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Senses are the primary channel by which travelers enjoy tourism, and the sensory experience of tourists is very important to the quality of their tourism experience. In this study, 385 questionnaires were distributed to tourists visiting the first batch of characteristic towns classified by the China National Forestry and Grassland Administration as national towns with forest characteristics. SPSS software was used for regression analysis to test the differences in the impact of sensory experience on the experience quality and future loyalty of forest town tourists. The results show that: (1) vision makes the highest contribution to the quality of tourist experience; (2) olfactory experience makes the lowest contribution to the quality of tourist experience and has no significant impact on it; (3) auditory experience has a significant impact on the quality of tourism experience but has no significant impact on the loyalty index. The study further confirms that, when a single sensory experience of tourists is insufficient, satisfaction can be achieved through the other senses. It is of great significance for forest town managers to design a sensory landscape according to the combined components of a destination’s characteristics and the tourists’ physical identities.

sustainability

A Study on How the Five Senses Are Affected When Tourists Experience Towns with Forest Characteristics: An Empirical Analysis Based on the Data of Fujian, Guangdong and Sichuan in China