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Research on Villagers’ Participation Behavior in Rural Cultural Revitalization from the Perspective of MOA

In: Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)

Author

Listed:
  • Huilin Jia

    (China University of Mining & Technology, Department of Public Administration)

  • Ainigeer Aierken

    (China University of Mining & Technology, Department of Public Administration)

Abstract

Based on the theoretical framework of MOA, this paper analyzes the influence mechanism of villagers’ participation in rural culture revitalization in the case of “Four Seasons Village Late” by using structural equation model with 310 villagers in Beijing as samples. It is found that the sense of responsibility and personal interests in motivation level, the government and environment support in opportunity level, and the self-efficacy in ability level have significant positive effects on participation behavior. It is suggested to strengthen the villagers’ main status and enhance their participation ability and cultural identity. This study provides theoretical reference for innovative rural cultural activities and helps to revitalize low-cost sustainable culture.

Suggested Citation

  • Huilin Jia & Ainigeer Aierken, 2025. "Research on Villagers’ Participation Behavior in Rural Cultural Revitalization from the Perspective of MOA," Advances in Economics, Business and Management Research, in: Jiye Hu & Huaping Sun & Au Yong Hui Nee & Paulo Batista (ed.), Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025), pages 432-440, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-752-6_47
    DOI: 10.2991/978-94-6463-752-6_47
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