The article reports findings derived from a sample of 357 questionnaires that were self-completed by respondents after a visit to the Taoist village of Qiyunshan. The village has a heritage of several hundred years as a Taoist pilgrimage site and in 2003 it was opened to the wider world through the construction of a cable car that takes visitors directly to the village. The main attractions are the scenic areas, the Taoist tradition, the residents, and a sense of harmony between place, people, and culture.