How do World Heritage Cultural Landscapes visually attract and educate tourists? A sentiment analysis based on eye-tracking experiments

Abstract

Cultural landscapes, distinguished by their diverse structures and rich visual features, offer immersive experiences that engage visitors through high visual appeal and accessibility. As core assets in Cultural Heritage Tourism, they support regional economies and cultural identity but face ongoing challenges in balancing heritage conservation with sustainable tourism. This research examines how visual elements of five UNESCO World Heritage cultural landscapes in China shape tourists’ perceptions of heritage value. Study 1 analyzed 13,212 online reviews to build an evaluation model and developed a Richter Scale questionnaire for Study 2, which involved an eye-tracking experiment and a questionnaire survey with 24 university students to identify visual behavior patterns and preferences. Results show that different landscape elements evoke distinct visual–cognitive responses that systematically influence evaluations. On one hand, complex, information-rich elements, such as artificial structures, historic sites and activities, interior decoration, and natural plants, produce longer fixations, more frequent visual searches, and repeated visits, which are generally associated with higher perceived heritage value and satisfaction. Conversely, overly long initial processing and high cognitive load correspond to lower ratings. On the other hand, element proportions also have nonlinear effects: higher proportions can accelerate attentional capture and revisits but may reduce preference and induce esthetic fatigue in certain contexts. Among the five sites, Hani Terraces and Hangzhou West Lake achieve the highest visual attraction, perceived value, and revisit intention, while Dujiangyan and Lijiang perform less well. Overall, the findings offer practical design insights, emphasizing the need to balance artificial and natural elements, simplify transport spaces and interiors, manage crowding, and enhance interpretive media to improve visual legibility and visitor experience. This study demonstrates the value of combining online comment mining, eye-tracking, and self-reported measures to support evidence-based management and the sustainable development of World Heritage destinations.