Tourists’ visual attention to cultural landscapes under crowding stimuli: An eye-tracking approach

IF 4.5 3区 管理学 Q1 BUSINESS Journal of Vacation Marketing Pub Date : 2024-08-06 DOI:10.1177/13567667241268918
Mengqing Wang, Peizhe Li, Xiao Xiao, Honglei Zhang, Junyu Lu, Yuhua Xu
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Abstract

Research on visual attention and perceived crowding in culture-oriented tourism destinations remains scant. This study examines the effects of varying environmental stimuli on tourists’ visual attention to cultural landscapes. Eye-tracking experiments and self-reported surveys were used to collect data ( n = 50). Participants were asked to view photos presenting varying environmental stimuli (e.g. crowding, mask-wearing measurement, etc.) in two culture-oriented tourism destinations (indoor and outdoor culture-oriented tourism destinations), followed by a questionnaire survey. Findings revealed that tourists paid more attention to the human crowds than cultural landscape when social density increased. Perceived crowding was significantly influenced by visual attention to cultural landscapes in both indoor and outdoor tourism destinations, with more silent effects in indoor settings. The findings of this study extend the normative theory of crowding and dual-process theory, and provide practical insights to optimize design for cultural landscapes and facilities to minimize tourists’ perceived crowding in culture-oriented tourism destinations.
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拥挤刺激下游客对文化景观的视觉注意力:眼动跟踪法
有关以文化为导向的旅游目的地的视觉注意力和拥挤感的研究仍然很少。本研究探讨了不同环境刺激对游客文化景观视觉注意力的影响。研究采用眼动跟踪实验和自我报告调查来收集数据(n = 50)。参与者被要求观看两个文化导向型旅游目的地(室内和室外文化导向型旅游目的地)中呈现不同环境刺激(如拥挤、戴面具测量等)的照片,然后进行问卷调查。研究结果表明,当社会密度增加时,游客更关注人流而非文化景观。在室内和室外旅游目的地,游客对文化景观的视觉注意力对拥挤感都有明显影响,而在室内环境中,这种影响更为明显。本研究的结果扩展了拥挤的规范理论和双重过程理论,并为优化文化景观和设施的设计以最大限度地减少游客在以文化为导向的旅游目的地中感知到的拥挤提供了实用的启示。
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来源期刊
CiteScore
9.70
自引率
15.70%
发文量
54
期刊介绍: Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.
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