基于摄影照片与眼动实验的旅游者视觉行为分析——以厦门大学为例  

Visual Behavior Analysis of Tourists Based on Photography and Eye-tracking Experiment——A Case of Xiamen University

作　　者：李渊[1] 高小涵 黄竞雄 吴冕 LI Yuan;GAO Xiaohan;HUANG Jingxiong;WU Mian(School of Architecture and Civil Engineering,Xiamen University,Xiamen 361005,China)

机构地区：[1]厦门大学建筑与土木工程学院,福建厦门361005

出　　处：《旅游学刊》2020年第9期41-52,共12页Tourism Tribune

基　　金：国家自然科学基金项目“基于行为分析的景区人流模拟与空间优化—GPS与问卷结合的研究”(41671141);厦门市科技局项目“面向三维环境与大数据的旅游心理容量测算与规划软件平台”(3502Z20183005);厦门市建设局项目“基于‘BIM+’理念的建筑空间行为研究及空间优化方法”(XJK2019-1-9)共同资助。

摘　　要：视觉行为是旅游者空间行为研究的重要组成部分。摄影照片是视觉行为研究的重要载体,眼动实验能够更加客观、精确地分析旅游者视觉特征,这两者的结合能够为旅游者视觉行为研究提供新的视角。文章以厦门大学为例,利用网络大数据获取旅游照片,归纳旅游者游览后构建的目的地形象特征及视觉偏好,关注于"旅游凝视"的"凝",从全局角度筛选眼动实验刺激物,通过眼动实验分析旅游者观看旅游景观时的视觉注意力,并结合问卷调查阐释体验过程。研究发现:(1)案例地中建筑被拍摄次数最多,历史文化和自然要素拍摄较少;(2)对5类旅游景观按注视频率高低进行排序,依次是:建筑、开敞空间、特色文化、自然要素和历史文化,注视频率与拍摄次数体现的视觉偏好在具体节点存在差别;(3)特色文化吸引旅游者注意力最快,其次为自然要素和历史文化;(4)旅游者印象最深且最喜欢的景观类别为自然要素,对建筑和历史文化回忆程度最低,历史文化喜爱程度最低。在作用机制上,建筑元素和历史文化元素的解译和愉悦感获取需要一定的前置信息作为支持,否则较难留下深刻印象和愉悦感,特色文化要素、自然要素和开敞空间要素包含较多美学信息,易于实现从物像到视像再到心像的转变。Visual behavior is an important part of tourists’temporal and spatial behavior.Photo,as a visual epitome,is an important source of information for the study of visual behavior.However,the extent of revealing the specific contents of tourists’attention in"heterogeneous and mixed"scenes is limited.The development of eye movement technology provides new data and new opportunities for the study of visual behavior,which can more objectively and accurately analyze the visual characteristics of tourists and pay attention to specific content.From the perspective of tourism subject,tourists’understanding of destination image,behavior rules and perception preferences for different types of landscapes are important reference information for destination marketing,planning and management.Based on the tourists’vision,this paper takes Xiamen University as a case,uses big data on the Internet to obtain the tourists’photos,and uses Nvivo 10 to conduct qualitative analysis based on the grounded theory to summarize the destination image characteristics and visual preferences constructed after tourists’visit.Focusing on the"congealing"of"tourism gaze",this paper selects eye movement experimental stimuli from a global perspective,tracks the visual behavior of tourists when they watch the tourism landscape through eye movement experiments,and analyzes the visual attention of tourists.Questionnaire analysis of emotional preferences as a supplement to the whole process of gaze to experience.The main conclusions are as follows:(1)Architecture is the most frequently photographed node in the network,and tourists take fewer photos of historical and cultural nodes and natural elements;(2)Five types of tourism landscape are arranged in order of gaze frequency:architecture,open space,characteristic culture,historical culture and natural elements.There are differences in specific node preferences,such as Furong Lake and Tunnel murals,belong to high frequency photo content,low eye-tracking stimulus;(3)Characteristic culture attracts

关 键 词：视觉行为 旅游凝视 眼动实验 摄影照片 厦门大学 

分 类 号：F59[经济管理—旅游管理]