When imperfection is perfect: The value of imperfect landscapes in ecotourism

This study challenges the prevalent aesthetics bias in tourism research by examining the positive effects of imperfect landscapes in ecotourism. Through three experimental studies, this research investigates how and when imperfect (versus perfect) landscapes influence tourists' visit intentions. Results reveal that imperfect landscapes enhance tourists’ visit intentions through increased perceived authenticity. This effect is strengthened by knowledge motivation while weakened by leisure motivation. This study is the first to empirically validate the positive effects of imperfect landscapes in ecotourism, offering a novel perspective contrasting the dominant perfection bias in tourism aesthetics research and practice.