Evaluating user experience in cultural tourism settings: a Servicescape–ERG–RIPA model based on resident and tourist perspectives in Suzhou’s Shuangta market

Traditional markets, as important carriers of local lifestyles, are gradually being reconceptualized as cultural tourism spaces, which has led to conflicts between the needs of residents and tourists. However, existing research lacks a comprehensive analytical framework for evaluating and understanding the needs of different user groups. This study aims to identify key spatial service elements, analyze the hierarchical needs of different user groups, and evaluate their satisfaction patterns using implicit importance metrics. By integrating the Servicescapes model, the Existence-Relatedness-Growth (ERG) Theory, and the Revised Importance-Performance Analysis method, we develop a service satisfaction evaluation framework applicable to traditional markets and other cultural tourism spaces. Using Suzhou’s Shuangta Market as a case study, survey data were collected from 247 residents and 371 tourists. The results reveal that residents exhibit a “high satisfaction-low importance” pattern oriented toward daily life, while tourists show a “low satisfaction-high importance” pattern oriented toward cultural experience. Both groups place a high value on social functions, although their focal points differ. This study develops a systematic analytical framework for understanding the needs of different users in traditional markets and similar cultural tourism spaces, laying a methodological foundation for improving service quality in such environments.