Aligning online images and realities beyond the hype for sustainable heritage tourism

Social media promotions in urban historic districts create perception gaps (DIGs) between idealized online images (ODI) and on-site experiences (OPI), undermining tourist satisfaction. This study develops and applies an Integrated Diagnostic and Prioritization (IDP) Framework, which combines the SGS (Satisfaction-Gap Strategy) Matrix and the OIV (Optimization Index for Variables) Index, to generate actionable management strategies. Using NLP (UGC) and PLS-SEM (surveys) on Harbin’s Zhongyang Street, the study confirms a significant asymmetric and dimensionally heterogeneous impact, where negative gaps are more detrimental to satisfaction than positive gaps, particularly in the Tourist Attractions (TA) dimension. The framework’s application reinforces that the core heritage experience is far more critical than optimizing basic functional services, identifying “Integration of Natural/Cultural Resources” (TA3) and “Street/Pedestrian Environment” (TE1) as top priorities. The IDP framework is offered as a replicable, data-driven diagnostic tool for managers to align online “hype” with on-site reality.