ANALYSIS OF THE IMPACT OF RURAL LIFE SCENES ON TOURISTS EMOTIONAL EXPERIENCE:AN EYE-TRACKING STUDY
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 inter-group 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 objectiveeye-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/com-plex,and also examines the role of nostalgic perception in the relationship between rural life scenes and emo-tional experience.Findings indicate that:1)The existence of rural life scenes will significantly attract tour-ists'visual attention.It is worth noting that it is not the more complex the scene,the more it can attract the vi-sual interest of tourists.2)Rural life scenes have a significant positive effect on tourists'emotional experi-ence,and complex rural life scenes bring tourists the highest pleasure perception.
rural life scenesemotional experiencenostalgic perceptioneye-trackingvisual attention
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NSTL
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