Exploring the Influence of the Visual Attributes of Kaplan’s Preference Matrix in the Assessment of Urban Parks: A Discrete Choice Analysis

A significant majority of the literature on natural environments and urban green spaces justifies preferences that people have for using four predictors defined by Kaplan’s preference matrix theory, namely coherence, legibility, complexity, mystery. However, there are no studies implicitly focusing visual attributes assigned to each these predictors. Thus, aim this study was explore influence nine derived from people’s in context parks. discrete choice experiment used obtain responses a sample 396 students Golestan University. Students randomly evaluated their towards set potential scenarios with park images. The results random parameter logit analysis showed all complexity (variety elements, number colors, organization elements) one attribute coherence (uniformity), mystery (visual access), legibility (distinctive affect students’ choices parks, while (physical access) (wayfinding) did not choices. Furthermore, indicated heterogeneity attributes. findings can provide instructions designing