Agricultural heritage as a cultural moderator of sustainable food tourism behavior: a consumer review analysis
研究利用美国目的地的消费者评论数据，发现农业遗产作为文化调节因素影响可持续食品信息的转化效果，传统农业地区的信息传递更有效，为目的地管理和可持续沟通策略提供依据。
This study examines how agricultural heritage shapes sustainable food tourism behaviour by conditioning how sustainability signals are interpreted across destinations. Drawing on large-scale consumer-generated content from U.S. destinations, the study conceptualises agricultural heritage as a destination-level cultural moderator that influences the translation of sustainable food availability into consumer behaviour. The findings show that sustainability messaging converts more effectively in destinations where agricultural traditions are embedded in regional identity, while local food engagement remains consistently strong across contexts. Differences in terminology use further indicate that traditional farming language and formal environmental discourse resonate differently depending on heritage and affluence profiles. Methodologically, the study demonstrates how keyword-based text frequency analysis and destination-level correlation methods can be applied to identify culturally patterned sustainability behaviour at scale. The results extend sustainable consumption research beyond individual-level explanations and offer evidence-based insights for developing culturally adaptive destination management and sustainability communication strategies.