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Abstract
Four hundred visitors to a bog environment were surveyed to determine the influence of familiarity on preference response to the visual environment, and to determine the degree of familiarity resulting from the on‐site encounter. Influence of familiarity on visitor preference was measured in terms of degree of visitor preference for visual scenes as a result of acquaintance gained through three means of familiarity: on‐site experiences, viewing of photographic materials prior to an on‐site experience, and number of previous visits. Degree of familiarity resulting from the on‐site encounter was measured by determining the degree of visitor recognition for scenes experienced during the on‐site encounter. Four findings resulted from the study: preference increased after the on‐site experience; prior photographic information decreased preference after the oil‐site experience; prior visits were associated with increased preference; and considerable familiarity resulted from the on‐site encounter, due to the on‐site experience rather than prior viewing of photographic information.