Photo Zone Preference and Image Analysis for Invigorating Garden Tourism
Article information
Abstract
Background and objective
Photo zones (PHZs) are important environmental factors in garden tourism. This study was conducted to evaluate PHZs that could contribute to the invigoration of garden tourism.
Methods
After classifying PHZs into 16 types (6 natural types and 10 artificial types), a questionnaire survey was conducted to collect data on the general perception of PHZs, preferences for different PHZ types, and images that affect preferences. The data were subject to descriptive analysis, frequency analysis, one-way ANOVA, and multiple regression analysis.
Results
Regarding the intention to use PHZs, 63.8% of the respondents responded positively. Landscape image was highly perceived as a selection criterion for PHZs, and the overall image was highly perceived as an important element of PHZ design. The frequency of the most preferred PHZ type was high in garden type, natural phenomenon type, and grotto type among the natural types, while it was high in character type, moon-shaped type, and heart-shaped type among the artificial types. The PHZ type preference was higher for natural types than for artificial types. PHZ types that showed high preference included garden type and natural phenomenon type among the natural types, and the moon-shaped type and historical symbol type among the artificial types. Multiple regression models showed that “beautiful” and “natural” were highly explanatory variables for the preference of overall PHZ types, and “interesting” was a highly explanatory variable for the preference of PHZ types composed of sculptures.
Conclusion
The result that the garden type PHZs were evaluated highly suggests that gardens are valuable resources for local tourism. The classification of PHZs and the items for preference and image analysis applied in the study can provide a helpful evaluation tool for developing PHZs that increase the attractiveness of garden tourism as well as local tourism.
Introduction
Garden tourism is gaining increasing attention as a part of sustainable tourism that meets the needs of modern people seeking to relieve stress and achieve mental and physical well-being in nature-friendly environments through diverse experiences while enhancing the economic, cultural, and environmental value of the region. One of the design elements that has recently gained significance in creating an environment for garden tourism is photo zones (PHZs). PHZs are evaluated as a feature in tourism destinations that has a strong influence on visitor motivation and satisfaction (Kim and Jun, 2021). They are designed and built to promote the visual appeal of a space and create a unique sense of place through the photo experience of visitors, in a culture where photo-sharing on social media is prevalent (Park et al., 2022).
The term “photo zone” is a neologism composed of English words, but is used only in Korea. According to the Woorimal-Sam, an online Korean dictionary on the website of the National Institute of Korean Language, it is defined as “a place or area designed for taking pictures” (NIKL, 2024). An English expression with a similar meaning to photo zone is “photo spot,” which means “a good place to take pictures.” Photo spots are components of natural or cultural attractions, including buildings, sculptures, and gardens with high scenic value in tourist destinations, rather than places artificially created for the purpose of taking pictures. In Korea, the term photo zone is understood as a concept that includes both areas recognized as photo spots and artificial areas created for taking pictures and is generally defined as “an area intentionally created or that has natural scenic value for taking pictures” (Lee and An, 2023). At tourist destinations, photo zones offer areas for taking souvenir photos, marked with signs indicating that they are “spots to take pictures.” These zones also suggest framing ideas, helping tourists compose their shots like professional photographers (Lee, 2010).
Today, as the culture of sharing photos on social media to connect with others has grown, photos of visually appealing spaces uploaded online encourage users to visit. Therefore, when creating commercial spaces where foot traffic translates into sales, PHZs are being introduced by adding photo-friendly structures or enhancing the aesthetics of the space (Park et al., 2022). Since social media is an effective promotional tool for attracting visitors not only to commercial spaces but also to tourist destinations, it is necessary to create PHZs that can draw more tourists and to promote popular PHZs through the social media channels of these destinations (Kim and Jun, 2021). Korean local governments are installing various types of PHZs that highlight regional characteristics or enhance unique features to promote the success and sustainability of local tourism (Choi and Park, 2022; Kim et al., 2016; Lee, 2022). The introduction of PHZs is also being suggested as a detailed design element in developing tourism complexes to revitalize the region’s 6th industry (Lee, 2018).
PHZs provide an engaging experience that enhances awareness of regional identity and a sense of place for both tourists and local residents, and fosters communication and empathy in relation to a region. In today’s society, where people are becoming accustomed to communicating through images rather than text, the sharing of information through photos has become widespread, making their ripple effects significant (Lee and An, 2023). Therefore, it is necessary to develop PHZs and related cultural content that are rooted in regional or local contexts. Notably, in garden tourism, PHZs can be a factor that enhances the sense of place and tourist appeal of a garden as a destination. A study evaluating the Daegu Arboretum Chrysanthemum Exhibition found that PHZs were an exciting factor that influenced visitors’ impressions, along with service elements such as advance publicity, volunteer work, and information boards (Han and Lee, 2019). Moreover, a study evaluating blog images of the Suncheonman National Garden’s theme gardens reported that the garden’s diverse landscapes offer PHZ opportunities that can be enjoyed throughout all four seasons. It also suggested the need to expand beautiful and unique PHZs by developing trees and flowers that align with the garden’s theme, enhancing sculptures, and organizing events that suit the characteristics of each theme and season (Ji and Kim, 2022).
