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The purpose of this paper is to perform a comparative analysis on the attitudes of rural and urban Irish consumers towards cultured meat.

A mixed methods exploratory sequential design was used. This involved collecting qualitative data first, through group interviews, and using the results of these to design the questionnaires for the quantitative data collection, which was analysed using SPSS 24.0 ®.

Urban consumers were more receptive towards cultured meat and more concerned about the environmental impact of current meat production practices. Rural consumers were more concerned about the possible damaging effect cultured meat production could have on agri-business and the livelihood of Irish farmers. The safety of the technology emerged as the biggest concern for both sets of consumers.

The sample size used for the qualitative research resulted in a 95% confidence level and a confidence interval of 5.55. A larger sample number would give a tighter confidence interval and a more accurate representation of consumers’ attitudes.

This research could give guidance to food companies of how to market cultured meat products towards Irish consumers based on their concerns and their perceived benefits of the technology.

This research added to previous research performed in Ireland showing that urban consumers are more receptive towards new food technologies than their rural counterparts.

This is the first paper comparing the attitudes of rural and urban Irish consumers towards cultured meat and adds to the literature on this emerging subject area.

The purpose of the study is to develop a scale to identify and measure cultural factors and brand loyalty among rural consumers. The study also seeks to analyze the impact of identified cultural factors on the overall brand loyalty of rural consumers.

A questionnaire was developed to measure cultural factors and brand loyalty of rural consumers. Exploratory factor analysis was carried out to identify cultural factors, and a regression analysis was carried out to study the impact of the identified factors on brand loyalty.

Four dimensions of culture were identified from the study, i.e. virtuousness, religion, sociability and ethnocentrism. The analysis reveals that virtuousness is the most influencing factor on brand loyalty of rural consumers, followed by sociability and religion. Ethnocentrism was found to have insignificant influence on brand loyalty.

The Indian rural market is a market of opportunity and unlimited business potential. An understanding of the cultural factors of rural markets and their influence on brand loyalty would help marketers and business organizations build an appropriate market strategy to explore benefits.

The paper attempts to explore the influence of certain cultural factors on the brand loyalty of Indian rural consumers, which has not been researched extensively. This provides a good insight for all marketers who want to succeed in this market.

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 ethnographic case study examined college pathways of rural, first-generation students. Current research primarily examines factors predicting rural students’ college aspirations, participation, and completion. This study examined why and how such factors influenced students in a rural, high-poverty county and explored how rural culture influenced pathways. The study found that attachment to family significantly influenced college-going decisions and behaviors. Families provided support necessary for high aspirations, college-going, and persistence. Students’ decision to leave, return, or stay was difficult given this attachment; yet, lack of economic opportunity affected decisions also. Cultural legacies influenced college-going. Schools, communities, and peers were also relevant. Given the importance of family, institutional, state, and federal policies and practices must involve families and replicate family support models.

This chapter is a qualitative exploration of consumer experiences into rural tourism initiatives in Japan. Rural tourism initiatives have been on the rise in Japan in recent times due to the need to rejuvenate the local economies, arts and cultural heritage. These initiatives aim to mobilise tourist attention to the countryside and create a bridge between urban tourists and rural tourism. Using theories of cultural encounters and cultural consumption, the research investigates rural tourism initiatives in two regions – Tateyama and Hirakawa. The narrative data provide insights into the motivations of the respondents to be part of the initiative and their experiences. It indicates how the process of cultural consumption leads to cultural appreciation. The study also serves as an example of how rural tourism can be implemented by other countries where rural economic mobilisation and empowerment is critical.

The purpose of this paper is to provide a deeper understanding of the rural revitalization strategy, from the perspective of the fundamental functions that should be served by China’s rural areas in the implementation of this strategy.

Theoretical and comparative analyses of the functional relationship between China’s rural development and urban development, between China’s agricultural development and industrialization and that between China’s traditional culture and rural development today are conducted to identify the fundamental functions that should be performed well by China’s rural areas in the implementation of the rural revitalization strategy.

Three fundamental functions of China’s rural areas are identified: first, the function of ensuring national food security and the supply of important agricultural products; second, the function of providing effective ecological barriers, a good eco-environment and high-quality ecological products; third, the function of inheriting the extraordinary traditional Chinese culture.

This paper is the first to systematically summarize the fundamental functions China’s rural areas should perform during the process of rural revitalization.

The study examined rural police culture in one Kansas police agency.

This study used a qualitative ethnographic approach using in-depth interviews and non-participant observations to construct and interpret the culture of rural police through the lens of officers working in one rural police agency.

