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Dr. Yan Liu
College of Tourism, Sichuan Agricultural University

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Research Keywords & Expertise

0 Destination Marketing
0 destination development
0 Online travel consumption
0 Destination crisis management
0 tourism consumer behavior

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Journal article
Published: 09 July 2021 in Agriculture
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Farmers are the heart of rural tourism destinations, and their land-responsibility behaviours affect sustainable development. In this study, four rural tourist sites in the suburbs of Chengdu were selected, and the structural equation model was used to analyse the influence of farmers’ self-identity on their land-responsibility behaviours intention under the condition of agricultural multifunction perception as a mediation variable. The results show that, in rural tourism destinations of suburban districts of China, farmers’ self-identity is an important variable that affects their land-responsibility behaviour intention. Agricultural economic function perception mediates the relationship between farmers’ self-identity and land-responsibility behaviour intention. Agricultural non-economic function perception positively affects their agricultural economic function perception.

ACS Style

Xingping Cao; Zeyuan Luo; Manli He; Yan Liu; Junlin Qiu. Does the Self-Identity of Chinese Farmers in Rural Tourism Destinations Affect Their Land-Responsibility Behaviour Intention? The Mediating Effect of Multifunction Agriculture Perception. Agriculture 2021, 11, 649 .

AMA Style

Xingping Cao, Zeyuan Luo, Manli He, Yan Liu, Junlin Qiu. Does the Self-Identity of Chinese Farmers in Rural Tourism Destinations Affect Their Land-Responsibility Behaviour Intention? The Mediating Effect of Multifunction Agriculture Perception. Agriculture. 2021; 11 (7):649.

Chicago/Turabian Style

Xingping Cao; Zeyuan Luo; Manli He; Yan Liu; Junlin Qiu. 2021. "Does the Self-Identity of Chinese Farmers in Rural Tourism Destinations Affect Their Land-Responsibility Behaviour Intention? The Mediating Effect of Multifunction Agriculture Perception." Agriculture 11, no. 7: 649.

Journal article
Published: 07 July 2021 in Journal of Retailing and Consumer Services
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Short videos have been increasingly in demand recently while also holding promise for tourism marketing. Many destination management organizations have tried to make short videos by shooting the grand landscapes of a destination. However, the effective video characteristics and internal processes of potential tourists while watching such short videos remain unclear. We propose that a short video's narrative aspect can influence destination brand attitude. Accordingly, we developed this study around narrative transportation theory, and extended the antecedent and consequence variables of narrative transportation. We investigated two main questions, as follows: 1) Can narrative short videos have a positive effect in tourism marketing? and 2) What is the mechanism underlying the development of narrative transportation? The effect of narrative transportation, sense of presence, and psychological reactance in short narrative videos on destination brand attitude were investigated. We analyzed data from 408 participants using structural equation modeling analysis. The results indicated that the narrative of short videos promotes brand attitude, and that this effect is achieved by lessening individuals' psychological reactance to official advertisements and providing them with an immersive experience that delivers the sense of presence. These results not only add to the research on the use of narrative in short videos, but also indicate that short videos could be an effective marketing strategy for destinations.

ACS Style

Xinyue Cao; Zhirui Qu; Yan Liu; Jiajing Hu. How the destination short video affects the customers' attitude: The role of narrative transportation. Journal of Retailing and Consumer Services 2021, 62, 102672 .

AMA Style

Xinyue Cao, Zhirui Qu, Yan Liu, Jiajing Hu. How the destination short video affects the customers' attitude: The role of narrative transportation. Journal of Retailing and Consumer Services. 2021; 62 ():102672.

Chicago/Turabian Style

Xinyue Cao; Zhirui Qu; Yan Liu; Jiajing Hu. 2021. "How the destination short video affects the customers' attitude: The role of narrative transportation." Journal of Retailing and Consumer Services 62, no. : 102672.

Journal article
Published: 08 May 2021 in Journal of Hospitality and Tourism Management
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Encouraging tourists to engage in civilized tourism behavior is paramount in destination environment and culture protection. However, the uncivilized behavior of Chinese tourists when traveling abroad has sparked concern that such behaviors might have caused environmental damage to the destination and tarnished the international image of China. Despite the seriousness of uncivilized behavior, quantitative research on this topic is scarce. Thus, we attempted to identify an optimal solution for tourism management authorities by investigating the mechanism underlying the formation of civilized tourism behavioral intention. We found that national image is a novel construct that drives tourists to adopt civilized behaviors, and proposed an integrated model to explain how national image influences civilized tourism behavioral intention. Participants were 468 Chinese tourists, who completed a survey questionnaire. Data were analyzed using structural equation modeling (SEM), and the results revealed that national identity, patriotism, and psychological ownership played full mediating roles in the relationship between national image and civilized tourism behavioral intention. This study has implications for Chinese tourism management authorities, and could help to develop schemes to effectively advocate civilized tourism behavior.

