The Role of Cultural Identity in the Perception of Temple Architecture Elements

Сultural identity (including ethnic, religious and regional identities) is analyzed as a factor determining the positive/negative perceptions of one of the elements of the urban architectural environment — temple tiles. Based on the theory of social perception, taking into account the peculiarities of perception of artworks, the authors conducted a study among Russians in Russia (N = 620). Semantic differential and scales measuring ethnic, religious and regional identity were used. Data processing was carried out using confirmatory factor analysis and structural equation modeling. The results showed that the semantic space of perception of the tiles of the Terem Palace of the Moscow Kremlin has a five-factor structure: “Festive”, “Uncomfortable”, “Passive”, “Minor”, “Friendly”. At the same time, the most significant are positive characteristics “Festive” and “Friendly”. Such components of cultural identity as ethnic and regional identities are the most significant, while religious identity is less significant among respondents. Cultural identity is a positive predictor of the perception of positive characteristics of the tile image located on the domes of the Moscow Kremlin Terem Palace and a negative predictor of the negative characteristics perception. Thus, cultural identity stimulates positive images of an element of traditional Russian architecture — temple tiles, which are reflected in its positive psychosemantic assessment. The data obtained can be used in tourism and excursion studies to regulate tourist flows by selecting information content for tourists, taking into account their cultural identity; in developing branding for different regions; in urban studies when studying factors influencing the aesthetics and comfort of the environment.