Evaluation of popular science tourism in Guangzhou HEMC based on PLS-SEM

Science popularization is not only a prerequisite for national development, but also an effective means of enhancing citizens' personal quality. All sectors of society, represented by colleges and universities, bear the responsibility of promoting popular science. The integration of popular science and tourism in popular science tourism serves to advance both the field of popular science and the tourism industry simultaneously. The Guangzhou Higher Education Mega Center (HEMC) possesses abundant resources for science popularization and has the potential to develop popular science tourism, yet its current development in this area remains insufficient. This study utilizes Guangzhou HEMC as a case study and modifies the American Customer Satisfaction Index model by incorporating relevant questions pertaining to popular science tourism. A total of 280 valid questionnaires were collected through surveying, which were then analyzed to measure tourist satisfaction using the Tourist Satisfaction Index. The partial least squares structural equation model was employed for analysis, and on the basis of calculation results, the IPA map was constructed. The research revealed that tourists' satisfaction with popular science tourism at Guangzhou HEMC was suboptimal. Among the factors correlating to satisfaction, expectations, quality, and price are all important factors to consider when making a purchase decision; however, prioritizing expectations and quality can lead to greater satisfaction in the long run. Therefore, there is still ample room for improvement in the popular science tourism of HEMC Guangzhou. This can be achieved by intensifying publicity efforts, enhancing infrastructure, improving the quality and safety of catering services, strengthening the introduction and construction of popular science content, as well as appropriately reducing the price of popular science products and services.