The impact of audio–visual landscape perception in tourism-oriented traditional Yao villages on the tourism experience

In recent years, many well-preserved traditional ethnic minority villages in China, designated as cultural heritage sites, have gradually become tourist destinations. Improving the tourism experience in these villages has become a key task. The audio–visual landscape plays the most important role in evaluating key indicators of the tourism experience, including tourism satisfaction, perceived restoration, and place attachment. This study focuses on the audio–visual landscape of Nangang Yao village and uses a survey to establish a structural equation model (PLS-SEM) of audio–visual landscape perception and the tourism experience by quantifying this relationship. The results show that the unique artificial sounds of this Yao village have a significant positive effect on the perception of the soundscape, which directly influences the perception of the visual landscape. In the evaluation of the tourism experience, although the visual landscape has no significant effect on perceived restoration, the perception of the audio–visual landscape has a positive effect on tourism satisfaction and place attachment. Moreover, the perception of the visual landscape mediates the impact of the soundscape on various dimensions of the tourism experience. Both the soundscape and the visual landscape are crucial in shaping tourists' satisfaction and place attachment and have nearly equal contributions.