ANALYSIS OF THE IMPACT OF RURAL LIFE SCENES ON TOURISTS EMOTIONAL EXPERIENCE: AN EYE-TRACKING STUDY
ZHANG Liang1,2, LI Jun-yi1,2, YUE Yi-yang1,2, YANG Min3
1. School of Geography and Tourism, Shaanxi Normal University, Xi'an 710119, China; 2. Shaanxi Key Laboratory of Tourism Informatics, Xi'an 710119, China; 3. School of Business, Xi'an University of Finance and Economics, Xi'an 710119, China
Abstract：As an important component of the rural landscape, rural life scenes are the common and ordinary reflection of the lives of most village residents. Pastoral scenery and rural life are the biggest attractions of rural tourism. Based on cognitive appraisal theory and from the perspective of tourists, a single-factor intergroup experimental design was adopted. Taking different types of country life scenes (no life scenes, simple life scenes, complex life scenes) as experimental variables, typical photos were selected as experimental stimulus materials, and eye-tracking equipment was used to design and conduct situational experiments. By combining objective eye-movement indicators and subjective questionnaire data, the article analyzes tourists' visual attention and emotional experience when viewing three types of rural life scenes:None/simple/complex, and also examines the role of nostalgic perception in the relationship between rural life scenes and emotional experience. Findings indicate that:1) The existence of rural life scenes will significantly attract tourists' visual attention. It is worth noting that it is not the more complex the scene, the more it can attract the visual interest of tourists. 2) Rural life scenes have a significant positive effect on tourists' emotional experience, and complex rural life scenes bring tourists the highest pleasure perception.
张亮, 李君轶, 岳依洋, 杨敏. 乡村生活场景对游客情感体验的影响分析——基于眼动追踪的实验研究[J]. 人文地理, 2024, 39(2): 154-163.
ZHANG Liang, LI Jun-yi, YUE Yi-yang, YANG Min. ANALYSIS OF THE IMPACT OF RURAL LIFE SCENES ON TOURISTS EMOTIONAL EXPERIENCE: AN EYE-TRACKING STUDY. HUMAN GEOGRAPHY, 2024, 39(2): 154-163.
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