The visual quality of architectural heritage is crucial to the preservation of architectural features, enhancement of the environmental quality, and conservation of the sustainable development and adaptive use of architectural heritage. Few studies have explored the visual behavior characteristics of rural architectural heritage and which elements influence visual perception. Our study used eye-tracking technology to explore this issue. The results indicate that participants have different visual behavior characteristics for architectural heritage in different scenarios, with five eye movement metrics showing statistical differences. Featured elements attracted more visual attention. The visual behavior characteristics were related to the area, relative area, distance from center, and perimeter. Based on the results, decision-makers can target the sustainable and virtuous development of architectural heritage and enhance environmental quality.
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