In the society, there are many highly similar stores. In the extremely similar environments, how do people select the stores and make the decisions? What are the factors in the interpretation of environment? What is the significance? When people encounter a scene, they will have the image in mind and connect with the scene immediately in the communication. It is called environmental image. This study is to find how people select the environment among the extremely similar environments, and what the cues and information are to interpret the environments and make the decision.
The subject is Tansui Old Street, which has rich and diverse environmental factors. On the street, there are many highly similar stores. By interview, this study tries to find how the tourists interpret Tansui Old Street, what the cues and information are, and what the significance is. According to the tourists’ cognition, the researcher intends to recognize the real Tansui Old Street, and attempts to find the difference between Tansui Old Street suggested by the tourists and the significance of the Tansui Old Street. How are environmental cues on the old street communicated? What is the information for the selection and interpretation? What are the factors of interpretation?
After analyzing the record of the tourists’ environmental interpretation in the interview, this study finds that with different questions, the tourists usually interpret the environment by seven environmental cues. The analysis and generalization demonstrate that the subjects’ meanings include positive and negative feelings, as well as different degrees of perceived environmental stimulus. The distribution of feelings shows the tourists’ perception on Tansui Old Street.
With rapid tourism development and combination between foreign and local culture,
Tansui Old Street presents a new look. Tourism and foreign culture break through the tourists’ environmental cognition, demonstrating the tourists’ expectation toward Tansui Old Street and leading to a new image of Tansui Old Street.