Hot air balloon experiences: asymmetric impacts and latent profiles

This study examines how dimensions of the hot air ballooning experience asymmetrically influence tourists’ overall satisfaction within the framework of the three-factor theory. It also identifies latent tourist profiles based on experiential differences. Data were collected from 409 South Korean tourists participating in hot air balloon tours in Cappadocia, Türkiye. Using Asymmetric Impact-Performance Analysis, the findings show that memory significantly enhances satisfaction, whereas escape, education, and security are more likely to generate dissatisfaction when underperformed. By adopting a non-linear perspective, this study contributes to the literature and offers practical implications for tourism operators and destination managers.