Understanding different cultural ecosystem services: An exploration of rural landscape preferences based on geographic and social media data

Rural landscapes offer a variety of cultural ecosystem services (CESs). However, the relationship between rural landscape characteristics and different CESs is still poorly understood. Therefore, this study explored the rural areas of Huzhou city, China, as a case study to assess the main rural landscape characteristics of different CESs based on public preferences. First, 148 scenic spots were classified into four CESs (physical, experiential, intellectual and inspirational), and the public preferences for each scenic spot were determined by combining tourists' scores obtained from social media and government assessment scores. Then, the landscape characteristic indicators were constructed from the natural, infrastructural and sensory perspectives by combining geographic and social media data. Finally, the random forest model was used to evaluate the public preferences for rural landscape characteristics overall and for different CESs. The word frequency analysis showed that, in addition to the nature landscape, infrastructure and service had a strong influence on public preferences. The relationship with rural landscape characteristics varied across different CESs. For physical CESs, the convenience of infrastructure played a greater role than natural landscape characteristics. Experiential CESs, on the other hand, were affected by natural landscape characteristics themselves. Intellectual CESs had higher requirements for both infrastructure and nature. Inspirational CESs included sensory evaluation indicators, in addition to their focus on natural landscape characteristics and infrastructure, indicating that this category of CESs was more concerned with inner experience. The use of social media data has enriched the dimensions of sensory elements and provided new ideas and information supplements for comprehensively understanding different CESs, thus better supporting the management, planning and protection of rural landscapes.