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This research examines the direct and indirect effects of immigrant consumers' (heritage vs host) cultural orientation on their opinion leadership, in relation to heritage versus host culture peers. In addition to examining the potential mediation of different exhibitions of innovativeness, the research tests whether the relative size of the immigrant population in a country might affect the relationship of consumers' cultural orientation and opinion leadership.

Tests of the theoretical arguments rely on data from three samples of more than 1,000 consumers collected from Russian immigrants to three countries–Israel, Germany and the United States.

This study offers broad support for the foundational theorizing, in that the findings confirm a mediating role of consumer innovativeness. Cultural orientation relates directly to opinion leadership, though only in two countries with a relatively small (Russian) immigrant population, that is, Germany and the United States. Accordingly, these findings have pertinent theoretical and practical implications.

Little research centers on opinion leaders among immigrant consumer segments or details the antecedents of opinion leadership relative to ethnic and immigrant consumer segments. This study contributes to marketing theory and practice by investigating immigrants from Russia who have migrated to Israel, Germany or the United States and by elucidating whether and to what extent their heritage versus host culture orientations exert indirect (via innovativeness) or direct impacts on their opinion leadership, expressed toward heritage and host culture peers.

This paper empirically tests the relationship between food heritage, familiness, and clan culture, thus, highlighting the pivotal role of familiness in building robustly competitive food firms based on clan culture and food heritage.

The methodological approach adopted is based on a quantitative analysis with data from one eco-tourist city in Iran (Torqabeh). In this regard, we developed a structured questionnaire surveying 98 small- and medium-sized enterprises (SMEs) operating in the food industry. We then used partial least squares structural equation modeling (PLS-SEM) to carry out the analysis.

The results indicate the significant positive relationship between food heritage and clan culture, and highlight the role of familiness as a strong mediator, which is also associated with a strong relationship between food heritage and clan culture.

In the present study, the main limitation was linked to the small sample size and data collection, which took place in only a single city; however, further research could overcome this limitation by investigating SMEs from a heterogeneous geographical context.

The value of this research relates to studies that have examined food heritage as a possible antecedent of familiness. Moreover, the novelty of this research is to study the concept of familiness in improving resource-based views and organizational theories.

The primary purpose of this study is to investigate the influence of tourists' perceived value, satisfaction and behavioral intention on the development of Lipu Yi costume culture to promote the development of intangible cultural tourism and better construct a model of the influencing factors of Lipu Yi costumes in the development of intangible cultural heritage tourism.

The study site is the intangible cultural district of Panzhihua, Sichuan Province, China. This study examines the interrelationships between tourists' perceived value of experience, behavioral intention and satisfaction as the tourists relate to Lipu Yi costume and intangible cultural heritage tourism. A sample of 225 tourists who had visited Panzhihua at least once was selected for the study.

All seven of the survey's hypotheses were supported. Therefore, this study concludes that tourists' perceived value, satisfaction and behavioral intention directly affect the development of intangible cultural tourism and significantly positively impact the growth of Lipu Yi costumes culture. Descriptive analysis, confirmatory factor analysis (CFA) and structural equation modeling (SEM) investigation methods were used.

This paper analyzes tourists' perceived value of Lipu costume culture and tourists' satisfaction and behavioral intention during the tourism process. This study provides a more in-depth understanding of the relationship between Lipu Yi costume and non-heritage tourism factors. Practical methods and approaches are sought to further develop Lipu Yi costume non-heritage tourism.

This study aims to investigate the integration of heritage language and culture in technology-enhanced bilingual education and examine the dominance of the English language and culture in computer-assisted language learning settings.

This research used a narrative inquiry methodology. The data came from semi-structured interviews with 25 bilingual teachers in the Kurdistan region of Iraq and Texas.

The study found a significant bias in the use of technology toward the target language, often at the expense of heritage language and culture. The curricula analyzed were predominantly focused on superficial cultural elements of the target language, leading to a neglect of deeper cultural engagement.

This research highlights the phenomenon of cultural cringe within bilingual education and the skewed use of technology toward the target language.

The purpose of this paper is to identify young cultural visitors’ perceptions towards culture and cultural heritage destinations.

This study, based on a survey conducted in the archaeological site of Delphi in Greece, examines young cultural visitors’ perceptions by identifying their perceived importance for a series of destination attributes.

Findings reveal the important characteristics of cultural heritage sites for young travelers. Emphasis needs to be given on the following four influential factors of a cultural heritage site: organization and facilities, learning and experience, operation and accessibility, and place and promotion.

Tourism authorities ought to focus upon young people and understand their needs in order to attract them to cultural destinations providing positive experience/s. This study is a unique attempt to analyze the perceptions of young people in cultural destinations and is limited to only one cultural heritage site, Delphi. Further, research in other sites examining younger ages and their differences would provide significant information about this unexplored market in cultural sites.

