%0 Journal Article
%T Roles and Agricultural Support Mechanisms of University Foreign Language Volunteers: A Case of MaomingĄ¯s Lychee Industry
%A Xianni Huang
%A Ziying Tan
%A Lingjing Jin
%A Ying Zhou
%J Open Access Library Journal
%V 12
%N 12
%P 1-11
%@ 2333-9721
%D 2025
%I Open Access Library
%R 10.4236/oalib.1114607
%X Against the rural revitalization backdrop, integrating university talents into local signature industries boosts industrial upgrading and internationalization. This study, focusing on MaomingĄ¯s lychee industry, globally the largest lychee production base, explores university foreign language volunteersĄ¯ roles in its internationalization, offering actionable university-industry collaboration models for agricultural development with significant theoretical and practical value. Despite its scale, the sector faces key challenges: insufficient international brand influence, cross-border marketing/multilingual talent shortages, and cultural barriers to overseas market entry. To address these issues, this study adopts a mixed-methods approach, combining qualitative and quantitative analyses. Primary data were collected through interviews and questionnaire with three stakeholder groups: 28 university foreign language volunteers (English majors from Maoming-based universities with experience in lychee industry support), 30 lychee growers/cooperative representatives from major production areas (Gaozhou, Dianbai, Genzi Town), and 15 managers from local lychee e-commerce and foreign trade enterprises. The findings reveal that foreign language volunteers play four roles in the entire industry chain (pre-production, production, post-production): international marketing facilitators, cross-cultural communication bridges, digital content creators, and agricultural knowledge dissemination intermediaries. Their practical supports include developing multilingual e-commerce platforms, conducting cross-border live-streamed sales and managing international social media accounts, translating and localizing product documentation/certification materials, and organizing cross-cultural agricultural tourism activities. Additionally, current practices exhibit limitations in sustainability, professionalism, and coordination mechanisms. To optimize these efforts, this study proposes a Triple Helix Model: establishing a long-term collaborative mechanism among universities, local governments, and enterprises; enhancing the professionalism and sustainability of volunteer services; and refining the integration of foreign language expertise into agricultural industrial development. This research offers theoretical and practical insights for university participation in local industries under rural revitalization.<br />
%K University Foreign Language Volunteers
%K Maoming Lychee Industry
%K Agricultural Support Mechanisms
%K Role Identification
%K Industrial Internationalization
%K Rural Revitalization
%K University-Industry-Government Collaboration
%U http://www.oalib.com/paper/6880196