Tunghai University Thesis

Exploring Users’ Cognition of Qualia Elements in Spatial Design of Leisure Farms － A case study of Lavender Cottage in Shinshe District Ying-Ting Chen* Pei-Ling Wu** * Graduate student, Department of Landscape Architecture, Tunghai University ** Assistant Professor, Department of Landscape Architecture, Tunghai University 1.

Introduction

1.1

Background

The 21st century is marked by the focus on the spiritual aspects of one’s life, with the ever increasing need to elevate one’s sense of aesthetics and taste. In his book Narrative about Aestheticism (2004), Han Pao-The, a well-known architect and educator postulated that beauty lies simply in the delight of senses. Hence, to appreciate beauty, one has to start with the understanding of senses [1]. Spatial design and imagery became increasingly important means to appeal to the senses. To provide value-added and remain viable, designers have to focus on several core concepts: i) presentation of aesthetics and taste and ii) the need to showcase creativity. Correspondingly, the focus of spatial design has increasingly been on the composition and presentation of an imagery that is unique to each situation [2].

Nobuyuki Idei, former President of Sony Corporation, devised the concept of ‘qualia’ as the goal for Sony’s new inventions in his book Quantum Leaps (2003). Qualia (singular: ‘quale’) comprise the unique experiences acquired through sensations, experiences, memories and pursuit of “feelings of happiness”. These experiences touch the human soul, forming lifetime memories. The purpose is to design material objects that evoke such experiences, such that those who come into contact with them will be pleasantly surprised. Taiwan is the second country after Japan to adopt and use this qualitative noun (Promotion Program for Qualia SMEs, 2011).

To create spatial elements that evoke feelings of joy, happiness and uniqueness in users, there has to be a perfect combination of three factors: i)

Taste – From the design and aesthetics point of view;

ii) Quality – From the design perspective; and iii) Branding – For marketing purposes.

Besides ensuring that the design well presented both the space and the substance, the aestheticism of spatial design lies in it being visually appealing as well [4].

Design and aesthetics have gradually become important elements of the space itself, and together with its inherent quality and value-added branding, constitute and contribute towards qualia. Idei further elaborated on the core values of qualia in his book Huge Changes in the New Era (2010), that is, quality

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of space is the foundation, supporting five pillar factors of attractiveness, beauty, creativity, delicacy and engineering. Qualia are the values that could stir up one’s emotions, and such non-quantifiable sensations, neither in mass, length, speed nor efficiency, are the very values pursued by consumers of the 21st century.

At present, spatial design has attracts more and more attention, because it is an integral part of one’s daily life. This study analyzed various theories related to spatial cognition and categorized the inherent elements of qualia to formulate related principles that can enhance the space and environment of leisure farms. The spatial design of these farms would be examined to find out how their spatial attributes integrated and interacted with qualia elements.

1.2

Objectives

Past research on qualia elements mostly focused on products and industrial designs. This study extended the scope to analyze the impact of qualia and aesthetic elements on spatial design so as to derive a model for benchmarking purposes. Besides visual impact, qualia elements affect other sensations of a person, such as the feelings of comfort and security. These feelings in turn lead to understanding and comprehension, moving him on a spiritual level. The Lavender Cottage was selected as the test site and visitors were queried on their feelings of the place. Through the study and evaluation of users’ responses in terms of their sensations, emotional experiences and cognition of qualia elements, recommendations were made to strengthen the emotional impact of the place on its users.

The objectives of the study are as follows: i)

To obtain the relationship between users’ cognition of qualia elements and spatial design of the farm.

ii)

To obtain the relationship between users’ cognition of qualia elements of various spatial zones within the farm and their representativeness.

2.

Literature Review

2.1

Theories on Spatial Cognition

The earliest theory on spatial cognition could be traced to the German psychologist Kurt Zadek Lewin.

He introduced the concept of field theory, in which the relationship between a person and his environment is the result of the continuous interaction between internal forces (his behavior, needs, feelings and attitudes) and external forces (special site-specific sensible environmental attributes).

Initially, spatial cognition referred to a person’s comprehension of the large urban environment; with one’s interpretation of signals from different spaces, as well as his interactions with the larger urban community, one gradually formed a certain behavior model, influencing the environment and interacting with it.

