The evolving demands of the 21st-century labour market require business education graduates to possess digital competence, entrepreneurial orientation, and self-directed learning skills. Nigerian tertiary institutions face structural and policy challenges in cultivating these competencies, particularly within business education programs. This study examines the role of a Safe Supportive-Learning Environment (SSLE) which is defined as a holistic ecosystem integrating physical and digital infrastructure, cyber-security, digital literacy, psychological safety, and supportive institutional policies in enhancing students’ learning outcomes. Drawing on the self-regulated learning framework, psychological safety theory, national e-learning guidelines, and recent empirical studies from Nigeria, the study investigates how SSLE dimensions such as psychological safety, digital accessibility, instructional clarity, and self-regulated learning support impacts on academic performance, engagement, digital skills, and employability. Using a descriptive survey design, data were collected from 300 business education students across three Nigerian tertiary institutions. Descriptive statistics revealed that students perceived high psychological safety and instructional clarity, alongside moderate-high digital accessibility and self-regulated learning support. Inferential analyses showed a strong, positive correlation (r = 0.68, p < 0.01) between SSLE and learning outcomes, with multiple regression indicating that the four SSLE dimensions collectively explained 62% of the variance in learning outcomes, and psychological safety emerged as the strongest predictor. The findings underscore the importance of fostering safe, supportive, and technologically enabled learning environments to optimize student performance and engagement. The paper offers actionable institutional and policy implications, including: aligning e-learning investments with NUC 2023 guidelines, strategic ICT infrastructure development, embedding digital safety and literacy in curricula, continuous lecturer professional development, and equitable student support mechanisms. The study concludes with recommendations for Nigerian tertiary institutions to design context-sensitive SSLEs that strengthen self-regulated learning, digital competence, and 21st-century employability, while highlighting directions for future empirical research.
Keywords: safe self-learning environment, self-regulated learning, psychological safety, blended learning, digital skills

This study which adopted the quasi-experimental research design sought to determine if secondary school students taught some units of English language using the Mastery Learning Strategy (MLS) would perform significantly better than their counterparts taught the same lessons using the expository instructional approach. The population comprised 14,623 Senior Secondary School II (SS II) students in public secondary schools in Abia State, while a sample of 96 students was selected using purposive sampling from two intact classes in one co-educational school. Data were collected using researcher-developed instruments: the English Language Performance Test (ELPT), Cognitive Ability Test (CAT), and Flipped Classroom Instructional Package in English (FCIPE). The instruments were validated by three experts from the Faculty of Education, Abia State University, Uturu, and reliability coefficients of 0.84 for the EPT and 0.85 for the CAT were obtained using split-half and test–retest methods with Spearman–Brown correction. The experimental group was taught using the flipped classroom model, while the control group received instruction through the expository teaching method for six weeks. Mean and standard deviation were used to answer the research questions, while Analysis of Covariance (ANCOVA) was employed to test the hypotheses at the 0.05 level of significance. The findings revealed that students taught using the flipped classroom model achieved significantly higher academic performance than those taught using the expository method. The results also showed no significant difference in the academic performance of male and female students exposed to the flipped classroom approach. The study concluded that the flipped classroom model is an effective and inclusive instructional strategy for improving students’ achievement in English Language. It was recommended that teachers adopt flipped learning strategies and that schools provide adequate ICT facilities and training to support effective implementation.
Keywords: Mastery learning Strategy, flipped model academic performance, English Language, secondary school students, ICT, expository method.

The introduction of the Goods and Services Tax (GST) in India in 2017 significantly restructured the country’s indirect taxation system by replacing multiple taxes with a unified framework. This study examines the impact of GST on pilgrimage tourism through a case study of the Kashi Vishwanath Corridor in Varanasi. Pilgrimage tourism is an important component of India’s domestic travel economy, and the redevelopment of the corridor has substantially increased the inflow of pilgrims to the city. The research uses a mixed-methods approach, including pilgrim surveys, interviews with tourism stakeholders, and analysis of secondary data. Findings indicate that GST has improved transparency and encouraged the formalization of local tourism businesses. However, small vendors initially faced compliance challenges and documentation issues. The study also notes a perceived increase in service costs due to the input tax credit mechanism. Despite these challenges, increased pilgrim arrivals have generated employment, enhanced local incomes, and stimulated entrepreneurship, contributing to the overall growth of the pilgrimage tourism economy.
Keywords: GST, Pilgrimage Tourism, Kashi Vishwanath Corridor, Religious Tourism, Tax Reform.

