Predicting Emotional Experiences through Eye-Tracking: A Study of Tourists’ Responses to Traditional Village Landscapes

Abstract

This study investigates the relationship between eye-tracking metrics and emotional experiences in the context of cultural landscapes and tourism-related visual stimuli. Fifty-three participants were involved in two experiments: forty-three in the data collection phase and ten in the model validation phase. Eye movements were recorded and the data were analyzed to identify correlations between four eye-tracking metrics—average number of saccades (ANS), total dwell fixation (TDF), fixation count (FC), and average pupil dilation (APD)—and 19 distinct emotional experiences, which were subsequently grouped into three categories: positive, neutral, and negative. The study examined the variations in eye-tracking metrics across architectural, historic, economic, and life landscapes, as well as the three primary phases of a tour: entry, core, and departure. Findings revealed that architectural and historic landscapes demanded higher levels of visual and cognitive engagement, especially during the core phase. Stepwise regression analysis identified four key eye-tracking predictors for emotional experiences, enabling the development of a prediction model. This research underscores the effectiveness of eye-tracking technology in capturing and predicting emotional responses to different landscape types, offering valuable insights for optimizing rural tourism environments and enhancing visitors’ emotional experiences.