Visitors’ perceptions and demand preferences for cultural ecosystem services in urban parks for sustainable tourism management

Abstract Urban parks serve as vital public spaces for recreational activities. However, key scientific questions remain regarding how, and to what extent, socio-demographic characteristics influence visitors’ perceptions of different types of cultural ecosystem services (CESs). Two further questions concern how park visitor typologies and their characteristics can be systematically identified, and how the demand preferences of different visitor groups for CESs can be understood. Addressing these questions is essential for urban park tourism management. This study employed a questionnaire survey to analyze visitors’ perceptions of CESs provided by Zhujiang Park in Guangzhou, China. Multiple linear regression was used to examine the influence of socio-demographic factors on perceptions of CESs. Cluster analysis and correspondence analysis were applied to identify visitor typologies and their characteristics. Importance-Performance Analysis (IPA) was used to determine the perceptual preferences of different visitor groups for CESs. The results identified key socio-demographic factors affecting visitors’ perceptions of CESs. For example, while occupation had no significant effect on visitors’ perceptions of CESs, education showed the strongest positive association with the perceived importance of recreation and entertainment. Furthermore, three distinct visitor typologies were identified: individual, social, and family visitors. These groups exhibited significant differences in their demand for inspiration, educational value, recreation and entertainment, and safety. The findings confirm the diverse demand for CESs among urban park visitors and highlight the need for tailored management strategies. They also offer insights for policymakers seeking to foster a more inclusive and equitable park tourism environment in which urban green spaces meet the varied needs of different visitor groups.