Visual Preferences and Place Attachment Construction of Generation Z Tourists at Sacred Heritage Landscapes Based on Eye-Tracking and Questionnaire

Sacred heritage landscapes face significant challenges in engaging Generation Z tourists. To understand their visual processing and emotional responses, this study grounded in Cognitive Appraisal Theory (CAT), employed a mixed-methods approach with Chinese youth. Study 1 (N = 35) uses eye-tracking to examine the visual attention of Gen Z to different sacred heritage types, revealing that natural sacred sites yield the highest First Fixation Duration (FFD) and Average Fixation Duration (AFD), alongside stronger subjective preferences—highlighting the role of biophilia and perceptual fluency. Study 2 constructs a moderated mediation model with a questionnaire (N = 300), identifying a “Novelty → Awe → Place Attachment” pathway and the moderating role of mindfulness. The research identifies the specific visual processing patterns of Gen Z and provides a psychological model for place attachment, offering empirical insights for designing intergenerationally inclusive heritage landscapes.