Optimal visitor experience at urban horticultural expositions: Antecedents and positive social outcomes

Global urbanization has exacerbated nature deficit disorder, diminishing urban residents’ capacity to recognize and appreciate local biodiversity, ultimately compromising their overall well-being. Urban green places, such as parks and gardens, are thus increasingly recognized as vital resources for reconnecting urban residents with nature. However, existing research often neglects the specific mechanisms through which nature-based experiences translate into positive social outcomes, and the role of immersive, flow-inducing design in maximizing these outcomes. Furthermore, few studies have examined how horticultural events, increasingly common in urban development strategies, can benefit urban residents. As such, guided by the Optimal Experience (Flow) Theory, we examined how visitors’ biodiversity literacy is linked to their visiting experiences. Data (N = 407) were collected over several weeks from residents in the surrounding areas visiting one major venue of the 2024 International Horticultural Exposition. Structural Equation Modeling results confirmed that visitors’ biodiversity literacy deficit, as indicated by their perceived difficulty of plant recognition, directly predicted flow experience, nature connectedness, and hedonic well-being, and indirectly predicted pro-environmental behaviors, and eudaimonic well-being. By distinguishing different flow dimensions, we further identified both a direct and an indirect (mediated by nature connectedness) positive relationship between flow experience and pro-environmental behaviors. This constitutes the first empirical evidence linking flow experience and nature connectedness, thereby contributing theoretically to the Optimal Experience Theory in the context of nature-based urban recreation. Practically, we highlight both the critical role of biodiverse green resources, and visitors’ appreciation, informing the design and management of urban forestry and greening initiatives.