As somehow who isn't necessarily a Star Wars fan, Looking at the model, I knew immediately it was Star Wars, and not just because I recognized the spaceships or droids. The geometric, concrete architecture - I think - is a lot more telling than some people are giving it credit for. Some of you are saying it seems "generic sci-fi", but when I (and the GP) think of generic sci-fi, I think metallic and sleek. Thats why Tomorrowland and EPCOT look the way they do. This is not to say Star Wars is the only franchise that has this more organic approach to sci-fi. But, Star Wars is certainly what the GP will associate it with.
In terms of exposure, I've seen the original trilogy once or twice (never could get into it) and Force Awakens (thoroughly enjoyed it), so I know main character names, some droid/technology names, one or two planet names, and I can recognize iconography. I'd say I'm about as informed as your average guest.
And with that, I'll say that I am incredibly excited about this land. Granted, I also know that it's packing 2 E-tickets behind that (gorgeous) rockwork, but even with no emotional or nostalgic feelings toward the IP, I think the model is really exciting, and I'm looking forward to weaving in and around this port to explore what it has to offer.
Lastly, per the comments about there being a lot of concrete, I think this is where the details will make all the difference. The model is showing lots of opportunity for fabric and metal details to be integrated, so from eye-level, I think the textures are going to be really something else.