Rural e-commerce entrepreneurship education (EE) in Higher Education Institutions (HEIs) can effectively enhance the development of the rural e-commerce industry and improve the motivation of students to start or be employed in rural e-commerce, but how to conduct effective evaluation is an issue that remains to be clarified. The research objectives of this paper are as follows: to establish a “student-centered” evaluation model for EE in HEIs, to integrate rural e-commerce professional education with EE, and to provide practical guidance for the evaluated HEIs. This paper constructs an evaluation model of rural e-commerce EE in HEIs. The research method combines Analytic Hierarchy Process (AHP) and Fuzzy Comprehensive Evaluation Method. The questionnaire method was used to obtain 384 valid data for the empirical analysis of the education of the Software Engineering Institute of Guangzhou. The study’s results found that the final evaluation result of the school’s rural e-commerce EE grade was good. The indicators at the level of educational support and feedback effectiveness scored relatively high, but those at the level of learning input and educational process scored low. Based on the findings, recommendations were made in terms of developing more open feedback channels, providing a full range of services, and social flexibility of the training program.

Traveling to diverse locations for leisure purposes is known as tourism, and it offers a variety of vacation experiences, including activities, healthcare, education, and religious, beachside, or rural getaways. People can escape their everyday life, learn new things, and enjoy the arts thanks to it. Both personal growth and cross-cultural exchange are facilitated by tourism. Nonetheless, diverse traveler tastes drive individuals to particular cities, nations, or areas. The goal of this study is to present a current typology of Chinese visitors based on experience and centrality, pinpointing their preferences and building a thorough profile. Prior research conducted in China has investigated the factors that influence this typology, including socio-demographic factors and tourism characteristics such as prior knowledge and on-site activities. It's interesting to note that this study found little difference in preferences between multi-day tourists from rural areas of China and local day-trippers.

Traveling to diverse locations for leisure purposes is known as tourism, and it offers a variety of vacation experiences, including activities, healthcare, education, and religious, beachside, or rural getaways. People can escape their everyday life, learn new things, and enjoy the arts thanks to it. Tourism facilitates both personal growth and cross-cultural exchange. Nonetheless, diverse traveler tastes drive individuals to particular cities, nations, or areas. The goal of this study is to present a current typology of Chinese visitors based on experience and centrality, pinpointing their preferences and building a thorough profile. Prior research conducted in China has investigated the factors that influence this typology, including socio-demographic factors and tourism characteristics such as prior knowledge and on-site activities. It's interesting to note that this study found little difference in preferences between multi-day tourists from rural areas of China and local day-trippers.

Tourism is a way of recreation, which involves a person’s travel to another city, country, and even to another continent. Travel is different, and any connoisseur can choose a vacation to their liking: active, educational, wellness, religious, beach, or rural. Tourism helps people escape from everyday problems, learn something new, and get an unforgettable aesthetic satisfaction. Also, such a vacation helps not only to learn the cultures of other countries and peoples but also contributes to the personal development of any traveller. In general, it allows people to combine relaxation with learning new things. However, different tourists have different preferences, so their motivation to visit specific cities, countries, or regions are also different. This study aims to provide tourists in China with an up to date and specific typology based on centricity and experience. Besides, the motive behind the work presented in this paper is to identify the different types of tourists in China, analyse their preferences, and as a result, create their holistic profile. Several studies from China already have information on the factors that influence this typology. In general, they include characteristics of travel (for example, on-site activities, prior knowledge) and some sociodemographic characteristics. This study shows that, in practice, there are small differences in preferences between local day trippers and those travelling for several days from remote regions of China.

This study explores how the perceived authenticity of staged cultural performances, or dramaturgical authenticity, stimulates destination loyalty and advocacy following an ordered sequence of experiences. Drawing on Goffman’s dramaturgical perspective, we investigate whether tourist immersion and transformative experiences serve as serial mediators linking perceptions of authenticity to post-visit behavioral intentions in cultural heritage contexts. We implemented a two-wave, time-lagged field design at Zhaoxing Dong Village (China), a living cultural heritage site. Immediately after evening cultural activities, Wave 1 (N = 402) measured dramaturgical authenticity. Two to three weeks later, Wave 2 assessed immersion, transformative experience, emotional destination loyalty, and advocacy intentions, yielding a matched panel of 346 respondents (86% retention). Hypotheses were evaluated using partial least squares structural equation modeling (PLS-SEM), with bias-corrected bootstrapping used to test direct effects, simple mediation, and serial mediation pathways. Findings support the proposed process model. Dramaturgical authenticity positively predicted immersion, and immersion, in turn, was associated with a transformative experience. Most prespecified direct paths were statistically supported under the bootstrapped confidence-interval criterion; the direct effect of tourist immersion on advocacy intentions was positive but unsupported at the 95% confidence level. The single-step and serial indirect effects were also supported, with the exception of the indirect effect of dramaturgical authenticity on advocacy intentions via tourist immersion, which was likewise positive but unsupported at the 95% confidence level. The immersion → transformation sequence emerged as the primary mechanism linking authenticity to downstream loyalty and advocacy, and the model accounted for substantial variance in both outcomes, indicating strong predictive performance. Theoretically, the study advances authenticity research by conceptualizing dramaturgical authenticity as a performative, co-constructed construct rather than a fixed staged-versus-real dichotomy, and by demonstrating empirically that immersion and transformation unfold sequentially rather than in parallel within the experiential trajectory. The time-lagged design and serial mediation tests offer a more nuanced view of experiential evolution than cross-sectional designs can, methodologically speaking. In managerial terms, the findings suggest that designing for immersion (through sensory richness, narrative structure, and participatory elements) creates the most conducive conditions for transformation, which in turn generates enduring emotional loyalty and word-of-mouth advocacy for heritage sites. Future research may explore boundary conditions, including performance genre, visitor expertise, and cultural distance, across non-Western destinations.