Customer classification is an integral part of marketing planning activities. Researchers have struggled to classify “pilgrims” and “tourists” because these groups overlap to a large extent in terms of their identities while participating in religious activities/sightseeing. To achieve sustainable tourism development for the region with rich religious and cultural characteristics, the present article outlines a process for analyzing the motivation of participants attending religious festival of Mazu in Taiwan and then classifies religious festival participants according to their motivations. Using cluster sampling, a total of 280 responses were obtained and analyzed. The results revealed four different motivation categories: Fun traveler, devout believer, cultural enthusiast, and religious pragmatist. The study concludes that while festivalgoers are influenced by secularization to some extent, the original doctrine of the religion epitomized in the festivals fundamentally retains the essence and spirit of its religious rituals. The findings may have a significant value for the development of religious tourism marketing as it offers a foundation for future research seeking to develop regional cultural and religious sightseeing attractions sustainably.

To develop the hotel industry’s competitiveness, research on satisfaction and revisit intentions has always been important. More research has recently focused on guests’ pro-environmental behaviors and low-carbon management in the hotel industry. This research creates a recreationist-environmental fit satisfaction-revisit intention model based on the recreationist-environmental fit theory. This study surveyed seven green-standard hotels in Sanya, China, and tested the moderating effect of guests’ environmental behavior on their satisfaction and willingness to revisit. Self-administered questionnaires were distributed to respondents who had visited the surveyed green-standard hotels. Two hundred and forty-five valid questionnaires were collected with the hypotheses developed and examined using the SEM and HMR methods. The results indicated that the suitability of a leisure environment could positively impact guest satisfaction, which positively affected their willingness to revisit. In addition, this study proved the moderating effect of guests’ pro-environmental behaviors between satisfaction and revisit intentions.

For better response the tertiary education requirement in China, the “Financial Management” Course of Guangdong University of Petrochemical Technology focuses on strengthening morality education. This study discusses the innovative practice reform of teaching mode and teaching content of “Financial Management” Course for Non-Accounting majors undergraduate teaching. According to innovate practice of the BOPPPS blended teaching model based on goal and problem-oriented teaching, this study solved the shortcomings of single teaching mode. Besides, this study attempted to start the teaching content reform of ideological and political education. The results found that the suitability of blended teaching innovation practice in teaching mode and teaching design. Under the model practices, the “Financial Management” course makes the classroom a “lively” classroom, and improved teaching effectiveness.