and examines the theoretical background and disciplinary influence of the relational turn, attempting to reconstruct the theoretical and analytical framework of behavioral geography from a relational perspective. We identify three key challenges: the predominant focus on static relationships between individuals and environment while overlooking social networks and interactions; the disconnect between macro and micro-scale analyses; and the limitations of traditional data collection methods in capturing complex behavioral patterns. The proposed framework emphasizes placing individuals within the macro-structural context of social relationships, establishing a cross-scale research paradigm that bridges micro-individual behaviors and macro-geographical phenomena through network analysis. By investigating micro-scale individual spatiotemporal behaviors from a network lens, this approach reveals broader societal patterns that conventional micro-scale approaches might overlook.
		2025 Vol. 40 (5): 12-22,60 [Abstract] ( 9 ) [HTML 1KB] [ PDF 1425KB] ( 87 )

	23	GEOGRAPHIC RESEARCH ON THE CONSTRUCTION OF BEAUTIFUL FISHING VILLAGES: A REVIEW AND OUTLOOK
		GUO Jian-ke, ZHU Ying-yu, CHENG Ye-qing, LIU Tian-bao
		As a type of village, fishing village has rich cultural heritage and ecological resources, which attracts a large number of scholars to study in recent years. Current research on the construction of beautiful fishing villages mainly focuses on four aspects, namely evaluating village resources, providing public services, promoting transformation and reconstruction for development, and planning the construction of new fishing villages.However, the related research as a whole is still in the primary stage of fragmentation. Accordingly, this paper begins by examining the implications and objectives of developing aesthetically pleasing fishing villages, conducts preliminary sorting and construction of the geographic framework and research methodology system of the construction of beautiful fishing villages, and ultimately proposes novel avenues for research concerning the development of aesthetically pleasing fishing villages: the systematic integration and planning of resources within fishing villages, alongside the consideration of their landscapes and the preservation of regional cultural heritage, are essential, the livelihoods of fisherfolks and the transformational development of the fishing villages, and the construction and governance of human settlements in fishing villages aim to serve as a reference for research on the development of aesthetically pleasing fishing villages.
		2025 Vol. 40 (5): 23-32,132 [Abstract] ( 10 ) [HTML 1KB] [ PDF 1402KB] ( 112 )

	33	RESEARCH ON THE AUTHENTICITY OF GAMIFICATION EXPERIENCE IN HISTORICAL AND CULTURAL DISTRICTS: A CASE STUDY OF THE RPG IN KUANZHAI ALLEY, CHENGDU
		ZHANG Min, ZHAO Yi-xuan
		Driven by digital media technology and game industry since the 21st century, games have been expanding in space, time and social dimensions, and the boundaries between them and people's daily life have become increasingly blurred. This article borrows the concept of gamification, based on the post-modern authenticity, five dimensions of game involvement/ immersion and five aspects of user experience, to construct a 'multidimensional mixed authenticity model'. Taking the RPG of Chengdu Kuanzhai Alley as an example, a qualitative research method is adopted to interpret the complexity of local authenticity experience from the dimensions of material, temporal, spatial, self, and relationship through interviews, participatory observation, online text collection, and other methods. Research has shown that: 1) The gamification of historical and cultural districts gives participants a mixed perception of subjective and objective with authenticity and nonauthenticity; 2) Gamification harmonizes the perception of authenticity by constructing interactions between people and places: in the material and temporal dimensions, the spatialization of game narrative promotes the rationalization of non-realistic elements in the game world; In the dimensions of self and relationship, the localization of game settings enhances the fault tolerance of non-real elements in the real world; And ultimately connected the perception of authenticity between the real world and the gaming world through embodied practice in the spatial dimension.
		2025 Vol. 40 (5): 33-42 [Abstract] ( 8 ) [HTML 1KB] [ PDF 1943KB] ( 60 )

