Research On Rural Residents' Willingness To Participate In Public Culture Under The Background Of Art-Driven Rural Revitalization

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Chen Zheng , Jacquline Tham ,S. M. Ferdous Azam


The problem rural areas are currently experiencing is a lack of both demand and availability for public cultural services (PCSs). The rural residents’ skills (RRSs) of the local community are the driving force behind rural public cultural service, which constitutes a significant step forward due to their involvement. This research uses the "two-way supply" concept to analyze the decision-making processes of REs at the township level in Xiaotang Town, Ningbo City. The research concluded that there is already a framework in place to encourage rural residents (RRD) with special abilities to take contributions to PCS; this strategy is based on three pillars: villager acknowledgment, government empowerment, and the motivation to take part. The RRS served as intermediaries between the government and the residents whenever the supply behavior had reached a critical mass and been generated by policy direction and the need of the villages. Technology has the potential to bridge the gap between urban and rural cultural services by making cultural resources available in previously inaccessible areas. When it comes to improving rural public cultural services (RPCS), the government should work to boost the reward scheme of rural skills (RSs) to increase RRS participation motivation and expose it to the maximum potential of RS.

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