This study aims to analyze the factors influencing Supportive Work Environment, Organizational Learning Culture, and Organizational Performance among employees in logistics companies in Batam, with Learning Agility as a mediating variable. Batam, as a Special Economic Zone with a strategic position in international trade routes, has significant potential to become a major logistics hub in Southeast Asia. However, its logistics infrastructure is not yet fully optimized, and couriers face challenges such as high stress levels and rapidly changing technological demands. This research employs a quantitative method using Partial Least Square (PLS) and collects data through questionnaires from 100 respondents. The results show that Supportive Work Environment (H1) and Organizational Learning Culture (H2) positively affect Learning Agility, and Learning Agility (H3) positively affects Organizational Performance. Additionally, Supportive Work Environment (H4) and Organizational Learning Culture (H5) also positively influence Organizational Performance. This study recommends that logistics companies in Batam develop a supportive work environment and a strong learning culture to enhance employee learning agility and overall organizational performance.
Keywords: Supportive Work Environment, Learning Agility, Organizational Learning Culture, Organizational Performance.

This study investigates the water-land intermodal transport system of the Southwest Silk Road during the Tang and Song dynasties (7th–13th centuries), focusing on the dynamic evolution of its landscape patterns and the underlying mechanisms of cultural exchange. Against the backdrop of the "Belt and Road" initiative, the integrity and spatial narrative of linear cultural heritage have gained increasing prominence. However, the spatial structure and cultural functions of the Southwest Silk Road—a critical corridor connecting Southwest China with South and Southeast Asia—have not yet been sufficiently interpreted through a spatial lens. Employing an interdisciplinary approach that integrates historical document analysis, archaeological data synthesis, Historical Geographic Information Systems (HGIS) spatial analysis, and field surveys, this research reconstructs the constituent elements, spatial organization models, and evolutionary trajectories of the water-land intermodal system during the Tang and Song periods. Furthermore, it explores the roles and mechanisms of nodes at different hierarchical levels in facilitating cultural dissemination. The findings reveal a significant transition from a linear, military-administrative dominated pattern in the Tang Dynasty to a networked, commerce-driven hierarchical structure in the Song Dynasty. This evolution underscores the system's adaptive wisdom in responding to complex geographical constraints and shifting socio-economic demands. Crucially, the study elucidates how key nodes such as wharfs, markets, and postal stations served not merely as logistical hubs but as vital media for cultural osmosis, enabling the flow, adaptation, and reconstruction of diverse cultural elements across regions. By constructing a tripartite analytical framework of "landscape pattern—spatial mechanism—cultural process," this paper offers a comprehensive understanding of the Southwest Silk Road's dynamic spatial scenery and its intrinsic cultural logic, providing theoretical foundations and practical references for the holistic protection and utilization of linear cultural heritage in the contemporary era.
Keywords: Southwest Silk Road, Water-Land Intermodal Transport, Evolution of Landscape Patterns, Cultural Exchange, Tang and Song Dynasties, Historical Landscape

The Feixian Pavilion cliff carvings in Pujiang stand as a significant cultural heritage site along the Southern Silk Road. Their spatial creation not only embodies profound religious implications but also responds to the behavioral patterns, psychological expectations, and spiritual demands of travelers within the historical transportation context. As an important cultural landscape formed through the interaction between human mobility and natural terrain, the site reflects how religious imagery and spatial organization were integrated into the lived experience of travel along the ancient route. Breaking away from the relatively static analytical paradigms of traditional iconography and stylistic studies, this research introduces a dual interpretive framework that combines the perspectives of "spatial atmosphere" (Yi Jing) and "traffic narrative." Through this approach, the study systematically explores the cultural adaptation mechanisms through which Feixian Pavilion responded to its particular geographical setting and historical travel environment. The research first analyzes the spatial pattern of the carving cluster, demonstrating how the carvings rely on the surrounding natural landscape while aligning closely with the dynamics of the ancient mountain paths. By following the trajectory of the historical route, the carvings gradually unfold along the traveler’s line of sight, forming a sequential visual experience that guides movement and perception. In this way, the site constructs a sacred realm experienced in motion, enriched through layered visual guidance and multi-sensory spatial perception. Furthermore, the study reveals how the core narrative themes of the Southwest Silk Road—such as pilgrimage, protection during travel, and cultural exchange—are materially projected onto carving subjects, spatial sequences, and inscribed texts. These elements together demonstrate the deep and mutually constructive relationship between the "road" and the "images." Building on this foundation, the paper further analyzes the cultural adaptability between spatial atmosphere and traffic narrative across three key dimensions: the coupling of morphological layout and narrative flow, the correspondence between site function and narrative content, and the resonance between atmospheric ambiance and narrative themes. The study ultimately indicates that Feixian Pavilion achieved an organic unity between religious sanctity and travel practicality by conforming to the rhythm of movement along the ancient route, embedding functions for rest and prayer, and creating a transcendent spiritual atmosphere within the natural landscape. Consequently, it functioned as an important cultural node within the linear transportation network, helping maintain spiritual order and reinforcing cultural identity along the Southern Silk Road.
Keywords: Pujiang Feixian Pavilion, Southwest Silk Road; Spatial Atmosphere (Yi Jing), Traffic Narrative, Cultural Adaptation, Linear Cultural Heritage

