The Image Perception And Optimization Design Study Of The Traditional Villages Along The Yellow River In Shaanxi

General Secretary Xi Jinping pointed out that " It is necessary to focus on shaping our national image,showing the image of China as a civilised country with profound historical heritage,diverse ethnic groups and harmonious culture." As one of the important birthplaces of Chinese culture,the traditional villages along the Yellow River basin are the product of a unique interweaving of natural,social and cultural environments and are essential social samples of the normalisation of production and life,with a significant historical and cultural status.During their development,they have created a unique image that is simple,lively,vivid and extremely rich in cultural connotations,and at the same time,they have achieved the greatest difference in image characteristics between the Chinese countryside and the small towns living abroad.As an important carrier to display the national historical image,traditional village image is the soul of regional tourism development.A good image of a traditional village could stimulate public interest and motivation to travel and enhancing tourism market share and boosting the national economy.With the boom in cultural tourism consumption across the country,a large number of traditional villages have become popular because of their unique historical heritage and beautiful landscapes and have entered into rough construction and blind development and expansion within a short period,leading to the phenomenon of "image character crisis" in some traditional villages.The development of traditional villages along the Yellow River in Shaanxi Province lags behind that of Huizhou and Wuzhen in eastern China,and there is a lack of case studies.Most of the existing research perspectives are limited to "brand image","visual image","tourism brand image","film image",etc.,which rely too much on the subjective creation of designers and planners and are not related to the public’s perception and experience.Based on the above phenomena and issues,the study takes a systemic perspective and focuses on four elements:Firstly,identify the concept and systemic relationship of traditional village image.Based on existing research findings and theoretical references,the concept of the traditional village image is defined,the systemic relationships,core structure and characteristics of the traditional village image are clarified,and the abstract concept of the traditional village image is described and analysed in terms of its concrete content.Secondly,based on the characteristics of human-land interaction in traditional villages,the principles,laws and dynamic constraints of the image perception mechanism,perceptual dimensions and perceptual process of traditional villages are established and deduced,clarifying the necessary connections between the universal nature of the image perception process.A number of factors affecting public perception,including authenticity,aesthetics,meaningfulness and activity support,are also proposed.Then,on the basis of the previous theoretical research,28 evaluation indicators such as historical architecture and spatial pattern and their quantitative analysis means are proposed,and a multi-dimensional and multi-level comprehensive evaluation system based on the image perception of traditional villages is established from four aspects:evaluation objects,evaluation indicators,evaluation models and research platforms.Thirdly,21 traditional villages along the Yellow River in Shaanxi Province are used as the empirical research area,and a social survey in the form of questionnaires and in-depth interviews will be conducted.The survey was conducted in the form of questionnaires and in-depth interviews,and the results of the survey were used to compare and contrast the image perceptions of the villages in order to reasonably assess and explore the results of the image perceptions of the traditional villages along the Yellow River in Shaanxi and the reasons behind them.Fourthly,based on the results of the public perception evaluation,the internal relationship between the various aspects and elements of traditional village image optimisation is clarified.With the participation and domination of the image perception subjects,the study focuses on the regional nature of the five margins culture as the core,from the three perspectives of primary image renovation,resulting image iteration and composite image enhancement,and the five dimensions of social,spatial,functional,ecological and media design objectives.The design aims to build up a logical framework of a standardised and cohesive system that is mutually supportive and complementary to realise the strategic requirements for integrating national cultural and tourism development.The main conclusion of this paper concludes:(1)The image of traditional villages is in dynamic development,and there is a complex and gradual process of recognition and response,supply and dissemination,and interactive experience,and it is a system in which the subject,object,ontology,media and external triggers interact with each other.(2)The image perception of traditional villages is a subjective psychological and behavioural perception,and there are temporal,spatial and psychological perceptual dimensions,and there are primary images,induced images and composite images.Traditional village image perception is a subjective psychological and behavioural perception with temporal,spatial and psychological perceptual dimensions,primary,induced and composite image levels and distinctive social-psychological characteristics.It is influenced and conditioned by public,destination,media and environmental factors.(3)There are obvious commonalities and differences in the image perception results of the traditional villages along the Yellow River in Shaanxi,and the optimisation of their images depends on the interactive evolution and upgrading of multiple levels.The research hopes to promote traditional villages in the context of rural revitalisation as regenerative sites of ecosystems and cultural media for weaving webs of life,as well as a panoramic field of significant publicness in the context of national governance,offering a new way of thinking for the future development of traditional villages.