	43	(RE)SELLING 'USELESS' THINGS: THE DIGITALISATION OF SECONDHAND CULTURES AND ITS REPRODUCTION OF ONLINE/OFFLINE SPACES
		LIU Chen
		As a part of the cross-platform consumption, disposing of 'useless' things in the digitalized secondhand market has blurred the boundaries between public (recommerce platform) and private domains (WeChat groups and the neighbourhood-based/same-city exchanges organised by individuals) of consumption and between online and offline experiences. In this context, this article focuses on how people practice the 'virtue of thrift' by selling their 'useless' things via secondhand trading platforms and social media and the social and environmental impacts of reselling used items at various online and offline sites, drawing on a mixed methods approach. It argues that convenient online platforms and platform-mediated reselling practices have created new connections between online and offline spaces for secondhand sales, generating new digital and online cultures. The findings illustrated that through formal and informal practices of selling things, these platforms have been transformed into virtual spaces that promote a trustworthy way of consumption. In addition, these secondhand shopping experiences are intimately intertwined with the gamification systems of platforms that aim to cultivate ordinary consumers' practices of caring for the environment and distant others. To elaborate, the key findings of this research demonstrate that: 1) the digitalisation of second-hand culture has generated a feminised and youthified online community and a self-/QR codedependent offline recycle community; 2) the digitalisation of second hand culture has created localised digital culture and economy life via the fixed pattern of posts, online/offline communication styles and datafied geolocation; 3) second hand exchange cannot be automatically linked to greener consumption that benefits the environment and vulnerable people at distance.
		2025 Vol. 40 (5): 43-51,100 [Abstract] ( 12 ) [HTML 1KB] [ PDF 1906KB] ( 76 )

	52	ANALYSIS OF THE FORMATION PROCESS AND GROWTH MECHANISM OF LIVE STREAMING COMMERCE VILLAGE
		WANG Fan, WANG Ming-feng, ZHANG Ying-hao, KUANG Ai-ping, LIN Juan
		Taking Jiangbeixiazhu Village in Yiwu City, Zhejiang Province as a case area, the study uses semistructured interviews and participant observation methods to research various actors and explores the formation process of the live streaming commerce village through qualitative analysis. Further more, the influencing factors and formation mechanisms for live streaming commerce are also explored. The main conclusions showed that: Jiangbeixiazhu Village's live streaming commerce is transformed from social commerce, such as microbusiness, with the continuity of industrial evolution. In the development of village e-commerce industry, the change of new technology of live streaming commerce builds a window of opportunity for village development, the embedding of institutional environment and its synergistic evolution with e-commerce technology become the supporting elements for the development of live streaming commerce, and flexible supply chain rooted in the local area becomes the key propelling force for the transformation of village industry.
		2025 Vol. 40 (5): 52-60 [Abstract] ( 7 ) [HTML 1KB] [ PDF 1788KB] ( 493 )

	61	THE PRODUCTION AND EXPERIENCE OF URBAN 'HUSTLE AND BUSTLE' CONSUMPTION LANDSCAPES WITH MEDIA INTERACTION: CASE STUDIES OF FOOD AND SNACK STREETS IN GUANGZHOU AND CHANGSHA
		MA Ling, LIN Xin-yu, ZUO Xiao-shan, WANG Hai-feng, CHEN Xiao-liang
		This paper takes the food and snack streets of Guangzhou, a historically commercial city with deep cultural roots, and Changsha, a rapidly rising 'internet-famous' city characterized by strong platform presence and digital branding, as comparative case studies. Employing a multi-method qualitative approach—including participatory observation, in-depth interviews with vendors and consumers, and discourse analysis of social media content—this research explores the spatial production, cultural significance, and everyday experience of contemporary 'hustle and bustle' consumption spaces in China. The findings indicate that: 1) Food and snack streets serve as unique urban experiential zones where 'hustle and bustle' is socially and spatially produced through the interplay of food practices, spatial materialities, and behavioral performances. 2) Under the influence of media mechanisms, these originally localized consumption spaces are reimagined as digital spectacles, becoming viewable, shareable, and commentable within online platforms. 3) The consumption experience is no longer limited to on-site participation; rather, it extends into digital spheres where users accumulate social capital through sharing, liking, and commenting.
		2025 Vol. 40 (5): 61-69 [Abstract] ( 8 ) [HTML 1KB] [ PDF 2020KB] ( 86 )

