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Aesthetic considerations are integral to the competitive advantage and value creation of tourism destinations. This study aims to explore the modulating role of the artistic quality of a heritage architectural style in tourists’ travel interest and aesthetic pleasure. Focusing on Hongcun, a renowned Hui-style architecture scenic area in China, this research employed public opinion surveys to quantitatively analyse travel interest, aesthetic pleasure, and the artistic quality of the architectural style (including variety, unity, typicality, and novelty). The results indicate that typicality and variety play a significant role in modulating the relationship between travel interest and aesthetic pleasure, whereas the modulating effects of unity and novelty are not significant. These findings deepen the understanding of how tourists’ aesthetic pleasure is impacted by their tourist interests. By demonstrating that tourists’ interests significantly enhance aesthetic pleasure and promote it through the typicality and variety of heritage architecture, they advance the theory of destination aesthetics in cultural heritage tourism. These insights guide tourism planners and heritage managers in designing interpretive content and tour itineraries that highlight the aesthetic value of heritage architecture, thereby enhancing the overall visitor experience.
Cao et al. (Thu,) studied this question.