Research on Perception and Optimization Strategies of Exhibition Tourism Experience from the Perspective of Generation Z: Empirical Analysis of Hangzhou West Lake International Expo Based on IPA Model

Abstract

 In the context of cultural-tourism integration and tourism consumption upgrading, Generation Z has emerged as the dominant consumer group in the exhibition tourism market. This study takes the Hangzhou West Lake International Expo as a case, develops a Gen Z-adapted exhibition tourism experience evaluation system based on Schmitt's five-dimensional experience theory, and conducts an empirical analysis with 385 valid questionnaires using the Importance-Performance Analysis (IPA) method. The findings indicate that Gen Z's demand for exhibition tourism presents a clear hierarchy: basic services as the foundation, digital experience as the core, cultural creativity as the priority, and social interaction as a supplement. IPA four-quadrant analysis shows that onsite staff service and transport accessibility are in the “Keep Up the Good Work” quadrant, whilecultural and creative products and immersive technology are in the 'Keep Up the Good Work' quadrant (though with minor performance gaps), while ticket price value and supporting facilities fall into the 'Concentrate Here' quadrant, indicating urgent supply-demand mismatches. This study proposes targeted optimization strategies according to IPA results, which can offer empirical evidence and decision-making references for the youth-oriented transformation and high-quality development of traditional exhibition brands.