*3.1. Framework*

All field crops require sunshine, air, water, and soil to grow. Climate change has an e ffect on the quality and quantity of food produced globally. Recently, food supply and food safety have been major topics in global public health. An increasing number of food-producing countries have promoted their food credentials to improve the competitiveness of their agricultural products [45].

Landscape resources are designed to attract admiration and appreciation. When a travel destination is appreciated by visitors as a unique attraction, its unique brand equity is strengthened [46,47]. Thode and Maskulka [48] asserted that consumers often rely upon a wine's place of origin when assessing its quality. Fernqvist and Ekelund [49] indicated that a brand's country of origin can influence consumers' perceptions of its products. Rajesh [50] examined the influence of tourists' perceptions of tourist environments (including the natural environment, historical and cultural environment, accessibility, facilities, relaxation, price, and value), which form their image of a destination in addition to satisfaction with and loyalty to it. Prayyag and Ryan [51] indicated that personal involvement influences destination image and place attachment, destination image influences satisfaction and place attachment, and place attachment influences satisfaction, which in turn influences revisit intention and appraisal. According to Dai et al. [11], from a conventional landscape-resource perspective, tourists' perceptions of landscape resources are not well understood. Tourists, through their mindscape of landscape resources, can value landscape resources. Various types of landscape resources (e.g., general, tourist-oriented, and popular-culture landscape resources) can help form city image through tourists' cultural experiences, thereby enhancing the city's authenticity, consistency, and popular culture as well as providing a reference for determining the positioning of an urban brand. The present study

selected a travel destination and focused on the relationship between its landscape resources and brand equity. Figure 1 illustrates the research framework. Based on the research framework, the following hypothesis was proposed:

**Hypothesis 1 (H1).** *Landscape resources do not positively a*ff*ect brand equity.*

**Figure 1.** Research framework.

#### *3.2. Questionnaire Design and Data Collection*

Data were collected using a questionnaire survey administered to tourists in Luoshan Organic Agriculture Village. This questionnaire included three parts, namely the landscape resources of the travel destination, brand equity, and the respondents' background information. A 5-point Likert scale was adopted to measure participants' responses in relation to a group of categories in which people were asked to indicate how much they agreed or disagreed from least to most. In total, 258 of 258 questionnaires were completed by tourists to Luoshan Organic Agriculture Village for a valid response rate of 100%.
