The Association Between Landscape Design, Ornamental Plants, and Purchase Preferences in Tourism Enterprises

This study examines the perceived importance of landscape design and ornamental plant dimensions in tourism enterprises and explores the relationships among these dimensions in the context of purchase preferences. Research data were collected from 489 participants using a structured questionnaire. Exploratory factor analysis, reliability analysis, descriptive statistics, and Pearson correlation analysis were employed. The findings indicated that perceptions related to landscape design and ornamental plants were initially grouped into seven factors: hotel image, price perception, plant diversity, landscape elements (Groups I, II, and III), and maintenance and aesthetics. However, a detailed examination of the factor structure showed that the three landscape-element factors represented conceptually related components of a broader landscape elements construct. Therefore, they were retained as separate statistical dimensions while being interpreted collectively within a common conceptual framework. The correlation analysis revealed generally positive and significant relationships between the perception dimensions related to landscape design and ornamental plants and purchase preferences. In particular, the dimensions of hotel image, plant diversity, and Group III landscape elements (ornamental landscape features, garden night lighting, and water features) exhibited the strongest associations with purchase preferences. Overall, the findings suggest that landscape design and ornamental plants should be considered not only as aesthetic attributes but also as strategic environmental components associated with tourists' purchase preferences. The study provides practical implications for tourism enterprise managers and local authorities.