Research on the aesthetic sensitivity evaluation of tourism mascots based on semantic differential method

In order to better meet the emotional needs of consumers and enhance the design of mascots that integrate multicultural elements, this study uses sensory engineering theory to explore the correlation between emotional needs and aesthetic forms. Initially, tourism mascot forms were collected through market surveys, and then these forms were synthesized into test samples. At the same time, expert interviews were conducted to determine the adjective pairs that can accurately capture consumers’ emotional needs. Subsequently, tourists who came to Xi’an were invited to participate in a satisfaction survey. Using the semantic differential methods, representative adjective pairs were selected from five dimensions: market positioning, market trends, color decoration, stylistic features, and psychological perception as emotional evaluation criteria. Each tourism mascot was evaluated and rated according to these criteria. SPSS software was then used to conduct a one-way ANOVA on the evaluation scores to explore the relationship between the aesthetic evaluation of various mascots and consumers’ emotional needs. The experimental results show that the IP image of cultural and creative brands designed with Tang cultural elements is more contagious and avant-garde than the IP image of cultural and creative brands that incorporate Qin cultural elements. These designs can resonate more with young consumers. This study successfully establishes a mapping model that combines consumers’ aesthetic preferences with their emotional needs for tourism mascot design. This study provides valuable guidance for the design of Xi’an tourism mascots and effectively meets consumers’ emotional expectations.