【摘要】 视觉行为是旅游者时间和空间行为的重要组成部分,是从获取信息到产生认知的主要媒介,眼动技术能够客观、精确地分析旅游者视觉特征及关注具体内容,对于塑造目的地形象、预测旅游者行为、旅游广告营销等具有重要意义。近年来,研究者从可视化到量化、从实验室环境到真实环境、从二维到三维、从加工过程到加工机制等方面开展视觉行为研究,旅游者视觉行为研究逐渐成为旅游者空间行为研究的新趋势。研究从基于眼动仪的视觉行为数据采集、实验设计、分析方法、研究内容四个方面梳理视觉行为研究现状,指出:(1)眼动与问卷或深度访谈结合是旅游者视觉感知分析的必要基础;(2)实景眼动受环境影响较大,实验设计和样本获取存在难度,虚拟仿真可以提供更接近实景的实验环境;(3)凝视和眼跳是当前眼动数据分析的核心数据,瞳孔变化等能够反映旅游者认知负担与情绪变化的指标,需进一步探索;(4)当前眼动可视化高度依赖眼动仪自带软件,在时空间分析上眼动数据与GPS数据存在共性,ArcGIS等空间分析软件能够更大程度挖掘数据内涵;(5)多元数据结合分析能够更全面地揭示旅游者行为,受制于采样频率不同,基于时间的数据配准是多元数据结合的突破口。更多还原

【Abstract】 Visual behavior is an important part of tourists’ spatial and temporal behavior, and is the main medium from obtaining information to generating cognition. The development of eye movement technology provides new data and opportunities for visual behavior research. It can analyze tourists’ visual characteristics more objectively and accurately and pay attention to specific contents. It is of profound significance for destination image building, tourists’ behavior prediction, tourism advertising marketing and tourism product development. The study of eye-movement behavior is based on spatial analysis of different AOI and time-based analysis of indicators. From the theoretical visual cognition and eye movement behavior pattern analysis to the practical application level of quality evaluation and behavior prediction, it provides an objective and reliable basis for revealing tourists’ time and space behavior and optimizing scenic area management and guiding space design. It is a time-space behavior analysis from the traditional method of recalling log and tracking to the 3.0-stage analysis of physiological behavior based on the extensive analysis stage of portable equipment and big data. Stimulus data have been explored from static to dynamic, from laboratory environment to real environment, from two-dimensional to three-dimensional, from single data source to multiple data combination in analysis aspect, from processing to its mechanism. The study of tourists’ visual behavior has gradually become a new trend in the study of tourists’ spatial behavior, from the development of exploratory research to the optimization and deepening of research.This paper reviews the research status of visual behavior from five aspects: data acquisition based on the eye tracker, experimental design, analysis method and research contents. The analysis shows that:(1) Eye movement combined with questionnaires or in-depth interviews is the necessary data base for tourists’ visual perception analysis;(2) Real environment eye movement is greatly affected by the environment, and experimental design and sample acquisition are difficult. Desktop eye movement experiment design has been perfect but can not replace real eye movement. Virtual simulation can provide a more realistic experimental environment;(3) Fixation and saccade are the core data of current eye movement data analysis. Pupil changes and other indicators reflecting cognitive burden and emotional changes need to be further explored;(4) Current visual eye movement analysis highly relies on the software of the eye tracker. Eye movement data analysis and GPS analysis have similarities in time and space. Spatial analysis software such as ArcGIS can dig data connotation to a greater extent;(5) Multiple data combination analysis can reveal tourist behavior more comprehensively, which is subject to different sampling frequency. Time-based data registration is the breakthrough of multivariate data combination. In future researches, active data acquisition based on video technology and cameras will contribute to eye-movement data acquisition, which may even conduce to eye-movement mega data similar to mobile phones location with the development of software and hardware. Based on the discretization features of eye-movement data and spatial combinition, the study of "selection" of subjects can apply visual SP method to record eye-movement behavior and final selection result of the subject selection process, which can make up for the unconsciousness of traditional SP method. The study of the visual perception time dimension needs to be expanded, and it has a prospect in analyzing diversification issues.更多还原