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The public health emergency of COVID-19 (Corona-virus disease) pandemic has greatly impacted tourism industry, especially in the rural tourism. This paper aims to study how rural tourism practitioners can get out of the mire of the pandemic. By analyzing the behaviors of various stakeholders and the logic of the impact of the pandemic, the behaviors of participants and future development were sorted out. The key elements that promote the recovery of rural tourism were discovered.

Based on the framework of institute analysis and development (IAD), this research selected six rural tourist communities in China as subjects for the studies. Based on the seven basic principles of hermeneutics and the inductive research method, following the analysis method of “first-order coding, second-order coding, aggregated dimensions,” the texts obtained through in-depth interview and work reports were analyzed and concepts were extracted.

The paper extracted 44 first-order concepts and 14 second-order concepts, and obtained 7 aggregation dimensions, including policy formulation and implementation, improvement of integrated marketing capabilities, improvement of tourism product quality, restrictions on rural tourism development, protection and optimization of environmental resources, industrial integration strategies and improvement of managerial and coordinating capabilities. During the pandemic, the government, enterprises and associations, as the service providers of rural tourism, can optimize the environmental resources and industrial resources of rural tourism by formulating policies, refining products and strengthening marketing in the action arena, to promote the industrial integration of rural tourism and provide better products and services for tourists.

This paper uses the IAD framework to study how rural tourism communities can successfully recover from the impact of the pandemic. It is found that the rapid recovery of rural tourism is the result of collective action. The core of establishing the collective action mechanism of rural tourism is consensus mechanism, co-construction mechanism and sharing mechanism. By studying the path and possibility of collective action of rural tourism communities, this paper explores the approach of multi-center governance of rural tourism communities to promote the imminent recovery of rural tourism.

新冠疫情（COVID-19）对旅游业，尤其是乡村旅游产生了极大影响。本文旨在探究乡村旅游从业者如何摆脱疫情危机。研究通过分析疫情带来的影响及各利益相关者的反应，梳理旅游从业者的行为，探究乡村旅游未来的发展。研究指出了促进乡村旅游复苏的关键因素。

基于制度分析与发展（IAD）理论框架，本文选取中国境内6个乡村旅游目的地作为研究对象。采用解释学七大基本原则和归纳式研究方法，通过对深度访谈和政府工作报告获得的文本进行分析，提取出“一阶编码、二阶编码、聚合维度”。

研究提取44个一阶编码和14个二阶编码，最终得到7个聚合维度，包括政策制定与实施、整合营销能力提升、旅游产品质量提升、乡村旅游发展制约因素、保护和优化环境资源、实施产业整合战略和提高管理协调能力。疫情期间，政府、企业和协会作为乡村旅游的服务提供者，可以通过制定政策、改善产品、加强营销，优化乡村旅游的环境资源和产业资源，推动乡村旅游产业融合，为游客提供更好的产品和服务。

本文利用IAD框架研究乡村旅游在疫情中的复苏。研究发现，乡村旅游的快速复苏是集体行动的结果。建立乡村旅游集体行动机制的核心是共识机制、共建机制和共享机制。本文通过研究乡村旅游社区集体行动的路径和可能性，探索乡村旅游多中心治理的途径，促进乡村旅游复苏。

Despite the increasingly common view that online brand community (OBC) members are heterogeneous, knowledge concerning the impact of group heterogeneity on community and brand level outcomes is lacking. In response and drawing from organization research, this paper aims to study the consequences of two types of group heterogeneity (i.e. visible heterogeneity and value heterogeneity) on brand community commitment and brand commitment. The moderating role of tenure in a community is also examined.

A survey of 467 members of OBCs was conducted, and structural equation modeling was used to test hypotheses.

