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.

The establishment of a new type of natural protected area system with national parks as the main body is an inevitable trend of current development, and it is also an important ways to build a more beautiful China. During tourist visits, the national park will promote a variety of ways to enhance the ecological values of tourists. Ecological values can strengthen tourists’ sense of identity, but their impact on tourists’ pro-environmental behavior is not discussed. Based on this, Wuyishan National Park, a world natural and cultural heritage, is selected as the case site, and the PLS-SEM analysis method is used. An empirical test was conducted on 358 valid samples collected in the field. The results show the following: (1) tourists’ ecological values and place identity can positively affect their pro-environmental behaviors; (2) place identity plays a mediating role between ecological values and tourists’ pro-environmental behavior; (3) place dependence and place identity play a chain mediating role between ecological values and tourists’ pro-environmental behavior; (4) according to the PLS-MGA test, gender and age can play a moderating role on the influence of ecological values on pro-environmental behavior. Therefore, the managers of national parks should pay attention to the cultivation of ecological values and consider tourist attraction, as well as formulating marketing strategies and other policy suggestions according to the different characteristics of tourists. The findings of this study offer both practical guidance and a theoretical underpinning for advancing ecological tourism within the framework of natural protected areas, with national parks playing a central role.

Heritage tourism related to sports events is widely recognized as a new paradigm of integration between culture, sports, and tourism. By combining sports events with world heritage sites, it attracts more tourists to pay attention to world heritage, serving as an important practice for the protection and sustainable development of world cultural heritage. However, the academic community still lacks discussions on its composition and impact effects. This study, based on the event of the 2022 Yongding Tulou Marathon in Fujian, constructs a multiple impact model of sports event events on tourist loyalty to heritage sites, integrating social and market perspectives. It follows the logic of “recognition-emotion-behavior” and uses PLS-SEM for empirical testing. PLS-MGA is conducted based on tourist demographic characteristics to explore the impact of different consumer group characteristics on the influencing paths. The results show: (1) The image of sports events is an important factor affecting tourist loyalty and the image of heritage sites, but it is difficult to directly influence tourists’ sense of place attachment; (2) The image of heritage is more deeply rooted in the heart, prompting tourists to develop loyalty and attachment to the heritage site, while attachment can also directly stimulate tourist loyalty; (3) The image of sports events can enhance the cognitive image of heritage through positive tourist experiences, thereby improving tourist loyalty to the heritage site. Additionally, the image of sports events can also stimulate tourists’ heritage image and sense of place attachment, ultimately strengthening loyalty to the heritage site; (4) Demographic variables such as gender, age, frequency of participation, and monthly running distance are key factors affecting the mechanism through which the image of sports events influences destination loyalty. The research findings not only reveal the theoretical process of how the image of event events influences multiple behaviors of tourists at heritage sites but also provide a comprehensive perspective and methodological tools for the study of sustainable development of world heritage sites. They also offer theoretical references for managers to effectively leverage the positive effects of developing sports tourism projects in heritage tourism destinations.

Forestry heritage tourism can spread the ecological concept of harmonious coexistence between humans and nature, and it is a nature-based solution to climate change. However, how tourists are guided to form an emotional identity and how their attention to climate change issues can be stimulated continuously remain unclear. Therefore, in this study, we selected the Wuyi Mountain Forestry Heritage Site as our study site and employed PLS-SEM to analyze the responses of 384 tourists, thereby examining the underlying mechanism linking their perceptions of climate change to carbon offset behaviors within forestry heritage sites. The results showed the following: Perceptions of climate change had a positive and significant impact on carbon offset behavior (β = 0.310, p < 0.001), ecological identity had a positive and significant impact on carbon offset behavior (β = 0.375, p < 0.001), and the sense of environmental responsibility had a positive and significant impact on carbon offset behavior (β = 0.226, p < 0.01). At the same time, ecological identity and environmental responsibility play an intermediary role, and the impact of climate change perception on the carbon offset behavior of tourists at forestry heritage sites is moderated by tourists’ health attitudes. In addition, gender, age, and educational background have an impact on the process of carbon-offsetting behavior development at forestry heritage sites. This research further clarifies the internal logic of tourists’ carbon offset behavior in the context of heritage tourism, helps to enrich the theoretical system of Nbs and heritage tourism research, and provides a feasible reference for the realization of the SDGs.

Agricultural heritage includes both material and immaterial vestiges of past agricultural practices that are directly tied to human agriculture. It holds great ecological, cultural, commercial, and tourism value. There are not many historical sites available for developing agricultural heritage tourism right now, and no experience is ideal. This study used sophisticated PLS-SEM techniques and SmartPLS 3.3.9 software to carefully examine data, examine measurement and structural models, rigorously test hypotheses, determine the validity and reliability of the findings, and investigate potential moderating effects. To address the critical issue of brand loyalty in agricultural heritage tourism, this study developed and tested a comprehensive impact route, which was supported by an examination of 427 visitors’ cultural memories and brand experiences, demonstrating their critical role in influencing brand loyalty. The findings show the importance of cultural memory in shaping travelers’ brand experiences and loyalty. Furthermore, due to their unique characteristics, various groups react differently to each phase of the brand loyalty effect route.

The emergence of immersive technology has revolutionized the traditional tourism model, making it crucial to explore how virtual tourism can promote real tourism. This study examines the tourism of China’s Grand Canal, employing the Technology Acceptance Model and cultural memory theory. The study collected 391 valid questionnaires from China and utilized PLS-SEM to confirm that technology acceptance and cultural memory positively influence virtual tourism attitude, real tourism attitude, and subsequently real tourism intention. Furthermore, fsQCA reinforces these findings and suggests six configurations for enhancing real tourism intention. These findings enable innovative strategies to leverage virtual tourism for promoting real tourism in the industry.