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The main proponents of spatial cognition hail from the fields of psychology and environmental cognition. In 1948, Tolman proposed the concept of cognitive map, which is a mapping method used by individuals to memorize spatial knowledge when exploring a new environment. Subsequently, scholars from other specializations added to the research on the impact of the environment on an individual, including that of dimensions, color, spatial structure and other physical elements, not being limited to environmental value recognitions. The scope was further expanded to urban space, forming the concept of spatial cognition.

2.2

Theories on Leisure Farms

The earliest Taiwanese leisure farms could be traced to the tea gardens in Taipei’s Muzha District, which were established in 1980. Over time, many other leisure, sightseeing and city farms were developed all over Taiwan. Cheng Jen-Son (1997) classified these farms into four following categories based on their nature of operations: i)

Agricultural: Core leisure products are agriculture-based and focus on knowledge and experience relating to farming and production.

ii)

Ecological: Core activities promote awareness of the importance of ecological conservation through education and hands-on experiences.

iii)

Recreational: Farm stays and rural living.

iv)

Tourism-related: Immersion into the rural way of life to discover its rich cultural resources.

Under Section 4, Article 19 of the Administrative Regulations on Management of Leisure Farms promulgated by the Council of Agriculture, Executive Yuan on 30 December 1992, the following facilities are permitted within leisure farms: i)

Accommodation facilities

ii)

Dining facilities

iii)

Facilities for processing (brewing) of in-house agricultural products

iv)

Educational centers

v)

Ticketing booths

vi)

Guard house/posts

vii)

Pavilions and rest areas

viii)

Lookout points

ix)

Surface car parks

x)

Leisure trails

xi)

Display panels and sign boards

xii)

Environmental Protection facilities

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2.3

Theories on Aesthetics

The term ‘aesthetics’ was coined in the 18th century from the Greek word aisthetikos (meaning “perceptive, especially by feeling”) by the German philosopher Alexander Baumgarten (1714-62),referring to “a special branch of philosophy pursuing feeling of beauty and the truth, and being different from logic.” (Schmitt and Simonson, 1997) Spatial aesthetics can be categorized into two aesthetic elements and paradigm. The former guides us in the understanding of the varied layers of space, while the latter represents a collective memory of aesthetics, such that people with similar cultural backgrounds have the same interpretation of aesthetic elements.

The principles of spatial aesthetics encompass standard evaluations of aesthetic elements, including shape, color, light, texture, volume and composition. Aesthetic elements in turn include sense of enclosure, porosity, spaciousness, sense of direction, depth of field and perception of change. General aesthetic principles include harmony, balance, rhythm, contrast and gradation, whereas spatial aesthetics are assessed in terms of dimension and order in the use of space, progression in composition, alignment and disruption of visual continuity, as well as conformity with the human scale or lack thereof. [5] 2.4

Theories on Qualia

The Latin term qualia refers to quality, representing non-quantitative recognition to quality difference by human brain, which is a subtle and unspeakable sensation. Qualia compose of unique human cognition and being touched, leaving lifetime memories; pursue the “feeling of happiness” through sensations, experiences, and memories; then evoke the feeling through material objects, and make users surprised and moved.

Lin Rung-Tao (2010) opined that qualia provide meanings and emotional satisfaction in life. With a sense of romanticism that moves people, qualia stir up the deepest feelings in users. Most products are manufactured with physical attributes based on principles of rationality and with reasons. On the other hand, qualia focus on the narrative, facilitating the manifestation of human nature and its sensitivities.

Human beings need stories to embellish our daily lives. Good qualia typically encompass a moving narrative, hence being able to affect people spiritually. [4] The exact meaning of qualia is still being debated within the field of philosophy today. In recent years, given the increasing focus of consumers on the quality of their lives and surrounding environment, the scope of discussions related to qualia has been expanded in to manufacturing.

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Nobuyuki Idei first applied the concept of qualia to Sony’s products in 2003, referring to the pleasure and joy derived from one’s visual and tactile senses. If the products can touch the soul of consumers through sensation, experiences and memories, the branding would be deemed successful.

