RESEARCH ON VISUAL EVALUATION OF TOURISM SCENERY BASED ON EYE MOVEMENT EXPERIMENT: A CASE OF TANGJIA ANCIENT TOWN IN ZHUHAI

ZHAO Ying; LIN Jia-hui; LIU Yi

doi:10.13959/j.issn.1003-2398.2020.05.016

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HUMAN GEOGRAPHY ›› 2020, Vol. 35 ›› Issue (5) : 130-140. DOI: 10.13959/j.issn.1003-2398.2020.05.016

TOURISM

RESEARCH ON VISUAL EVALUATION OF TOURISM SCENERY BASED ON EYE MOVEMENT EXPERIMENT: A CASE OF TANGJIA ANCIENT TOWN IN ZHUHAI

ZHAO Ying, LIN Jia-hui, LIU Yi

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Abstract

Visual research method is important in exploring tourists' perceptions of tourism landscapes and tourism planning. In the past, scholars often used questionnaire survey or picture scoring to carry out relevant researches, but lacked more objective analysis. With the upgrade of eye tracker, eye tracking method is gradually used in the study of tourist landscape, and mainly carried out in the laboratory. In order to provide a new attempt for existing research, this paper makes a breakthrough in field experiments with eye tracker. Based on the SOR model, this study uses eye tracking method to investigate visiting behavior process of undergraduates in Tangjia Ancient Town, Zhuhai. It hypothesizes that landscape type, color richness and degree of old-to-new impact on visitors' perceptions, and further affect the eye movement behavior of tourists. The results show that: 1) Color richness and degree of old-to-new of the landscape have significant impacts on visitors' landscape perception and eye movement behavior, while the influence of the landscape type is not significant. Landscape types need to work through group characteristics to influence eye movement behavior; 2) For color richness, the study divides the landscape into two categories, rich colors and single colors. The study finds out that there are no significant difference in gaze frequency and mean gaze time, but significant differences in the proportion of gaze time between two categories; 3) For degree of old- to- new, the study divides the landscape into three categories: new landscape, old landscape and neutral landscape. The result shows that there is a significant difference in the frequency of gaze between new and neutral landscapes.

Key words

eye movement analysis / landscape visual evaluation / SOR model / tourist landscape

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ZHAO Ying, LIN Jia-hui, LIU Yi. RESEARCH ON VISUAL EVALUATION OF TOURISM SCENERY BASED ON EYE MOVEMENT EXPERIMENT: A CASE OF TANGJIA ANCIENT TOWN IN ZHUHAI[J]. HUMAN GEOGRAPHY. 2020, 35(5): 130-140 https://doi.org/10.13959/j.issn.1003-2398.2020.05.016

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