CULTURE

	70	FIELD RESONANCE, SCALE TRANSITION AND THE DUAL LOGIC OF COUNTY CULTURAL BRAND: A CASE STUDY OF THE 'VILLAGE FA' EVENT IN R COUNTY
		RAN Yu-hao, WANG Huan-ming
		This study introduces a "field-scale" analytical framework to explore the intricate relationships among different fields and the evolution of political scales in the realm of county cultural branding. By examining the case of "Village FA" in R County, the research aims to unravel the underlying mechanisms that contribute to the success of cultural branding initiatives. The findings of this study highlight two main strategies: field resonance and scale transition, which constitute a dual logic that drives the success of cultural branding. Within the economic field, market entities play a crucial role in promoting the co-production of the cultural brand under the guidance of the government. They contribute to the branding process by leveraging their resources and expertise to enhance the city's image and reputation. Turning to the dimension of scale transition, the "Village FA" undergoes three scale transitions: from the village scale to the local scale, then to the national scale, and ultimately to the global scale. The initial transition from the village to the local scale focuses on the integration of local information and the design of a cultural brand that resonates with the local community. The second transition, to the national scale, involves the overall planning and strategic integration of the cultural brand within broader national strategies. Finally, the third transition to the global scale centers on the strengthening and upgrading of the cultural brand from an international perspective.
		2025 Vol. 40 (5): 70-77 [Abstract] ( 8 ) [HTML 1KB] [ PDF 1512KB] ( 52 )

ECONOMY

	78	NEW DYNAMICS OF ECONOMIC GROWTH TOWARD CHINESE MODERNIZATION: TECHNOLOGY, DATA AND RELATIONSHIPS
		CHEN Hong-ji, ZENG Gang, CAO Xian-zhong, CHEN Peng-xin, WAN Yuan-yuan, WANG Jia-wei
		Exploring new drivers of economic growth in the process of Chinese modernization is a responsibility that economic geography faces in this era. This paper theoretically elucidates how the new triad of technology, data, and relationship drives economic growth. By employing geographical detectors, we empirically demonstrate the transformative trend where these new elements are replacing the traditional triplet. The study reveals several key findings: 1) With their advantages of incrementality, cumulativeness, and infinity, the new triplet can continuously fuel economic growth. They are gradually supplanting the core position held by the traditional triplet of land, labor, and capital in the economic growth driving force system, emerging as the new impetus for China's economic growth in the new era. 2) As a hidden and incremental factor, relationship resources play a crucial driving role in regional economic growth. They facilitate the interaction and reorganization of regional resources, providing convenient connection channels for the flow of other resource elements. 3) The economic driving effects of the new and old triplets exhibit significant spatial heterogeneity.
		2025 Vol. 40 (5): 78-89 [Abstract] ( 10 ) [HTML 1KB] [ PDF 1966KB] ( 87 )

	90	A CONFIGURATION PATH ANALYSIS OF THE IMPACT OF ECOLOGICAL MIGRANTS' LIVELIHOOD ABILITY ON SUBJECTIVE WELL-BEING IN THE YELLOW RIVER BEACH AREA
		LIU Di, LI Jing-wen, CHEN Hai, AN Chuan-yan, FENG Feng
		To explore the impact of livelihood ability on the subjective well-being of ecological migrants in the Yellow River Beach Area is of great practical significance for consolidating the effect of migration and improving the well-being of migrants. Taking the Yellow River Beach Area (Henan section) as an example, this paper analyzes the changes of livelihood ability and subjective well-being before and after migration, and uses fuzzy set qualitative comparison to reveal the influence and changes of different configuration path of livelihood ability indicators on subjective well-being. The results show that: 1) The subjective well-being of the residents in the Yellow River Beach Area is on the rise. 2) A single dimension of livelihood ability cannot be a necessary condition for improving the subjective well-being of migrants before and after migration, but it still has an important impact on the it, especially the psychological adjustment ability and environmental adaptation ability. 3) The influence and importance of economic stability maintenance ability on subjective well-being are enhanced, the influence and importance of social communication ability and environmental adaptation ability on subjective well-being are relatively weakened. Therefore, this paper puts forward some suggestions to improve the subjective well-being of immigrants.
		2025 Vol. 40 (5): 90-100 [Abstract] ( 8 ) [HTML 1KB] [ PDF 1833KB] ( 52 )

