Research on Visitors’ Perceived Value of Industrial Heritage Museums Based on the IPA Model: A Case Study of Chongqing Industrial Museum
The revitalization of industrial heritage is ultimately assessed through visitors’ perceived value. Taking the Chongqing Industrial Museum as a case, this study collected review texts from Dianping, Ctrip, Xiaohongshu, and other platforms. After word segmentation and theoretical coding, a seven-dimensional, 24-item perceived-value scale was developed, covering historical, cultural-educational, emotional, quality, service, social, and cost value. A paired importance–performance questionnaire was administered, yielding 410 valid responses, which were analyzed through exploratory factor analysis (EFA) and Importance–Performance Analysis (IPA). The scale showed good reliability (Cronbach’s α = 0.720–0.857 for performance and 0.719–0.839 for importance), and the two rounds of EFA yielded cumulative variance explained of 70.624% and 68.426%. The mean importance scores (3.782–3.914) were systematically higher than the mean performance scores (3.520–3.711), revealing a pattern of “high expectation, low fulfillment.” Historical, cultural-educational, and emotional value fell in the keep-up quadrant, cost value in the concentrate-here quadrant, quality and service value in the low-priority quadrant, and social value in the possible-overkill quadrant; B3, D1, G1, and G2 were identified as priorities for improvement. The study further finds that IPA quadrants can mask the largest expectation gap within quality value, and that the lower-importance social value still carries real experiential functions. Accordingly, the paper proposes correcting quadrant placement by the expectation gap, treating the possible-overkill quadrant with caution, and advancing enhancement paths through narrative reconstruction, supporting facility and service improvement, value-for-money rebuilding, consolidation of advantages with resource reallocation, and industry chain extension.
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