In the process of forest recreation value development, there are some characteristics, such as large amount of investment capital, long financing recovery cycle and high potential risks, which lead to limited capital source and prominent financing risks. To achieve sustainable development, forest recreational value development enterprises must solve the financing dilemma, therefore, it is very urgent to identify the financing risk factors. The research constructed financing risk evaluation index system through WSR (Wuli-Shili-Renli) methodology (from affair law, matter principle and human art dimensions), taking S National Forest Park at Fujian Province as a case study, the analytic hierarchy process (AHP) and fuzzy comprehensive evaluation method were used for empirical analysis. The results showed that for the first level indicators, operational risk should be paid close attention to, followed by political risk and environmental risk. Among the secondary level indicators, policy changes, financing availability and market demand need attention, which are consistent with the result of field survey. Based on that, countermeasures were put forward such as the multiple collaborative linkage and effective internal control; reduction on operating costs and broaden financing channels; encouragement diversification of investment entities and improvement of financial and credit support; strengthening government credit supervision, optimizing financing risk evaluation, and building a smart tourism financing information platform, to reduce and control financing risks, then promote the development of forest recreation value projects.

In an era of intensified market competition, internal brand management (IBM) has emerged as a critical strategy for aligning employee behavior with brand values. This study investigates how IBM influences brand citizenship behavior (BCB) among front-line restaurant employees in Macao, emphasizing the mediating role of brand identification (BI) and simultaneously testing the moderating effect of leader-member exchange (LMX). Drawing from Social Identity Theory and Social Exchange Theory, the structural equation modeling (SEM) was used to test the model using data from 315 employees across 11 Macao restaurant companies. Analyzing via software package Smart-Pls 4.1, we found that IBM significantly enhances BI, which in turn strongly predicts BCB. While IBM directly impacts BCB, the effect is mediated by BI. Furthermore, LMX moderates the IBM-BI relationships, underscoring the role of leadership in internal branding effectiveness. These findings contribute to the internal branding literature by validating BI as a key psychological mechanism and LMX as a boundary condition. Practically, the study provides insights for restaurant industry seeking to foster brand-aligned behaviors through internal brand management.