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Article History

Received: 9 May 2024

Accepted: 15 January 2026

First Online: 10 March 2026

Competing interests

: The authors declare no competing interests.

: The study was reviewed and approved by the School of Humanities and Communication, Zhejiang Gongshang University (Approval No. 2021R408069) on January 1, 2021, with approval valid for three years. All procedures involving human participants were conducted in accordance with Chinese research ethics regulations and the principles of the Declaration of Helsinki. The approval covered field surveys, non-participant observations, and interviews in twelve ancient villages.

: On March 1, 2021, written informed consent was obtained from relevant enterprises, residents, tourists, and government officials prior to their participation. Participation was entirely voluntary, and participants were clearly informed that the study was conducted solely for academic purposes. The scope of consent included participation in interviews and field investigations, as well as the anonymized use of data for academic analysis and publication. Participants’ anonymity, privacy, and information security were strictly protected. The study did not involve vulnerable groups or minors.