What question did this study set out to answer?

Examine how traffic signage shapes emotional experiences in road environments, focusing on a case study in Mudu, China.

Affective roadscapes and beyond

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This analysis explores how traffic signage creates emotional experiences in tourists, indicating its role in place branding.

Examine how traffic signage shapes emotional experiences in road environments, focusing on a case study in Mudu, China.
Ethnographic observations of traffic environments
Semi-structured interviews with local participants
Analysis of photographed traffic signs
Identified three types of affect: familial love, considerateness, and intolerance
Affective roadscapes influence traffic regulation and promote place branding
Traffic signage mediates emotional experiences and supports tourism-related spatial commodification

Songqing Li (2026) studied this question.

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