In this study, we classified the recently introduced PHZs in Korean tourist destinations into different types and then analyzed the preferences by type and associated images that influence these preferences. By exploring the types of PHZs and related images that can enhance the tourist appeal of garden tourism, we aimed to provide basic data for developing PHZs that can contribute to the invigoration of garden tourism.
Research Methods
Classification of photo zones
Data on PHZs recently introduced to Korean tourist destinations was collected, and experts in design and environmental sculpture classified them into 16 types based on their primary materials and visual characteristics. These 16 types were broadly divided into two categories: “natural-type PHZs,” which focus on natural materials, and “artificial-type PHZs,” which are centered around man-made materials. Natural-type PHZs were subdivided into 6 types: “grotto type,” “mountain scenery type,” “natural phenomenon type,” “rock scenery type,” “waterfall scenery type,” and “garden type.” Artificial-type PHZs were subdivided into 10 types: “character type,” “frame type,” “letter type,” “historical symbol type,” “storytelling type,” “heart-shaped type,” “wing-shaped type,” “moon-shaped type,” “fruit-shaped type,” and “animal-shaped type.”
Of the natural types of PHZs, the grotto type features caves as the main element, while the mountain scenery type uses mountain landscapes as the background. The natural phenomenon type focuses on temporary natural events, including sunsets, sunrises, auroras, and the Milky Way, as the primary backdrop. The rock scenery and waterfall scenery types highlight rock formations and waterfall landscapes as their respective backgrounds, while the garden type showcases a garden created primarily with plants. Representative images showing the characteristics of each type of natural-type PHZ are shown in Fig. 1.

Images that represent natural-type photo zones. zSource: Korea Environment Corporation. (2019, August 21). Top 5 Domestic Waterfall Tourist Attractions. Korea Environment Corporation. https://post.naver.com/viewer/postView.naver?volumeNo=23806326&memberNo=6928292
Among the artificial PHZs, the character type features local mascots and character sculptures as its central elements, while the frame type is designed like a picture frame (Park et al., 2022). The letter type focuses on letters - such as Korean characters, English letters, or numbers - or expresses a phrase with a message. Benfield mentioned this type as a feature expected to appear in future gardens in his 2013 publication Garden Tourism (Benfield, 2013). The historical symbol type is a PHZ themed around historical events, figures, sites, and cultural heritage. The storytelling type presents scenes from fairy tales, dramas, or movies, creating a narrative experience. The heart-shaped type and the wing-shaped type are PHZs featuring a heart-shaped sculpture, and a picture or sculpture depicting wings, respectively. The moon-shaped type is a PHZ featuring sculptures in the shape of the moon, such as a crescent moon, half-moon, or full moon. The fruit-shaped type uses sculptures in the shape of fruits, primarily created to promote local specialties. The animal-shaped type is a PHZ that incorporates sculptures in the shape of animals. Representative images illustrating the characteristics of each type of artificial-type PHZ are shown in Fig. 2.

Images that represent artificial-type photo zones. zSource: Shin, S. (2021, July 31). Installation of a Frame-Shaped Photo Zone in Horogoru, Yeoncheon-Gun, Jangnam-Myeon. Naeway News Agency. https://www.nbnnews.co.kr/news/articleView.html?idxno=528666. ySource: Jeon, J. (2019, August 15). Installation of a Symbolic Sculpture Commemorating the 100th Anniversary of the March 1st Movement at the Gyeongbuk Independence Hall. Segye.Com. https://segye.com/view/20190815506057. xSource: Park, C. (2019, October 24). Melon-themed unique photo zones in Gokseong. Yonhap News Agency. https://www.yna.co.kr/view/AKR20191024128800054
Questionnaire design
The questionnaire included items related to respondents’ socio-demographic background, their general perceptions of PHZs (such as their intention to use them, selection criteria, important elements of PHZ design, and most preferred PHZ types), as well as their preferences for each PHZ type and image analysis (Kim et al., 2016; Suh et al., 2012). While items on respondents’ socio-demographic background, PHZ selection criteria and important design elements, and most-preferred PHZ types were measured using a nominal scale, items on respondents’ intention to use PHZs, preference analysis by PHZ type, and image analysis by PHZ type were measured using a 5-point Likert scale (Table 1).
