Based on arousal theory, we argue that clarifying the mechanism of tourist fatigue on tourist satisfaction is critical for better understanding tourists visiting crowded attractions. A field survey was conducted in Zengcuoan, China’s most artistic fishing village. We revealed that, contrary to expectations, tourist fatigue does not always have a negative impact on tourist satisfaction, implying that, similar to the contrast phenomenon of “poor but happy”, “fatigue but satisfaction” may exist in tourism because there must be something to entice tourists in congested areas. Furthermore, we demonstrated that tourists with high experience quality may mitigate the negative effects of tourist crowding on tourist satisfaction from the theoretical perspective of arousal theory. We then propose that tourism authorities improve experience quality by creating a high-quality tourism experience, and even a one-of-a-kind and unforgettable experience for tourists. Nonetheless, we argue that finding more creative ways to reduce “fatigue” and increase “satisfaction” for tourists is critical for the tourism industry’s success, especially given the industry’s current competitive conditions. As a result, we believe there is still room for further research into these methods.