ACS Style

Zhirui Qu; Xinyue Cao; Hong Ge; Yan Liu. How does national image affect tourists’ civilized tourism behavior? The mediating role of psychological ownership. Journal of Hospitality and Tourism Management 2021, 47, 468 -475.

AMA Style

Zhirui Qu, Xinyue Cao, Hong Ge, Yan Liu. How does national image affect tourists’ civilized tourism behavior? The mediating role of psychological ownership. Journal of Hospitality and Tourism Management. 2021; 47 ():468-475.

Chicago/Turabian Style

Zhirui Qu; Xinyue Cao; Hong Ge; Yan Liu. 2021. "How does national image affect tourists’ civilized tourism behavior? The mediating role of psychological ownership." Journal of Hospitality and Tourism Management 47, no. : 468-475.

Journal article
Published: 13 May 2020 in Journal of Retailing and Consumer Services
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Brand attachment is at the core of building strong consumer brand relationships, which has important strategic significance for hotel enterprises and brands in acquiring a sustainable competitive advantage. Currently, neither the mechanisms underlying brand attachment nor the factors influencing hotel brand attachment are clearly understood. Functional, symbolic, and hedonic needs influence brand selection. This paper analyzed the effect of these three factors on consumers’ perceived value and brand attachment. The mediating effects of customer sentimental value were also evaluated. This study expands our understanding of what determines brand attachment by showing that sentimental value mediates the relationships between functional value, symbolic value, hedonic value, and brand attachment. It also has managerial implications for the hotel industry.

ACS Style

Yan Liu; Yan Kou; Zhenzhong Guan; Jiajing Hu; Bo Pu. Exploring hotel brand attachment: The mediating role of sentimental value. Journal of Retailing and Consumer Services 2020, 55, 102143 .

AMA Style

Yan Liu, Yan Kou, Zhenzhong Guan, Jiajing Hu, Bo Pu. Exploring hotel brand attachment: The mediating role of sentimental value. Journal of Retailing and Consumer Services. 2020; 55 ():102143.

Chicago/Turabian Style

Yan Liu; Yan Kou; Zhenzhong Guan; Jiajing Hu; Bo Pu. 2020. "Exploring hotel brand attachment: The mediating role of sentimental value." Journal of Retailing and Consumer Services 55, no. : 102143.

Journal article
Published: 07 January 2020 in Physica A: Statistical Mechanics and its Applications
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Establishment of nature reserves is aimed at preventing the deterioration of the ecological environment and achieving sustainable development. The relationship between ecological protection and the quality of life of community residents is one of the important issues in current sustainable research. In the issue of the quality of life of the community residents in the nature reserve, the empty nester has become a factor restricting the sustainable development of the nature reserve due to the lack of economic opportunities, so it is urgent to pay attention to the empty nester group. However, few studies have focused on elderly empty nesters living in the nature reserve from the perspective of psychological illnesses. This study aimed to examine the extent that social support slows the impact of loneliness on the quality of life (QOL) of elderly empty nesters in Wolong Panda Nature Reserve, China. A cross-sectional survey was conducted on a sample of 675 at the Wolong Panda Nature Reserve in Wenchuan County, Sichuan province. Empty nesters living in the Wolong Panda Nature Reserve who were single, aged older than 70 years, had a low education level, or had a low income and poor QOL. Loneliness has a negative impact on QOL. Social support may alleviate the negative effect of loneliness on QOL in elderly empty nesters. The results indicated that more attention should be paid to strengthening the social support for empty nesters to reduce their loneliness levels and improve their QOL. This study could provide support to psychologists engaged in elderly mental health interventions with elderly empty nesters and to administrators who encountered similar situations in other countries or regions.

ACS Style

Yan Liu; Zhirui Qu; Zhiyi Meng; Shihang Wang. Relationship between loneliness and quality of life in elderly empty nesters from the Wolong Panda Nature Reserve in Sichuan province, China, from the perspective of Rural Population and Social Sustainability. Physica A: Statistical Mechanics and its Applications 2020, 551, 124154 .

AMA Style

Yan Liu, Zhirui Qu, Zhiyi Meng, Shihang Wang. Relationship between loneliness and quality of life in elderly empty nesters from the Wolong Panda Nature Reserve in Sichuan province, China, from the perspective of Rural Population and Social Sustainability. Physica A: Statistical Mechanics and its Applications. 2020; 551 ():124154.

Chicago/Turabian Style

Yan Liu; Zhirui Qu; Zhiyi Meng; Shihang Wang. 2020. "Relationship between loneliness and quality of life in elderly empty nesters from the Wolong Panda Nature Reserve in Sichuan province, China, from the perspective of Rural Population and Social Sustainability." Physica A: Statistical Mechanics and its Applications 551, no. : 124154.