Exploring Cultural and Heritage Attributes at Mount Yunqiu, China, Using Importance–Performance Analysis

The preferences of tourists regarding their experiences play a crucial role in the management of tourism destinations; understanding tourist satisfaction enables managers to offer facilities and services that are aligned with tourists’ expectations. This study aimed to identify the destination attributes at Mt. Yunqiu and utilize the traditional and revised IPA approaches and compare their results. It applied three different approaches of IPA to assess the perceived importance and performance of the attributes and factors. The three approaches comprised the traditional and modified IPA approaches. The research site was Mt. Yunqiu in Shanxi, which is one of the earliest sites from which humans originated and the center of the Yellow River civilization. A total of 350 questionnaires were utilized, and a total of 41 attributes of cultural and heritage sites were identified to determine the key attributes that attract tourists to the destination. The results present tourists’ perceptions of the destination and their satisfaction regarding various cultural and heritage attractions at Mt. Yunqiu. They thus provide empirical evidence and can be used to suggest various approaches to understand travelers’ perceptions of the importance and performance of different attributes at cultural and heritage sites in the context of Mt. Yunqiu.