基于眼动实验的旅游地景观视觉评价研究——以珠海市唐家古镇为例

本研究从SOR模型出发，采用眼动实验对游览唐家古镇的大学生群体进行调查，提出了旅游地的景观类型、色彩丰富程度以及新旧程度对游客感知产生影响，并进一步影响游客眼动行为的研究假设。研究发现：①旅游地景观色彩丰富程度与新旧程度对游客感知及眼动行为存在影响，而景观类型需以群体特征为条件才能进一步影响眼动行为；②景观色彩丰富程度仅对注视时间比重存在显著影响；③新景观与中立景观之间的注视频率存在显著差异，新景观与中立景观、旧景观的注视时间比重也均存在显著差异。本研究尝试在非实验室环境下开展眼动实验，补充并完善了视觉研究方法在真实人文环境中的应用。

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

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.