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The purpose of this study is to examine the impact of experience dimensions on the engagement in pro-environmental behaviour (PEB) within nature-based tourism in China. The focus was on sustainable/responsible consumer behaviour by the Chinese Gen Z (18–26 years).

Firstly, a conceptual model was suggested, drawn on experiential marketing approach. Secondly, an empirical study (online survey) with a sample of 580 young persons was conducted and data were analysed using structural equation modeling (SEM).

It was revealed that the act and feel dimensions significantly influence experiential value (EV), and EV positively affects satisfaction, significantly impacting arousal and memory. Positive outcomes of experience impact Gen Z members’ engagement in PEBs. Furthermore, arousal and memory play a similar and partial mediating role between satisfaction and engagement in PEB.

The insights gained give support and guidance to tourism destinations and suppliers to promote environmentally friendly behaviour among tourists. This understanding is valuable and useful to industry practitioners in elaborating and implementing the appropriate strategies to stimulate, motivate and promote tourists’ PEB.

This study elaborates an integrative framework, drawn on a marketing approach and establishing a relationship between experiential dimensions and engagement in PEB through the mediating factors of perceived EV, satisfaction, memory and arousal. It provides tourism researchers with new perspective and insights on tourism experience and consumption behaviour.

本研究证实了体验维度对于中国自然旅游地游客的亲环境旅游行为(PEB)的影响。研究对象聚焦于中国Z世代(18 至26 岁)游客的亲环境行为。

本研究基于体验营销, 提出了一个概念模型, 对580名Z世代游客进行了实证研究(在线调查), 并采用结构方程模型（SEM）对数据进行分析。

结果表明, 行动维度和情感维度显著影响体验价值, 体验价值正向影响满意度, 满意度显著影响唤醒度和记忆。体验后的积极结果会影响Z世代游客的亲环境行为的参与。此外, 唤醒度和记忆在满意度和亲环境行为参与之间起平行的部分中介作用。

研究结果可为旅游目的地的管理者和从业者提供借鉴和参考, 以促进游客的环保行为。这对于旅游业从业者制定和采取恰当的策略来促进和激励游客的亲环境行为也具有重要意义。

本研究基于营销方法, 构建了一个整合框架, 并通过体验价值、满意度, 记忆和唤醒度等中介, 建构了体验维度和参与亲环境行为之间的关系, 拓展了旅游体验及消费行为的研究视角。

El propósito de este estudio fue examinar el impacto de las dimensiones de la experiencia en el comportamiento turístico proambiental (CTP) en el turismo de naturaleza en China, centrándose en el comportamiento sostenible y responsable de la Generación Z china (entre 18 y 26 años).

Se propuso un modelo conceptual basado en el enfoque del marketing experiencial. Posteriormente, se llevó a cabo un estudio empírico mediante una encuesta en línea a 580 jóvenes, y los datos obtenidos se analizaron utilizando SEM (Modelado de Ecuaciones Estructurales).

Se encontró que las dimensiones “actuar” y “sentir” tienen una influencia significativa en el valor experiencial, y este último impacta positivamente en la satisfacción, lo cual a su vez influye en la excitación y la memoria. Los resultados positivos de la experiencia turística tienen un efecto en el compromiso de los miembros de la Generación Z con el comportamiento turístico proambiental. Además, tanto la excitación como la memoria desempeñan un papel parcialmente mediador entre la satisfacción y el compromiso en el CTP.

Los conocimientos obtenidos en este estudio brindan apoyo y orientación a los actores del sector turístico para fomentar un comportamiento respetuoso con el medio ambiente entre los turistas y visitantes. Esta comprensión es valiosa y útil para los profesionales del sector al diseñar e implementar estrategias adecuadas que estimulen, motiven y promuevan el comportamiento turístico proambiental.

Este estudio presenta un marco integrador basado en el enfoque del marketing experiencial, estableciendo una relación entre las dimensiones experienciales y el compromiso en el CTP a través de factores mediadores como el valor experiencial percibido, la satisfacción, la memoria y la excitación. Proporciona a los investigadores del turismo una nueva perspectiva y conocimientos sobre la experiencia turística y el comportamiento de consumo.

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.