传统节庆景观的视觉感知特征与偏好研究——以那达慕为例

Visual Perception Characteristics and Preferences of Traditional Festival Landscapes—A Case Study of Naadam

摘要: 在文旅深度融合与非物质文化遗产活化的背景下，民族传统节庆的视觉体验优化成为节庆创新发展的核心议题。本文以锡林郭勒草原那达慕为研究案例，采用扎根理论编码与眼动实验相结合的混合研究方法，以大学生群体为观测对象，系统探究传统节庆景观的视觉注意力分配规律与感知偏好特征。研究首先对531张游客原创摄影作品进行三级编码，提炼出体育竞技、文化艺术、民族生活、人文互动、公共设施五大类节庆景观体系；在此基础上选取20张典型场景图片作为刺激材料，通过眼动仪采集客观视觉行为数据。结果表明：大学生对节庆景观的视觉吸引力呈现显著层级差异，文化艺术景观的认知加工深度与注意捕获速度均居首位，公共设施景观最弱；景观的动态性与文化符号性是影响视觉感知的核心要素，动态表演、仪式互动类场景更易引发深度认知加工；第三，对竞技表演、仪式互动等动态场景的感知更为深入，而对传统器物与设施类景观的感知相对表层。研究可为传统节庆的景观视觉设计与青年受众传播提供量化依据。

Abstract: Against the background of in-depth integration of culture and tourism and the revitalization of intangible cultural heritage, optimizing the visual experience of traditional ethnic festivals has become a core issue for the innovative development of festivals. Taking Naadam in Xilingol Grassland as a case study, this paper adopts a mixed research method combining grounded theory coding and eye-tracking experiments, and takes college students as observation objects to systematically explore the law of visual attention distribution and perceptual preference characteristics of traditional festival landscapes. First, the study conducts three-level coding on 531 original tourist photographs, and extracts five categories of festival landscape systems: sports competition, culture and art, ethnic life, humanistic interaction, and public facilities. On this basis, 20 typical scene pictures are selected as stimulus materials, and objective visual behavior data are collected through an eye tracker. The results show that there are significant hierarchical differences in the visual attractiveness of college students to festival landscapes: cultural and artistic landscapes rank first in both cognitive processing depth and attention capture speed, while public facility landscapes are the weakest. The dynamics and cultural symbolism of landscapes are the core factors affecting visual perception, and dynamic performances and ritual interaction scenes are more likely to trigger in-depth cognitive processing. Third, the perception of dynamic scenes such as competitive performances and ritual interactions is more in-depth, while the perception of static landscapes such as traditional artifacts and facilities is relatively superficial. This study can provide quantitative basis for the visual design of traditional festival landscapes and the communication of young audiences.