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

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

Authors
Huilin Jia1, *, Ainigeer Aierken1
1Department of Public Administration, China University of Mining & Technology, Beijing, China
*Corresponding author. Email: 15376597772@163.com
Corresponding Author
Huilin Jia
Available Online 7 June 2025.
DOI
10.2991/978-94-6463-752-6_47How to use a DOI?
Keywords
Rural culture revitalization; Villagers participate; MOA theory; Influencing factors; Four seasons village evening
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
7 June 2025
ISBN
978-94-6463-752-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-752-6_47How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Huilin Jia
AU  - Ainigeer Aierken
PY  - 2025
DA  - 2025/06/07
TI  - Research on Villagers’ Participation Behavior in Rural Cultural Revitalization from the Perspective of MOA
BT  - Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)
PB  - Atlantis Press
SP  - 432
EP  - 440
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-752-6_47
DO  - 10.2991/978-94-6463-752-6_47
ID  - Jia2025
ER  -