ABSTRACT
Diaolou style building is an important residential building of Qiang people. In recent years, Qiang people’s own cultural identities and behavioral awareness have transformed. Due to the lack of attention to the inheritance of original architectural style and the absence of a detailed scientific protection of the landscape, the architectural style of Diaolou style building gradually loses its vitality. It is difficult to control and guide it effectively. And tourism economy which enjoys a direct link with the architecture has been confined to further development. From the perspective of behavioral science, this study innovatively analyzes the Diaolou style building of Qiang people by combining the methodology of Lew in metal of behavior and Analytic Hierarchy Process. Firstly, 32 symbols are chosen as Diaolou architectural style factors from the selection of more than 100 Diaolou architectural decorative symbols. Then by measuring their weight coefficients through the Analytic Hierarchy Process, eight main style factors have been screened out. After field research, we analyze the actual use of the style factors of the six typical villages such as Gina. On this basis, this paper analyzes the behavioral factors of Diaolou style building of Qiang people, deconstructs its use and puts forward a concept which takes style control as a guidance and behavior guidance as a strategy to protect and develop Diaolou style building of Qiang people. It is also proposed that a control and guidance strategy of inheritance and development of Qiang Diaolou architectural style, including master the influencing factors as a whole, follow the principle of people-oriented, compound function, dynamic development and highlighting national aesthetics, based on its style system, and grasp the trend of architectural style, etc. The study provides an effective guarantee for the further development of rural tourism, and a necessary theoretical and technical guidance for the government to adopt targeted steps.