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The rural revitalization strategy has injected vitality into the reform of the supply side of agriculture. In addition, leisure agriculture is the focus of rural supplyside reform. In order to break through the stalemate in agricultural development, Chinese leisure agriculture has gradually sprouted at the end of the last century. Nowadays, leisure agriculture, as a direction of agricultural modernization with Chinese characteristics, has important signifi cance for the development of agricultural industrialization, the rise of agricultural economy, and the development of urban integration. First, we briefl y introduce the relevant theories of leisure and sightseeing agriculture. Then we elaborated on the situation of rural revitalization and leisure agriculture development. This paper studies the current situation of leisure and sightseeing agriculture in Anhui Province through Data Envelopment Analysis (DEA). We evaluated the effi ciency of leisure agriculture in Anhui Province. On this basis, we analyzed its current status and existing problems. We have put forward some suggestions, which have certain guiding signifi cance for the improvement of leisure agriculture effi ciency in Anhui Province. The research results show that the production level and development scale of leisure agriculture in Anhui Province are not optimal. Due to diff erent production technology levels and resource endowments, there is a certain gap in the development of leisure agriculture between diff erent regions in Anhui Province. These gaps are mainly refl ected in the diff erence in pure technical effi ciency. Therefore, we propose to reduce the scale of leisure agriculture development and carry out concentrated resource development. We suggest strengthening the construction of soft and hard facilities on the basis of reasonable planning. We believe that we can make full use of information technology to innovate agricultural development models to promote the development of leisure agriculture in Anhui Province.

This study examines the impact of ethnic festival participation on community members' ethnic identity. Applying the Multigroup Ethnic Identity Measure (MEIM) in a questionnaire survey administered to the Yi ethnic community members attending a Yi Torch Festival in Sichuan Province, China, the study identifies that the festival attendees' ethnic identity is reflected in two dimensions: ethnic identity commitment and ethnic identity exploration. Independent sample t tests show that there is no difference of ethnic identity commitment between the performers' group and the spectators' group in the festival; however, performers as active participants of the festival score much higher on ethnic identity exploration than spectators. Practical festival management implications are discussed. This study has the following contributions. First, it validated the dimensionality and measurement stability of MEIM, in the context of ethnic festivals. Second, this study extends the application of MEIM from the fields of anthropology and ethnology to festival studies. This is the first study applying MEIM in festival research. It demonstrates the applicability of the MEIM scale in studying ethnic festivals. Lastly, this study expanded the knowledge on the relationship between festival participation and ethnic identity. It evidenced through empirical analysis that active participation in ethnic festivals by ethnic community members can effectively contribute to the ethnic identity of the community members, especially on the exploration dimension of ethnic identity.

How to adapt to the development status of an aging population, develop innovative tourism products and improve the tourism experience of elderly tourists have become an important issue for tourism enterprises to be solved. Based on this, this paper constructs a structural equation model to explore the impact of tourist-to-tourist interactions on subjective well-being. Using SPSS and AMOS software to analyze the data of 416 elderly tourists in Chengdu, China, it is found that the interaction between elderly tourists directly or indirectly affects subjective well-being. Well-being and the value of tourism experience have a partial mediating effect on it. The tourism companies can innovate tourism service products in terms of improving employee service skills, creating a good tourism atmosphere, and guiding the interactive behavior of elderly tourists.

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