How destinations use tourism short videos to stand out in the fierce digital market is crucial. Based on the “cognitive-affective-conative” theoretical model, this study investigates the differential effects and mechanisms of tourism short video message appeal on users’ travel intention by conducting three experiments. The findings show that: emotional appeal (vs. rational appeal) is more likely to stimulate users’ travel intention, and telepresence, interest arousal and attitude toward the destination play the mediating roles. Moreover, high-narrative tourism short videos have stronger emotional appeal effects on users’ telepresence and travel intention. However, there was no significant difference in the effect of the two message appeals in low-narrative tourism short videos. This study reveals the differential influences of various message appeals, highlights the synergistic and complementary effects of interest arousal and attitude toward the destination, and provides practical insights to design attractive tourism videos.

Entrepreneurship education is a critical issue for higher education (HE) students, and thus has been on the agenda of national sustainable development in China. However, few studies have approached the enhancement of HE students’ entrepreneurial competencies in relation to the perspective of their learning environment. This study developed and employed the Theoretical Model of Entrepreneurial Competencies to examine the path of improving HE students’ entrepreneurial competencies. The results reveal that a diverse learning environment is an important external factor in developing HE students’ entrepreneurial competencies. Knowledge transfer, self-efficacy, and cognitive flexibility mediate this relationship. Moreover, entrepreneurship education significantly moderates the effects of self-efficacy on HE students’ entrepreneurial competencies, but it does not play a moderating role between cognitive flexibility and entrepreneurial competencies. This study provides insights for both policy and managerial endeavors in sustainably advancing HE students’ entrepreneurship through an innovative learning environment.

The role of heritage interpretation in cultural inheritance is increasingly recognized, yet how different types of heritage anthropomorphic interpretation affect tourists’ cultural inheritance intention remains unclear. Based on four experiments, this study explores the effects of heritage anthropomorphic interpretation (imagery, verbal, and integrated) on tourists’ cultural inheritance intention. Our findings include: (1) Heritage anthropomorphic interpretation enhances cultural inheritance intention, with the integrated type outperforming the imagery type, but not the verbal type. (2) Cultural involvement mediates the relationship between heritage anthropomorphic interpretation and cultural inheritance intention. (3) Situational awe moderates this relationship—under low awe, the imagery type is more effective than other types, whereas no significant differences emerge under high awe. This study introduces an anthropomorphic perspective to heritage interpretation and identifies the impacts of differentiated interpretation types on cultural inheritance intention. It extends dual coding and meaning transfer theories and contributes to effective interpretation design strategies.