The items on preference and image analysis by PHZ type were designed to allow respondents to answer while viewing slides featuring photos of each PHZ type. To prepare the photo data for the slides, we visited PHZs that clearly represented the characteristics of each type, and took photographs. Additionally, we gathered supplementary photo data reflecting each type’s characteristics through an online search. The final collection included a total of 95 photos: 35 for natural-type PHZs and 60 for artificial-type PHZs. Each subtype was represented by 4 to 7 photos, which were used to create the survey slides.
Survey and analysis
A survey was conducted from July 1 to October 31, 2022, and a total of 618 responses were used for the analysis after duplicates and incomplete responses were excluded. The survey data were analyzed using the IBM SPSS Statistics software (Version 27.0), employing descriptive analysis, frequency analysis, one-way ANOVA, and multiple regression analysis.
A frequency analysis was conducted on variables related to socio-demographic background, the general perception of PHZs, and the most preferred PHZ types. Among the socio-demographic variables, age has been considered particularly useful for developing market strategies and garden programs at tourist destinations, including gardens (Benfield, 2021). Therefore, this study also sought to assess the preferred PHZ types and level of preference by age group. The respondents’ age variable was subdivided based on previous studies, which indicated a high proportion of garden tour visitors were in their 40s and 50s (Benfield, 2013; Cheon, 2018; Choi et al., 2015; Kim and Huh, 2016; Lee et al., 2019; Lee et al., 2020; Park et al., 2021; Yu et al., 2013), as well as research suggesting that tourists in their 20s and 30s are more familiar with online searches for tourist destination information (Zhang et al., 2019). The subdivided age groups were categorized into four groups: 40s and 50s, who were expected to have a high interest in garden tours; 60s and older, who are older than those in their 40s and 50s; 20s and 30s, who are more likely to actively access a variety of tourist destination information; and teenagers, who are younger than those in their 20s and 30s. After descriptive analysis, preference variables by PHZ type were analyzed using one-way ANOVA to examine differences in preferences among the subdivided age groups. Scheffe’s multiple comparison test was used for post-hoc analysis following one-way ANOVA.
To analyze the images associated with each PHZ type, a multiple regression analysis was performed on 16 PHZ types, with preference for each PHZ type as the dependent variable and the images associated with each PHZ type as the independent variables. The analysis was conducted using the stepwise method, and the relative importance of image variables in explaining preferences for each PHZ type was assessed.
Results and Discussion
Socio-demographic background
An analysis of the socio-demographic characteristics based on the survey revealed that 42.1% of respondents were male and 57.9% were female, indicating a slightly higher proportion of female respondents. In terms of age groups, the largest proportion of respondents were in their 20s and 30s (35.9%) and in their 40s and 50s (35.3%), followed by those in their 60s or older (17%) and teenagers (11.8%). Regarding occupation, students represented the largest group at 27.4%, followed by the self-employed (18.6%), office workers (17.6%), housewives (16.0%), professionals (10.5%), and farmers (2.3%; Table 2).
Intention to use photo zones (PHZs) and selection criteria
An analysis of the respondents’ intention to use PHZs found a mean score of 3.72, with 22.5% expressing a strongly positive intention and 41.3% showing a positive intention. This suggests that the behavior of taking pictures at PHZs was generally perceived positively by the respondents (Table 3). Taking souvenir photos at tourist sites is considered a special experience for visitors, and PHZs provide a designated space where tourists can capture such moments while enjoying the surrounding scenery (Lee, 2010). Therefore, the perception of PHZs as spots for special experiences appears to have a positive effect on the intention to use them. Furthermore, in a culture where sharing photos on social media has become commonplace due to the widespread use of smartphones, there is a growing trend of PHZs that provide attractive locations for photo opportunities that can be shared on social media (Lee, 2010; Park et al, 2022). Therefore, it appears that these socio-cultural characteristics may have contributed to the increased awareness of PHZs.
The responses regarding the criteria respondents prioritize when selecting a PHZ, as well as the most important elements in PHZ design, are summarized in Table 4. The most frequently selected criterion for choosing a PHZ was scenic images, at 63.8%, followed by symbolic meaning (15.2%), accessibility (7.6%), popularity (7.6%), and safety (2.7%). The high perception of scenic images as a selection criterion appears to be attributed to their role as a backdrop in PHZs, which are spaces designed for taking photos (Lee and An, 2023; NIKL, 2024); especially with social media posting in mind, great importance is placed on the background image as it not only can enhance the presentation of the subjects in the photo, but also can reflect the unique characteristics of the space (Park et al., 2022).

