Identifying Visual Quality of Rural Road Landscape Character by Using Public Preference and Heatmap Analysis in Sabak Bernam, Malaysia

The rural road landscape is crucial in forming areas’ character (LC). As a platform for portraying the landscape, roads demonstrate area’s unique natural and cultural characteristics to visitors. However, with continuous development of areas, LC has been severely impacted, thus impacting visitors’ visual experience. In order preserve protect this study aims assess quality landscapes based on public preference heatmap analysis. results indicated that most participants had higher level open horizontal views represented by agricultural such as paddy fields. It was also found different field characters their planting stages can positively affect landscapes. revealed LCs roadside settlements, commercial structures, mixed crops, vegetation received low ratings. These negatively impact landscape. findings provide significant insight planners decision-makers regarding protecting preserving essential tourism