Must-be, attractive, or indifferent? The asymmetric satisfaction mechanisms for cultural and creative products in thematic museums.

Thematic museums face unique challenges in developing cultural and creative products, yet few studies have explored the cognitive evaluation patterns underlying visitor satisfaction in these specialized contexts. This study addresses this gap by investigating how visitors' cognitive evaluation of product attributes shapes their satisfaction judgments. Employing the Kano model in a case study of the Nanjing Imperial Examination Museum, this study identifies a three-tiered demand hierarchy. At the foundation lies the Core Performance Layer, defined by aesthetic appeal and thematic resonance. These attributes function as performance drivers; their presence significantly boosts satisfaction, while their absence triggers dissatisfaction. Above this, the Differentiation Layer consists of creative interpretation and practical utility, operating as attractive attributes that enhance satisfaction when present but cause no dissatisfaction when absent. The Supplementary Layer includes educational function, collectible value, and local cultural identity. These are classified as attractive attributes, but they exert only limited influence on overall satisfaction. Findings demonstrate that visitors evaluate these products through the lens of thematic specificity rather than generic symbolism, and they appear to integrate domain-specific cultural meanings into their daily lives. These results reveal asymmetric effects across attribute categories, advancing the behavioral literature on preference formation in heritage tourism.