Examining the Mediating Effect of Destination Image Between Sensory Impression and Behavioral Intention: Empirical Evidence From China World Natural Heritage Sites

A significant mediating role of destination image between sensory impressions and behavioral intentions is identified, particularly highlighting the influence of visual, olfactory, auditory, and tactile stimuli on tourists' cognitive, affective, and conative images at Mount Sanqingshan National Park (MSNP). The study, grounded in Stimulus-Organism-Response (S-O-R) theory, demonstrates that destination image positively impacts behavioral intention, especially through the conative component. Using data from 393 on-site questionnaires analyzed via Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Partial Least Squares-Structural Equation Modeling (PLS-SEM), the research reveals how sensory impressions shape tourists' perceptions and subsequent behaviors, offering novel insights for branding World Natural Heritage Sites (WNHSs).

Zheng, Q., & Rahman, S. (2025). Examining the Mediating Effect of Destination Image Between Sensory Impression and Behavioral Intention: Empirical Evidence From China World Natural Heritage Sites. Sage Open, 15(2). https://doi.org/10.1177/21582440251341404