RURAL

	101	THE IMPACT OF LIVELIHOOD RESILIENCE ON SUBJECTIVE WELL-BEING OF FARMERS IN OUT-OF-POVERTY MOUNTAINOUS AREAS: A CASE STUDY OF THE LONGNAN MOUNTAINOUS AREA
		HU Zuo-tao, ZHAO Xue-yan
		Improving human well-being has become the core focus of sustainable development and a goal of global efforts. Continuously enhancing the well-being of rural households and examining the impact of their livelihood resilience on well-being can better support the connection between poverty alleviation and rural revitalization. This paper, based on rural household survey data and using the Longnan mountainous area as an example, evaluates rural households' livelihood resilience and subjective well-being, and applies the Quantile Regression model to analyze the effect of livelihood resilience on subjective well-being. The results show that: 1) In out-of-poverty mountainous areas, the livelihood resilience and well-being of rural households vary by individual characteristics, decreasing with higher altitude and greater family dependency ratios. 2) There are significant differences in well-being across various dimensions, with households reporting higher satisfaction with living conditions, interpersonal relationships, and infrastructure, but lower satisfaction with education and employment. 3) Livelihood resilience significantly enhances household well-being, particularly for those with medium to low well-being. Additionally, industrial assistance positively impacts wellbeing, while the livelihood environment has a negative impact.
		2025 Vol. 40 (5): 101-111 [Abstract] ( 10 ) [HTML 1KB] [ PDF 1658KB] ( 41 )

REGION

	112	THE PATH OF OVERSEAS INDUSTRIAL PARKS TO PROMOTE THE BELT AND ROAD CONNECTIVITY: TAKING THE CHINA-EUROPE TRADE AND LOGISTICS PARK AS AN EXAMPLE
		WANG Shu-fang, YU Qing-qing, WANG Qian-wen, YE Shuai, WANG Ting
		In the implementation of the Belt and Road initiative, overseas industrial parks have strengthened connectivity between China and neighboring countries. This paper constructs a theoretical framework from the Five Connectivities perspective based on spatial interaction theory, exploring the path of overseas industrial parks in boosting the Belt and Road connectivity by case study on the China-Europe Trade and Logistics Park. The research reveals: 1) Promoting the connectivity requires national complementarity, infrastructure accessibility, and risk mitigation. 2) The complementary advantages,multi-dimensional cooperation,efficient connectivity,and risk prevention between China and Hungary in the field of trade and logistics have laid a solid foundation for the China-Europe Trade and Logistics Park to fulfill its connectivity role. The study offers a "synergy + optimization + digital empowerment" model for upgrading China's overseas trade and logistics parks.
		2025 Vol. 40 (5): 112-120,192 [Abstract] ( 13 ) [HTML 1KB] [ PDF 1929KB] ( 103 )

	121	THE IMPACT OF MISMATCHED LAND RESOURCES IN CHINESE PROVINCES ON THEIR URBAN-RURAL INTEGRATION DEVELOPMENT
		LI Ming, WANG Hui, YANG Xin-yu, ZHU Yu-chun
		Based on China's provincial panel data from 2008 to 2020, the entropy value TOPSIS method is used to measure the level of urban-rural integration and development, and the impact of land resource mismatch on urban-rural integration and development is empirically examined using the two-way fixed-effects model and the spatial Durbin model. The study finds that: 1) land resource mismatch inhibits urban-rural integration development; from the perspective of various dimensions, land resource mismatch has a significant impediment to urban-rural economic, social and spatial information integration, but does not have a significant effect on urban-rural population integration and ecological integration. 2) The new development pattern of 'double-cycle' plays a negative regulatory role in the process of inhibiting urban-rural integrated development by land resource mismatch, and can alleviate the negative impact of land resource mismatch on urbanrural integrated development. 3) The impact of land resource mismatch on urban-rural integrated development has a significant spatial spillover effect, hindering urban-rural integrated development in neighboring regions. Therefore, the supply structure of land resources should be optimized to improve the efficiency of land resource allocation; at the same time, the level of trade openness should be raised to activate the vitality of the development of domestic demand; and the regional linkage of land resource allocation should be strengthened to promote urban-rural integrated development.
		2025 Vol. 40 (5): 121-132 [Abstract] ( 9 ) [HTML 1KB] [ PDF 1711KB] ( 47 )

