The influence of architectural heritage and tourists’ positive emotions on behavioral intentions using eye-tracking study

doi:10.1038/s41598-024-85009-4

Study

Classic DesignNew This WeekStrong effect

Architectural Heritage Visual Elements Significantly Influence Tourist Behavioral Intentions

Specific visual characteristics of architectural heritage, such as wall style, window proportions, and door ornamentation, directly correlate with tourists' positive emotions and subsequent behavioral intentions.

Scientific Reports · 2025

01

Key Findings

01Architectural style of the wall positively impacts behavioral intention.
02Proportional balance of windows positively impacts behavioral intention.
03Exquisite decoration of the door positively impacts behavioral intention.
04Proportional balance of other buildings positively impacts behavioral intention.
05Positive, intense, and enthusiastic emotions are positively correlated with behavioral intention.

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Application

Design takeaway

When designing or preserving spaces with historical significance, focus on the detailed visual elements that have been shown to evoke positive emotional responses and encourage visitor engagement.

How to apply

When evaluating or designing for heritage sites, conduct user research to identify which visual elements are most engaging and emotionally resonant with the target audience.

Project actions

01When studying a historical artifact or building, consider its visual characteristics.
02Think about how these visual elements might make someone feel.
03Connect these feelings to how someone might act (e.g., want to buy a souvenir, visit again).

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Method & Evidence

AimTo investigate the relationship between tourists' perceptions of visual elements in architectural heritage, their positive emotions, and their behavioral intentions.

MethodMixed-methods (Eye-tracking and Semantic Differential Scale)

ProcedureAn eye-tracking experiment was conducted alongside a semantic differential scale survey to measure tourists' perceptions of visual elements of architectural heritage, their emotional responses, and their behavioral intentions.

ContextHistoric Centre of Macau (Architectural Heritage Tourism)

Variables

IV["Visual elements of architectural heritage (wall style, window proportions, door decoration, building proportions)","Positive emotions (positive, intense, enthusiastic)"]

DVBehavioral intentions

CV["Location (Historic Centre of Macau)","Type of heritage (architectural)","Participant demographics (potentially)"]

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Strengths & Limitations

Strengths

+Utilizes objective eye-tracking data to complement subjective survey responses.
+Identifies specific visual design elements that have a measurable impact.

Limitations

The emotional response to heritage can be subjective and influenced by personal experiences and cultural background, which may not be fully captured.

Reliability & validity

The use of eye-tracking provides objective physiological data, enhancing the validity of findings related to visual attention. The semantic differential scale offers a structured approach to measuring subjective emotions and intentions.

Think critically

To what extent do personal cultural backgrounds and prior knowledge of architectural heritage influence the perception of visual elements and emotional responses?

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Design Principles

"The aesthetic qualities of historical architecture are powerful drivers of emotional connection and behavioral intent."

Understanding which visual elements of historical architecture resonate most with visitors can inform preservation strategies and tourism development. Designers and urban planners can leverage these insights to enhance visitor experience and encourage engagement with cultural sites.

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What This Means for Your Design

How old buildings look matters a lot to tourists! If they like the style, the windows, and the doors, they feel happier and are more likely to want to visit again or tell others about it.

How to use in your project

1.Reference this study when discussing how the visual design of a product or environment impacts user emotions and subsequent actions.

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Add to My Project

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Quick Cite

(2025). The influence of architectural heritage and tourists’ positive emotions on behavioral intentions using eye-tracking study. Scientific Reports. https://doi.org/10.1038/s41598-024-85009-4 Retrieved from https://designdex.org/study/89ae1cf5-4ea3-4151-bc35-785575af55df/architectural-heritage-visual-elements-significantly-influence-tourist-behavioral-intentions

Paragraph starter

Research indicates that specific visual elements within architectural heritage, such as wall style and window proportions, have a significant positive influence on tourists' emotional states and behavioral intentions, suggesting that aesthetic considerations are critical for heritage site engagement and preservation.

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Source

Scientific Reports

The influence of architectural heritage and tourists’ positive emotions on behavioral intentions using eye-tracking study

journal · 2025

View source

Questions about this research

What does the research say about architectural heritage visual elements significantly influence tourist behavioral intentions?: When designing or preserving spaces with historical significance, focus on the detailed visual elements that have been shown to evoke positive emotional responses and encourage visitor engagement. Evidence: Scientific Reports (2025).
Why does "Architectural Heritage Visual Elements Significantly Influence Tourist Behavioral Intentions" matter for design?: Understanding which visual elements of historical architecture resonate most with visitors can inform preservation strategies and tourism development. Designers and urban planners can leverage these insights to enhance visitor experience and encourage engagement with cultural sites.
How can designers apply this research?: When designing or preserving spaces with historical significance, focus on the detailed visual elements that have been shown to evoke positive emotional responses and encourage visitor engagement.
What were the main findings?: Architectural style of the wall positively impacts behavioral intention.. Proportional balance of windows positively impacts behavioral intention.. Exquisite decoration of the door positively impacts behavioral intention.. Proportional balance of other buildings positively impacts behavioral intention.
What research method was used?: Mixed-methods (Eye-tracking and Semantic Differential Scale).
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2025 journal from Scientific Reports.
What should I do differently in my next project?: When evaluating or designing for heritage sites, conduct user research to identify which visual elements are most engaging and emotionally resonant with the target audience.
What are the limitations?: The study was conducted in a specific location (Historic Centre of Macau), and findings may not be universally generalizable to all architectural heritage sites.
Is there evidence that visual elements affects design outcomes?: The study found that specific visual aspects of historical buildings, like wall style and window proportions, along with positive emotional responses, significantly encourage tourists to want to engage further with the heritage site. Understanding which visual elements of historical architecture resonate most with visi Source: Scientific Reports (2025).
Where does this architectural heritage research apply?: Historic Centre of Macau (Architectural Heritage Tourism) It sits within classic design research on designdex.org.