{"title":"Tourists’ visual attention to cultural landscapes under crowding stimuli: An eye-tracking approach","authors":"Mengqing Wang, Peizhe Li, Xiao Xiao, Honglei Zhang, Junyu Lu, Yuhua Xu","doi":"10.1177/13567667241268918","DOIUrl":null,"url":null,"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.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":null,"pages":null},"PeriodicalIF":4.5000,"publicationDate":"2024-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Vacation Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/13567667241268918","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
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.
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.