泰山书法景观的游客景观偏好研究
Study on the Landscape Preference of Tourists in the Calligraphy Landscape of Mount Tai

书法是中华文化景观中重要而又独特的组成部分，中国国内游客对书法景观的感知与旅游景区形象感知和游览体验关系密切。本文以世界自然–文化双遗产的泰山景区为例，通过网络游记，选取20张样本图片，利用景观偏好矩阵，综合运用语意差异法对泰山游客进行问卷调查，并根据调查数据进行书法景观偏好相关性分析，研究发现：“易读性”、“整齐性”以及“知名性”越高或带有“神秘性”的书法景观更容易受到游客喜爱；复杂度过高的书法景观往往不能引起游客的喜爱；人群对书法的了解程度对石刻景观的游览体验有直接影响，兴趣越高、了解程度越高的人在游览过程中更乐意欣赏书法景观，更能理解书法景观的文字含义，因此其旅游体验更为深刻。
Calligraphy is an important and unique part of Chinese culture landscape. Chinese domestic tourists’ perception of calligraphy landscape is closely related to the image perception and tour experience of scenic spots. This paper takes Mount Tai Scenic spot, which is a double heritage of nature and culture in the world, as an example. Through online travel notes, select 20 sample pictures. Using the landscape preference matrix together with semantic differential method to conduct a ques-tionnaire survey on tourists to Mount Tai and carrying out the correlation analysis of landscape preference according to the survey data. It is found that the higher “legibility”, “uniformity” and “fame” of calligraphy landscape or calligraphy landscape with “mystery” are more likely to be loved by tourists. The complex calligraphy landscape often can not be loved by tourists; the level of peo-ple’s understanding of calligraphy has a direct impact on the sightseeing experience of stone carv-ing landscape. People with higher interest and knowledge are more willing to appreciate the callig-raphy landscape and have a better understanding of its literal meaning, thus their travel experi-ence is even more profound.