Respondent’s perception of photo zone selection criteria and important elements of photo zone design
The most frequently cited important element in PHZ design was the overall image, at 69.4%, followed by symbolic meaning (12.9%), shape (11.2%), color (5.2%), and material (0.6%; Table 4). Lee and An (2023) reported that PHZs share both spatial and behavioral cognition of the small spot where photos are taken, as well as the broader surrounding area. Park et al. (2022) reported that users who shared photos taken in a PHZ on social media perceived the overall space, including the PHZ, as a place for relaxation, experience sharing, and cultural/value expression. Therefore, since a PHZ encompasses not only a spot for taking pictures but also the surrounding scenery and atmosphere, offering various experiences and values to users, the overall image or symbolic meaning tends to be perceived as more important in PHZ design than specific details like shape, color, and material.
Most preferred photo zone types
An analysis of respondents’ most preferred PHZ types found that natural-type PHZs were generally preferred more than artificial-type PHZs (Table 5). Among the natural-type PHZs, the garden type was the most preferred, with a frequency of 25. 4%, followed by the natural phenomenon type (24.6%), grotto type (10.4%), and mountain scenery type (8.4%). In contrast, the waterfall scenery type and rock scenery type were relatively less preferred, with frequencies of 2.6% and 1.3%, respectively. Among the artificial-type PHZs, the character type had the highest preference, with a frequency of 8.1%, followed by the moon-shaped type (4.7%), heart-shaped type (4.5%), and frame type (3.2%). In contrast, the preference frequencies for the storytelling type, animal-shaped type, wing-shaped type, letter type, historical symbol type, and fruit-shaped type were relatively low, at 1.6%, 1.6%, 1.5%, 1.0%, 0.8%, and 0.3%, respectively.
An analysis of the most preferred PHZ types by age group is presented in Table 5. Among respondents in their teens, the character type was the most preferred, with a frequency of 18 people, followed by the natural phenomenon type (12), grotto type (10), and moon-shaped type (10). Among those in their 20s and 30s, the natural phenomenon type was the most preferred, with a frequency of 59 people, followed by the garden type (49), character type (30), grotto type (28), and moon-shaped type (13). Among respondents in their 40s and 50s, the garden type was the most preferred, with a frequency of 72 people, followed by the natural phenomenon type (48), mountain scenery type (30), and grotto type (20). Overall, the respondents in their 40s and 50s tended to have a higher preference frequency for the natural types; among the artificial types, the heart-shaped type (14) and frame type (10) were relatively more preferred. Regarding the age of visitors to garden tourism, Benfield (2013) reported that the median age of visitors to the 2011 “Garden Walk Buffalo” urban garden tour was 55.5 years old. Lee et al. (2019) found that the age group in their 40s and 50s represented a relatively high proportion of visitors to local garden festivals. Similarly, Kim and Huh (2016) reported that the highest age proportion of visitors to arboretums was in their 40s. Based on previous studies, it was found that those in their 40s and 50s prefer garden landscapes and actively participate in garden tourism. The PHZ type most preferred by this group was also the garden type, which features garden landscapes, showing consistent results with the highest preference frequency. Among those in their 60s, both the natural phenomenon and garden types had the highest preference, with a frequency of 33 people each, followed by the mountain scenery type (15). Overall, this group had a high preference for natural types, but a low preference for artificial types, with fewer than 10 people preferring each of the artificial subtypes.
An analysis of the preferred age groups based on PHZ types with a total preference frequency of 20 people or more showed that among the natural-type PHZs, the natural phenomenon type was generally preferred across all age groups, while the garden type was preferred by all age groups except those in their 10s. The grotto type had a high preference frequency among most age groups except for those in their 60s, and the mountain scenery type tended to be preferred by those in their 40s and older. Among the artificial-type PHZs, the character type and moon-shaped type showed a high preference frequency among younger age groups, including those in their 10s, 20s, and 30s, while the frame type and heart-shaped type tended to have a high preference frequency among the respondents in their 40s and 50s (Table 5).
Preference analysis by photo zone type
An analysis of respondents’ preferences for 16 types of PHZs revealed that, overall, the average preference for natural types of PHZs was higher than that for artificial types of PHZs (Table 6). This finding aligns with the finding that the preference frequency for natural types of PHZs exceeded that for artificial types of PHZs (Table 5). The natural types of PHZs exhibited above-average preference levels (ranging from 3.17 to 3.98) across all subtypes. Among them, the garden type received the highest preference, with a mean of 3.98, followed by the natural phenomenon type (3.94), waterfall scenery type (3.67), grotto type (3.46), mountain scenery type (3.45), and rock scenery type (3.17).
