Calligraphic landscapes and environments: perceived stimuli, emotion and commitment in heritage tourism

The effectiveness of emotion transduction between environmental stimulus and response in the context of calligraphic heritages remains uncertain. This study is to clarify the relationship between perceived environmental stimuli, emotions, and commitments, solve the dilemma of the separation of calligraphy heritage landscapes and the environment, and expand the theoretical category of environmental stimuli. Drawing upon the environmental psychology in relation to calligraphic landscapes, this study examines what environmental stimuli are present and constructed a structural equation model that refers to environmental stimuli, emotional and commitment. This study identifies four dimensions of environment stimuli: atmosphere, space and layout, communication and service, and landscape aesthetic; with the exception of communication and service, environment stimuli have a significant effect on tourists' positive emotions, which could lead to commitment; interestingly, tourists' perception of landscape aesthetics has a significant effect on their negative emotions. Tourist types have a moderating effect on the relationship between landscape aesthetic and positive emotions. This study considers aesthetics as an important source of stimuli, extending the theoretical category of environmental stimuli. Meanwhile, some findings will provide references for heritage tourism sites' construction, landscape design and management.