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Aiming to investigate the direct and indirect effects of community involvement on residents’ life satisfaction, this study builds a conceptual framework through the mediation effect of perceived impacts and trust in government based on social exchange theory. The moderating effect of place attachment among these variables is proposed and empirically examined.

The conceptual model and causal relationships were estimated by adopting structural equation modeling, a serial mediation and moderation analysis. A total of 362 valid questionnaire data from residents in five rural tourism communities of China were collected and used for data analysis.

The results indicate that residents’ community involvement directly influences their life satisfaction and indirectly through perceived benefits and trust in government. Place attachment is also found to moderate the effect of community involvement on residents’ life satisfaction.

This study tests the effect of community involvement on residents’ life satisfaction that evolves from linking community involvement to perceived tourism impacts and trust in government to increase life satisfaction within the rural tourism context. It simultaneously detects place attachment as a moderating variable. The findings of this study can provide valuable insights for rural tourism managers to improve residents’ life satisfaction.

为了探究社区参与对居民生活满意度的直接和间接影响, 本研究基于社会交换理论构建了通过感知影响和政府信任作为中介效应的理论模型。同时, 提出并实证检验了地方依恋在这些变量关系中的调节作用。

采用结构方程模型和一系列的中介和调节分析来估计概念模型和变量之间的因果关系。从中国五个乡村旅游社区收集了362份有效问卷并进行数据分析。

结果显示, 居民的社区参与不仅直接影响他们的生活满意度, 并且通过感知收益和政府信任对他们的生活满意度产生间接影响。研究还发现,地方依恋可以调节社区参与对居民生活满意度的影响关系。

本研究探讨了乡村旅游可持续发展中社区参与对生活满意度的影响, 这种影响从链接社区参与与旅游感知效应到政府信任, 从而提高生活满意度,同时检验了地方依恋的调节作用。本研究能够为乡村旅游管理者提高居民生活满意度提供有价值的建议。

Con el objetivo de investigar los efectos directos e indirectos de la participación de la comunidad en la satisfacción con la vida de los residentes, este estudio construye un marco conceptual a través del efecto mediador de los impactos percibidos y la confianza en el gobierno basado en la teoría del intercambio social. Se propone y examina empíricamente el efecto moderador del apego local entre estas variables.

La relación causal entre el modelo conceptual y la estructura se estima a través del modelo de ecuación estructural, y se lleva a cabo una serie de análisis de mediación y regulación. Los datos fueron recolectados de 362 cuestionarios válidos de cinco comunidades de turismo rural en China.

Los resultados muestran que la participación comunitaria de los residentes influye directamente en su satisfacción con la vida, e indirectamente a través de sus ingresos percibidos y la confianza en el Gobierno. El estudio también encontró que el apego local puede regular la participación de la comunidad en la satisfacción de los residentes con la vida.

Este estudio explora el impacto de la participación comunitaria en la satisfacción con la vida en el desarrollo sostenible del turismo rural, que va desde la vinculación de la participación comunitaria y la percepción turística hasta la confianza del Gobierno, mejorando así la satisfacción con la vida. Al mismo tiempo, se examina la función reguladora del apego local. Los resultados de este estudio proporcionan información de referencia valiosa para que los administradores del turismo rural mejoren la satisfacción de los residentes con la vida.

This paper aims to analyse how both Lin’s birthplace identity and his Christian identity contributed to his fruitful public career and to ascertain which identity became the most significant.

Archival research is the main method used in this paper. The most important archives drawn from are the Daniel Tse Collection in the Special Collection and Archives of the Hong Kong Baptist University Library. Oral history has also been used in this paper to uncover more material that has not yet been discussed in existing scholarly works.

This paper argues that although Lin’s birthplace identity and social networks helped him to start his business career in Nam Pak Hong and develop into a leader in the local Chaozhou communities, these factors were insufficient to his becoming a respectable member of the Chinese elite in post-war Hong Kong. He became well known not because of his leading position in local Chaozhou communities or any great achievement he had obtained in business but because of his contribution to the development of Christian education. These achievements earned him a reputation as a “Christian educator”. Thus Lin’s Christian identity became more important than his birthplace identity in contributing to his successful public career.

This paper has value in showing how Christian influences interacted with various cultural factors in early Hong Kong. It also offers insights into Lin’s life and motivations as well as the history of the institutions he contributed to/founded. It not only furthers our understanding of the Chinese Christian business elite in early Hong Kong but also provides us with insights when further studying this group of people in other British colonies in Asia.

The purpose of this paper is to examine what types of consumption values are taught at elementary schools in Mainland China, how these values are presented, and how these values relate to traditional Chinese cultural values.

A content analysis of 72 lessons in textbooks on moral education for elementary schoolchildren in national China was conducted. The themes of consumption values, desirable and undesirable consumer behaviors, and the reasons provided in the textbooks for adopting these consumption values were analyzed.

The paper finds that eight out of 72 lessons (i.e. 11 percent) were about consumption. The media contents put strong emphasis on thrift and frugality. Children were taught that there were private goods and public goods. All material goods were the results of human labor. Goods should be used properly. Wasting goods was portrayed as sin. The consumption values conveyed in textbooks reflect a mix of communistic values as well as traditional Chinese value of long‐term orientation and inner experience of meaning. The consumption values taught at school were in sharp contrast with the consumption values of uniqueness, fun and enjoyment portrayed in children's television programs and commercials.

The study did not measure how children respond to the consumption values taught in schools. In other words, it did not have information about whether Chinese children understand or believe in these values.

This paper offers advice for marketers and advertisers to frame the benefits of their products in line with desirable Chinese cultural values. For example, in view of the strong emphasis on meaning in consumption, there is a big market for products and services related to saving. Also, companies should consider sponsoring charity activities of non‐profit‐making organizations in order to establish positive and responsible corporate images.

This paper offers insight to understanding the inherent hindrance to children's pursuit of hedonism in consumption. It also provides suggestions for product design, planning of promotional activities as well as brand positioning to appeal to parents and children in China.