The seven artificial types of PHZs showed above-average preference levels (ranging from 3.01 to 3.49). Among these, the moon-shaped type had the highest preference, with a mean of 3.49, followed by the historical symbol type (3.17), frame type (3.12), heart-shaped type (3.09), storytelling type (3.08), character type (3.07), and animal-shaped type (3.01; Table 6). The historical symbol type showed a low frequency of respondents who preferred it the most, with 5 people (0.8%), but its average preference was relatively high among the subtypes of artificial-type PHZs. The character type had the highest frequency of respondents who preferred it the most among the artificial types, with 50 people (8.1%), but its average preference was relatively low. The letter type, wing-shaped type, and fruit-shaped type had below-average preferences, with means of 2.94, 2.95, and 2.55, respectively. The percentages of respondents who did not prefer these types were also high, at 33.3%, 34.3%, and 48.4%, respectively. This result aligns with the finding that the frequencies of respondents who most preferred these types were relatively low, at 6 (1.0%), 9 (1.5%), and 2 (0.3%), respectively (Table 5). The letter type and fruit-shaped type are actively used to emphasize a unique local landscape and create a lasting local image for tourists (Lee and An, 2023; Park, 2019), and the wing-shaped type is increasingly used as a photo zone for social media posts. However, since the preference for these types was rated as below average, it seems that design improvements are needed.
To determine the difference in preferences by respondent age group for 16 types of PHZs, a one-way ANOVA was performed. The results showed that preferences for all PHZ types, except for grotto type, natural phenomenon type, and letter type, had a significant difference in mean by age group at the 1% significance level (Table 7). Preferences for grotto type and natural phenomenon type did not show a significant difference in mean by age group. Preference for the letter type showed a significant difference in mean by age group, at the 5% significance level. Teenagers’ preference for this type was above average with a mean of 3.16, while it was below average for other age groups.
Among the natural-type PHZs, the preference for mountain scenery and garden types was relatively high in the 40s–50s and 60s and older age groups. The average preference for the rock scenery type was 2.77 in the 20s–30s age group, which was below average and significantly lower than that of other age groups. The preference for the waterfall scenery type was also relatively low in the 20s–30s age group. Among the artificial-type PHZs, the preference for character and storytelling types was significantly higher in the 10s, while the preference was below average in the 60s and older age group. Preference for the frame type and wing-shaped type was above average in the 10s and 40s–50s. The average preference for the frame type was 2.99 in the 20s–30s and 2.89 in the 60s and older age group, while the average preference for the wing-shaped type was 2.75 and 2.71, respectively, indicating a below-average preference. Preference for the historical symbol type was generally above average, but significantly higher in the 10s. Preference for the heart-shaped type was below average in the 20s and 30s with a mean of 2.71, while preferences were all above average in the other age groups. The preference for the moon-shaped type was generally above average, with a particularly higher preference in the 10s compared to other age groups. The preference for the fruit-shaped type and animal-shaped type was significantly higher in the 10s, with means of 3.19 and 3.71, respectively, while preferences in the other age groups were all below average.
When summarizing the respondents’ preferences by PHZ type, the preferences for all natural types of PHZs, except for the rocky scenery type, were above average for all age groups; and among artificial type PHZs, the preferences for the historical symbol type and moon-shaped type were above average for all age groups. This suggests that these types of PHZs could appeal to tourists of different age groups in garden tourism. Moreover, among the artificial-type PHZs, the character type and storytelling type were highly preferred by the 40s-50s age group, which was the main visitor group for garden tourism (Benfield, 2013; Kim and Huh, 2016; Lee et al., 2019), as well as by the 20s–30s age group, which was reported to be more familiar with online searches for tourism activities (Zhang et al., 2019). All age groups except the 60s and older showed an above-average preference for these types, indicating that they have a strong potential for introduction to garden tourism. Preferences for the letter type, fruit-shaped type, and animal-shaped type were low overall (Table 6), but were above average in the 10s age group, significantly higher than for other age groups. Therefore, it is suggested that these types of PHZs could enhance tourism attractiveness and user satisfaction when introduced to themed gardens targeting children and adolescents.
