Landscape visual evaluation and place attachment in historical and cultural districts: a study based on semantic differential scale and eye tracking experimental methods

• Published in: Multimedia systems 2024-10, Vol.30 (5), Article 306
• Main Author: Ren, Jing Yuan
• Format: Article
• Language: English
• Subjects: Computer Communication Networks; Computer Graphics; Computer Science; Cryptology; Data Storage Representation; Demographics; Design factors; Design of experiments; Eye movements; Historic districts; Landscape preservation; Multimedia Information Systems; Operating Systems; Regular Paper; Semantics; Subjective assessment; Tracking
• ISSN: 0942-4962; 1432-1882
• DOI: 10.1007/s00530-024-01514-6

This study carried out work that investigates the relationships that exist between the facts of Visual Attention (VA), demographic influences, and the perceived landscape values collected from the historic and cultural districts by means of employing a combination of Eye-Tracking (ET) technology along with the Semantic Differential (SD) scale. The study focused on historical locations in China, mainly two regions: Lijiang Old Town and Jade Dragon Snow Mountain. With these two regions as the study area, the research aims to understand and identify how different the visitor demographics could probably perceive the Aesthetic Value (AV) and Cultural Value (CV) elements of these landscapes; using a dual-method approach, this study attempts to correlate the objective Visual Attention (VA) data that are being collected from the ET process along with that of the subjective assessments of landscape value from the SD scale score from a questionnaire. The research presents four hypotheses and proposes that VA elements correlate more with higher AV, CV, and demographic factors assessments. The experimental design structured in this work includes a detailed analysis with respect to eye movement and the corresponding subjective ratings from 387 participants who were classified by age, gender, nationality, and expertise in heritage conservation. Findings from the study have revealed that the natural features have primarily attracted immediate VA and have been rated as higher scores in terms of AV, whereas the cultural features, even attracting less immediate attention, have also been appreciated for their historical and cultural remotest area. The study further emphasises the impact of demographic factors on landscape perception by contributing visions to tailor-made conservation and tourism management policies.