Group differences in the enjoyability of driving through rural landscapes

Most landscape preference research has focused on finding an empirical basis for public consensus. Few studies to date have examined why different groups prefer some landscapes over others. This paper explores some of the factors that may explain differences in preference for roadside landscapes in rural Wisconsin. Of the six groups selected to participate in this study, three of them earned their livelihood from the land — dairy farmers, professional foresters, and logging contractors. Three other groups sought rural landscapes, we surmised, for their amenities — members of lake associations and two groups of prospective tourists. Videotapes were the presentation media, and sequences of photographs along state highways in Wisconsin simulated the experience of driving through farm, forest and urban edge landscapes. Participants rated the enjoyability of driving through each landscape type. Significant differences were found among the participant groups, landscape types and the interaction between groups and landscape types. Of the background variables used in the study, only the participant’s reported knowledge regarding land management was found to be significant.