Image analysis by photo zone type
To analyze the images recognized in the natural types of PHZs, a multiple regression analysis was performed, with the preference for the six natural types of PHZs as the dependent variable and the images identified in each PHZ type as the independent variables. The results are shown in Table 8. All six regression models derived were statistically significant at the 1% significance level. Additionally, the tolerance of the input variables was greater than 0. 1, and the variance inflation factor (VIF) was less than 10, indicating that multicollinearity was not a problem (Lee and Lim, 2018; Park et al., 2022; Huh et al., 2022). The image variables that predicted the preference for the grotto type were “beautiful,” “natural,” “interesting,” “mysterious,” and “impressive.” The R2 value of the regression model was 0.591, indicating that these five independent variables explained 59.1% of the preference. Among the variables included in the model, “natural” had the highest explanatory power for the preference for grotto-type PHZs, with a beta value of 0.282, followed by “beautiful,” “interesting,” “mysterious,” and “impressive.” The image variables that predicted the preference for the mountain scenery type were “impressive,” “natural,” “touching,” “interesting,” and “mysterious.” The R2 value of the regression model was 0.517, indicating that these five independent variables explained 51.7% of the preference. Among the variables included in the model, “natural” had the highest explanatory power for the preference for the mountain-scenery-type PHZs, with a beta value of 0.314, followed by “impressive,” “touching,” “interesting,” “mysterious,” and “mysterious.”

Multiple regression models of respondent’s preference for natural-type photo zones with variables related to photo zone image
The image variables that predicted the preference for the natural phenomenon type were “beautiful,” “impressive,” “natural,” “interesting,” “touching,” and “mysterious,” and the R2 value of the regression model was 0. 573, indicating that these six independent variables explained 57.3% of the preference. Among the variables included in the model, “beautiful” had the highest explanatory power for the preference for natural-phenomenon-type PHZs with a beta value of 0.264, followed by “natural,” “interesting,” “impressive,” “touching,” and “mysterious.” The image variables that predicted the preference for the rock scenery type were “beautiful,” “touching,” “natural,” “interesting,” “impressive,” “fancy,” and “friendly,” and the R2 value of the regression model was 0.606, indicating that these seven independent variables explained 60.6% of the preference. Among the variables included in the model, “beautiful” had the highest explanatory power for the preference for the rock-scenery-type PHZs with a beta value of 0.248, followed by “natural,” “touching,” “interesting,” “impressive,” “fancy,” and “friendly.”
The image variables that predicted preference for the waterfall scenery type were “beautiful,” “interesting,” “distinctive,” “natural,” and “friendly,” and the R2 value of the regression model was 0.554, indicating that these five independent variables explained 55.4% of the preference. Among the variables included in the model, “beautiful” had the highest explanatory power for preference for waterfall-scenery-type PHZs with a beta value of 0.433, followed by “interesting,” “distinctive,” “natural,” and “friendly.” The image variables that predicted the preference for the garden type were “beautiful,” “impressive,” “touching,” “friendly,” “interesting,” and “fancy,” and the R2 value of the regression model was 0.626, indicating that these six independent variables explained 62.6% of the preference. Among the variables included in the model, “beautiful” had the highest explanatory power for the preference for garden-type PHZs with a beta value of 0.449, followed by “impressive,” “touching,” “interesting,” “friendly,” and “fancy.”
In the six regression models, the image variables that had high explanatory power for the preference for natural-type PHZs were “beautiful,” “natural,” “impressive,” and “interesting.” Notably, the variables “beautiful” and “natural” had a significant impact on the preference. The variable “impressive” had high explanatory power for the preference for mountain scenery type and garden type, while the variable “interesting” had high explanatory power for the preference for waterfall scenery type. Therefore, when planning a natural-type PHZ, it may be beneficial to suggest framing for photo shoots by exploring and selecting a location with a landscape that offers beauty and naturalness as a background (Lee, 2010); or to consider designing a landscape that creates a strong impression or interest through natural materials, such as a garden or waterscape, and using it as a backdrop for photo shoots.
To analyze the images recognized in the artificial types of PHZs, a multiple regression analysis was performed with the preference for 10 artificial types of PHZs as the dependent variable and the images identified in each type as the independent variable. The results a re shown in Table 9. All 10 regression models derived were statistically significant at the 1% significance level. Moreover, the tolerance of the input variables was greater than 0.1, and the VIF was less than 10, indicating that multicollinearity was not a problem (Lee and Lim, 2018; Park et al., 2022; Huh et al., 2022). The image variables that predicted preference for the character type were “impressive,” “beautiful,” “interesting,” “natural,” “friendly,” and “mysterious,” and the R2 value of the regression model was 0. 625, indicating that these six independent variables explained 62.5% of the preference. Among the variables included in the model, “impressive” had the highest explanatory power for the preference for the character-type PHZs with a beta value of 0.219, followed by “interesting,” “natural,” “beautiful,” “friendly,” and “mysterious.” The image variables that predicted the preference for the frame type were “beautiful,” “impressive,” “natural,” “interesting,” “simple,” and “touching,” and the R2 value of the regression model was 0.610, indicating that these six independent variables explained 61.0% of the preference. Among the variables included in the model, “natural” had the highest explanatory power for the preference for frame-type PHZs with a beta value of 0.246, followed by “interesting,” “impressive,” “beautiful,” “simple,” and “touching.”

