Aesthetic expectations often constitute the primary focus in marketing nature-based tourist destinations. However, academic research has insufficiently explored the disparity between tourists' aesthetic expectations and the actual aesthetic quality maintenance in shaping satisfaction. Employing the Expectation Confirmation Theory, this study utilized structural equation modeling techniques to analyze survey data (n = 446). It proposed and tested an Aesthetic Expectation Confirmation Model to examine the relationship between aesthetic expectations, experiential qualities, and tourist satisfacti...