The results show that perceived visible heterogeneity positively affects brand community commitment, whereas perceived value heterogeneity has a negative effect on it. Brand community commitment positively relates to brand commitment; it also mediates the effect of perceived visible heterogeneity and perceived value heterogeneity on brand commitment. Further, the positive effect of visible heterogeneity on brand community commitment is stronger for short-tenure members, but the negative effect of value heterogeneity is stronger for long-tenure members.

The findings suggest that managers should make efforts to foster visible heterogeneity and reduce value heterogeneity. In addition, managers are advised to emphasize the characteristics that carry different appeal for members of different tenure.

This research is one of the first few quantitative studies to examine the influence of brand community heterogeneity on community, and especially brand level outcomes. It extends the literature on the effect of brand community on brands and adds to the emerging heterogeneity view of OBCs.

In an online brand community (OBC), consumers as a group occupy a dominant position, and their horizontal interactions are pivotal for the consumer–brand relationship. However, little is known about the effect of group characteristics on brands. To partially fill this gap, this study examines how group characteristics influence brand loyalty from the perspective of social identity theory. Specifically, by collecting data from an online survey, this paper investigates the effects of group similarity, group receptivity and group involvement on brand loyalty, the mediating role of community identification and the moderating effect of tenure in a community.

Data from 482 brand community members were analyzed using structural equation modeling.

The results show that group similarity, group receptivity and group involvement increase brand loyalty; furthermore, the effect is mediated by community identification. Moreover, group receptivity is more effective in fostering community identification of short-tenure members, whereas group similarity plays a more important role for long-tenure members.

This paper enriches the brand community literature from a group perspective and provides implications for how brand communities develop customer loyalty strategies.

The COVID-19 has brought with it valuable opportunities for the retail sector. Notably, online channels have assumed a key role for businesses that can rely less on physical channels due to the pandemic's restrictions. Within this context, the study aims to identify the main antecedents leading to the formation of the male and female customers' continuance intention of using online food delivery services (OFDS) in the restaurant industry.

A web-based self-completion survey and a subsequent structural equation modelling have been employed on a sample of 360 participants.

Findings reveal that perceived healthiness, quarantine procedures, perceived hygiene, perceived ease of app use and attitude significantly influence continuance intention. Moreover, the moderator analysis corroborates that male consumers' continuance intention is mainly influenced by perceived healthiness, quarantine procedures and perceived hygiene. Conversely, female customers' continuance intention is predicated on perceived healthiness and attitude.

Although the adoption of a sample of young customers (18–29 years) guarantees good research internal validity, findings are not generalizable.

The study provides valuable contributions for restaurants related to the (1) creation/management of their own OFDS platforms; (2) selection of the right third-party platforms.

The paper is one of the first studies examining the predictors impacting on customers' OFDS continuance intention in the COVID-19 context by also focusing on gender differences.

The purpose of this study is to examine the dimensionality of relational benefits in public bike sharing (PBS) and explore the mediating role of user satisfaction and engagement on the linkage between relational benefits and continuance intention.

This study used a mixed method approach. Data were collected using convenience sampling technique from 411 users of PBS in Bhubaneswar, India. In the first part of the study, in-depth interviews were conducted to identify a set of relational benefits for scale development. In the second part, CB-SEM was used to establish the reliability and validity of the scale and test the hypotheses linking relational benefits with user satisfaction, engagement and continuance intention.

The analysis suggests that relational benefit is a second order construct having five distinct yet related dimensions namely economic, convenience, environmental, identity related and health and safety benefits. Also, the impact of relational benefits on continuance intention is positively and significantly mediated through user satisfaction and engagement.

This study is conducted in only one Indian city and is limited to PBS, which, is one of the elements of green transportation and does not cover other modes of transportation. Therefore, generalization of findings beyond this region and the mode of transportation should be done with caution.

This study contributes to the extant management literature by examining the mediating role of user satisfaction and engagement on the linkage between relational benefits and continuance intention which is an unexplored area of research. The study adds to existing knowledge by exploring the dimensionality of relational benefits in PBS context.