Research on the Cultural Identity of Immigrant Villages under Rural Revitalization: A Case Study of Damoyu Village in Kunming, Yunnan

Under the background of rural revitalization strategy, the cultural identity of new villagers in immigrant villages has received increasing attention. Taking Damoyu Village in Kunming, Yunnan as an example, this study explores how the new villagers' sense of identity with local culture affects their constructive authenticity, life satisfaction and community loyalty. The study constructed a comprehensive model, proposing that cultural identity positively affects the constructive authenticity, the constructive authenticity positively affects the satisfaction and loyalty of new villagers, and satisfaction plays a mediating role between the constructive authenticity and loyalty. 173 new villagers' data were collected through questionnaire surveys and analyzed using structural equation models. The results verified the model's hypothesis. The study found that improving the new villagers' sense of cultural identity and the constructive authenticity of the local environment can significantly improve their life satisfaction and community loyalty. This paper provides important theoretical support and practical suggestions for the cultural construction and community integration of immigrant villages in rural revitalization.