Xu Xu-Jun (2005) postulated that manufacturing industries aim for product quality that is quantifiable, whereas the creative industries strive for qualia – “pleasure derived from the stirring of heartstrings”.

When the Small and Medium Enterprise Administration (SMEA), Ministry of Economic Affairs put forth the Promotion Program for Qualia SMEs in 2009, it was stated that qualia represent joy and happiness and affect how our preferences are made, i.e. they encompass emotions and sense of quality.

Specifically, qualia in design refer to products that take into account of quality, style and the creation of atmosphere. Nowadays, with rising consumption levels, design must go beyond mere beauty. Products have to be durable and of good quality, and be compatible with a healthy lifestyle. Moreover, with building up an atmosphere pursuing quality, this spatial design must become outstanding from all.

3.

Methods

The methodology was designed in line with the purpose of the study and based on findings from the literature review. The scope and framework, as well as working definition of related topics, were defined, followed by the formulation of the hypothesis preparation of draft questionnaire, identification of target respondents and discussions on data analysis tools. The draft questionnaire was designed based on study purpose and literature discussions, and was specifically tailored to visitors/users of Lavender Cottage, where surveys were taken; then was modified and finalized after addressing various comments received during the trial run. Collected questionnaires were selected before statistical analyses .

3.1

Scope of Study

Lavender Cottage, also known as “the most remote café”, is located at Taichung City’s Shinshe District, upstream of Choutengkeng Creek, Chonghe Village (Figure 1). It is a typical Taiwanese leisure farm, focusing on the cultivation of different species of lavender, hence the predominantly purple color theme. The smell and taste of herbs and spices also dominate one’s senses.

Famous for its exquisite romanticism and friendly service, this leisure farm attracts many visitors during the holiday seasons. This would cause traffic congestion along the

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Figure 1: Location of the Shinshe District, Taichung City

surrounding roads because the access road to the farm is relatively narrow.

The leisure farm has a total site area of two hectares, with the recreational area occupying an area of about 4,000 ping (1 ping = 36 square feet). Of that, 1,200 ping are occupied by lavender farms, the British-style Grace Garden, Mother Wang’s Herb Garden, Forest Picnic Area, Forest Coffee House, Purple Mound Café, souvenirs shop, as well as the renowned Herb Garden Café.

The owner, his family members and two ladies did the weeding, prepared the soil, transported stones, dug and constructed the main building structures themselves. There are also timber pavilions and outdoor seating areas designed in line with the ecology theme. 60 types of herbs are grown there, including six types of lavender – Lavandula pinnat (which blossoms throughout the year), Lavandula anguistifolia ‘vera’, Lavandula dentate, Lavandula Munstead, Lavandula angustifolia and Lavandula heterophylla (Sweet lavender). The main zones within the garden are shown in Figure 2.

Figure 2 Main zones in Lavender Cottage 3.2

Study Objects

These refer to visitors/users who participated in various activities while at the leisure farm, including hiking along the trail, reading display panels, listening to the guides etc. Through personally experiencing the natural scenery and other natural resources, they have cognition of the qualia elements in each of the space there.

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Natural stream

Education Corner

Car park Main Entrance Access Road

Plaza Garden

Farmland

Souvenirs shop

Walking trail

Dining facilities

Figure 2: Main zones within Lavender Cottage

3.3

Study Framework

The segregation and extent of each zone were defined based on the operator’s needs in terms of functionality of space, as well as the development potential of the different spaces as identified through site survey and analysis. When planning the layout of the site, priority was placed on the preservation of the ecological environment, including the retention of existing fruit trees and other vegetation.

Essentially, the main areas are the farming (recreation) zone and the activities zone. Within these are six spatial elements: accommodation, dining, garden, creative space, plaza and parking lots.

The study evaluated how differences in atmosphere affected users’ emotional responses to and affinity with different spaces. In so doing, the impact of spatial design on users’ cognition of qualia elements in each space was determined.

