Research on the Influence of Cultural Memory in Agricultural Heritage on Brand Loyalty

Jingxuan Liang, Sunbowen Zhang and Lu Lu ()
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Jingxuan Liang: College of Humanities & Social Development, Nanjing Agricultural University, Nanjing 210095, China
Sunbowen Zhang: College of Digital Economy, Fujian Agriculture and Forestry University, Quanzhou 362406, China
Lu Lu: College of Humanities & Social Development, Nanjing Agricultural University, Nanjing 210095, China

Sustainability, 2024, vol. 16, issue 10, 1-20

Abstract: Agricultural heritage includes both material and immaterial vestiges of past agricultural practices that are directly tied to human agriculture. It holds great ecological, cultural, commercial, and tourism value. There are not many historical sites available for developing agricultural heritage tourism right now, and no experience is ideal. This study used sophisticated PLS-SEM techniques and SmartPLS 3.3.9 software to carefully examine data, examine measurement and structural models, rigorously test hypotheses, determine the validity and reliability of the findings, and investigate potential moderating effects. To address the critical issue of brand loyalty in agricultural heritage tourism, this study developed and tested a comprehensive impact route, which was supported by an examination of 427 visitors’ cultural memories and brand experiences, demonstrating their critical role in influencing brand loyalty. The findings show the importance of cultural memory in shaping travelers’ brand experiences and loyalty. Furthermore, due to their unique characteristics, various groups react differently to each phase of the brand loyalty effect route.

Keywords: agricultural heritage; sustainable development; cultural memory; brand experience; value co-creation; brand loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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