Multiple regression models of respondent’s preference for artificial-type photo zones with variables related to photo zone image
The image variables that predicted letter type preference were “beautiful,” “natural,” “simple,” “friendly,” and “interesting,” and the R2 value of the regression model was 0.521, indicating that these five independent variables explained 52.1% of the preference. Among the variables included in the model, “natural” had the highest explanatory power for the preference for letter-type PHZs with a beta value of 0.263, followed by “beautiful,” “simple,” “friendly,” and “interesting.” The image variables that predicted the preference for the historical symbol type were “natural,” “distinctive,” “friendly,” “symbolic,” “interesting,” “mysterious,” and “touching,” and the R2 value of the regression model was 0.578, indicating that these seven independent variables explained 57. 8% of the preference. Among the variables included in the model, “natural” had the highest explanatory power for the preference for the historical-symbol-type PHZs with a beta value of 0.294, followed by “interesting,” “friendly,” “symbolic,” “mysterious,” “distinctive,” and “touching.”
The image variables that predicted the storytelling type preference were “interesting,” “natural,” “touching,” “fancy,” “impressive,” and “symbolic,” and the R2 value of the regression model was 0.545, indicating that these six independent variables explained 54.5% of the preference. Among the variables included in the model, “interesting” had the highest explanatory power for the preference for storytelling-type PHZs with a beta value of 0.236, followed by “natural,” “fancy,” “touching,” “impressive,” and “symbolic.” The image variables that predicted the preference for the heart-shaped type were “beautiful,” “interesting,” “natural,” “impressive,” “touching,” “symbolic,” and “mysterious.” The R2 value of the regression model was 0.707, indicating that these seven independent variables explained 70.7% of the preference. Among the variables included in the model, “interesting” had the highest explanatory power for the preference for the heart-shaped-type PHZs with a beta value of 0.249, followed by “beautiful,” “natural,” “impressive,” “mysterious,” “symbolic,” and “touching.”
The image variables that predicted the preference for the wing-shaped type were “beautiful,” “natural,” “impressive,” “fancy,” and “interesting,” and the R2 value of the regression model was 0.624, indicating that these five independent variables explained 62.4% of the preference. Among the variables included in the model, “beautiful” had the highest explanatory power for the preference for wing-shaped-type PHZs with a beta value of 0.408, followed by “natural,” “impressive,” “interesting,” and “fancy.” Since the regression coefficient for the variable “fancy” was negative (b = −0.115; beta = −0.110), the stronger the “fancy” image was perceived in wing-shaped PHZs, the lower the preference tended to be. As such, the perceived “fancy” image in wing-shaped PHZs has a negative explanatory power for preference, suggesting that the “fancy” image had an adverse effect on the wing-shaped type, which already had a relatively low average preference (Table 6). Therefore, when designing a wing-shaped PHZ, it is suggested to consider incorporating a more natural image rather than a fancy one. The image variables that predicted the preference for the moon-shaped type were “beautiful,” “natural,” “mysterious,” “simple,” “interesting,” and “touching.” The R2 value of the regression model was 0. 639, indicating that these six independent variables explained 63.9% of the preference. Among the variables included in the model, “beautiful” had the highest explanatory power for the preference for the moon-shaped-type PHZs with a beta value of 0.437, followed by “mysterious,” “natural,” “interesting,” “simple,” and “touching.”
The image variables that predicted the preference for the fruit-shaped type were “beautiful,” “natural,” “interesting,” and “touching,” and the R2 value of the regression model was 0.602, indicating that these four independent variables explained 60.2% of the preference. Among the variables included in the model, “beautiful” had the highest explanatory power for the preference for fruit-shaped-type PHZs with a beta value of 0.333, followed by “natural,” “interesting,” and “touching.” The image variables that predicted the preference for the animal-shaped type were “natural,” “interesting,” “beautiful,” and “friendly,” and the R2 value of the regression model was 0.614, indicating that these four independent variables explained 61.4% of the preference. Among the variables included in the model, “beautiful” had the highest explanatory power for the preference for animal-shaped-type PHZs with a beta value of 0.287, followed by “natural,” “interesting,” and “friendly.”
