Disturbances of natural and cultural landscape as an element of controversies in tourism – assessment based on the analysis of stress hormones in saliva

Context The ecology of the natural and cultural landscape is an important decisive factor for tourists planning trips. The emerging disturbances of a landscape may affect not only the perception of tourist values, but also the health of visitors. Objectives: The aim of the study was to determine the relationships between identification of specific elements of a disturbed natural and cultural landscape and basic physiological reactions in study participants, namely the presence of stress hormones in saliva. The authors also intended to verify a new research method in the field of tourism and landscape assessment. Methods: The study participants were students. Samples of saliva were collected after displaying images. Hormone levels (cortisol, DHEA, testosterone) were determined using immunoenzymatic ELISA kits. Results: The results indicate that all respondents were in agreement as to which factors disturbed the landscapes presented. However, their subjective feelings were not reflected in a statistically significant manner in the physiological and biochemical reactions of their bodies. The authenticity of a landscape seems less important to the participants than expected. The lack of a strong reaction to a disturbed landscape is surprising, especially in the context of tourism, in which natural and cultural assets are some of the major factors affecting purchasing decisions and principal travel motives. Conclusions: This research may be a strong prognostic in the context of sustainable tourism and environment protection. This knowledge may be used by planners and spatial development experts in designing landscapes as well as in assessing the visitors'/tourists' perception of a landscape.