	133	THE INFLUENCE OF URBAN AGGLOMERATION POLYCENTRICITY ON URBAN-RURAL INTEGRATION DEVELOPMENT: A CASE STUDY OF CHINA'S TEN URBAN AGGLOMERATIONS
		CUI Jia-xing, PENG Ya-wen, KONG Xue-song, SUN Jian-wei, JIN Han, ZHENG Wen-sheng
		Based on the data of 162 prefecture-level cities of ten urban agglomerations from 2012 to 2021， this study examines the impact of urban agglomeration polycentricity on urban-rural integration. The results show that: 1)The Yangtze River Delta, the Pearl River Delta, Chengdu-Chongqing, Shandong Peninsula and Guangdong, Fujian and Zhejiang urban agglomerations generally show a trend toward polycentricity, while other urban agglomerations show a tendency of weakening polycentricity. 2)The overall level of urban-rural integration of ten urban agglomerations shows a steady increase. There are significant spatial differences in the level of urban-rural integration among ten urban agglomerations, with medium-high and high integration zones distributed around medium integration zones. 3) The polycentricity of urban agglomerations and urbanrural integration show a significant inverted U-shaped relationship. 4)The influence of polycentricity on urban-rural integration varies among urban agglomerations at different stages of development.
		2025 Vol. 40 (5): 133-144 [Abstract] ( 10 ) [HTML 1KB] [ PDF 1790KB] ( 55 )

TOURISM

	145	FILIAL PIETY, FAMILY AFFECTION, PARENT-CHILD RELATIONSHIP: DIFFERENCES AND VALUE TRANSMISSION OF TOURISM AND LEISURE CONSUMPTION IN THREE TYPES OF FAMILY RELATIONSHIPS
		BAI Kai, WANG Ze-xiang, CHEN Bo-wen
		‘The foundation of the world is at home’. The Chinese nation has always attached importance to the family. Family tourism and leisure consumption activities from the perspective of Chinese culture reflect the universal values and social changes in contemporary China. Filial piety, marital satisfaction and children's expectations in Chinese family culture are important supports and sources for stabilizing the spiritual feelings of Chinese people. This article is based on macro data from the China Family Panel Studies 2018 crosssection data, using multi-layer perception, radial basis function, factor analysis, two-step clustering analysis, and ordinal regression to explore specific impact of three types of family relationships at the micro level: the elderly and their adult children relationship, marital relationship, and parent-child relationship on family tourism and leisure consumption. The article shows that family tourism and leisure consumption activities have become effective alert information and approaching tools for family relations, and this field will inevitably become an important theoretical development and practical application need for family relations research in China.
		2025 Vol. 40 (5): 145-154 [Abstract] ( 9 ) [HTML 1KB] [ PDF 1684KB] ( 105 )

	155	THE TRAVELER IN THE IMAGE: POETIC METAPHORS AND THE CONSTRUCTION OF THE TOURISM IMAGINATION
		XIONG Wei, HUANG Xiao-ying, CAI Xiao-mei
		Imagination has become one of the important ways for travelers to construct and consume travel destinations and get a deep travel experience. Inspired by the poetic language and metaphorical thinking of Chinese culture, this study is based on the theory of conceptual metaphor, takes structural metaphor, ontological metaphor and orientation metaphor as the analytical framework for metaphor recognition, and identifies the poetic metaphor theme in the travel video blog texts through the MIPVU program, and studies how the "author" of travel video blogs shape tourism imagination through poetic metaphors. Through the coding analysis of 292 travel video blog texts, the results show that: 1) The tourism imagination shaped by bloggers mainly includes two types of metaphors: structural metaphor and ontological metaphor. 2)The metaphors of different themes are intertwined, and finally four kinds of tourism imaginations are formed: filling, mapping, contagious, and summoning. 3) Tourism imagination is formed through four stages: circle gathering, encounter space, common concern and emotional resonance.
		2025 Vol. 40 (5): 155-164 [Abstract] ( 7 ) [HTML 1KB] [ PDF 1866KB] ( 150 )