In the 10 regression models, the image variables that had a high explanatory power for the preference for artificial-type PHZs were “beautiful,” “natural,” “interesting,” and “impressive.” Notably, “natural” and “beautiful” images had a significant effect on the preference. These results showed the same or similar trends as those derived from the regression model for the preference for natural-type PHZs. The variable “impressive” had a high explanatory power for the preference for the character type, while the variable “interesting” had a high explanatory power for the preference for the character type, storytelling type, heart-shaped type, and animal-shaped type. Since these types are mainly composed of specially shaped sculptures, it was suggested that the interest provided by the sculptures had a positive effect on the preference. Therefore, when designing artificial-type PHZs, it seems desirable to encourage user preference by using materials that harmonize with the environment and create a space that evokes naturalness and beauty. As in the design of PHZs, the overall image was perceived as more important than detailed design elements, notably for sculpture-centered PHZs, it seems possible to create a space that captures visitors’ interest and enhances their desire to take photos by seamlessly integrating such zones into the surrounding landscape and atmosphere, and incorporating detailed elements such as the shape, color, and material of the sculptures (Ji and Kim, 2022). Previous studies on the attributes of tourist destinations suggest that the creation of PHZs that capture visitors’ interest can be a key attribute in enhancing tourist satisfaction and serve as a strong point for tourism destinations (Kim and Jun, 2021; Kim et al., 2016).
Conclusion
To develop PHZs that can be introduced into garden tourism, we classified them into 16 types (6 natural types and 10 artificial types) and investigated the general perception of PHZs, including intention to use PHZs, selection criteria, and most preferred PHZ types, and analyzed preferences by type and images that affect preferences.
As a criterion for selecting PHZs, scenic images were highly recognized, with the overall image being the most important factor in the design. These findings suggest that the overall image, including the surrounding landscape, was perceived as important in PHZs. The frequency of the most preferred PHZ type was higher in the natural types of PHZs than in the artificial types of PHZs. Among the natural types of PHZs, the preference frequency of the garden type, natural phenomenon type, and grotto type was high, while among the artificial types of PHZs, that of the character type, moon-shaped type, and heart-shaped type was high. Preference for the natural types of PHZs was generally higher than for the artificial types of PHZs. All natural types had an above-average preference (3.17–3.98), while among the artificial types, all types except the letter type, wing-shaped type, and fruit-shaped type had an above-average preference (3.01–3.49). Among the natural types, the garden type and natural phenomenon type had relatively higher preferences, while among the artificial types, the moon-shaped type and historical symbol type had relatively higher preferences.
Through analyzing the preference for each type of PHZ by age, all types, except for the rock scenery type in the natural types and the historical symbol type and moon-shaped type in the artificial types, showed above-average preference across all age groups. This suggests that these PHZs have the potential to attract tourists from various age groups. The letter type, fruit-shaped type, and animal-shaped type received significantly higher preference among teenagers compared to other age groups, indicating that these types are well-suited for themed gardens targeting children and youth.
A multiple regression analysis, with the preference for 16 PHZ types as the dependent variable and the perceived images in each PHZ type as the independent variables, found that the image variables “beautiful” and “natural” had a significant effect on preference for both natural and artificial types. The variable “interesting” demonstrated high explanatory power for the preference of PHZs featuring sculptures, such as character type, storytelling type, heart-shaped type, and animal-shaped type. Therefore, when planning a PHZ, the space should be designed with images of beauty and naturalness that harmonize with the surrounding environment. Notably, when incorporating sculptures, it is important to enhance interest through detailed design elements such as shape, color, and material.
Among the PHZ types, the garden type was the most preferred by respondents, with the highest preference frequency (25.4%) and the highest average preference (3.98). It also tended to be preferred across all age groups, making it the PHZ type with the greatest potential. As such, the high evaluation of gardens as PHZ spaces suggests that gardens hold significant tourism resource value in regional tourism. Therefore, if local gardens, private gardens, and others that have recently spread nationwide are diversified and organized to effectively reflect the landscape characteristics of gardens and visitors’ preferences, and if they are actively promoted through social media, it will help generate increased interest in gardens, expand tourism demand, and contribute to the invigoration of both garden tourism and regional tourism.
The analysis of photo zone types, preferences, and images conducted in this study is expected to provide valuable insights for the development of photo zones that enhance tourism attractiveness in garden tourism and regional tourism. However, since the evaluation has focused primarily on visual preferences for photo zone images, it may have limitations in assessing the usability aspect. Therefore, in the future, in addition to the visual preference evaluation of various photo zone types, a post-occupancy evaluation study should be conducted to comprehensively assess user behavior, satisfaction, and the factors contributing to satisfaction among those with direct experience.