Group differences in the enjoyability of driving through rural landscapes

Most landscape preference research has focused on finding an empirical basi s for public consensus. Few studies to date have examined why different gro ups prefer some landscapes over others, This paper explores some of the fac tors that may explain differences in preference for roadside landscapes in rural Wisconsin. Of the six groups selected to participate in this study th ree of them earned their livelihood from the land - dairy farmers, professi onal foresters, and logging contractors. Three other groups sought rural la ndscapes, we surmised, for their amenities - members of lake associations a nd two groups of prospective tourists. Videotapes were the presentation med ia, and sequences of photographs along state highways in Wisconsin simulate d the experience of driving through farm, forest and;urban: edge landscapes . Participants rated the enjoyability of driving through each landscape typ e. Significant differences were found among the participant groups, landsca pe types and the interaction between groups and landscape types.' Of the ba ckground variables used in the study, only the participant's reported knowl edge regarding land management was found to be significant. (C) 2000 Elsevi er Science B.V. All rights reserved.