This paper examines that misconception about culture concerning only older age‐groups needs a new way of thinking that takes into consideration young visitors as important cultural visitors. By ignoring their importance, opportunities to maximize value from the sites as well as to operate them in a more sustainable manner are lost. Knowing exactly the perceptions of young people for culture gives insights into their present and future behavior in cultural heritage destinations.

To provide an understanding of the ways in which Confucian Heritage students use reflection as a means of learning at university.

The approach is an exploratory qualitative study into the ways in which Confucian Heritage students learn while studying at university. Data are collected by means of semi‐structured formal interviews involving six students enrolled in a first‐year business course at an Australian university. Interviews are analysed using qualitative content analysis to identify major themes.

The research finds that values and cultural background influence Confucian Heritage students' approaches to teaching and learning at university. Beliefs that Confucian Heritage students learn through “rote learning” are challenged. Reflection is shown to be an important means of understanding, through deep learning, for Confucian Heritage students.

Understanding the relationship between culture and learning will inform teaching practice, thus enabling educators to guide and facilitate learning outcomes more effectively.

The research challenges the assumption that Confucian Heritage students use surface learning approaches such as “rote learning”. In fact, repetition is part of a process of reflection leading to deep learning. The research shows the importance of understanding culture as a means of improving learning outcomes.

The study explores the nexus between Ibu-Ubu boyhood initiation and the conservation of cultural heritage in Afikpo, Southeast Nigeria. The study is motivated by the rarity of such cultural conservation through initiation rites in an age of Christian-inspired culture terrorism against Igbo traditional religion, arts and relics.

The study adopted cultural anthropological research method. The boyhood initiation rite was studied through participant observation of the initiation between September and November 2017. As a cultural anthropological study, oral evidence was derived from the men who had undergone the rite. Through the oral evidence, interpretations were given to the material culture, monuments and heritage that have been conserved through Ibu-Ubu initiation rite.

The study discovered that amid the deluge of Christian-motivated culture terrorism and erosion of Igbo cultural arts, relics and heritage, the people of Afikpo have preserved most of their tangible and intangible heritage through the Ibu-Ubu boyhood initiation rites.

This study will assist in the reinvigoration of campaigns on environmental and heritage conservation in Igboland. It is sufficient to posit that Igboland is ridden with myriads of environmental and cultural terrorism, perpetrated by some Christian fanatics. The study reveals the relevance of the boyhood initiation rites in ensuring the preservation and conservation of Igbo cultural heritage in a century marked with fanatical Christian evangelism, culture-terrorism and destruction of both tangible and intangible heritages, which the Christians have labelled evil, barbaric and fetish.

This paper seeks to highlight issues surrounding ownership and copyrights relating to intangible cultural heritage and to raise potential concerns for local (rural, remote, smaller) communities involved in cultural heritage tourism.

The objective of the paper is to provoke reflection and further discourse on how local culture in smaller rural communities has been appropriated for tourism and related issues and concerns. Selected literature, other relevant documents and data from personal observations, derived from previous research, were examined to provide insights on the subject and to help achieve this objective.

Findings suggest that an inequity gap exists in benefits distributed to many rural communities whose cultural heritages are being appropriated and exploited by multiple commercial entities for tourism purposes and personal gain. Little, if any, of the profits realized benefit the local community – the actual creators and owners of the local culture.

With a new awareness and understanding of this phenomenon, developing and implementing a new and alternative approach is possible – an alternative approach that may help narrow this inequity gap while also ensuring significant sustainable benefits to all the stakeholders.

This paper presents new perspectives about the value of intangible cultural heritage when used for tourism. This paper should be of interest and importance to community tourism planners and policy makers, industry operators/suppliers dependent on local cultural tourism products, and consumers of local intangible culture who seek unique cultural experiences.

The purpose of this study is to address the challenges faced by rural areas and promote their sustainable development. It emphasizes the importance of re-establishing connections and cultivating a sense of belonging within rural communities, while safeguarding their cultural heritage. The study explores the potential of digital and creative tools in enhancing learning, supporting food production and tourism, facilitating research and providing engaging experiences. It also examines the economic condition of rural areas and the potential for their contribution to the national economy. Additionally, the study highlights the significance of sustainable community development, the role of rural areas in resilience and climate change adaptation and the complexities surrounding rural migration. The aim is to provide insights and recommendations for policymakers and stakeholders involved in rural development initiatives, focusing on the Mediterranean region.

