Exploring the impact of cultural context on eye-tracking studies of architectural monuments in selected European cities: Sustainable heritage management.

Marta Alina Rusnak

doi:https://doi.org/10.1016/j.culher.2023.12.002

Exploring the impact of cultural context on eye-tracking studies of architectural monuments in selected European cities: Sustainable heritage management.

Abstract

Sustainable management of architectural heritage requires conducting an inclusive diagnosis of users’ opinions, considering both residents and tourists as the recipients of urban space. Given the cultural diversity within these groups, proposing the use of eye-trackers (ET) as an alternative to traditional public consultation prompts the need to assess the method’s advantages and disadvantages. It remains uncertain whether individuals from different countries look at historical architecture and its transformations similarly. The uniqueness of this subject matter prevents drawing parallels from experiences in other domains. Moreover, prior research provides conflicting conclusions and may include methodological errors. This uncertainty impedes the adoption of ET as an administrative and legal tool. To address this gap, 320 volunteers, encompassing both Poles and foreigners, were invited. Qualification involved optometric tests and questionnaires. Subsequently, a portion of the participants underwent the experiment using ET while viewing visual stimuli on a monitor. The experiment featured twelve monuments, with six originating from Wrocław and six from another major European city (Paris, Rome, London, Berlin, Dresden, Dortmund). The study focused on the nature and pattern of fixations made on original photographs and their modified versions. Analyzing the collected ET data for 24 stimuli, two primary aspects were explored. First, whether both groups, irrespective of their familiarity with the object or the city of residence, looked at the original photographs in the same manner. Second, it was investigated whether participants cultural background significantly influenced observers’ reactions to visual changes in the buildings. Only 8 out of 160 comparisons demonstrated statistically significant deviations. Other results, including visitor numbers, fixation counts, average fixation duration, total visit duration, and time to first fixation, exhibited similarity across the board.