The framework of the study covered two groups of factors: i)

Spatial attributes of leisure farms: Permitted facilities are clearly stated in Section 4, Article 19 of the Administrative Regulations on Management of Leisure Farms, promulgated by the Council of Agriculture, Executive Yuan on 30 December 1992. For purpose of this study, the leisure farm was divided into eight main spaces: main entrances, souvenirs shops, plaza, Pavement, dining facilities, farmland, gardens and education corners.

ii)

Qualia elements: Kaplan (2005) defined the ‘attractiveness’ of a space as its intrinsic ability to autonomously and subconsciously attract and appeal to the sensibility of users. On the other hand, Hartig

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(2003) defined the term as the unique features of a space that attract people's attention. Yang Yu-Fu (1998) considered ‘spatial aesthetics’ are comprised of color, texture, sense of space, co-ordination and other elements. [5] According to Stan Lai (2005), ‘creativity’ stems from breaking through existing boundaries and redefining relationships between objects; a special resonance between space and human emotions can be achieved through creative design, leading to a sense of surprise, new ways of thinking and novel ideas. An ‘exquisite’ space, holistic yet detailed and sophisticated, is the result of deliberate thoughts and careful efforts (Wikipedia). Through ‘engineering’, Mituo Nagamachi (1995) opined that users’ are able to use emotional elements to identify appropriate methodology.

Therefor, theories on spatial cognition, qualia elements and aesthetics were used as the basis to further analyze the conceptual factors in order to establish their correlation. The framework of this study is illustrated in Figure 3.

Figure 3: Schematic illustration of the framework of the study Main entrances Souvenirs shops Plaza

Attractiveness Spatial attributes of Qualia the leisure elements farm

Pavement

Beauty Creativity

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Style Sensibility Charm Color Texture Sense of space Co-ordination Element of

Dining facilities Farmland Delicacy

Gardens Education corners

3.4

Engineering

surprise Delight Innovation Novelty Finesse Concentration Holism Construction Materials Quality

Assumptions

The following assumptions were made on the relationship between spatial attributes and qualia elements: i)

H1: Users’ emotional responses towards the spatial attributes of the leisure farm are related to their cognition of qualia elements.

ii)

H2: The higher the users’ level of emotional response to a specific space and their cognition of qualia elements in it, the more representative and significant the space becomes.

3.5

Survey Designing

3.5.1 Formulation of Qualia Elements Table The survey questions were designed according to study objectives and with reference to literature by Kotler (1973), Turley & Milliman (2000), Dunlap and Van Liere (1978), Scott and Willits (1994), Wang Bo-Qing (1995) and Lee Szu-Ping (2001). It was a closed survey, where users completed the questionnaire on their own.

The questionnaire comprised four sections. Part 1, containing 17 questions, measures users’ cognition of the attributes and qualia elements of the eight main spaces identified in Section 3.4. For each question, users were asked to give a ranking using the Likert scale with descending numbers from 5 to 1, representing ‘Strongly agree’, ‘Agree’, ‘Neither agree or disagree’, ‘Disagree’ and ‘Strongly disagree’ respectively (see Table 1).

Table 1: Cognition of Attributes and Qualia Elements Qn. Dimension Factor Factor No. Style 1.

The space has a unique and distinctive style The space evokes a feeling of happiness and a Sensibility 2.

Attractiveness sense of belonging The space causes me to take note of things and Charm 3. have deep thoughts Color 4.

The color scheme of the space is appropriate Beauty Texture 5.

The décor within the space is appropriate Sense of 6.

There is a clear sense of direction within the

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Grading

Based on the Likert scale

Dimension

Qn. No.

Factor

space Co-ordination 7.

Element of 8. surprise Delight

9.

Innovation

10.

Novelty

11.

Finesse

12.

Concentration

13.

Holism

14.

Construction

15.

Materials

16.

Quality

17.

Creativity

Delicacy

Engineering

Factor

Grading

space The space is well-integrated with the nature The theme of the space and its facilities is realistic and natural The space has a creative and inspiring learning environment The flow within the space is continuous and narrative The recreational experience within the space is fascinating and novel The configuration of planting within the space creates an exquisite landscape Originality can be seen in the display panels and sign boards located within the space As a whole, the space is mesmerizing and fascinating The finishing in the space is smooth and refined Facilities within the space are built with natural timber The overall structure and composition of the space is ingenious

3.5.2 Sensation of space Part 2 of the questionnaire focuses on users’ emotional states as evoked by the physical environment (material) and level of service (non-material). The level of impact is indicated by one of several possible emotional responses to space, as proposed by Yang Qiulin (2010), including feeling it to be pleasure, novel, interesting, touching, educational and inspiring, eye-opening etc. (see Table 2).

