Mapping generation Z visitor experience priorities in small museums in China: an importance–performance analysis

Attracting and retaining Generation Z visitors is critical to the sustainability of small museums, yet resource constraints often limit their capacity to respond effectively to visitor expectations. Focusing on small museums in China, this study investigates Generation Z visitors’ experience priorities using Importance–Performance Analysis. Experience attributes were identified inductively through interviews with 30 Generation Z visitors and thematic analysis, forming the basis for a questionnaire administered to 367 Generation Z respondents, who evaluated 35 attributes in terms of perceived importance and satisfaction. The results indicate that accessibility, exhibition content, and value for money constitute key strengths, while knowledge-oriented narratives play a secondary role. In contrast, phygital interaction, participatory activities, and engaging interpretation emerge as priority improvement areas. While the analysis is grounded in the Chinese context, cultural differences may limit the applicability of the findings elsewhere, and the study offers indicative insights for research and practice in comparable settings.