As an important trade corridor connecting the southwest border of ancient China with foreign regions, the Southwest Silk Road witnessed a period of development and transformation during the Northern and Southern Song Dynasties due to the changes in the territorial pattern of the Central Plains regime and the prosperity of the tea-horse trade. Ancient Jiazhou (present-day Leshan), endowed with the geographical advantage of being the confluence of the Min River, Qingyi River and Dadu River, emerged as a core node in the trade network of the Southwest Silk Road. Taking the "City-Ferry-Station" spatial system of Jiazhou in the Northern and Southern Song Dynasties as the research object, this paper combines the research methods of historical geography, transportation history and trade history to sort out its development context from the institutional construction in the Northern Song Dynasty to the dynamic evolution in the Southern Song Dynasty, analyzes the functional coupling and spatial layout characteristics of the spatial elements of the "City-Ferry-Station" system, discusses the dynamic correlation between this system and the tea-horse trade and regional commodity circulation of the Southwest Silk Road, and reveals the construction logic and historical value of Jiazhou's spatial system in the trade network of the Southwest Silk Road. The study finds that the formation of the "City-Ferry-Station" spatial system of Jiazhou in the Northern and Southern Song Dynasties was the joint result of political control, transportation development and trade demand, and its evolutionary process was consistent with the development of the Southwest Silk Road trade network. It not only strengthened Jiazhou's status as a water and land transportation hub in the southwest of Sichuan, but also promoted the in-depth development of regional trade along the Southwest Silk Road, providing a typical case for understanding the spatial interaction between transportation and trade in the ancient southwest border areas of China.
Keywords: Northern and Southern Song Dynasties; Southwest Silk Road; Ancient Jiazhou; City-Ferry-Station.

This study explores the impact of traffic changes on the morphological evolution of traditional settlement spaces along the Chengdu-Chongqing Ancient Road, revealing their laws of adaptive development to provide references for current cultural heritage conservation and rural revitalization. Based on historical document analysis and field surveys, and integrated with Geographic Information System (GIS) technology, the research traces the trajectory of traffic development from ancient times to the present. It selects typical settlements such as Zouma Town and Luoquan Town for case studies. The results indicate that the spatial layout of settlements has long relied on the ancient road routes, exhibiting characteristics of distribution along traffic lines and equidistant spacing; their internal structures and architectural forms have also dynamically adjusted with the rise and fall of traffic functions. The study finds that changes in transportation modes are the core driving force behind settlement evolution, while the adaptability of local societies plays a key role in spatial transformation. The conclusion argues that the Chengdu-Chongqing Ancient Road should be protected from the holistic perspective of linear cultural heritage. Through constructing cultural corridors and developing educational tourism, the revitalization and sustainable development of traditional settlements can be achieved.
Keywords: Chengdu-Chongqing Ancient Road; Traditional Settlements; Traffic Changes; Spatial Evolution; Adaptability; Cultural Heritage Conservation

