A Theoretical–Procedural Framework for Sustainable SUP Attribute Prioritization

Stand-up paddleboarding (SUP) at Sun Moon Lake, Taiwan, requires selective attribute prioritisation under operational and environmental constraints. This study develops a five-stage theoretical–procedural framework that organises participant needs through Schmitt’s experiential modules, classifies asymmetric quality functions using Kano analysis, links attributes to acceptable price and behavioural intention, and compares Kano-derived priorities with an evaluation–outcome priority matrix (EOPM). A quantitatively dominant sequential mixed-method design combined interviews with four operators and one certified coach, field observations, online reviews, and an electronic survey administered from 8 to 24 May 2023 to a purposive convenience sample of participants with prior SUP experience at Sun Moon Lake; 450 of 499 responses were usable (90.1%). Analyses included descriptive statistics, Kano classification, Satisfaction Improvement and Dissatisfaction Reduction Coefficients (SIC/DRC), 5000-resample bootstrap subgroup comparisons, correlation analysis, exploratory factor analysis, multiple regression, and the EOPM. Relaxation (SIC = 0.749) and happiness (SIC = 0.744) produced the largest satisfaction gains, whereas safety (DRC = −0.636) and shower facilities (DRC = −0.607) showed the strongest dissatisfaction sensitivity. Professional coaching (r = 0.349), skill instruction (r = 0.339), and safety (r = 0.331) were the strongest correlates of composite behavioural intention (Cronbach’s α = 0.941). Exploratory factor analysis identified experiential–relational enhancement and operational–competence support; both predicted behavioural intention (β = 0.174 and 0.296, respectively; adjusted R2 = 0.182). The EOPM identified safety and skill instruction as strategic strengths, while professional coaching remained an improvement priority, illustrating partial convergence between asymmetric quality and outcome-based prioritisation. The framework supports selective investment in non-negotiable operational foundations and high-leverage experiential enhancements in eco-sensitive sport tourism.