Five themes were found that described the complexities rural police officers face at this research site, including the law being at the center of officers’ actions, the nature of crime, officers serving as jack of all trades, community relationships and enforcement of crimes by teenagers, and how outside pressures from the community and increased concern for citizens' safety affect officers' daily lived experiences.

There is a dearth of scholarly literature addressing rural and small-town policing. This study is the first known qualitative study to be conducted on rural Kansas police, allowing a snapshot of the workings of rural Kansas police.

This paper aims to derive insights from Kongthong village, popularly known as the “whistling village,” a low-key rural tourism destination that has often gone under the radar. As an upcoming rural tourism destination, mothers create a unique tune for their children, ensuring that their identity remains unique. This is because the residents of Kongthong have two names: an official name and another in the form of a whistled tune. The primary objective of this study is to better understand the rural tourism activities at Kongthong and to explore the symbiotic relationship between indigenous cultural practices and holistic development through tourism.

The study uses an ethnographic approach wherein the researchers conducted in-depth interviews and group discussions. The study respondents are the village elders, youth, men and women across different age groups. The various governing bodies act as secondary data sources concerning tourism and development.

The study observes that rural tourism activities in Kongthong go hand in hand with understanding indigenous knowledge. The governing bodies and the local community are on the right path to achieving potential growth and preserving the village as a holistic rural tourist destination.

Rural tourism in Kongthong highlights the traditional practices of the Khasi community. Owing to this, Kongthong was nominated for the United Nations World Tourism Organization (UNWTO) best tourism village by the Government of India as it showcases local culture through social, economic and political elements at the destination that add value to a tourism product.

This paper seeks to make people aware of the condition of Chinese cultural information resources sharing through the case of the National Cultural Information Resources Sharing Project (NCIRSP). The paper seeks to provide an overview of NCIRSP, and summarize its achievements.

This paper first indicates that cultural information resources sharing is a kind of special resources sharing, and NCIRSP in China is a good example of the realization of this kind of resources sharing. The author introduces NCIRSP in general, and analyzes the operation and its achievements. The author considers that there are some problems which exist in the practice of NCIRSP which will hinder its development and proposes measures to solve those problems.

NCIRSP is a project which is advanced by the Chinese government as well as governments at other levels, which means the project has a strong organization and powerful support. The operation of NCIRSP is made up by four aspects: the network, the construction of digital resources, the implementation of technology, and the websites of services. These four aspects determine the effective operation of NCIRSP and promote the project to make great achievements. Meanwhile, there are problems which hinder NCIRSP from developing further, including the unbalanced collection of cultural information resources in various areas, the scattered storage of resources, and the absence of a sophisticated training mechanism for professionals engaged in the project. Measures to solve the problems are suggested.

NCIRSP is an innovative project supported by the Government of China, even though it is rarely known about by people outside China. This paper introduces NCIRSP in detail, and makes people aware of the situation of cultural information resources sharing in China.

Across the United States (US), COVID-19 vaccination coverage was lower in rural counties compared to urban counties, exacerbating rural health inequities. While rural communities fall short of the public health goal to vaccinate all who are eligible, most rural residents have chosen to vaccinate for COVID-19. The aim of this study was to better understand rural New Mexicans' attitudes and beliefs about COVID-19 vaccines.

We conducted and analyzed 51 in-depth, semi-structured interviews with adults living in rural New Mexican counties, covering a range of topics related to the pandemic, including vaccines. These interviews were conducted in the Summer of 2021 after the vaccines were widely available to all adults over the age of 18 and youth between the ages of 12–17, but not yet available for children under 12 years.

Two major perspectives were identified: (1) the idea that COVID-19 vaccinations are a tool that individuals can use to achieve freedom and protection and (2) the view which regarded vaccines as an infringement of personal rights and one's autonomy of health. For people who viewed the vaccine as a tool for freedom, several themes emerged, including (1) a preference for vaccine manufacturers, specifically a preference for Pfizer, and (2) frustrations related to vaccine access, specifically, older adults expressed frustrations with the difficulty of scheduling vaccination appointments. However, most participants felt as though they had enough vaccination resources. For people who viewed vaccines (and vaccine mandates) as limiting their freedom, additional themes emerged: (1) overarching distrust of government and the perception that vaccines were an extension of government and (2) distrust in the vaccines themselves, including a perceived lack of research on the vaccines and a perception that the vaccine was developed in too short of a period. Some of the people who hold these beliefs are also vaccinated. We draw from social psychology theories to better understand how people who hold a rural identity come to establish different beliefs and practices compared to larger metropolitan regions. While political identity is a contributor, of our participants, the group who were most likely to report not being vaccinated were the “independent” or “unaffiliated voters.” Our findings can help craft culturally responsive vaccine initiatives for rural communities.