A Referral Rewards Incentive Dedign On Travel Consumer- Generated Content

User-generated content has become increasingly important to both tourism practitioners and travel consumers. Although prior studies have demonstrated how impactful UGC is and why marketing mavens employ UGC sites in their marketing campaigns, there is still scant evidence on how to successfully manipulate them. To fill this void, we conducted a two-phase experiment study. In the experiment, first, 65 tourists were invited then grouped according to three different treatments (namely, creating travel posts to achieve the maximum ‘comments’, ‘retweets’, or ‘likes’), and one will be rewarded if he/she achieves the goal. Second, for the manipulation check, we invited another group of Chinese consumers (n =268) to rate these travel posts based on their perceptions. Our experiment results indicate that this referral rewards incentive design has significant effects on consumers’ UGC perception (the credibility, interestingness, influence of postings), behavioral intentions (purchase intention, and WOM intention), and their likelihood of social media engagement (offering ‘likes’). In addition, we also discuss the implications of the results and how to exploit this design

Which User-generated Content Should Be Appreciated More? - A Study on UGC Features, Consumers\u27 Behavioral Intentions and Social Media Engagement

Despite researchers have made a great deal of effort on exploring the reasons of travel consumers’ participation in UGC sites and the roles of these sites in different phases of their travel, knowledge on what factors influence travel consumers’ behavioral intentions in social media still remains largely unknown to both scholars and practitioners. With the attempts to find out this, we conducted a two-phase study on Chinese consumers. Utilizing the two sets of data we collected (npost = 65; nratings = 1668), we develop a multiple linear regression model to assess the influential factors in UGC sites on consumers’ behavioral intentions. Our results indicate that travel consumers’ purchase intention, word-of-mouth (WOM) intention, and attitudes towards destination brands are positively affected by the UGC features (creditability and interestingness) and consumers’ social media engagement (comment, retweet, and like).Further, inconsistent with the previous finding that credibility is a major concern in consumers’ information search processes, the interestingness of UGC is found to be more important

High-Throughput Sequencing Analysis of the Composition and Diversity of the Bacterial Community in <i>Cinnamomum camphora</i> Soil

Soil bacterial communities and root-associated microbiomes play important roles in the nutrient absorption and healthy growth of host plants. Cinnamomum camphora is an important timber and special economic forest tree species in Fujian Province. In this study, the high-throughput sequencing technique was used to analyze the composition, diversity, and function of the bacterial communities present in the soil from different samples and slope positions of C. camphora. The results of this analysis demonstrated that the related bacterial communities in C. camphora soil were mainly clustered based on sample type. Bacterial alpha diversity in the rhizosphere and bulk soil of C. camphora growing downhill was higher than that of C. camphora growing uphill. At the phylum level, Bacteroidetes, Proteobacteria, Chloroflexi, and Gemmatimonadetes were positively correlated with pH, available phosphorus, total phosphorus, available potassium, and total potassium, while Acidobacteria and Verrucomicrobia were negatively correlated with alkaline-hydrolyzable nitrogen. These results show that there were remarkable differences in the composition, diversity, and function of related bacterial communities between different sample types of C. camphora soil. The slope position had a marked effect on the bacterial communities in the rhizosphere and bulk soil, while the root endosphere remained unaffected

Design of Wideband Dual-Polarized Planar Antenna Using Multimode Concept

A wideband dual-polarized planar antenna is designed and analyzed by using the theory of characteristic modes (TCM). The eigenvalue, eigencurrent, characteristic pattern, and modal weighting coefficient are analyzed to bring physical insight to this kind of antenna. The results demonstrate that there are two modes resonant in the operating band for each polarization, which have been combined to form a wider frequency band. A bandwidth of 60.2% (1.72–3.2 GHz) for VSWR < 1.5 with high isolation of 32 dB is achieved simultaneously. The size of the radiator structure is 0.33λ0 × 0.33λ0 × 0.22λ0 (λ0 refers to the center operating frequency)

Variation in Community Structure of the Root-Associated Fungi of Cinnamomum camphora Forest

Plant-associated microbial communities play essential roles in the vegetative cycle, growth, and development of plants. Cinnamomum camphora is an evergreen tree species of the Lauraceae family with high ornamental, medicinal, and economic values. The present study analyzed the composition, diversity, and functions of the fungal communities in the bulk soil, rhizosphere, and root endosphere of C. camphora at different slope positions by high-throughput sequencing. The results showed that the alpha diversity of the fungal communities in the bulk soil and rhizosphere of the downhill plots was relatively higher than those uphill. A further analysis revealed that Mucoromycota, the dominant fungus at the phylum level, was positively correlated with soil bulk density, total soil porosity, mass water content, alkaline-hydrolyzable nitrogen, maximum field capacity, and least field capacity. Meanwhile, the prevalent fungus at the class level, Mortierellomycetes, was positively correlated with total phosphorus and available and total potassium, but negatively with alkaline-hydrolyzable nitrogen. Finally, the assignment of the functional guilds to the fungal operational taxonomic units (OTUs) revealed that the OTUs highly enriched in the downhill samples compared with the uphill samples, which were saprotrophs. Thus, this study is the first to report differences in the fungal community among the different soil/root samples and between C. camphora forests grown at different slope positions. We also identified the factors favoring the root-associated beneficial fungi in these forests, providing theoretical guidance for managing C. camphora forests

Functional Composition Changes of a Subtropical Monsoon Evergreen Broad-Leaved Forest Under Environmental Change

Long-term studies have revealed that forest species composition was shifting under environment change and disturbance induced by loss of large trees. Yet, few studies explicitly analyzed their impacts on composition concurrently. To learn more about impacts of environment change and disturbance on driving forest community, we investigated shifts in functional composition over past 24 years in an old-growth subtropical forest in southern China. We analyzed nine traits that are mainly related to leaf nutrients, photosynthetic capacity, hydraulic conductivity, and drought tolerance of plants and examined hypotheses: (1) The functional composition change over time was directional instead of random fluctuation, (2) drought-tolerant species increased their abundance under soil dryness, (3) both environmental change and disturbance related to changes of functional composition significantly, and (4) initial trait values of quadrats strongly influenced their subsequent change rates in quadrat level (10 × 10 m). We found that species composition had shifted to favor species with high leaf nutrient content, high photosynthesis rate, high hydraulic conductivity, low water-use efficiency, and high drought tolerance traits, which was due to soil dryness and disturbance. These two factors explained 47–58% of quadrats’ trait value changes together. Considering rapidly increasing stem density, this pattern may indicate ecological processes of which disturbance provided numerous recruits of resource-acquisition strategy species and soil dryness conducted a selecting effect on shaping composition in the forest. Additionally, quadrats with initial trait values at the far end of change direction shifted faster in three traits, which also indicated that functional composition changes in quadrats were directional and homogenized. Our results implied that environment change and accompanied disturbance events possibly drove species composition change along a different trajectory in the subtropical forest that experienced high climatic variability

Cloud computing based big data platform construction of university informatization teaching service in Yunnan Province under the background of community of destiny

This paper summarizes the current situation of the university education informatization, cloud computing and the application of big data in education, and preliminarily constructs the big data platform model of university informatization intelligent teaching service of Yunnan University Teacher Education Alliance Based on cloud computing Part of the content of the model is described to provide reference for regional alliance education related research