Enhancing the self-drive tourism experience along scenic routes: identifying must-be, hybrid, and value-added attributes

Purpose This study aims to examine the experiential attributes of self-drive tourism along scenic routes from the tourist perspective. It aims to identify core attributes and assess their impact on satisfaction using the three-factor theory. Design/methodology/approach Drawing on the three-factor theory, a sequential mixed-methods design was used. Qualitative analysis and two large-scale surveys (n = 519) were conducted to identify and evaluate key experience attributes. Impact range performance analysis and impact asymmetry analysis were used to assess the asymmetric effects of these attributes on tourist satisfaction. Findings Six core experience attributes have been identified: along-the-route attractions, along-the-route amenities, local hospitality, escape, human–nature interaction and social interaction. The findings demonstrate asymmetric effects: amenities and hospitality serve as must-be attributes; human–nature interaction functions as a hybrid attribute; while social interaction, escape and attractions act as value-added attributes. Originality/value This research makes a valuable contribution to the existing literature by investigating the experiential attributes of self-drive tourism through the lens of tourist perception. It enhances our comprehension of how these perceived attributes impact satisfaction through asymmetric effects and applying the three-factor theory within the context of mobility-based tourism. Additionally, the study provides practical insights for route planning and experience design.