The Impact of Destination Image on Tourist Behavior: A Case Study of Generation Y Tourists from Chengdu, China, Traveling to Thailand
Article Sidebar
Main Article Content
Abstract
The objectives of this research were 1) To explore the direct impact of Cognitive Image on tourists' Behavior and its indirect impact mediated by tourists’ intentions, 2) To explore the direct impact of Affective Image on tourists ‘tourists’ behavior and its indirect impact mediated by tourists’ intentions. 3) To explore the direct impact of Perceived Scarifice on tourists’ behavior and its indirect impact mediated by tourists’ intentions. This study collected data using the “Wenjuanxing” platform, obtaining feedback from 328 tourists aged 29-44 in Chengdu, China. The data were then analyzed for reliability and validity and subjected to structural equation modeling.
The research results were found as follows: 1) the indirect effect of Cognitive Image, mediated by Intention, was greater than its direct effect on behavior. 2) The indirect effect of Affective Image, mediated by Intention, was also greater than its direct effect on behavior. 3) The impact of Affective Image on tourist intention was greater than that of Cognitive Image. 4) Perceived Sacrifice had a significant effect on Intention, but its direct impact on tourist behavior was not significant. This research provides a new perspective on the mechanisms by which destination image impacts travel behavior and offers valuable insights for tourism management agencies and policymakers.
Suggestion: The current attractions for Chinese Generation Y tourists to travel to Thailand are shifting from objective factors, such as natural landscapes, to a greater emphasis on affective experiences. Therefore, product positioning and marketing should focus on the construction of Affectiva Image and the stimulation of emotion.
Article Details
References
Afshardoost, M., & Eshaghi, M. S. (2020). Destination image and tourist behavioural intentions: A meta-analysis. Tourism Management, 81, 104154. https://doi.org/10.1016/j.tourman.2020.104154
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Avloniti, C., Yfantidou, G., Papaioannou, A., Kouthouris, C., & Costa, G. (2025). Participant perceptions and destination image: cognitive and affective dimensions in local sports contexts. Tourism and Hospitality, 6(2), 120. https://doi.org/10.3390/tourhosp6020120
Ayyıldız, D. K. H. (2021). The role of the destination image in creating memorable tourism experience. Journal of Tourism and Services, 12(23), 199-216. https://doi.org/10.29036/jots.v12i23.303
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897. https://doi.org/10.1016/S0160-7383(99)00030-4
Batra, A. (2023). A study on Chinese tourists' perception of violence and crime risk in Thailand. AU-HIU International Multidisciplinary Journal, 3, 49-57.
Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2023). Customer perceived value: a comprehensive meta-analysis. Journal of Service Research, 27(4), 501-524. https://doi.org/10.1177/10946705231222295
Cao, M. (2025). The impact of destination image and online reviews on Chinese tourists' outbound travel intention: the mediating role of perceived value and perceived risk. Journal of Information Systems Engineering and Management, 10, 1132-1141. https://doi.org/10.52783/jisem.v10i47s.9455
Carvache-Franco, M., Víquez-Paniagua, A. G., Carvache-Franco, O., Pérez-Orozco, A., Orden-Mejía, M., & Carvache-Franco, W. (2024). Implications of destination marketing from the perspective of the perceived value of foreign tourists. Cogent Business & Management, 11(1), 2392258. https://doi.org/10.1080/23311975.2024.2392258
Chen, X., Hao, Y., Duan, Y., Zhang, Q., & Hu, X. (2023). Gender and culture differences in consumers’ travel behavior during the COVID-19 pandemic. Sustainability, 15(2).
Chen, Y., Schuckert, M., Song, H., & Chon, K. (2015). Why can package tours hurt tourists? evidence from China’s tourism demand in Hong Kong. Journal of Travel Research, 55, 427-439. https://doi.org/10.1177/0047287515612597
Duan, Y., & Wu, J. (2024). Sport tourists perceptions of destination image and revisit intentions: An adaptation of Mehrabian-Russell's environmental psychology model. Heliyon, 10(11), e31810. https://doi.org/10.1016/j.heliyon.2024.e31810
Fakfare, P., Cho, G., Hwang, H., & Manosuthi, N. (2021). Examining the sensory impressions, value perception, and behavioral responses of tourists: the case of floating markets in Thailand. Journal of Travel & Tourism Marketing, 38. https://doi.org/10.1080/10548408.2021.1985042
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Gadhoumi, F., Legohérel, P., & Errajaa, K. (2023). There is a need for a contextualized adaptation of the evaluation of the destination image. Journal of Vacation Marketing, 31(1), 22-36. https://doi.org/10.1177/13567667231182539
Habibi, A., Ariffin, A. A. M., & Aziz, N. A. (2018). The influence of perceived benefits, perceived sacrifices, and perceived value on behavioural Intention in the context of medical tourism. International Journal of Services, Economics and Management, 9(3-4), 295-316. https://doi.org/10.1504/IJSEM.2018.097789
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. In Multivariate data analysis (pp. 785-785).
He, M. (2024). Analysis of the application of online public opinion monitoring technology to advertising orientation review. News Editing, (5), 15-17.
Huang, R.-Y., Chang, W.-J., & Chang, C.-Y. (2021). Destination image analysis and its strategic implications: A literature review from 1990 to 2019. Int. J. Tour. Hosp. Rev, 8, 30-50. https://doi.org/10.18510/ijthr.2021.813
Jieyao, Z., Kumar, J., Sthapit, E., & Garrod, B. (2025). Overcrowding, risk perception, and protective behaviors: a study on tourist decision-making. International Journal of Tourism Research, 27(4), e70095. https://doi.org/10.1002/jtr.70095
Kline, R. B. (2023). Principles and practice of structural equation modeling. Guilford Publications.