Table 2: Sensation of Space Factor

Qn No. 18.

Sensation of space

19.

20.

Question Response Do you think that the Lavender Cottage is a successful example of a leisure farm?

On the whole, what type of feelings did the Descriptive Lavender Cottage evoke in you?

What is the quality of the experience you had in the Lavender Cottage?

3.5.3 Space Significance Ranking The significance and ranking of each space is covered under Part 3 of the questionnaire. Users were asked to rank the eight main spaces identified in Section 3.4 from ‘1’ (most representative) to ‘8’ (least representative) (see Table 3).

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Table 3: Ranking of Spaces Factor The eight spaces

main

Qn. No.

Question

Ranking

21.

In your opinion, which space is the most representative of the Lavender Cottage?

1 to 8

3.5.4 Users Demographics The fourth and last part of the questionnaire covers the demographic details of users (see Table 4).

These background information are for classification purposes when analyzing the findings and determining the causes.

Table 4: Users’ Demographics Factor

Personal details

3.6

Qn No. 22.

23.

24.

25.

26.

27.

Question Sex Age Education Occupation Marital status Average monthly income

Response

Descriptive

Statistical Analysis

The data derived from the completed questionnaires were analyzed using the software Statistics Package for Social Science (SPSS) Version 17.0. To validate the findings and achieve the objectives of the study, factor analysis was used to investigate whether the study variables were internally consistent.

4.

Results and Discussions

4.1

Users’ Demographics Analysis

There were a total of 336 valid questionnaires. The ratio of male to female users is 34.5% (116) versus 65.5% (220). The age distribution of users is as follows: Below 20 years old : 14% 21 – 30 : 64% 31 – 40 : 15.5% 41 – 50 : 5.4% Above 50 years old : 1.2% In terms of education, most users (66.7%) have a college degree. 15.5% of users are from research institutes, 3.9% graduated from high school, while 0.1% graduated from secondary school. Most users are students (48.2%) and single (69.6%).

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4.2

Sensation of Space

An overwhelming 94% of the users agreed that the Lavender Cottage is a successful example of a leisure farm. Users’ sensation of space is categorized as follows: Pleasurable : 34.2% Interesting : 21.4% Eye-opening : 17.9% Moving : 11.1% It can thus be concluded that overall, users feel a sense of comfort and pleasure when visiting the leisure farm.

More than half of the users (52.9%) rated their experience of visiting the leisure farm as ‘good’, while the balance rated it as ‘average’. There was no ‘poor’ rating.

4.3

Spaces Significance Ranking

Most users (57%) ranked the farmland as being most representative of Lavender Cottage, followed by the main entrance (10.1%). The farmland is where lavender and other herbs are cultivated. Its significance to users is a testament to the operator’s efforts in conserving the ecological environment, as well as the seamless blending of artificial structures with nature to create a conducive and culturally-rich atmosphere.

4.4

Cognition of Qualia Elements

The results of the data analysis using SPSS are listed in Table 5. The farmland has the highest overall level of cognition (3.82), with the qualia element of style having a mean of 4.05 (the highest score among the eight main spaces). The main entrance has the second highest level of cognition (3.76), with color having a mean of 4.03.

Table 5: Cognition of Qualia Elements Spatial Attribute

Overall Average

Standard Factors with Highest Mean Deviation

Main entrance Souvenirs shop Plaza Walking trail Dining facilities Farmland Garden

3.76 3.69 3.75 3.73 3.66 3.82 3.76

0.77 0.77 0.77 0.76 0.79 0.79 0.74

Education corner

3.76

0.74

Mean

The color scheme of the space is appropriate 4.03 The space has a unique and distinctive style 3.96 The color scheme of the space is appropriate 3.89 The space is well-integrated with nature 3.90 The decor within the space is appropriate 3.83 The space has a unique and distinctive style 4.05 The space has a unique and distinctive style 3.96 The space has a creative and inspiring 3.82 learning environment

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4.5

Factor Analysis

The Cronbach coefficient (Îą) was used to analyze the data to ensure that the study variables were internally consistent. A coefficient value being greater than 0.7 indicates reliability, while a value below 0.35 is unreliable. The results of the factor analysis are shown in Table 6. The overall coefficient has a value of 0.827, indicating that the variables were generally consistent.

