Aesthetic Values in Sustainable Tourism Development: A Case Study in Zhangjiajie National Park of Wuling Yuan, China

Sustainability requires the tourism industry to consider development and protection simultaneously. It provides a healthy and balanced lifestyle for the population and, therefore, has received increased attention in the selected research area. Tourism is one of the industries that needs to put much focus on sustainable development because tourism can bring both positive and negative impacts on the environment and the people. This study looks into sustainable tourism development from a different perspective: protecting and improving aesthetic values. Aesthetic value can influence tourists' perceptions of the tourism destinations, and their excursion experiences. When the negative aesthetic perceptions of the landscape have influenced the tourists, they will transfer these perceptions onto the other parts of the trip, then to the whole destination. The aesthetic value can also influence ethical and economic value. When tourists feel any part of the landscape is ugly, the feeling will cause discomfort and even hatred of the trip. Negative feelings will affect the tourist buying and consuming habits thereby weakening economic value. This study explains the importance of protecting aesthetic value, using an example of the Zhangjiajie National Park in China. The study also gives some clarifications on how to protect and improve aesthetic values for the Zhangjiajie area.