This paper examines perceptions and attitudes towards the use of cable cars with specific reference to Wulingyuan World Heritage Site in China. A total of 45 respondents were interviewed using open-ended questioning and semi-structured interviews. Thematic analysis suggests six motives for the use of the lift: (1) tight schedules generated by travel agents and tour operators, (2) lack of physical strength to walk to the summit, (3) group membership influences, (4) the saving of time, (5) lack of information about alternative approaches and (6) novelty of the lift. However, when questioned about sources of satisfaction, respondents tended to refer to other aspects of their visit. This raises questions of managerial significance, as in the past the construction of such lifts and cableways has been based on a premise of enhancing visitors' satisfaction with their visit, and this perceived advantage has been seen as outweighing possible adverse environmental impacts
