Creating a softening cultural-landscape to enhance tourist experiencescapes: The case of Lu Village

Tourist destination management involves many resources, including local culture and landscape but rarely are both considered together. To address this deficiency this study focused on the visual softening of a Chinese traditional village to enhance visitor experiences by planting vegetation consistent with cultural and heritage principles. It does so by using empirical data from the case study site of Lu Village in China. The study is directed toward explaining how a fusion of nature possessing cultural values might visually improve a village destination to make it more attractive for tourists. It represents a little explored aspect of the policy of “cultural consumption” currently espoused by the Chinese authorities, yet one that is low cost for Chinese villages. However, application of the policy requires planning of routes, locations, and messaging to provide information for tourists and maintain privacy for residents. The required consultative process may enhance senses of village cohesion. • The study examines how enhancing landscape can improve cultural visitor experiences in a village setting. • The context is a Chinese village with a cultural and heritage appeal. • Plants are selected for their cultural symbolism and health associated properties. • Village is located near to Huangshan and shan-shui inspired planting is proposed. • The research is qualitative and examines visitor responses with QDA Miner software.