This study develops an understanding of the role of digital and creative strategies in rural communities, highlighting their significance in preserving food heritage, culture and community capital while driving economic development. It specifically focuses on the Unesco Intangible Mediterranean Diet (UIMD) as a potential catalyst for regeneration through the integration of creative and digital tools and three cases are presented. The first is the impact of the Future Food Institute (FFI) ecosystem in the Living Lab in Pollica (Salerno, Italy); the second focuses on the digital tools provided by the CKF to support rural areas; and the third is a new identity and promotion of territorial development, co-designed in the Val di Vara (VdV) a rural region of the Ligurian inland in Italy, through digital strategies, heritage preservation and slow tourism development. The three cases highlight different ways of enhancing environmental and cultural heritage and demonstrate how collaborative creativity and digital tools contribute to the co-construction of knowledge and addressing critical issues to promote sustainable growth in rural areas.

The findings of this study indicate that re-establishing connections and fostering a sense of belonging within rural communities is crucial for their sustainable development. The use of digital and creative tools presents significant opportunities in enhancing various aspects such as learning, food production, tourism and research in rural areas. The study also reveals the potential economic contributions of rural areas to the national economy. It emphasizes the importance of sustainable community development and highlights the role of rural areas in resilience and climate change adaptation. Additionally, the study addresses the complexities surrounding rural migration and emphasizes the need for comprehensive policies to ensure the well-being and rights of migrant workers. The insights and recommendations provided in this study aim to guide policymakers and stakeholders involved in rural development initiatives, particularly in the Mediterranean region.

Nonetheless, it is imperative to acknowledge certain limitations within the scope of this study, primarily associated with the specific sample selection, potentially influencing the broader applicability of the findings. There is potential to explore a wider geographic area in future research. Additionally, the research underscores the importance of conducting further inquiries into certain aspects that have received limited attention. Living labs are a relatively recent phenomenon, warranting further in-depth scientific research. Additionally, the existing literature on this subject is often limited in scope.

The study and project aim to illustrate the feasibility of initiating a transformative process, centered on a visionary approach with a core focus on creative knowledge and the Mediterranean diet as a way of life, to revitalize marginalized communities. Furthermore, it seeks to emphasize that these neglected regions possess untapped potential for innovative ideas and opportunities. Rural communities, in their role as farmers of primary goods, are the ones who nurture the environment, and the landscape, and are the true protagonists of every era. Rurality is the place that preserves the most resources and potential in terms of biodiversity and rural knowledge. Every territory, like every human being, has its own characteristics and vocations to pursue. The existing Genius Loci is already an existing value that requires policies and governance to rediscover roots, identity and worth. The stratification of existing collective intelligence must become central and must be individually assessed and enhanced, also taking advantage of new digital technologies.

The social implications of this study are significant. By emphasizing the importance of re-establishing connections and cultivating a sense of belonging within rural communities, the study recognizes the social value of strong community ties. This can lead to increased social cohesion, a sense of identity and improved overall well-being within rural areas. The study also highlights the potential of digital and creative tools in enhancing learning, which can contribute to the empowerment and educational opportunities of individuals in rural communities. Furthermore, by promoting sustainable community development and addressing the complexities surrounding rural migration, the study acknowledges the social impact of inclusive policies that protect the rights and well-being of both local populations and migrant workers. Overall, the study's recommendations have the potential to foster social resilience, equity and a more vibrant social fabric within rural areas.

This study can offer valuable insights and recommendations for policymakers and stakeholders involved in rural development initiatives, particularly those focused on preserving food and cultural heritage in rural areas. By analyzing real-life examples, it bridges the gap between theory and practice, illustrating how these ideas have been effectively applied in specific contexts. This paper emphasizes the potential of the Mediterranean Diet as a sustainable and nutritious model with sociocultural, health, economic and environmental benefits, highlighting the importance of bottom-up approaches that empower local communities as custodians of knowledge and culture. It also provides practical strategies, such as investments in educational programs, the establishment of international campuses and the use of multichannel platforms for immersive experiences, which can be adapted for broader rural development initiatives, promoting sustainability and community engagement.

This study explores the influence of cultural heritage tourism perception on China's tourism image. It analyzes the role of the spiritual bond established between overseas Chinese youth and the motherland during their visit to the cultural heritage sites in China. This study constructs a theoretical model with 350 overseas Chinese youth as samples based on the identity theory, Stimulus-Organism-Response (S-O-R) theory, and Howard-Sheth model. The results show that cultural heritage tourism perception directly and positively promotes cultural identity among overseas Chinese youth. It is also indirectly and positively associated with their cultural identity through enhancing the tourism image. Cultural intelligence plays a positive moderating role between cultural heritage tourism perception and cultural identity. The results provide significant implications for developing cultural heritage tourism and cultural communication.