This study investigates the Chengdu–Chongqing Eastern Road as a dynamic site of cultural identity production during the Ming and Qing dynasties. Utilizing Henri Lefebvre‘s triad of space, it analyzes how physical journeys (spatial practice), imperial administrative orders (representations of space), and emotional-historical narratives (representational space) collectively constructed the distinct "Ba-Shu" identity. Through rigorous textual analysis of Lu You‘s Ru Shu Ji and Fu Chongju‘s Chengdu Tong Lan, the research reveals how travelers transformed perilous geography into a symbolic landscape of loyalty and memory. The findings demonstrate that the Eastern Road functioned not merely as a transport artery but as a crucial mechanism for forging regional consciousness. Specifically, it highlights the tension between state-imposed order and local folkloric tactics, showing how sites like the Wu Gorge and Longquan Ridge became imbued with layers of historical allusion and sensory experience. These insights offer vital theoretical and practical implications for contemporary heritage conservation, suggesting that preserving the region‘s cultural integrity requires safeguarding not only physical infrastructure but also the intangible narrative landscapes that define the Chengdu–Chongqing Economic Circle‘s unique historical character.
Keywords: Spatial Narrative, Cultural Identity, Chengdu-Chongqing Eastern Road, Ancient Travel Writings, Ba-Shu Culture.

As a pivotal node in the region's historical transportation network, Dongda Road has evolved over centuries into a layered structure comprising three spatial forms: settlements, relay stations, and salt warehouses. This configuration preserves the historical memory of regional economic and social activities while embodying a spatial spirit rich in cultural connotations. However, amid modern urban development and land renewal, these historical spaces have progressively faced issues such as functional decline and cultural context fragmentation. This study examines the ancient sites along Dongda Road. Through historical document analysis and spatial form dissection, it systematically traces the formation mechanisms and overlapping evolutionary processes of the three ancient site types "settlement, post station, and salt warehouse." It explores their functional interactions across historical time, the intrinsic connections in their spatial layout, and the composite cultural landscape they collectively form. Building on this foundation, the paper proposes a spatial revitalization strategy centered on cultural narrative reconstruction, spatial structure optimization, and public experience enhancement. This approach aims to sustain and regenerate the spiritual essence of historical sites within contemporary urban environments.
Keywords: Dongda road, Spatial Spirit, Linear Cultural Heritage, Settlement, Post Station, Salt Storage

This paper focuses on the recurrent spatial triad of "post station–marketplace–temple" along the Chengdu–Chongqing Ancient Road, addressing a seemingly simple yet long-overlooked question: why did ancient people consistently locate these three functionally distinct institutions in close proximity? Previous scholarship has either examined the historical evolution of the entire road as a linear entity (akin to viewing a map) or analyzed individual post stations or temples in isolation (like taking close-up photographs), without treating them as an integrated whole. To fill this gap, we propose the novel concept of the "composite unit" -a tightly clustered, functionally complementary ensemble comprising a post station, a marketplace, and a temple within a walking distance of 15 to 25 minutes (approximately 800–1,200 meters). This configuration functioned as an ancient "one-stop service zone." Drawing on historical documents, field surveys, and GIS-based digital technologies, we systematically investigate the spatial layout, operational logic, and cultural significance of such composite units along the Eastern Main Route of the Chengdu–Chongqing Ancient Road during the Ming and Qing dynasties. Our findings reveal that this triadic arrangement was not an accidental juxtaposition but rather an efficient socio-ecological module shaped by the long-term interaction among transportation, commerce, and religious systems. It achieved high synergy among security, economic, and cultural functions at minimal spatial cost, offering profound insights for the holistic conservation and revitalization of linear cultural heritage today.
Keywords: Chengdu–Chongqing Ancient Road, post station; marketplace, temple, cultural route, spatial chart, composite un

This study takes the linear cultural heritage landscape of the Jiazhou section of the Southwest Silk Road as its research object, integrating spatial narrative theory and semiotic methodology to explore an innovative pathway for digital preservation, interpretation, and revitalization. The research begins by clarifying the historical context and spatial configuration of the Jiazhou section, highlighting its geographical characteristics as a land-water transportation hub and the linear distribution of landscape elements along riverine axes and mountainous terrains. It systematically analyzes the narrative sequence of "introduction, development, transition, and conclusion" formed by elements such as ancient paths, passes, post stations, wharves, and settlements, revealing a spatial rhythm characterized by measured alternation between tension and relaxation. Subsequently, the study interprets the landscape's semiotic system from both material and non-material dimensions. It analyzes the historical signification of physical remnants like cart ruts, plank roads, and architectural structures, as well as the cultural connotations of practice-based symbols such as trackers' chanties and sacrificial rituals, uncovering the layering of symbolic meanings throughout history. Based on this, the study constructs an integrated research framework of "Spatial Narrative - Semiotic Analysis - Digital Presentation." In terms of the digital pathway, the research proposes establishing a spatio-temporal narrative database integrating geographic information, attribute data, and multi-modal historical records, providing a foundational data layer for holistic conservation. It also suggests employing technologies like 3D modeling, VR/AR to achieve narrative reconstruction of multi-dimensional scenes and dynamic restoration of historical contexts. Finally, it involves designing interactive digital storytelling experiences through mechanisms like role-playing and interactive triggers, promoting a paradigm shift in cultural heritage from static preservation to living transmission. The conclusion posits that this digital pathway effectively integrates heritage elements, achieving the contemporary translation of historical memory and facilitating public engagement. It provides a practical, replicable model for the sustainable preservation and value transformation of linear cultural heritage.
Keywords: linear cultural heritage landscape; spatial narrative; semiotics; digital approaches