	165	CAPITAL-POWER INTERACTION IN THE PROCESS OF RURAL TOURISM SPACE PRODUCTION FROM THE PERSPECTIVE OF ELITE EMBEDDING
		YU Wei, LIU Shu-min, ZHANG Xue-bo, WANG Min, SONG Jin-ping
		Based on the "elite embedding" perspective, this paper takes Zhuquan village in Yi'nan as a typical case to analyze the process of rural tourism space production and interpret the interaction logic between capital and power. The result indicates that the rural tourism space production in Zhuquan village is driven by elites who embed themselves into the network of local actors through capital, organization and management. Meanwhile, local space is being reshaped by structural forces such as political economy, institutional culture, etc. Elite discourses of power guide the expansion and circulation of capital space. Political elites conceptualize the representation of tourism spaces and dominate the production of material entities in tourism areas, achieving the first-level circulation of capital. Economic elites invest in creating the commodity space and consumption environment within the tourism area, completing the second-level circulation of capital. The third-level circulation of capital focuses on continuous investment by elites in the personal development and social services of non-elite groups, helping local actors to break free from the isolation dilemma of "self" and "other" roles in livelihood and alleviating social conflicts arising from unjust distribution through struggles.
		2025 Vol. 40 (5): 165-174 [Abstract] ( 12 ) [HTML 1KB] [ PDF 1863KB] ( 77 )

	175	INFLUENCING PATHS OF TOURIST FOOD INVOLVEMENT ON BEHAVIORAL INTENTION
		YU Feng-long, PAN Wei, HOU Bing
		In the context of tourism, food consumption has become a prominent topic of social concern and a key focus in international tourism research. However, compared with traditional food culture and contemporary food practice, the breadth and depth of food tourism research in China urgently need to be strengthened. Tourists' food involvement reflects their psychological state and level of engagement in food-related decisions and activities, offering a crucial perspective for studying tourists' food consumption behavior. Drawing on domestic and international research, this article integrates offline and online survey data to construct and interpret the structural characteristics of tourists' food involvement, as well as its impact pathways on behavioral intentions. The results indicate that tourists' food involvement consists of six dimensions: attractiveness, centrality, social bonds, symbolism, risk possibility, and risk consequences. These dimensions significantly influence consumer satisfaction and behavioral intentions, although their impacts vary across dimensions. The structural content and impact pathways of tourists' food involvement highlight the complexity of food consumption psychology and the evolving nature of value orientation. Tourists' perceptions of food and the values they attribute to it influence their level of involvement, which is moderated by the food consumption context at tourist destinations.
		2025 Vol. 40 (5): 175-183 [Abstract] ( 6 ) [HTML 1KB] [ PDF 1731KB] ( 119 )

	184	RESEARCH ON LOCAL DIALECT AND CONSUMPTION BEHAVIOR OF TOURISM SOUVENIRS
		SHI Shao-xiang, WEN Tong, LV Qiao-shan
		Tourism souvenir consumption is a key driver of tourism revenue and plays a vital role in fostering the sustainable development of the tourism industry. Souvenirs serve as tangible representations of travel experiences, often embodying the cultural and historical essence of destinations. To make souvenirs more appealing and stimulate consumer demand, many businesses have turned to strategies that incorporate local dialect symbols into product design and marketing. This innovative approach aims to strengthen the cultural identity associated with souvenirs, elevate their perceived value, and ultimately increase tourists' willingness to purchase. However, despite the growing use of dialect symbols in practice, their impact on consumer behavior remains insufficiently explored in academic research. Key questions, such as whether dialect symbols effectively enhance purchase intentions and the mechanisms underlying their influence, require further investigation. Grounded in customer perceived value theory, this study employs two scenario-based experiments to explore how dialect symbols affect tourists' attitudes toward souvenirs and their purchase intentions. The research provides important insights into the mechanisms through which dialect symbols influence consumer behavior. First, the findings demonstrate that dialect symbols have a significant positive impact on both product attitudes and purchase intentions. Second, the study identifies customer perceived value as a key mediating variable. Third, the moderating role of product practicality is revealed.
		2025 Vol. 40 (5): 184-192 [Abstract] ( 8 ) [HTML 1KB] [ PDF 1304KB] ( 108 )

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