Professional identity among faculty members in private higher education institutions plays a vital role in shaping the quality and sustainability of these institutions. This research aims to investigate the factors influencing the professional identity of teachers in Chengdu's private higher education institutions. The study employs a theoretical framework centered on "identification" with behavior intention, behavior attitude, and sense of belonging as fundamental dimensions. Data were collected through questionnaire surveys and analyzed using SPSS 23.0. The study hypothesizes that behavior intention, behavior attitude, and sense of belonging have a significant positive impact on professional identity among faculty members. Additionally, behavior attitude, subjective norms, and perceived behavioral control are expected to have a significant positive influence on behavior intention, and subjective norms and perceived usefulness may positively affect sense of belonging. The results are expected to provide valuable insights for enhancing the professional satisfaction and educational quality of faculty in private higher education institutions.

Purpose: To reveal the impact mechanism of rural museum intervention on the construction of local identity of rural community residents, and provide practical reference for the protection and utilization of rural cultural identity. Methods: This study takes the Weijiapo Rural Museum in Luoyang, China as the research object, uses participatory observation and in-depth interview methods, and explains the specific characteristics of rural community resident identity construction through identity process theory (IPT). Results: (1) The impact of the intervention of rural museums on rural areas is reflected in four aspects: local spatial reconstruction, transformation of livelihood methods, reconstruction of social relationships, and evolution of cultural customs; (2) under the influence of rural museum construction, the representation of community residents’ identity has shown complex characteristics, with both positive and negative impacts coexisting; (3) the local identity of community residents affects their perception and attitude towards the construction of rural museums.