The Cognitive Process of esthetic in the World Heritage Karst Sites from the Tourist's Perspective: An Exploratory Study Based on Grounded Theory

Outstanding esthetic value is an important driver of tourism and recreational visits to natural areas. At present, scholars have carried out value research in different World Natural Heritage (NWH) sites, but the esthetic value has its unique characteristics, and the research of other heritage sites may not explain the formation process of the esthetic value of all sites. In this study, we assess the travelogues shared by the public on social media with 5 NWH karst sites and construct a grounded model from the perspectives of tourists. We found that the esthetic value of karst heritage often emerges because of comprehensive integration, not a simple linear outcome but rather a complex system. Moreover, cognitive attention, artistic relevance scientific inquiry, and emotional involvement are the core elements in value formation. Visitors do not passively accept UNESCO's recognised heritage values during their travels, but they actively think about and reshape the values of the heritage. Fundings make up for the defect that the existing studies cannot answer the forming dimension and process of the esthetic value of karst NWH. This may help inform management for promoting a high-quality esthetic experience, as well as promote management and protection of karst WH values.