Cultural heritage is the sum of material wealth and spiritual wealth left by a nation in the past. Because of its precious and fragile characteristics, cultural heritage protection and tourism development have received extensive global academic attention. However, application visualization software is still underused, and studies are needed that provide a comprehensive overview of cultural heritage tourism and prospects for future research. Therefore, this research employs the bibliometric method with CiteSpace 5.8. R2 software to visualize and analyze 805 literature items retrieved from the SSCI database between 2002 and 2022. Results show, first, scholars from China, Spain, Italy have published the most articles, and Italian scholars have had the most influence. Second, Hong Kong Polytech University, the Chinese Academy of Sciences, Jinan University have had significant influence on cultural heritage tourism research. Third, Annals of Tourism Research is the most cited journal in the field. Influenced by politics, culture, and technology, sustainable development and consumer behavior have become key topics in this field over the past 21 years. Fourth, tourist satisfaction, rural development, cultural heritage management are the key research frontiers. Fifth, in future, cultural heritage tourism should pay more attention to micro-level research, using quantitative methods to integrate museums, technology, and cultural heritage into consumer research. The results offer a deeper understanding of the development and evolution of the global cultural heritage tourism field from 2002 to 2022. At the same time, our findings have provided a new perspective and direction for future research on global cultural heritage tourism among scholars.

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.

Important Agricultural Heritage Systems (IAHS), as a new type of heritage, has received extensive attention from the international scientific communities. With the increase of IAHS research, reviews on it have been conducted by many scholars. However, visualized research to show future research trends of IAHS are lacking. Therefore, using metrology analysis methods, this study aims at presenting the progress of research and the general development trends of Globally Important Agricultural Heritage Systems (GIAHS) in the world from 2006 to 2020 to provide ideas for the development of countries or regions in the future. This study mapped 292 literatures from Web of Science core collections from 2006 to 2020 by CiteSpace software. The results show that research on IAHS from 2006 to 2020 experienced two stages: the fluctuating increase stage, and the steady growth stage. Author groups from China, Italy, the USA, Japan, etc., contributed many papers on IAHS. Institutions including the Chinese Academy of Sciences, the University of Florence and the University of Padua in Italy, etc., have a relatively high influence on international IAHS research. Agriculture Ecosystems & Environment is the most cited journal. Agricultural Heritage Systems, regeneration, agriculture, agroforestry, dry-stone wall, social capital, instability, and agricultural biodiversity have been hotspots in the past 15 years. The research themes mainly focus on GIAHS, tourism, livelihood assets, and direct georeferencing. Authors in different regions concern different research themes. In the future, the fields of applications and microscopic views, social sciences, applications of standardized quantitative research methods, and broadened international cooperation should be paid more attention.

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.

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.

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.