Heritage tourism: an exploration of tourist experiences in Beijing, China

Heritage tourism is being rapidly developed in China, especially in Beijing due to the large number of historic sites there. Beijing was once a capital city of China’s feudal dynasties. Thus, there are thousands of heritage sites in Beijing with very special feature of these feudal dynasties. The heritage sites in Beijing are very popular among the tourists which create amazing economic revenue annually. However, the tourism industry in China is considered as an emerging industry with both opportunities and challenges, including the heritage tourism in Beijing. Tourists experience could reflect objective gaps and problems in the managing system and lack of service that the tourists my need. This research report, based on quantitative research method (survey) aims to analyse the tourist’s current travel expectation and experience for the managing group in order to realise tourist’s better travel experience in the short future. Experience of tourists indicates current gaps in service quality, booking system, loyalty rewards, technological support and product pricing, etc