Lijiang Murals Visitor Perception, Preference and Cultural Needs Survey

Lijiang Murals Visitor Perception, Preference and Cultural Needs Survey

(A Special Survey for the Digital Development of the Murals)

I. Survey Introduction

Dear visitors, hello! This questionnaire is a special academic survey designed to systematically study visitors' visual preferences, emotional experiences, visiting behaviors, and cultural narrative needs regarding the Lijiang murals. It aims to provide scientific data support and design references for the digital preservation, digital exhibition, interactive scenario development, and cultural communication upgrading of the Lijiang murals.

All questions in this questionnaire have no right or wrong answers. The survey is anonymous, and all data will be used solely for academic research and the development of cultural-tourism digitalization projects, with your personal information kept strictly confidential. It takes approximately 3–5 minutes to complete. We sincerely ask you to answer based on your actual visiting experience. Thank you for your support and cooperation!

II. Basic Information

[Note] Please select your answers according to your actual situation.

1. Your gender (single choice)

A. MaleB. Female

2. Your age (single choice)

A. 18 or underB. 19–25C. 26–35D. 36–45E. 46–60F. Over 60

3. Your highest level of education (single choice)

A. Middle school or belowB. High school / technical secondary schoolC. Junior college (associate degree)D. Bachelor's degreeE. Master's degree or above

4. 4. Your place of residence: ____________________

5. Who did you visit the Lijiang murals with this time? (single choice)

A. AloneB. With familyC. With friends / partnerD. As part of a tour groupE. As part of a study or team-building group

6. How familiar were you with the Lijiang murals before this visit? (single choice)

A. Not at all familiar; I heard of them for the first timeB. Vaguely familiar, with no specific knowledgeC. Had briefly looked up information in advanceD. Had in-depth understanding / relevant study or research background

7. Your core motivation for visiting the Lijiang murals this time (multiple choice)

A. Following the tour itinerary; a passive check-in visitB. Love of history, culture, and ancient architectural art; an active visitC. Photography, check-in, and leisure sightseeingD. Study tour and academic researchE. Novelty-seeking; experiencing distinctive local cultureF. Other

8. How long did you choose to stay at the Lijiang mural exhibition areas? (single choice)

A. Passed by quicklyB. Took a brief lookC. Viewed attentivelyD. Examined in detail and viewed repeatedly

III. Visitor Visual Preference Survey

[Note] Based on your visiting experience, please rate the following statements: 1 = Strongly disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly agree (5-point Likert scale).

1. When viewing the Lijiang murals, I focus primarily on the figures rather than the scenery or decorative patterns.

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2. I pay more attention to religious deity figures in the murals (Buddhas, Bodhisattvas, guardian deities, etc.).

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3. I pay more attention to secular figures in the murals (common people, officials, merchants, craftsmen, and other images of daily life).

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4. I pay more attention to details of the figures' clothing, makeup, and accessories.

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5. I pay more attention to the figures' postures, expressions, and storylines.

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6. The multi-ethnic blended figures in the murals (featuring a blend of Naxi, Tibetan, Han, and other ethnic characteristics) attract me more.

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7. Compared with the figures, I pay more attention to the murals' colors, composition, decorative patterns, and background scenery.

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III. Visitor Visual Preference Survey

[Note] Based on your visiting experience, please rate the following statements: 1 = Strongly disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly agree (5-point Likert scale).

16. 1. After viewing the murals, my mood was: ____________________

2. While viewing the murals, I want to know the historical stories and creative backgrounds behind the images.

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3. When I cannot understand the mural content, I feel curious and want to learn more.

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4. When following the crowd on a quick check-in tour, I cannot immerse myself in the mural culture.

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5. I take the initiative to leave the crowd, stop to observe the murals closely, and enjoy a solitary cultural experience.

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V. Differentiated Visiting Behavior Survey

1. When visiting, do you leave the main stream of visitors and stop alone to appreciate the murals? (single choice)

A. Never; I follow the crowd throughout the quick check-in tourB. Occasionally; I pause briefly at images that interest meC. Often; I actively avoid the crowd and view deeply for a long time

2. If you choose to stop alone for an in-depth visit, what are the core reasons? (multiple choice; skip if none)

A. To escape the noisy environment and immerse myself in the historical atmosphereB. Strong interest in the mural figures, image details, and historical storiesC. To observe the murals' colors, brushwork, and damage in detail and feel the texture of the cultural relicsD. I dislike superficial check-in tourism and seek in-depth cultural experiencesE. To take photos and record details, preserving cultural materialF. Other

3. If you follow the crowd for a quick visit, what are the core reasons? (multiple choice; skip if none)

A. The group itinerary is tight and there is no time to stopB. The mural content is hard to understand and lacks appealC. There is no on-site explanation or introduction, so I cannot learn more deeplyD. I only came for check-in sightseeing and have no need for in-depth visitsE. The site is crowded and noisy, which affects the visiting experience

VI. Cultural Narrative Needs Survey

1. When visiting the Lijiang murals, the cultural narrative content I most want to obtain is (multiple choice):

A. Stories of mural figures: their identities, legends, and allusionsB. Historical background of the murals: creation dates, historical context, and significanceC. Artistic narratives of the murals: painting techniques, color craftsmanship, and artistic featuresD. Ethnic cultural narratives of the murals: the cultural connotations of multi-ethnic integration and regional characteristicsE. Conservation narratives of the murals: causes of damage, restoration history, and current preservation statusF. Folk-custom narratives of the murals: their connection with local Lijiang customs and daily life

2. For mural cultural content, I prefer accessible, story-based narratives rather than rigid academic explanations.

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3. I want to understand the hidden symbolic meanings of details in the mural images.

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4. I hope digital content can connect the mural figures, scenes, and history into a complete storyline.

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VII. Digital Interaction Needs Survey

1. While viewing the Lijiang murals, I want real-time intelligent explanations (interpretations of figures, images, and stories).

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2. I look forward to a zoom-in interactive feature for mural details, allowing me to view the figures' clothing, decorative patterns, and damage.

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3. I want to experience dynamic storytelling of the murals, bringing the static figures and scenes to life.

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4. I need multi-dimensional cultural education interactions (expanding on ethnic culture, historical background, and artistic craftsmanship).

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5. I look forward to immersive scene restoration that recreates the historical settings in which the murals were created.

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6. I prefer lightweight, simple digital interactions and dislike complex, cumbersome operations.

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VIII. Open-ended Questions

1. When viewing the Lijiang murals, which image, figure, or detail impressed you the most? Why?

2. What do you think is the biggest shortcoming of the current Lijiang mural visiting experience (e.g., no explanation, no interaction, hard-to-understand content)?

3. What specific expectations and suggestions do you have for the digital transformation of the Lijiang murals (e.g., online exhibitions, AR interactions, digital explanations, story presentations)?

Thank you again for your patient responses!

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