Embedding Regional Culture in Campus Design: Shaping Identity and Belonging through Experiential Pathways

Abstract

This study examines how regional culture is embedded in campus design and how such cultural embedding contributes to identity formation, place attachment, and a sense of belonging among university members. Using Shandong University as a qualitative case study, the research draws on semi-structured interviews with key stakeholders, including university administrators, faculty members, local cultural experts, and students, together with on-site observations and documentary/visual materials. The study asks how regional culture is represented through campus design, how these representations are experienced and interpreted in everyday campus life, and how technology-mediated cultural experiences extend such engagement. The findings identify four main pathways through which regional culture influences campus identity: (1) architectural and spatial symbols as visible cultural cues, (2) public art and narrative displays as carriers of cultural memory, (3) rituals and cultural activities as mechanisms for participation and belonging, and (4) digital mediation, such as AR/VR and social media, as an extension of cultural visibility and interpretation. The study contributes an integrated analytical framework linking design carriers, experiential mechanisms, and identity outcomes, and offers practical implications for campus planners and educators seeking to create culturally grounded and inclusive educational environments.