Effective environmental interpretation at Chinese natural attractions: the need for an aesthetic approach

In western society since the 1970s, interpretation has played an important role in improving tourists’ appreciation of the natural environment, developing their environmental attitudes and facilitating the adoption of environmentally sensitive behaviour. In China, interpretation of natural attractions is a more recent phenomenon and a largely cognitive approach has been taken, focusing on the presentation of scientific information. This paper questions whether the “scientific” approach used in the development of environmental interpretation in Chinese natural areas meets the needs of Chinese tourists. It explores this theoretically through an examination of the relationship between Chinese tourists and the natural landscape, noting that landscape memories and intangible cultural heritage are important mediators of Chinese landscape appreciation. Practically, research in the Danxia Shan National Natural Reserve and Geo-Park demonstrates that self-guided interpretation using the “western” scientific approach with signage, an information centre and a geological museum, is ineffective, and ignored by the majority of visitors. Guided tours, employing an “aesthetic” approach to interpretation, using stories, art and poetry to emotionally engage visitors with the landscape, appear more appropriate, culturally relevant and effective in China. Key techniques used by guides include numerous adjectival words, figurative or metaphorical landscape descriptions and exaggeration of the landscape's beauty.