The Boat-Shaped Street in Luocheng Ancient Town, located in Qianwei County of Sichuan Province, represents a typical traditional commercial settlement. Its distinctive boat-shaped spatial layout and continuous arcade corridor system constitute not only a significant material heritage of regional architectural culture but also an important spatial carrier for residents’ daily public activities. However, under the dual influences of tourism development and the evolving demands of contemporary life, the arcade spaces are increasingly confronted with several challenges, including functional decline, insufficient public vitality, and the growing tension between the preservation of traditional architectural character and the accommodation of modern usage requirements.
From the perspective of environmental design, this study conducts a systematic investigation of the arcade spaces along Boat-Shaped Street. A combination of research methods—including literature review, on-site spatial surveying and mapping, and behavioral observation—is employed to analyze the current spatial conditions and usage patterns. The research aims to explore strategies for the micro-renewal of arcade spaces within historic streets, with the goal of improving spatial functionality and public vitality while maintaining the historical character and cultural value of the street environment.
Keywords: Boat-Shaped Street, Arcade Space, Micro-renewal, Historic and Cultural District Conservation.

As two major ancient commercial transportation routes in southwest China, the Southwest Silk Road and the Ancient Tea-Horse Road both take the Sichuan-Yunnan-Tibet region as their core radiation area, running through the commercial trade and cultural exchanges between the Central Plains, the southwest borderlands, South Asia and Southeast Asia. From the perspective of Sichuan-Yunnan-Tibet commercial transportation, this paper systematically analyzes the formation background and development process of the Southwest Silk Road and the Ancient Tea-Horse Road through literature research, regional comparison and historical context sorting. It focuses on exploring their internal connections in route orientation, commercial functions and cultural communication, deeply dissects the dual impacts of the two ancient roads on the construction of commercial system, ethnic integration and border stability in the Sichuan-Yunnan-Tibet region, and discusses the contemporary value and inheritance path of the ancient road cultural heritage combined with the current "Belt and Road" initiative. The study finds that the Southwest Silk Road is the historical foundation for the formation of the Ancient Tea-Horse Road, and the Ancient Tea-Horse Road is the extension and development of the Southwest Silk Road in a specific historical period. The two routes are interwoven and complementary, jointly shaping the "pluralistic integration" commercial pattern and cultural style of the Sichuan-Yunnan-Tibet region, providing an important historical reference for cross-border commercial cooperation and cultural exchanges in contemporary southwest China.
Keywords: Southwest Silk Road; Ancient Tea-Horse Road; Sichuan-Yunnan-Tibet; commercial transportation; connection; influence.

Democracy and freedom offer women and men the opportunity to think together in the political process through political parties, because through them they can have the opportunity to become governors and members of the government, with the ability to implement national development plans to improve the condition of the country, which is lagging behind, and the lives of the people, leading them to prosperity. Therefore, the Constitution of the Democratic Republic of Timor-Leste, Article 1 (Republic), Point 1, declares that: The Democratic Republic of Timor-Leste is a democratic, sovereign and independent State, established by the will of the people and with respect for the dignity of every human being. As the interpretation and application of the article refer to this as respect for human dignity, women utilize their opportunities and abilities to engage in political life, demonstrating courage and wisdom with dignity before men. Thus, the value of respect for human dignity in a democratic country like Timor-Leste applies to freedom within a democracy. Some parts of the Constitution of the Democratic Republic of Lebanon (DRL), Article 46 on the Right to Participate in Politics, establish that: (1) Everyone has the right to participate in the government of their country, directly or through freely chosen representatives. (2) All citizens have the right to form and participate in political parties. (3) The formation and organization of political parties will be regulated by law. Based on the context and problem identification above, the problem formulation is as follows: How do democracy and freedom provide opportunities for women in political life to perform their duties as deputies representing the people in the National Parliament? The purpose of the research are: to identify, analyse and describe democracy and the freedom of women's participation in political life. The theory that serves as a basis is Dependency Theory by André Gunder Frank (1960).
This research used qualitative descriptive methods. Data sources are primary data and secondary data. With data collection techniques, observation, interviews and documentation. And using data analysis techniques from experts Miles & Hubermen (1992:20), such as: data collection, data presentation, data reduction and valid data verification.
The research and discussion results showed that this fact demonstrated that women's involvement in politics gave politicians the confidence to allow women to assume roles such as President of the National Parliament and Vice-President of the National Parliament, thus leading second (2nd) sovereign bodies in Timor-Leste. And the results finding sowed that the according to each party group, with their respective analysis results, such as Freedom, Women's Participation in Political Life, Quota for Women in the National Parliament, and Women's Political Communication in the National Parliament, aim to increase the number of women participating in political decisions and communication.
Keywords: Democracy, Freedom and Participation.

