Powerful flowers: Public perception of grassland aesthetics is strongly related to management and biodiversity

Temperate grasslands provide various cultural ecosystem services that are appreciated in diverse ways. Capturing these diverse appreciations requires different methodological approaches, such as questionnaire surveys and social media analyses. In this study, we combined the potential of both approaches to capture two aspects of what people appreciate in agricultural grasslands, i.e., the aesthetic quality of differently managed plant communities and the objects frequently found in grassland-based social media images. The two complementary approaches showed that people preferred colourful flower- and species-rich grasslands over grass-dominated and fertilised swards. Social media analysis highlighted that people mainly photographed flowers, followed by livestock and/or wildlife, but this depended also on the social media platform used.

In conclusion, people’s appreciation was clearly related to the intensity of grassland management and to the level of biodiversity, with a preference for extensively managed grasslands with diverse flowers and wildlife. Yet, we also found significant differences between (i) conservationists and agricultural professionals in the aesthetic appreciation of the plant communities, and (ii) between common visitors and naturalists in their social media content. Our results suggest that extensive management and ecological restoration can be used to increase cultural grassland ecosystem services by enhancing the richness of forbs, flowers and other attractive wildlife. Thus, targeted management is necessary to maintain and enhance the attractiveness of grassland landscapes and subsequently increase the health benefits that can be associated with these cultural grassland ecosystem services and human-nature contacts.