Evaluating canal heritage tourists’ satisfaction: An asymmetric impact-performance analysis of the Grand Canal in Beijing, China

Abstract

This study identifies the constructs of destination attributes perceived by tourists through principal component analysis. Guided by the three-factor theory, the asymmetric effect of various attributes on satisfaction along the Grand Canal is compared via dummy variable regression and penalty-reward contrast analysis, and the influencing mechanism is explored through in-depth interview analysis. The findings indicate that heritage value, cultural display, supporting facility, commercial service, social impact, and overall ambience are the main attributes of canal heritage destination. By integrating tourists’ psychological expectations with actual satisfactions, the existence of impact-asymmetry is shown in the cases of Old City Section and Tongzhou Section. The findings offer both theoretical construction and policy recommendations for canal tourism marketing by capturing demand-oriented attitudes.