Ecosystem services are investigated from many perspectives, but there are very few studies comparing the perception of forest and demand for forest ecosystem services (FES) in a cross-cultural analysis. This study aims to map the demand for FES and find out the forest perception of forest visitors in both Czech and Chinese societies. Data were collected by structured questionnaire among three different groups of respondents (n = 847) in six forest areas. The questions were focused on the demand for FES, expectations from the forest, preference for the visual form of the forest, and the willingness of forest visitors. Analysis demonstrates that the demand for some FES is related to geographical and cultural conditions. The results indicated that provisioning and regulation services are perceived as more important than cultural services. The differences by country were obvious in the cultural and provisioning services: Chinese demand more relaxing and meditation activities, whereas Czech demand mushroom picking. A significant outcome is a high demand of Chinese respondents for recreational facilities. Tree planting was rated as one of the most popular voluntary activity across the whole sample. Meanwhile, some findings point to an increasing pressure on forest ecosystems and their protection, which emerge due to the strong demand for recreational facilities. According to the findings, active involvement of forest visitors in various activities is recommended so that their appreciation of FES will constantly increase and to take into account the profile of visitors and incorporate them in forest management and planning in order to meet societal demand.

The general objective of the study was to assess the main drivers for visiting the forest and the frequency of the visits in the Czech Republic. A nationwide collection of data of the sociological research as part of The Market & Media & Lifestyle Research Project was carried out every year in the Czech Republic under the licensed cooperation with Kantar Media. The project is unique by the large scope of the questions in the questionnaires and by the high number of respondents. A total of 8794 Czech inhabitants aged 12 years and above from all the regions were involved in the survey in 2018. Information about the socioeconomic and demographic characteristics of all the respondents were obtained. In the closed questions, the respondents reported the frequency of the forest visits and its drivers. The main driver for visiting the forest was just to go for a walk or just to enjoy the outdoors, especially during their holidays or weekends, amounting to 79% of the inhabitants. Meditation and relaxation as well as sport in the forest, were also considered as important motives for forest recreation. On the contrary, 95% of the visitors did not practice game hunting, although game has a long tradition in the Czech Republic. Improvement on managing the forest for recreation should focus on participatory forest management to find a consensus between the public and forest stakeholders. Common decisions may help set up forest recreational goals with positive impacts on forest ecosystem services.