Visitor Heterogeneity in Archaeological Heritage Tourism: A Latent Profile Analysis of Experience Patterns at Sanxingdui

Abstract

Visitors to archaeological heritage attractions are not homogeneous, yet much of the existing literature estimates average relationships among perceived value, satisfaction, and behavioral intention. Such variable-centered analyses may conceal meaningful differences in how visitors experience the same site. Using Sanxingdui as the case, this study applies latent profile analysis to 371 valid questionnaires and identifies visitor subgroups from three dimensions of experience value: functional, emotional, and social value. The profiles are then compared in terms of visit motivations, satisfaction, behavioral intention, and demographic characteristics. Model comparison supports a four-profile solution that balances statistical fit, classification quality, parsimony, and substantive interpretability. The sample comprises a low-experience-perception profile (17.8%), a moderate-experience-perception profile (41.2%), an elevated-experience-perception profile (26.7%), and a high-experience-identification profile (14.3%). Heterogeneity is expressed primarily as a graded structure in which all three value dimensions rise together, rather than as sharply separated functional, emotional, or social preference types. Satisfaction and behavioral intention increase markedly in the elevated and high-identification profiles, whereas differences between the low and moderate profiles are not statistically significant after adjustment, suggesting a threshold-like group pattern. All four visit motivations become stronger across the higher profiles, while basic demographic variables do not reliably distinguish class membership. The study extends archaeological tourism research from average net effects to person-centered heterogeneity and recommends prioritizing the large moderate profile through integrated interpretation, emotional storytelling, and socially shareable experiences.