Leveraging big data and spatial analysis for customer-centric evaluation of Chinese tourism performing arts

Purpose This study aims to examine customer satisfaction in Chinese tourism performing arts by integrating big data analytics and Geographic Information Systems (GIS), addressing the lack of data-driven consumer insights in cultural tourism research. Given the increasing significance of immersive cultural experiences in shaping visitor perceptions and destination competitiveness, this study highlights the need for advanced analytical methods to evaluate visitor experiences in spatial and emotional dimensions. Design/methodology/approach Analyzing 5,690 online reviews from three Chinese immersive performances − Encore Dunhuang, Encore Pingyao and Unique Henan − using text mining, co-occurrence network analysis, exploratory factor analysis, linear regression and spatial analysis. By combining sentiment extraction with spatial accessibility evaluation, it develops an integrated analytical framework that links experiential factors with geographic patterns of visitor satisfaction. Findings The results show that “Characteristic landscape,” “Cultural innovation” and “Performance content” enhance satisfaction, while “Value for money” and “Service quality” negatively affect it. Sentiment clusters reveal spatial disparities: Encore Pingyao benefits from urban transport, Encore Dunhuang faces accessibility challenges and Unique Henan exhibits strong regional links but weaker last-mile connectivity. These insights suggest that both experience design and spatial planning critically influence visitor engagement and perceived value. Originality/value This research contributes to tourism, hospitality and cultural management literature by integrating sentiment analysis with spatial behavior modeling through big data and GIS technologies. It offers a novel framework for evaluating customer experiences in tourism performing arts, providing actionable recommendations for smart tourism development, accessibility optimization and sustainable cultural destination management in emerging tourism economies.