The Perception and Performance of Wood in Relation to Tourist Experience—A Pilot Study

This article explores how natural wood materials—especially untreated or minimally treated timber—are perceived and experienced during tourist experiences in recreational and tourism-oriented built environments. Drawing on principles of biophilic design and cultural theories of authenticity, the study examines both the psychological and the physiological impacts of wood surfaces on users. One of the objectives of this study is to strengthen the theoretical background and to explore the connections between tourists’ experiences and the material environment. Two pilot studies were conducted: a questionnaire administered to visitors of a national design fair (n = 37) and a physiological experiment measuring user responses to three material types (solid oak, chipboard, and white laminate). The results indicate that natural wood evokes significantly more positive emotional responses and is strongly associated with authenticity, sustainability, and comfort, although concerns about hygiene and surface aging persist. A SWOT analysis is used to summarize the strategic opportunities and risks associated with wood in tourism design. The findings support the inclusion of natural wood as a multisensory design element that enhances atmosphere, emotional engagement, and perceived environmental quality—especially when surface maintenance and cultural framing are appropriately addressed.