Digital technology has been increasingly applied in the traditional tourism forms, including the heritage tourism. However, the role of technology and tradition for attracting tourists in industrial heritage tourism destinations has not been clearly identified. To narrow the research gaps, this study adopted a two stage study, based on grounded theory and factor analyses. In Study 1, through the data analysis of 60 in-depth interviews, 10 stimuli factors in 3 categories were identified. In Study 2, a questionnaire was developed based on the results of Study 1, through exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), we established and tested a model of on-site stimulus factors. Findings can deepen the understanding of industrial heritage tourism from a tourist perspective and offer practical implications.

• Qiushi Gu(Southeast University, Nanjing, China)
• Wanting Liu(Southeast University, Nanjing, China)
• Minglong Li(Zhongnan University of Economics and Law, Wuhan, China)