This study investigates the epistemic architecture of Christian Religious Studies (CRS) curricula in female dominated secondary schools in developing societies with focus on southeast Nigeria; examining how these pedagogical frameworks simultaneously enable and constrain female leadership aspirations. Drawing on postcolonial feminist theory and curriculum studies, the research employs qualitative methods—including curriculum document analysis, semi-structured interviews with 42 female students, and focus group discussions with 16 CRS educators—to explore the discursive production of gendered leadership imaginaries. Findings reveal a pedagogical double-bind: while biblical narratives of female agency are superficially acknowledged, the interpretive frameworks privileged in classroom practice reinforce patriarchal hierarchies rooted in both colonial missionary education and women stewardship circles. The study argues that meaningful decolonization requires not merely representational inclusion but fundamental epistemological rupture—a shift from transmission models of religious instruction toward critically reflexive pedagogies that enable students to interrogate the historical contingency of gender norms presented as divinely ordained. This research contributes to scholarship on curriculum decolonization, gendered subjectivities, and the enduring legacies of missionary education in postcolonial contexts.
Keywords: curriculum decolonization, religious pedagogy, gender construction, leadership aspirations, women stewardship, postcolonial feminism, Nigeria

Against the background of the rapid development of the global cultural and creative industry, the modern transformation and communication of traditional cultural symbols have become a common topic in cultural research and cultural and creative practices. Establishing an emotional connection between traditional culture and contemporary users through design is the core of cultural inheritance and innovation. At present, most traditional cultural and creative products are superficially developed, with problems such as simple replication of visual symbols, disconnection between functions and cultural connotations, and insufficient emotional resonance. Based on Donald Norman’s Emotional Design theory, this study takes the Eight Immortals culture as a case, adopts the case study method, and explores the cognition, aesthetics and emotional needs of different groups for Eight Immortals-themed cultural and creative products through 303 valid questionnaires and SPSS analysis. The results show that young people aged 18–24 have a basic understanding of the Eight Immortals and their stories, but a low awareness of the Eight Immortals hidden motifs. They prefer cultural and creative products that combine traditional patterns with modern design and integrate practicality and cultural connotations. The emotional design framework constructed in this study can provide references for the development of Eight Immortals-themed cultural and creative products and the transformation of traditional cultural symbols in various countries, thus promoting the communication of world cultural diversity.
Keywords: Eight Immortals, Emotional design, Cultural and creative products, Traditional culture, User perception

Agricultural branding has become an important pathway for enhancing rural economic competitiveness and increasing the added value of agricultural products. However, many rural regions still face challenges such as weak brand awareness, insufficient cultural representation and limited digital marketing channels. This study examines Fulu Town in the Dadu River Basin of Sichuan Province, China, a region rich in agricultural resources and cultural heritage but with relatively underdeveloped agricultural branding. A mixed-methods approach was adopted, combining questionnaire surveys (256 valid responses), fourteen in-depth interviews and qualitative textual analysis to investigate the current status of agricultural branding, the utilisation of cultural resources and the potential of digital communication. The results indicate that cultural symbols have not yet been effectively translated into brand narratives and digital marketing channels remain underdeveloped. Based on empirical findings, the study proposes a regional agricultural branding model of "cultural gene translation–brand design–digital communication", providing practical insights for sustainable rural revitalisation.
Keywords: Agricultural branding; cultural heritage; digital communication; rural revitalisation; artificial intelligence