The extent to which businesses incorporate Naga worship into their strategies and operations and its effect on their success remains ignored. This study employed a multidisciplinary approach to examine the diverse practices of Naga worship in business contexts across different regions. This study utilized a mixed-methods research design to provide insights into the strategic integration of Naga worship into business practices and its impact on business performance. It employed a questionnaire to gather insights from respondents about their demographic data, awareness of Naga worship, its integration into business practices, consumer perceptions and behaviors, and overall business performance. Follow-up, in-depth interviews were developed to probe deeper into respondents’ experiences, motivations, and perceptions regarding the integration of Naga worship into their business practices. Most respondents agreed to integrate Naga worship into their company practices or marketing plans by using Naga symbols in branding, doing rituals for success, providing Naga-themed products and services, and scheduling activities on auspicious Naga-related dates. Respondents perceived companies that venerate Naga as culturally genuine and focused on the community. Worshipping the Naga deity improved the brand’s and corporation’s image and reputation. People patronized these enterprises by buying products and services associated with Naga culture. A substantial portion of respondents believe that worshiping Naga enhances commercial prosperity. Yet, a few participants from different regions mentioned difficulties regarding the integration of Naga religious customs.

Tourism city brand image construction is a strategic measure to enhance the city’s core competitiveness, and has received great attention from various tourism cities. As a new force in promoting urban development, local youth must accurately grasp their perception of the city’s brand image, to realize the simultaneous development of youth development and urban development, and the integrated development of youth, industry, and city. This paper focuses on the city brand building of tourist cities among local youth, adopts the brand association measurement tool “brand concept map”, takes Chongqing, a tourist city in China, as the field, and the local youth as the research object, and establishes the analysis perspective of the correlation strength of results based on traditional methods. Based on exploring the characteristics of brand image perception, this paper further explores the formation mechanism behind the characteristics from the perspective of the diversity of local youth’s perception channels of city brand image.

The Huaiyang Canal, a significant section of the Grand Canal, boasts representative tourist attractions. This study analysis of online reviews from Ctrip and Mahive using R language, Gephi, ROST CM, and SPSS has provided insights into tourists’ perceptions of the Huaiyang Canal’s image. Key findings include: (1) Dominant landscape images encompass gardens, canals, and buildings, emphasizing the historical and cultural assets. Both cultural and natural landscapes equally captivate tourists. (2) The canal’s tourism image perception follows a “garden-history-canal” hierarchy with the canal as the central space and history expanding its tourism features. (3) The perceptions can be categorized into historical and cultural landscapes, man-made projects, and attraction perception. Despite varying tourist numbers in Huaian and Yangzhou, scenic spot experiences are similar. The overall perception of tourists is largely positive, but some express concerns about service attitudes and travel time planning.