Integrating AHP-SBE for Evaluating Visitor Satisfaction in Traditional Village Tourism Landscapes

Traditional villages, as repositories of cultural heritage and natural landscapes, have gained increasing prominence in the tourism industry. However, balancing authenticity preservation with visitor satisfaction remains a critical challenge. This study employs a combined Analytic Hierarchy Process (AHP)–Scenic Beauty Estimation (SBE) approach under the theoretical framework of 4E theory (Entertainment, Education, Aesthetics, and Escapism) to comprehensively evaluate visitor satisfaction in traditional village tourism landscapes. Eight nationally designated tourism-oriented traditional villages in Anhua County, China were selected as case studies. Findings from the AHP analysis reveal that aesthetic and escapism experiences are the most influential dimensions in shaping visitor satisfaction, while entertainment and educational experiences, though secondary, remain integral to a well-rounded tourism framework. The SBE evaluation corroborates these results, highlighting that seasonal characteristics, stress relief, and cultural landscape diversity significantly enhance visitor experiences. Conversely, deficiencies were observed in social interactivity, satisfaction with educational experiences, and fulfillment of aesthetic needs, indicating areas for improvement. A strong positive correlation between AHP and SBE scores (Pearson correlation coefficient = 0.867, p < 0.01) underscores the alignment between expert-driven evaluations and visitor perceptions. These insights suggest that integrating expert-based hierarchical analysis with empirical visitor assessments provides a more robust and multidimensional framework for sustainable tourism management. Recommendations include enhancing social interactivity, optimizing educational components, enriching aesthetic experiences, and ensuring the preservation of vernacular landscapes to foster sustainable, experience-driven rural tourism development.