Unconscious Processing of Greenery in the Tourism Context: A Breaking Continuous Flash Suppression Experiment

Both tourism and nature have been proven to contribute to people’s physical and mental health. Most studies have discussed their positive effects at the conscious level, but the unconscious mechanisms underlying these effects remain under-investigated, especially in the tourism context. Using a psychological experimental paradigm called breaking continuous flash suppression (b-CFS), this study tested how the proportion of greenery in an environment influences people’s perceptions of tourism sites and compared the effects of different proportions of greenery on participants’ unconscious responses to tourism sites. The results suggest that the presence of greenery improves the participants’ unconscious perceptions, and that this effect is due to greenery as an element of the natural world, rather than to green as a color. These findings enhance the understanding of the role that the unconscious response plays in the effect of nature on human health and may have managerial implications for the tourism industry.