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

The aim of the study was to determine the relationships between identification of specific elements of disturbed natural and cultural landscape and basic biochemical 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, involving concentration measurement of steroid hormones: cortisol (C), dehydroepiandrosterone (DHEA) and testosterone (T). 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 the biochemical reactions. Therefore, the authenticity of landscape, so crucial for tourism, seems less important than expected. The lack of a strong reaction to 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. This situation 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 landscape.