MacKinnon, D. P., Lockwood, C. M., Brown, C. H., Wang, W., & Hoffman, J. M. (2007). The intermediate endpoint effect in logistic and probit regression. Clinical Trials, 4(5), 499-513. https://doi.org/10.1177/1740774507083434
Madinga, N. W., van Eyk, M., & Amoah, F. (2025). The Influence of perceived sacrifices on behavioral intentions in the LGBT tourism sector. SAGE Open, 15(1). https://doi.org/10.1177/21582440241310654
Marques, C., Vinhas da Silva, R., & Antova, S. (2021). Image, satisfaction, destination, and product post-visit behaviours: How do they relate in emerging destinations?. Tourism Management, 85, 104293. https://doi.org/10.1016/j.tourman.2021.104293
Maulana, M., Shahfina, P., Mardhani, M., Andiny, P., & Safuridar. (2025). The impact of tourism on economic growth in ASEAN-5 countries: Evidence from panel data analysis. International Review of Economics and Financial Issues, 1, 243-256. https://doi.org/10.62941/irefi.v1i4.77
Meenui, N., Suesawadwanit, P., & Kuntonbutr, C. (2025). Guidelines for promote revisiting in Thailand of Chinese tourists. Journal of Social Science and Cultural, 9(1), 94-107. https://so06.tci-thaijo.org/index.php/JSC/article/view/278997
Money, L. (2023). Labels and the self: identity labels as scaffold. Journal of Analytical Psychology, 68(3), 590-609. https://doi.org/10.1111/1468-5922.12922
MOTS. (2025). Tourism Statistics. Retrieved from https://www.mots.go.th/more_news_new.php?cid=411
Praphruetmon, C., & Wang, Y. (2023). The influence of Thailand tourism user-generated content on Chinese tourists' behavioral intentions. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 43(2), 76-97. https://so06.tci-thaijo.org/index.php/utccjournalhs/article/view/261281
Sano, K., Sano, H., Yashima, Y., & Takebayashi, H. (2024). The effects of temporal distance and post type on tourists' responses to destination marketing organizations’ social media marketing. Tourism Management, 101, 104844. https://doi.org/10.1016/j.tourman.2023.104844
Seegebarth, B., Woisetschläger, D. M., Sohn, S., & Frenser, V. (2023). Determinants of consumers’ intentions to reduce air travel. Journal of Travel Research, 63(2), 335-356. https://doi.org/10.1177/00472875231159044
Setiawan, G., Dewantara, M. H., Nimri, R., & Arli, D. (2024). The effect of perceived risks and overall risk perception on international tourists behavioural Intention: Insights from Bali. Journal of Vacation Marketing, 13567667241282688. https://doi.org/10.1177/13567667241282688
Stylidis, D., Woosnam, K. M., & Tasci, A. D. A. (2022). The effect of resident-tourist interaction quality on destination image and loyalty. Journal of Sustainable Tourism, 30(6), 1219-1239. https://doi.org/10.1080/09669582.2021.1918133
TaoDong. (2021). Generation Z leads the new consumption trend. China Real Estate Finance, (7), 24-24.
Thuy, D. C., Ngoc Quang, N., Huong, L. T., & Phuong, N. T. M. (2024). The moderating effects of involvement on the relationships between key opinion leaders, customers' attitudes, and purchase intentions on social media. Cogent Business & Management, 11(1), 2400600. https://doi.org/10.1080/23311975.2024.2400600
Wang, L., Zhang, Q., Ye, M.-J., Wong, P. P. W., & Gong, Y. (2024). Green hotels visit Intention among young adults: integrating the familiarity, novelty, trust, perceived risk, and theory of planned behaviour. Humanities and Social Sciences Communications, 11(1), 1390. https://doi.org/10.1057/s41599-024-03935-0
Wang, Z., Udomwong, P., Fu, J., & Onpium, P. (2023). Destination image: A review from 2012 to 2023. Cogent Social Sciences, 9(1), 2240569. https://doi.org/10.1080/23311886.2023.2240569
Yang, S., Isa, S. M., & Ramayah, T. (2021). Uncertainty avoidance as a moderating factor to the self-congruity concept: the development of a conceptual framework. SAGE Open, 11(1), 21582440211001860. https://doi.org/10.1177/21582440211001860
Yum, K., & Kim, J. (2024). The influence of perceived value, customer satisfaction, and trust on loyalty in entertainment platforms. Applied Sciences, 14(13).
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Zhang, H., Jiang, J., & Zhu, J. (2023). The perceived value of local knowledge tourism: dimension identification and scale development [Original Research]. Frontiers in Psychology, Volume 14 - 2023. https://doi.org/10.3389/fpsyg.2023.1170651
Zhang, H., Wang, J., & Shen, H. (2023). A study on the influence of cultural heritage tourism perception on the national tourism image and cultural identity of overseas Chinese youth. In J. S. Chen (Ed.), Advances in hospitality and leisure (Vol. 19, pp. 83-106). Emerald Publishing Limited. https://doi.org/10.1108/S1745-354220230000019005
Zhang, J., Yu, Z., Miao, C., Li, Y., & Qiao, S. (2022). Cultural tourism weakens seasonality: empirical analysis of Chinese tourism cities. Land, 11(2).
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), 21582440251341404.