As heritage is the precious treasure of human society, heritage also carries the genes of culture. It is of vital importance to effectively develop heritage tourism resources and explore the mechanisms that influence tourists’ cultural identity. This study has integrated the stimulus-organism-response (SOR) framework with the attitude-behavior-context (ABC) theory to construct a hypothetical model of heritage tourism aesthetics, tourist involvement, mental experience, and cultural identity so as to figure out their relationships. The questionnaires were collected to investigate the impact paths and mechanisms between heritage aesthetics, tourist involvement, mental experience, and cultural identity. The structural equation model was used to examine the relationship between heritage tourism aesthetics, tourist involvement, mental experience, and cultural identity. The main findings include: (1) the positive impact of aesthetics driving mental experience and cultural identity is significant; (2) the impact of tourist involvement on mental experience and cultural identity is also significant; (3) the impact of aesthetics on cultural identity is not significant, but mental experience mediates the relationship between aesthetics and cultural identity in heritage tourism. This study provides a new research framework and perspective for the aesthetics, tourist involvement, mental experience, and cultural identity of tourists in heritage tourism. This study also provides practical implications for government culture sectors to propagandize culture and for heritage destination managers to better manage heritage sites.

Green technological innovation is one of the endogenous drivers of green economic growth, and digitalization can promote green economic development in the form of industrial empowerment. The interactive relationship and the degree of influence between digitalization, technological innovation, and green economic development is thus an urgent issue to be addressed. Based on the panel data of 30 Chinese provinces from 2011 to 2019, we measured digitalization, technological innovation, and green economic development for the first time using the entropy method and included them in the same analytical framework by constructing a PVAR model to empirically test their interrelationship and degree of influence. Our findings suggest that: (1) There is an inertial development and self-reinforcing mechanism among the three variables. (2) The impact of digitalization on green economic development has a positive promotion effect, while the impact of technological innovation on green economic development is not significant. (3) The impact of green economic development on technological innovation has a positive promotion effect in the short term, but this effect gradually declines and tends to zero in the long term. Finally, based on the findings, several practical suggestions are made.

Virtual reality is transforming the travel industry as both enhancement and replacement of experiences. The purpose of this study is to examine how travelers achieve flow states in VR experiences. Based on the flow theory, the study combines physiological measures with self-reported survey measures to understand people’s flow experiences. A laboratory experiment was conducted with 9D virtual reality motion theater simulator and iMEC 12 electrocardiogram monitor equipment. The contradictory results between the two measures indicate that travelers’ physiological reactions may not match their psychological perceptions. Compared to control, arousal has a stronger role in mediating travelers’ flow states.