Research on Rural Landscape Preference Based on TikTok Short Video Content and User Comments

Landscape is the visual embodiment of the human–environment relationship. It is an important field for understanding and shaping the relationship between human society and the environment, and it is also the focus of multidisciplinary attention. Rural landscape construction is of great significance to the development of rural tourism and rural revitalization. The results and preferences from landscape evaluation are an important basis for landscape construction. This paper selected 222 rural landscape short video works published on the TikTok short video platform; extracted the basic elements of rural landscapes using video content analysis and according to grounded theory; condensed 32 basic categories and 12 main categories; and formed a rural landscape system composed of three core categories: rural ecological, living, and productive landscapes. The short video user comment data were mined using ROST CM6 software, to analyze the rural landscape preferences of video viewers. The results showed that the short video users had a high overall evaluation of rural landscapes, but there were differences among the three core rural landscape preference categories. Users had a high preference for the architectural landscape and ecological landscape in the rural lifestyle landscape but raised concerns about the impact of disharmonious infrastructure and service facilities, existing security risks, and environmental health on the rural landscape. This paper suggests that we should pay attention to the construction of rural artistic conceptions and the expression of nostalgia, enhance experiences to enhance perception, and strengthen the protection of natural and cultural landscapes.