Table 6: Results of Factor Analysis Spatial Attribute

Cronbach Îą

Main entrance

0.757

Souvenirs shops

0.811

Plaza

0.801

Pavement

0.829

Dining facilities

0.894

Farmland

0.833

Gardens

0.822

Education corners

0.871

Next, Principle Component Analysis (the main component of factor analysis) was used to extract selected variables from a larger number of variables. Through oblique rotation using Varimax with Kaiser Normalization, the primary qualia elements were identified (see Table 7 for results of the Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy). To complete the factor analysis, Bartlett's Test of Sphericity was applied to determine if there were common factors in the correlation matrix between samples. The result was a significance of 0.000, indicating that it was appropriate to have carried out factor simplification.

Table 7: Results of Principle Component Analysis & Factor Rotation Spatial Attribute

KMO Value

Cumulative Variance

Main entrance

0.770

63.494

Souvenirs shops

0.818

71.363

Plaza

0.779

68.426

Pavement

0.842

67.168

Dining facilities

0.893

64.657

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Factors Attractiveness Delicacy Engineering Creativity Beauty Engineering Attractiveness Attractiveness Engineering Beauty Creativity Attractiveness Engineering

Spatial Attribute

KMO Value

Cumulative Variance

Farmland

0.826

69.401

Gardens

0.808

71.647

Education corners

0.828

65.528

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Conclusions and Recommendations

5.1

Conclusions

Factors Attractiveness Engineering Engineering Beauty Attractiveness Delicacy Beauty

The study shows that the farmland constitutes the heart of the leisure farm, with 57% of users ranking it as being representative. In terms of spatial design, other than recreating the scenery of rural living and farms of a bygone era, the aesthetics of supporting facilities were also taken into account.

Dissemination of information is integrated with various operational aspects of the farm, including rich diversity of herbs and vegetation, information available on display panels, narration of guides, as well as the use of herbs in the meals served. All these allow users to fully immerse themselves in the experience, thereby gaining relevant knowledge.

The overall level of users’ cognition is highest for the farmland and lowest for the dining facilities. For the farmland, factors with average value above 4.00 include: i)

The space has a unique and distinctive style.

ii)

The color scheme of the space is appropriate.

iii)

The space is well-integrated with nature.

These show that the leisure farm had successfully incorporated natural and rustic elements in its spatial design to create a unique sense of style and aesthetics. However, there is a need to further improve the system of directional signs for the dining facilities, as well as to enhance their environment in order to inspire creativity.

For the overall spatial design, ‘possessing a unique and distinctive style’ ranked the highest (3.87) among all the factors.

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5.2

Recommendations

Lavender Cottage should cultivate different types of plants and vegetation such that there are flowers blossoming throughout the year. Although lavender is the symbol of the leisure farm, its growth is affected by weather conditions. This results in cyclical fluctuations of visitor volumes and business earnings, which correlate with the growth cycle of the lavender plants. It is suggested that sage be planted when the lavender season is over. Since sage also has purple-colored flowers, the overall aesthetics of the farmland will be maintained, ensuring continuity of business throughout the year.

The next recommendation relate to the main qualia elements found in the leisure environment. It is recommended that the designer experiment creatively with the local resources available in order to further enhance the qualia elements and create a distinctive style for the space. The use of various spaces to create different experiences, combined with the unique attractiveness of rural living, will further improve users’ spatial cognition.

Last but not least, greater emphasis should be placed on the laying of directional signs when planning the space, so as to create a holistic impression. Leisure farms are more than mere recreational and leisure facilities. The crux is to create different spaces with distinct styles to achieve multiplicity in recreational experiences. When laying out directional signs, develop the safe and clean landscaped environment into a creative and stylish lifestyle space. With the provision of diverse services and meaningful experiences, backed by the operator’s life stories, business rationale, dreams and passion, a one-of-a-kind leisure experience will be created.

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