Under the new normal of COVID-19, interest in e-production/e-services has, increasingly, included Virtual Reality (VR) tourism. However, the relationship between the perceived need for VR tourism and the stimulation of intention to corporeal tourism is, yet, vague, where corporeal tourism refers to visiting actual tourism destinations. To investigate the preferred intention of particular tourist modes (VR vs. corporeal), an integrated framework was proposed, by merging key elements from the attention, interest, desire, and action (AIDA) model and the technology-acceptance model (TAM). A sample of 657 respondents was collected, during February 2022, and hypotheses were tested using a partial least square structural equation model (PLS-SEM). The findings showed that interest in VR tourism had a strong hierarchical effect on the behavioral intention to a particular tourist mode, mediated by perceived usefulness or ease of use, attitude, and desire. Interest was significantly linked to two key constructures of TAM, whilst both determined attitude. Attitude significantly influenced the preference intention toward a particular tourism mode, directly and indirectly with users’ desires, as a crucial mediator in the relationship. The individual characteristics moderate the paths, from evaluation to attitude and attitude to the mediator of desire to intention. This study contributes to both theories as well as practices in tourism management and marketing.

“Small, scattered and weak”, i.e., small-scale arable land holdings, decentralized operation, and weak effectiveness are common agricultural development problems that most developing countries face. Promoting the moderate-scale operation and modernization development of agriculture under the premise of protecting social stability is a complex and systemic process. In the evolution of China’s agricultural business model and land system reform, the Land Shareholding Cooperative System (LSCS) emerged. However, few studies have focused on the relationship between rural land institution innovation and agricultural economic development. We found great potential in this approach in solving the dilemma of “small, scattered, weak” in agricultural development, while protecting farmers’ land property rights. We described the cases of Tangyue, Zhouchong, and Chongzhou in rural China through the research method to illustrate how this occurred. This approach takes full advantage of the combination of “cooperative” and “shareholding” while alleviating the incompatibility of the historical allocation of arable land with urbanization and agricultural development. Balancing the development of factor markets and protecting the welfare of members contributes to its effective implementation. This study provides valuable examples of agricultural development in similar areas and countries.